LAUREN ROESCHKE
Shelby Township,MI
Summary
Media strategy leader with 10+ years of experience driving cross-channel planning, sports partnerships, and performance led growth for automotive brands. Proven track record of increasing reach, optimizing ROAS, and leading/developing high performing teams across agency & client led teams.
Overview
4
4
years of professional experience
Work History
Assistant Media Manager
GMC- General Motors
04.2025 - Current
- Co-led GMC’s media strategy and cross-channel activation, including NFL & NCAA brand media partnerships, enhancing brand visibility and innovation across high-impact platforms
- Drove innovation in GMC’s media plans by onboarding 10+ new partners in H2’25, driving incremental reach and increased site traffic for core nameplates
- Partnered with performance & sales teams to drive retail share (4.2%), site traffic (+3%) & increase ROAS
- Executed two media-led experiential events for GMC, enhancing cultural relevance and boosting influencer and social reach
- Supported in video & digital upfront strategy, aligning cross-brand investment approach across GMC and broader GM portfolio
- Built best practices and process maps that improved cross-team alignment and increased efficiency in media targeting and creative execution
- Fostered media agency relationships and collaborated with creative, analytics, and performance leads for cohesive brand alignment
Director, Planning
Carat
02.2022 - 04.2025
- Implemented cross-tier planning approach for GMC HUMMER EV (2024) to optimize marketing strategy and drive incremental sales
- Led planning and strategy for GMC and HUMMER EV brands using cross-channel media approach, enhancing brand visibility and engagement
- Strategized and evolved audience targeting tactics including 1:1 & segment reach, develop target profiles & identify net-new audience tactics
- Management of premium sports sponsorships, driving evolution and efficiencies in media investment while maintaining sponsorship integrity
- Assessed media, brand, and analytics performance to ensure KPIs were met, supporting data-driven decision making
- Managed and fostered the growth of 6+ team members, client/agency relationship, and vendor relationships
Education
Bachelor of Arts - Advertising
Michigan State University
East Lansing, MI05-2012
Skills
- Strategy & Media Planning
- Media Investment Strategy
- Audience Segmentation & Targeting
- Sports & Experiential Partnerships
- Performance Marketing & ROAS Optimization
- Cross-Tier Planning
- Team Leadership
Timeline
Assistant Media Manager
GMC- General Motors
04.2025 - Current
Director, Planning
Carat
02.2022 - 04.2025
Bachelor of Arts - Advertising
Michigan State University