Jenna Mastalir
I'm a dynamic Media Advertising Director with 17+ years of strategic leadership, driving innovative media campaigns and maximizing ROI for diverse, high-profile clients
Minneapolis,MN
Overview
17
17
years of professional experience
Work History
Senior Director of Media Planning
EssenceMediacom
Minneapolis, MN
04.2021 - Current
- Direct Planning teams managing over $400MM annually in Full-Channel marketing for Target, nationally: Brand, Consideration & Performance.
- Create breakthrough media and channel investment strategies and solutions to solve Target's complex business challenges, centered around: Brand Perception, Loyalty and New Guest Count.
- Provided effective leadership during times of significant organizational change and conflict by managing transitions through mergers and responsibility shifts across teams and individuals.
- Managed a team of 28 professionals, across 4-5 Planning pods, providing guidance and direction to ensure successful execution of projects, often coordinating resources across to maximize productivity levels and extend learning opportunities to individuals.
- Developed training programs that enhanced employee engagement and job satisfaction by implementing an annual "Bootcamp" followed by annual learning agendas.
- Facilitated meetings among senior executives from different divisions to share best practices and set long-term objectives aligning to new GroupM model.
- Cultivated and maintained industry relationships and customer partnerships to capitalize on opportunities and maximize business success, most recently expanding into Women In Sports and eCommerce linear opportunities.
Associate Connections Director (Of Media)
Wunderman Thompson
Seattle, WA
02.2015 - 02.2021
- Direct consumer first media strategies, working closely with peers in Strategy, Analytics and Creative to develop and
execute fully integrated (and sometimes first-to-market) communication plans. - Passion for “jumping channel” and pushing teams to link brand tactics to direct response. A recent non-for-profit
campaign drew an increase in site traffic from QR codes placed on Coffee Cups, placed in key neighborhoods. - Operationalized media planning protocol and implemented best practices based on an ethnographic research study
our lead strategist conducted, called “Project Speedbump”. Survey observed how media is consumed in the home. - Co-developed a unified measurement model, assigning metrics and assist-rates to each tactic.
- Active lead and contributor on new business team, co-developing and pitching successful proposals alongside
Strategy, Data/Tech, and Analytics team members. - Encourage creative risk-taking during presentations with clients, earning approval for plans backed by consumer data
insights and metrics for each strategy. - Increased internal efficiencies by creating SOPs and process improvements that effectively streamlined and
prioritized high-volume media schedules across all campaigns. - Manage and mentor teams of Assistant Media Planners, Planners and Supervisors, cultivating a motivated and
productive workplace dedicated to producing top-quality work. - Building out cross-discipline RACI and operationalizing a process called “Outhinking”: how Media, Creative, Strategy,
Data/Tech, and Analytics come together to create innovative strategies and solutions for ambitious brands.
Media Supervisor
Cole & Weber
Seattle, WA
08.2014 - 02.2015
- An active member of new business team, developed material and physically pitched six successful RFPs, increasing
the agency’s revenue by $11MM YoY. - Lead media strategy and oversaw media planning and execution for four multi-channel accounts, totaling $20MM
annually – Tesoro, Hydroflask, Washington’s Lottery, Cambia Health Solutions. - Combined six-seven different sets of data to inform a local market test strategy, leveraging client inputs and external
data through agencies tools. - Developed hyper-targeted strategy to soft-launch news of Tesoro’s merger, taking an “inside outside” approach that
leveraged multiple channels and geo-targeting capabilities for a timely release. - Promoted to AD in less than 1 year and merged with Wunderman Thompson
SENIOR INTEGRATED MEDIA PLANNER
GSD&M Idea City
Austin, TX
02.2013 - 04.2014
- Developed strategy and led implementation of RadioShack’s 2014 social-media campaign, inclusive of Super Bowl support ($1.3MM). Developed campaign success metrics and analytics to monitor social audience growth projections.
- Developed strategy and tactical media recommendations for L.L.Bean’s 2014 regional retail marketing campaigns ($2.4MM), aiding to promote regional store locations.
- Led L.L.Bean’s National 2014 holiday campaign ($5MM), including the execution of high-impact tactical units with Digital Partners and an integrated comScore unaided brand awareness measurement study.
- Developed metrics across all communication objectives and implemented optimizations in real-time.
- Developed process, roles & responsibilities and multiple excel workbooks to coordinate and manage the execution
and reporting of all client efforts.
DIGITAL MEDIA SUPERVISOR
Haworth Marketing & Media
Minneapolis, MN
06.2011 - 02.2013
- Worked with vendors to innovate “first to market” digital programs and tactical opportunities for Target’s Style,
Designer Fashion and Baby campaigns ($10MM annually). - Supported the digital strategy for Target’s first shoppable TV takeover of ABCs 2012 show Revenge.
- Formed strong relationships with creative agencies; Wieden+ Kennedy and 72andSunny, and Target’s in-house
creative team. - Advocated for diversity in media campaigns by incorporating fashion websites representing people of color and
different religious backgrounds into Target’s Designer and Style campaigns ($3MM).
DIGITAL PLANNER
B'DD
Minneapolis, MN
08.2010 - 06.2011
- Had opportunity to provide media expertise to a small start-up creative boutique firm, educating and establishing a digital media practice.
- Developed process for “eco-system” media planning at BDD, structuring media plans in the shape of consumer journeys and jobs-to-be-done, using tagging solutions to deploy and track omni-channel campaigns.
- Oversaw department of two, including myself, providing timely execution of all client campaigns, tracked budgets, and established trust with agency partners and clients with media expertise.
- Developed and fostered implementation of Brand and Ecommerce efforts for United Airlines. Familiar with negotiating paid digital advertising contracts with travel publishers and OTAs, i.e. Kayak, Priceline, Expedia.
Media Planner
PHD (BBDO)
Minneapolis, MN
06.2008 - 08.2010
- Consumer Package Goods experience with Hormel Foods
- Aided in the development and execution of national multi-media plans including Broadcast (TV and Radio), Print and
Brand Digital for Hormel Foods ($5mm annually) - Assessed audience data and developed insights to inform media channels and strategies leveraging third and first-
party data sources: Simmons and Nielsen Scan Track Data - Developed digital media execution best practices for agency where non had existed before, collaborating across
teams to develop a comprehensive POV across Strategy, Planning, and Execution.
ASSISTANT MEDIA PLANNER
Hunt Adkins
Minneapolis, MN
06.2007 - 06.2008
- College summer internship led to first opportunity to break into advertising after graduation
- At this mid-size cross-service agency, I was able to work closely with the Media Director in a department of two to provide media expertise and solutions to existing and prospective clients.
Education
Bachelor of Arts - Mass Communication (Advertising)
University of Wisconsin - Eau Claire
Eau Claire, WI05-2007
Skills
- Excel: Pivot Tables, VLOOKUP, Index/Match Formulas – combining multiple data sets to analyze
- Syndicated Research: comScore, Kantar Competitive, Simmons, Kantar Futures, MRI, Nielsen Ad Intel
- Measurement: Neustar MMM, System1, Google Analytics, comScore Brand Studies, Facebook Brand Study
- Tech: DoubleClick, Sizmek, Data Integration with API, Application of SDK, VPAID/VAST
Affiliations
- TARGET PLEDGE TO BLACK OWNED MEDIA [April 2021 - Present]. Collaborate with media and marketing experts from EssenceMediacom, GroupM, and Target to enhance equity in investment across Black-Owned Media (pledging 5% annually) and develop award-winning legacy-building programs.
- FUTURE FORWARD TEAM [Oct 2020 - April 2021]. Chosen for the annual Future Forward Team at Wunderman Thompson, a group dedicated to supporting executive leadership by fostering diversity and inclusion. Our initiatives include leading agency roundtable discussions, managing the WPP training schedule, and operationalizing the agency's value proposition.
- 4A’s – Institute of Advanced Advertising Studies (IAAS) [2008]. Selected to participate in a 12-week top industry program, aimed at fostering “the best and the brightest in the [advertising] business”.
Accomplishments
- WARC MEDIA AWARDS [2017]. Won honorable mention for innovative digital campaign submitted for Benchmade Knives. Brand effectiveness study proved that advertising efforts increased awareness by 6% against primary audience: Male Millennials Who Hunt.
- SEATTLE ADDY AWARDS [2015]. Increased Chateau Ste. Michelle’s social media engagement by 66%. Campaign received 3rd place finish for “best social media campaign” from Seattle ADDY awards.
- AOL – IAB Rising Star Unit Award (Fashion Category) [2013]. Awarded due to implementation of innovative marketing campaigns. Selected by senior executives to accept award in New York City on behalf of Target Corp. and Haworth Media & Marketing.
- BBDO Agency Recognition Award [2010]. “Work With Me” award – Awarded quarterly to one employee across entire agency (100+). Recognition for exceptional proactive cross-team collaboration. First media employee in the agency to receive accolade.
References
References available upon request.
Timeline
Senior Director of Media Planning
EssenceMediacom
04.2021 - Current
Associate Connections Director (Of Media)
Wunderman Thompson
02.2015 - 02.2021
Media Supervisor
Cole & Weber
08.2014 - 02.2015
SENIOR INTEGRATED MEDIA PLANNER
GSD&M Idea City
02.2013 - 04.2014
DIGITAL MEDIA SUPERVISOR
Haworth Marketing & Media
06.2011 - 02.2013
DIGITAL PLANNER
B'DD
08.2010 - 06.2011
Media Planner
PHD (BBDO)
06.2008 - 08.2010
ASSISTANT MEDIA PLANNER
Hunt Adkins
06.2007 - 06.2008
Bachelor of Arts - Mass Communication (Advertising)
University of Wisconsin - Eau Claire