Jenna Berning
Media Professional
Scottsdale,AZ
Summary
Growth-focused and goal-oriented media professional with 20+ years of experience planning, buying, and optimizing multi-channel campaigns across Linear TV, OTT/CTV, Radio, Streaming Audio, Podcast, OOH, Print, and Digital. Expert at developing data-driven acquisition strategies, evaluating new channels, and managing full-funnel campaigns with precision and ROI discipline. Known for bringing a strong test-and-learn mindset, deep vendor management experience, and the ability to collaborate cross-functionally. Adept at scaling campaigns, negotiating competitive rates and premium placements, and transforming data insights into actionable optimizations. Excels in fast-paced environments and thrives on building, iterating, and improving media programs.
Overview
14
14
years of professional experience
Work History
Associate Media Director
PXG (Parsons Xtreme Golf)
Scottsdale, AZ
05.2020 - 12.2025
- Managed and maintained strong media relationships while negotiating hard on behalf of the business, securing premium placements, protecting value, and stretching budgets further than can be expected. Successfully negotiated multi-million-dollar contracts, locking in high-impact opportunities, and delivering clear, actionable reporting that keeps teams aligned and informed.
- Managed complete planning, purchasing, and optimization of multi-channel campaigns across print, OOH, radio, digital, streaming audio, podcasts, Linear TV, and CTV/OTT to drive brand growth and enhance customer acquisition.
- Facilitated vendor interactions, managing contracts, discussions, and routine operations.
- Crafted data-driven multi-million dollar media plans and showcased strategic recommendations to leadership for local, regional, national, and international markets.
- Partnered with Creative, Digital, and PR teams to synchronize messaging and guarantee cohesive execution across channels.
- Coordinated effective introductions of new equipment, accessories, and apparel several times each year.
Associate Media Director
BIG YAM, The Parsons Agency
Scottsdale, AZ
06.2015 - 04.2020
- Directed and optimized multi-channel campaigns to foster brand development and client acquisition for numerous clients.
- Directed offline media buying operations, overseeing vendor relationships, negotiations, and approvals as sole media department member.
- Engineered data-driven media frameworks through thorough competitive research and audience insights; presented tailored strategic recommendations to clients in various market segments.
- Facilitated collaboration between Creative, Digital, and Account teams to maintain cohesive messaging and seamless cross-channel media integration.
- Evaluated campaign effectiveness and analyzed results to uncover optimization potential.
- Analyzed emerging media channels to uncover test opportunities, enhancing innovation within media mix.
- Secured advantageous placements through rate negotiations, maximizing budget efficiency and elevating campaign effectiveness.
Senior Media Strategist
Martz Parsons
Scottsdale, AZ
02.2012 - 06.2015
- Orchestrated full-cycle planning and execution of multi-channel campaigns, boosting brand growth and client acquisition.
- Steered all offline media buying tasks, managing vendor relationships, negotiations, and approvals independently.
- Crafted data-driven media plans with competitive research, presenting strategies to diverse market clients.
- Collaborated with Creative, Digital, and Account teams to ensure cohesive messaging and cross-channel harmony.
- Monitored performance identifying optimization avenues to prove ROI.
- Explored emerging media channels, testing opportunities for continuous innovation in the media mix.
- Negotiated advantageous placements and rates to enhance budget efficiency and campaign effectiveness. Managed comprehensive planning and execution of multi-channel campaigns, accelerating brand growth for clients.
- Led all offline media procurement duties, handling vendor relationships, negotiations, and authorizations.
- Designed strategic media plans using data analysis, delivering tailored recommendations to clients across many categories.
- Investigated new media channels for testing opportunities, fostering innovation within the media mix.
- Secured prime placements at negotiated rates to optimize budget use and maximize impact. Directed the end-to-end planning of multi-channel campaigns across various outlets to drive brand expansion and client gains.
- Conducted all offline media purchases single-handedly, overseeing vendor interactions, negotiations, and approvals.
- Formulated strategic media plans with insights from data analysis and competitive research for global clients.
- Partnered with cross-functional teams to ensure consistent messaging and integrated media strategy execution.
- Analyzed performance metrics through Google Analytics and vendor reports to highlight optimization paths proving ROI.
Education
Bachelor of Arts - Communications
05.2004
- Senior Thesis: Communications Ethics: Print Advertising
- Teaching Assistant, Communications Department (2003)
Skills
- Integrated Media Planning & Buying
- ROI Optimization & Performance Analytics
- Budget Management & Pacing
- Media plan presentations
- Strategic plan development
- Performance reporting
- Decisiveness
- Media partnerships
- Multi-channel campaigns
- Contract negotiation
- Vendor management
- Campaign optimization
- Proactive problem solving
- Effective communication
- Audience Targeting & Segmentation
- Cross-Functional Collaboration
- Vendor Negotiation & Rate Optimization
Additional Employment
Full employment history is available on LinkedIn or upon request.
Timeline
Associate Media Director - PXG (Parsons Xtreme Golf)
05.2020 - 12.2025
Associate Media Director - BIG YAM, The Parsons Agency
06.2015 - 04.2020
Senior Media Strategist - Martz Parsons
02.2012 - 06.2015
DePauw University - Bachelor of Arts, Communications