LAUREN GEOFFROY

• Led cross-functional teams in developing and executing profitable growth plans aligned with target consumer needs and market trends.

• Lead omnichannel strategic investment across clients, ensuring monthly budgets were met. Made recommendations to shift funds as needed.
• Implemented and streamlined workflow processes that enhanced team efficiency, reduced project turnaround time, and ensured consistent high quality deliverables.
• Proven ability to manage initiatives across multiple stakeholders while balancing their needs effectively.
• Monitored industry trends, culture, and competitive activities to drive marketing innovation.
• Built and maintained strong client relationships, achieving a 95% client retention rate by serving as a trusted advisor on media strategy and performance.
• Responded promptly to client needs and feedback, resulting in a 10% year-over-year increase in client budgets.
• Negotiated media buying contracts, reducing media costs by 25% through cost-effective rates and added value for clients.
• Translated quantitative and qualitative data into data-driven marketing strategies. Implemented A/B testing and data-driven optimizations, improving click-through rates by 10% and reducing acquisition costs by 15%.

• Helped the Texas Lottery achieve record-breaking sales for ten+ consecutive years through a results-driven omni-channel media approach to generate awareness and consideration for the brand.

• Oversaw investment, research and development of digital, OOH, print and traditional media buying plans, prioritizing cost-effective content with maximum impact. Worked in tandem with clients and planning team to execute flawless campaign strategy.

• Responsible for managing upwards of $25MM in campaigns on an annual basis; contributed to over $400MM in media billings.

• Maximized strategic approaches by overseeing the team’s weekly pacing reports outlining progress for e-commerce and Pay-Per-Click partners. Optimized and enhanced campaigns based on current trend data to increase ROAS above goal across channels.

• Presented annual planning recommendations and quarterly reporting share outs with clients alongside media management team.

• Provided mentorship and guidance to junior team members.

• Partnered with internal agency teams on custom creative initiatives for Texas Lottery to ensure brand. messaging works for the given tactic and strategy.

• Served as the marketplace expert for the team across traditional and digital channels, staying up to date on the latest marketplace trends, offerings and buying challenges.

• Played an integral role in building and maintaining relationships with partners.

• Exceeded client expectations in yearly media campaigns.
• Incorporated media database technologies, including tagging, tracking, and ad service metrics, into media planning
efforts.
• Maximized the effectiveness of marketing campaigns by diversifying strategies across traditional and online
platforms.

• Designed overall media campaign objectives, defining strategies and goals.
• Researched and developed media buying plans, prioritizing cost-effective content with maximum impact.
• Prepared performance analysis reports on media properties.

• Helped launch the Media department within a full-service multicultural agency.

Played an integral role in shaping the department's processes and procedures.

• Optimized effectiveness of media schedules by tracking all buy details including guideline compliance, discrepancy management, in-flight verification of spots together with household delivery and program changes for on-air buys.