Georgette Heller
PERFORMANCE BASED MARKETING | TV SPECIALIST
Dobbs Ferry,NY
Summary
Strategic marketing professional with a collaborative approach to developing and leading integrated campaigns. Skilled at bridging data and storytelling, leading cross-functional teams, and guiding agency partnerships for consistent ROI. Transitioning into a creative and CTV-focused marketer, leveraging a strong performance background to shape creative strategy and drive D2C initiatives with accountability.
Overview
22
22
years of professional experience
2004
2004
years of post-secondary education
Work History
SENIOR DIRECTOR
TRANZACT
04.2019 - Current
- Govern TV and CTV strategy across media and creative, ensuring campaigns are rooted in performance while evolving toward more modern, storytelling-led approaches.
- Leading the development and execution of a Connected TV (CTV) roadmap, improving agency support, and refining internal media buying strategies to achieve key business milestones.
- Oversee cross-functional teams to advance internal attribution and analytics tools, improving optimization and visibility into business-driving outcomes.
- Play a key role in innovative testing strategies, including the implementation of AI tools to enhance creative performance, and drive measurable consumer action.
- Direct internal media-buying teams, performance analysts, and external agency partners to drive scalable acquisition across screens.
- Serve as primary stakeholder for Hispanic marketing efforts – guiding audience strategy, brand positioning, and culturally relevant creative development.
DIRECTOR, MEDIA
ALLSTAR PRODUCTS GROUP
01.2015 - 04.2019
- Oversaw end-to-end DRTV campaigns, including media strategy, analysis, vendor management, and budget optimization.
- Regularly prepared materials to present performance results to the owner, CEO, and C-level executives.
- Forecasted inventory needs, and enhanced efficiency through weekly data-driven reporting and campaign pacing.
- Partnered with Sales to develop compelling retail pitch decks, supporting major footprint expansion, and sell-in.
- Defined and implemented standards for multichannel campaign tracking and reporting across short form, long form, and digital extensions.
SR MANAGER, MEDIA
ALLSTAR PRODUCTS GROUP
01.2012 - 01.2015
- Managed all aspects of national and spot market TV campaigns.
- Expanded reach and response by executing tailored strategies in the Hispanic and Canadian markets.
- Worked closely with celebrity-driven product launches, with brand ambassadors including Lori Greiner, Daisy Fuentes, and Demi Lovato.
MANAGER, MEDIA
ALLSTAR PRODUCTS GROUP
08.2009 - 01.2012
- Developed a “trust but verify” agency oversight model to ensure accountability and media effectiveness.
- Maintained daily collaboration with Supply, Sales, Amazon, and Brand teams to align media with operational readiness
MEDIA SUPERVISOR
TIMESOURCE MEDIA
01.2004 - 02.2009
- Managed short- and long-form media buying, client reporting, and planning operations for DRTV clients across national and regional markets.
- Negotiated monthly cable packages across top networks (NBCUniversal, Discovery, Viacom, and Scripps) to drive cost efficiency.
- Sold paid programming spots for KICU-TV, San Francisco, building strong client partnerships, and repeat business.
Education
BA - Communications, Art History
University of California
Skills
- Lead Generation & Customer Acquisition
- Linear & CTV/OTT media planning
- Campaign Optimization & KPI Analysis
- Attribution & Measurement Strategy
- TV Integration & Branded Context Strategy
- Cross-Functional Team Leadership
- Agency & Vendor Management
- Leadership & Strategic Influence
Mantras
- I don't need to be right, We need to get it right
- Stay Curious
Characteristics
- Thought Leadership
- Adaptability
- Mission Focused
- Ability to Read the Room
Timeline
SENIOR DIRECTOR
TRANZACT
04.2019 - Current
DIRECTOR, MEDIA
ALLSTAR PRODUCTS GROUP
01.2015 - 04.2019
SR MANAGER, MEDIA
ALLSTAR PRODUCTS GROUP
01.2012 - 01.2015
MANAGER, MEDIA
ALLSTAR PRODUCTS GROUP
08.2009 - 01.2012
MEDIA SUPERVISOR
TIMESOURCE MEDIA
01.2004 - 02.2009
BA - Communications, Art History
University of California
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