Hannah Bennett
New York,NY
Summary
Experienced media director with nearly 10 years of expertise in digital activation, planning, and investment across various accounts and lines of business. In-depth knowledge of the digital ecosystem, including programmatic, direct IO, display, video, YouTube, and FEP. Proficient in employee training and management at all levels. Skilled user of digital databases such as The Trade Desk, DV360, Crossix, IQVIA, Prisma, Innovid, and DoubleClick.
Overview
5
5
years of professional experience
Work History
Director, Digital Activation
Hearts & Science
New York, NY
04.2023 - Current
- Oversee investment and planning of programmatic and direct media for pharmaceutical client, AMGEN, as well as Client Brand lead for San Diego Zoo.
- Facilitate discussions in client meetings, effectively addressing concerns and aligning media strategies with evolving client expectations.
- Negotiate vendor media rates and minimums in order to maximize budget efficiencies for the client. 2024 resulted in over $2MM in savings for Amgen.
- Leverage relationships with media outlets to negotiate added value opportunities and bonus impressions, enhancing campaign reach without exceeding budget.
- Supervise development of media plans to ensure campaigns are performance-based and tied to measurable KPIs (i.e., IQVIA audience quality and efficient cost per Tier Actions).
- Maintained up-to-date knowledge of industry trends and best practices related to digital marketing tactics.
Associate Director, Digital Activation
Hearts & Science
New York, NY
06.2021 - 04.2023
- Led programmatic training sessions for various internal departments, as well as the 'Digital Buddy' mentor program to broaden the larger team's programmatic skills.
- Planned customized client presentations, delivering comprehensive media plans tailored to business goals, resulting in successful client alignment.
- Developed compelling media strategies and presented monthly insights through data-driven reports (i.e., Crossix and IQVIA), ensuring clear communication of campaign objectives and outcomes.
- Conducted regular meetings with department leads to review progress on strategic initiatives.
Supervisor, Digital Activation
Hearts & Science
New York, NY
07.2019 - 06.2021
- Conducted data analysis on digital media campaigns using Crossix to determine patient-to-drug conversion rates.
- Developed and implemented comprehensive strategies to improve operational processes and organizational efficiency.
- Negotiated and presented all digital tactical recommendations in alignment with overarching client business objectives and KPIs.
- Worked closely with colleagues from different departments to create tailored audience segments, optimizing the reach of targeted media to engaged consumers.
Education
Bachelor of Science - Business Administration, Management
Cameron School of Business, University of North Carolina, Wilmington
05.2015
Skills
- Digital advertising expert, specializing in programmatic media
- Diverse client portfolio (ie Microsoft, Samsung, Johnson & Johnson, Amgen, San Diego Zoo) with customized management approach catered to client needs
- Knowledgeable across multiple DSPs (The Trade Desk EDGE Academy Certified & DV360 Certified)
- Strategic development & execution of numerous digital campaigns
- Supervision & coordination of Direct Reports
- Talent acquisition and training - inclusive of new hire onboarding
- Skilled within various digital dashboards (Campaign Manager 360, Double Verify, IAS, Innovid, Crossix, IQVIA, Prisma, etc)
- Proficient user of Microsoft suite of programs
Timeline
Director, Digital Activation
Hearts & Science
04.2023 - Current
Associate Director, Digital Activation
Hearts & Science
06.2021 - 04.2023
Supervisor, Digital Activation
Hearts & Science
07.2019 - 06.2021
Bachelor of Science - Business Administration, Management
Cameron School of Business, University of North Carolina, Wilmington
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