Erica Fisher-Scall
Massapequa,NY
Summary
Digital & social media professional with 10+ years’ experience in account management, XFN collaboration, team leadership & managing multiple teams across channels & client verticals in the CPG, Financial Services, Tech, Travel, Auto, and Retail industries. Skilled in cross-functional collaboration, revenue driving strategies, platform activation, data analysis and measurement.
Overview
12
12
years of professional experience
Work History
Senior Account Manager
Snapchat
New York, NY
11.2021 - Current
- Achieved optimal performance for financial service advertisers by implementing and optimizing platform best practices across media and creative. Collaborated with clients and media agencies to effectively manage quarterly budgets of $6mm to $50mm, resulting in enhanced awareness and performance outcomes.
- Directed execution of client's initial organic strategy on platform, integrating public profiles and creators, and formulating comprehensive best practices alongside coordinated organic and paid amplification strategies.
- Led the development and execution of measurement solutions in partnership with Marketing Science. Oversaw initiatives targeting multiple funnel objectives such as awareness and brand lift, conversion lift, MTA, and MMM attribution strategies to optimize marketing performance & deliver insight reports
- Build rapport & instilled trust with sales leadership to distribute tactics for successful, best in class upsells and day-to-day troubleshooting, optimization recommendations, and product guides for the larger Account Management org
Associate Media Director, Paid Social & Display/Video
360i (Now Dentsu)
New York, NY
08.2020 - 11.2021
- Directed paid social and programmatic go-to-market strategy for CarMax, overseeing a team of six and ensuring effective campaign execution across awareness and performance objectives.
- Activated CarMax's first large scale creator campaign by formulating an integrated organic and paid social strategy using celebrity talent & influencers across Facebook/Instagram & TikTok to drive high impact awareness. Campaigns included sports & lifestyle creator talent
- Managed and grew the Paid Social team YoY by proving Social's value through successful MMM results analysis and exceeding Sales goals, resulting in the ability to test new partners like Snapchat & TikTok
- Volunteered to be a stop-gap manager for the PacSun team that needed support in Spring and Summer activations for social and digital platforms, as well as managing an additional team of 2 Media Managers
Supervisor, Paid Social & Integrated Media
360i (Now Dentsu)
New York, NY
07.2019 - 08.2020
- Oversaw team efforts in executing CarMax's paid social media initiatives and supporting CTV extension strategies to enhance brand awareness and performance-driven media buying.
Media Planner, Digital/Social
Digitas
06.2017 - 07.2019
- Hewlett Packard Enterprise
Paid Social Strategist & Media Planner
Horizon Media
10.2015 - 06.2017
- Weight Watchers
Assistant Media Planner, Digital
The Martin Agency
07.2014 - 10.2015
- Colonial Williamsburg, Benjamin Moore, Eaton Corporation
Education
Information Management & Technology
Syracuse University
05-2014
Bachelor of Science - Information Management & Technology
Syracuse University
05-2014
Skills
- Measurement: Conversion Lift, Brand Lift, Split Cell Testing, MMM/MTA, CAPI, Acxiom, Nielsen, Neustar, Millward Brown, Brand Safety
- Technical Expertise: Looker, Google Analytics, Adobe Analytics, Salesforce, Platform Activation (Facebook, Instagram, Twitter, Snapchat, Pinterest, TikTok, YouTube), Photoshop, InDesign
- Strategy: New production adaption, Full Funnel Performance Marketing, Campaign Optimization, Marketing Influencer Marketing, Organic/Paid Strategy, Mobile App
- Leadership: Problem Solving, Empathy, Adaptability, Project Management, Client Relationships & Cross-Functional Collaboration
Timeline
Senior Account Manager
Snapchat
11.2021 - Current
Associate Media Director, Paid Social & Display/Video
360i (Now Dentsu)
08.2020 - 11.2021
Supervisor, Paid Social & Integrated Media
360i (Now Dentsu)
07.2019 - 08.2020
Media Planner, Digital/Social
Digitas
06.2017 - 07.2019
Paid Social Strategist & Media Planner
Horizon Media
10.2015 - 06.2017
Assistant Media Planner, Digital
The Martin Agency
07.2014 - 10.2015
Information Management & Technology
Syracuse University
Bachelor of Science - Information Management & Technology
Syracuse University