Griselda Ramirez
Carrollton,TX
Summary
Results-driven Media Leader with 20 years of experience in executing full-funnel media strategies that enhance brand equity and ROI. Skilled in managing national and local campaigns across Linear TV, CTV/OTT, and digital channels, while optimizing multi-million dollar budgets through advanced analytics. Experienced in leading agency teams to meet complex business objectives and improve operational efficiency.
Overview
26
26
years of professional experience
Work History
Media Manager
Sazerac
09.2023 - Current
- Directed innovative media strategies by aligning $15M+ in investments with business objectives across video, OOH, and digital channels.
- Spearheaded the execution and optimization of high-impact campaigns, utilizing data-driven reporting to provide actionable insights for future planning.
- Led the strategic and operational management of retail media investments across key Retail Media Networks (RMNs), driving day-to-day execution, optimization, and performance outcomes.
- Guided all paid media efforts across internal and external agencies, fostering a collaborative, high-performing team environment that led to a 10% increase in team productivity and efficiency.
- Analyzed campaign performance and translated data-driven reporting into actionable insights and strategic recommendations for leadership, improving decision-making.
- Evaluated and negotiated high-profile sponsorship partnerships, including BuzzBallz NBA collaboration, enhancing brand resonance in sports media.
- Partnered with internal marketing, shopper, and retail teams to deliver cohesive, cross-functional go-to-market activations, aligning efforts to maximize impact.
Manager, Mass Media
TaxAct.com
09.2020 - 09.2023
- Spearheaded the strategy and execution of all upper-funnel media, including Linear TV, CTV/OTT, Streaming Audio, and OOH, successfully driving brand growth and market presence.
- Negotiated and managed strategic media partnerships with major entities like ESPN and the Texas Bowl, increasing brand engagement by 28%.
- Directed a multi-channel TV campaign that achieved a significant 15% increase in new customer acquisition and boosted brand awareness by 11%.
- Managed annual media budget exceeding $25M, optimizing Linear and CTV spending to reduce CPA by 12% while maintaining reach.
- Analyzed insights from advanced models (MMM, MTA) to guide strategic decisions and enhance upper-funnel media performance.
- Developed annual upfront video strategy, negotiating and allocating budgets across multi-tier video channels for optimal placement and pricing.
- Achieved market share of +19 bps total tax filers, including 1% growth in a down tax market (-3.5% TY22). New tax filer starts increased 31%, the first year of growth in 7+ years.
Media Manager
The Dallas Morning News
05.2019 - 09.2020
- Directed paid media strategy for internal and external agencies, aligning efforts with business objectives.
- Oversaw strategy, creative development, and performance of paid digital and traditional media campaigns, enhancing campaign effectiveness.
- Established and met business goals by ensuring expectations and KPIs were attained across all campaigns.
- Researched and presented recommendations on emerging digital media opportunities, informing senior leadership's strategic decisions.
Senior Media Buyer
Omnicom Media
06.2018 - 05.2019
- Executed and negotiated media buys across digital, radio, and television, enhancing campaign reach.
- Managed media investments, ensuring alignment with strategic goals and adherence to budget guidelines.
- Oversaw daily media operations for select markets, ensuring execution of media plans and optimal resource allocation.
Media Supervisor
Dixon Schwabl
03.2016 - 04.2018
- Designed, recommended, and negotiated effective media strategies across traditional and digital efforts for clients.
- Managed day-to-day operations for all media activities in local broadcast and national media, ensuring alignment with strategic objectives.
- Maintained and supervised the execution of media plans, ensuring various teams met all goals and timelines.
- Negotiated multi-platform sponsorship opportunities across multiple markets and media outlets, enhancing brand visibility.
- Advised internal and external agencies on media strategies as a representative of Frontier Communications.
Media Manager
Red Spoon Marketing Group of Texas Dairy Queen
11.2014 - 03.2016
- Developed and executed media strategies and tactical recommendations across multiple media outlets.
- Managed media investments to align with strategies, budgets, and goals, ensuring optimal adherence to guidelines.
- Oversaw day-to-day operations of all media activities, ensuring alignment with strategic objectives and operational efficiency.
- Served as primary media contact for in-house creative team and Texas Dairy Queen Operators, providing strategic guidance that enhanced campaign execution.
- Examined operator sales data to compose strategic marketing objectives and media plans.
Associate Director
Zenith Media
11.2009 - 07.2014
- Managed over $150M in annual advertising budgets for various clients across all offline and digital channels.
- Developed comprehensive media strategies for assigned accounts based on client objectives.
- Managed daily operations of media activities for clients, ensuring alignment with strategic objectives and timely execution.
- Facilitated new business development and client expansion initiatives, enhancing overall account portfolio.
- Developed targeted advertising and communication objectives for national and regional accounts, aligning strategies with client goals.
Broadcast Account Manager, Partner
GroupM
01.2005 - 11.2009
- Established and managed budgets for broadcast television, radio, and digital media to optimize execution of media plans.
- Cultivated strong business relationships with internal and external teams to drive successful implementation of advertising campaigns.
- Evaluated and developed traditional media strategies that enhanced client ROI.
- Contributed to new business pitches across all categories by offering case studies and creative brand executions that utilized multiple media touchpoints.
Client Services Associate Supervisor
MindShare
09.2002 - 12.2005
Associate Broadcast Negotiator
PHD USA
06.2000 - 09.2002
Education
BA - Speech Communications
California State University Los Angeles
01-2000
Skills
- Paid media strategy
- Direct response media expertise
- Media planning
- Campaign optimization
- Measurement solutions
- Budget optimization
- Market analysis
- Audience segmentation
- Strategic partnership evaluation and execution
- Partner management
- Stakeholder management
- Team leadership and development
Timeline
Media Manager
Sazerac
09.2023 - Current
Manager, Mass Media
TaxAct.com
09.2020 - 09.2023
Media Manager
The Dallas Morning News
05.2019 - 09.2020
Senior Media Buyer
Omnicom Media
06.2018 - 05.2019
Media Supervisor
Dixon Schwabl
03.2016 - 04.2018
Media Manager
Red Spoon Marketing Group of Texas Dairy Queen
11.2014 - 03.2016
Associate Director
Zenith Media
11.2009 - 07.2014
Broadcast Account Manager, Partner
GroupM
01.2005 - 11.2009
Client Services Associate Supervisor
MindShare
09.2002 - 12.2005
Associate Broadcast Negotiator
PHD USA
06.2000 - 09.2002
BA - Speech Communications
California State University Los Angeles