Libby Gillum
Austin,TX
Summary
Results-driven Media Planner and Strategist with a proven ability to develop and execute multi-platform media plans that drive measurable business outcomes. Skilled in analyzing market data, consumer behavior, and industry trends to craft high-performing strategies that maximize ROI. Adept at leading cross-functional teams, fostering strong client and vendor partnerships, and utilizing strategic negotiation to optimize campaign performance. Experienced in managing budgets of varying scales, ensuring efficient allocation for maximum impact. Detail-oriented and committed to staying ahead of industry advancements, leveraging data-driven insights to deliver innovative media solutions that align with client objectives.
Overview
11
11
years of professional experience
Work History
Associate Director - Integrated Media Planning and Strategy
Goodway Group
07.2022 - 12.2024
- The Associate Director, Strategic Planning is responsible for delivering strategic media plans for dedicated clients and supporting Director(s) on other high-value clients
- This role is responsible for guiding Strategic Planning Leads and Strategic Planners involved in said key accounts in creating consistently excellent, insight-driven, and industry-leading media strategies
- Collaborated with cross-functional teams, including media activation and account management, to align media planning with overall marketing objectives and messaging managing up to 20 requests per week.
- Produced comprehensive media plans, including recommended media channels, budget allocation, and timing, resulting in successful and cost-effective campaigns leading to significant increase in brand awareness and customer engagement
- Conducted in-depth market research and analysis to identify target audiences, market trends, and competitor strategies, enabling data-driven media planning decisions using research tools: GWI, YouGov, Statista, AdMall, Pathmatics, Vivvix, and Nielsen
Strategic Planner (Associate Media Strategist)
Goodway Group
04.2017 - 07.2022
- The Strategic Planner is responsible for supporting strategic planning across dedicated accounts
- This role is responsible for hands-on support of the Director and Planning Leads involved accounts in creating consistently excellent, insight-driven, and industry-leading media strategies and plans
- Developed and implemented strategic plans to drive business growth and increase market share for agency partner clients
- Collaborated with cross-functional teams to align business objectives and develop comprehensive strategic initiatives using historical data to determine potential ad reach, impressions, and audience metrics with DSPs like The TradeDesk, Amazon Ads, and Google DV360
- Conducted thorough market research and analysis to identify emerging trends and competitor strategies
- Monitored and evaluated the effectiveness of strategic plans, working with sales and media to make adjustments as needed to ensure campaign success
- Provided insights and recommendations to senior management based on data-driven analysis and evaluation
Digital Media Coordinator
Goodway Group
06.2016 - 04.2017
- The Digital Media Coordinator assists the media team at Goodway Group with various administrative tasks to surpass company performance benchmarks, evaluated through campaign performance and job profitability
- Retrieving data from research tools and resources under the guidance of the Media Strategist for incremental campaign opportunities and consistently cross-referencing and validating data across various internal and external platforms to identify discrepancies and ensure data precision
- Planning, retrieving, compiling, and formatting campaign reports to offer guidance for optimizing media spending in the most effective and efficient manner
- Adjusting campaign settings, such as modifying bids and budgets, reallocating inventory based on sizes, sites, or placements, refining targeting criteria, and adjusting frequency, in accordance with the requests of the Media Trader, collaborating on 30+ campaigns.
- Systematically organizing and storing all documents and references in the designated Goodway shared drive folder, adhering to the required naming conventions
Marketing and Social Media Consultant
Beckmann Collaborative LLC
09.2015 - 11.2016
- Company Overview: Beckmann Collaborative is a client-centric marketing service, focused on content development and creation for eight clients across multiple verticals.
- Beckmann Collaborative helps clients tell their brand story to targeted audiences
- Oversaw marketing and social media activities for Beckmann Collaborative, involving tasks such as content curation, blog writing, and reporting
- Established and oversaw accounts across various social media channels and supervised all published content on each account for multiple clients using scheduling tools like Hootsuite
- Conducted audits on existing social media accounts to identify optimal strategies for expanding the target audience and increasing reach and engagement
- Crafted and curated content for multiple clients spanning various industries
- Beckmann Collaborative is a client-centric marketing service, focused on content development and creation
- Beckmann Collaborative helps clients tell their brand story to targeted audiences
Product Manager and Marketing Intern
PLNAR (formerly Smart Picture Technologies)
02.2015 - 11.2015
- Company Overview: Plnar is an Insurtech software provider, transforming the insurance claims process
- Contactless inspections for interior property claim result in significantly better customer experiences, shorter cycle times, and lower costs
- Their patented technology platform has given desk adjusters the power to generate fully realized 2D and 3D models of interior spaces from digital photos
- Formulated user cases and narratives to design testing strategies for implementation on smart devices and conducted testing on the Smart Picture web application through an Agile development process
- Utilized Photoshop to generate wireframes, defining the structure of the photo/measurement canvas
- Contributed to the formulation of a marketing strategy for early adopter clients
- Authored detailed instructions outlining the testing process, from sign-in, uploading and manipulating images, and log-out
- Monitored and managed test cases using various project management applications, including Jira and Confluence by Atlassian, as well as Trello
- Plnar is an Insurtech software provider, transforming the insurance claims process
- Contactless inspections for interior property claim result in significantly better customer experiences, shorter cycle times, and lower costs
- Their patented technology platform has given desk adjusters the power to generate fully realized 2D and 3D models of interior spaces from digital photos
Digital Marketing and Advertising Intern
Unique Influence
05.2014 - 08.2014
- Company Overview: Unique Influence is a flexible, boutique digital advertising agency that enhances customer acquisition and revenue growth through multi-channel advertising
- Specializing in managing advertising on emerging platforms, the agency leverages cutting-edge technology and develops compelling creative
- Created standard display ads for various clients across Facebook, LinkedIn, and Google
- Generated campaign reports and conducted data analysis for clients using Facebook, Bing, LinkedIn, and Google platforms
- Collaborated directly with the CEO on business development, creating and organizing a prospect database in Salesloft and Salesforce and developed a contact process document to streamline prospecting during the sales cycle including brand scoring
- Authored a manual focusing on the transition from Google Product Listing Ads to Google Shopping Campaigns
- Unique Influence is a flexible, boutique digital advertising agency that enhances customer acquisition and revenue growth through multi-channel advertising
- Specializing in managing advertising on emerging platforms, the agency leverages cutting-edge technology and develops compelling creative
Education
Master of Business Administration (M.B.A.) - Digital Media Management
St. Edward's University
Austin12.2015
Bachelor of Arts (B.A.) - Communication and Media Studies
St. Edward's University
Austin, TX12.2007
Skills
- A/B Testing and Optimization
- Account Management
- Ad Tech Knowledge
- Analytical Thinking
- Attention to Detail
- Audience Research and Design
- Audience Segmentation
- Budget Management
- Campaign Management
- Client Relationship Management
- Communication
- Creativity
- Critical and Strategic Thinking
- Cross-Channel Media Planning
- Customer-Centric Mindset
- Data Analysis and Interpretation
- Digital Marketing
- Display Advertising
- Familiarity with GDPR & Privacy Regulations
- Familiarity with Google Analytics
- Marketing Strategy
- Performance Metrics Tracking
- Problem Solving
- Programmatic Advertising
- Programmatic Buying Platforms (eg, Google Marketing Platform, The Trade Desk)
- Programmatic Direct and Real-Time Bidding (RTB)
- Programmatic Media Planning
- Programmatic Media Strategy
- Project Management
- Retargeting Strategies
- Social Media Marketing
- Strategic Leadership
- Strategic Planning
- Tactical Planning
- Team Collaboration
- Time Management
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeWork Location
RemoteImportant To Me
Career advancementCompany Culture401k matchTeam Building / Company RetreatsPersonal development programsHealthcare benefitsWork-life balanceTimeline
Associate Director - Integrated Media Planning and Strategy
Goodway Group
07.2022 - 12.2024
Strategic Planner (Associate Media Strategist)
Goodway Group
04.2017 - 07.2022
Digital Media Coordinator
Goodway Group
06.2016 - 04.2017
Marketing and Social Media Consultant
Beckmann Collaborative LLC
09.2015 - 11.2016
Product Manager and Marketing Intern
PLNAR (formerly Smart Picture Technologies)
02.2015 - 11.2015
Digital Marketing and Advertising Intern
Unique Influence
05.2014 - 08.2014
Master of Business Administration (M.B.A.) - Digital Media Management
St. Edward's University
Bachelor of Arts (B.A.) - Communication and Media Studies
St. Edward's University
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