Lindsay Hendricks
Summary
Innovative and strategy driven growth and acquisition marketer with 25+ years of agency and client-side experience. Successful marketing leader with proven accomplishments in driving growth and increasing profits. Articulate and driven leader with high energy and engaging personality. Hardworking team builder motivational in maximizing personnel performance and surpassing business objectives.
Overview
26
26
years of professional experience
Work History
SENIOR DIRECTOR, CLIENT SUCCESS
JUICE MEDIA
02.2023 - Current
- Crafted innovative marketing strategies and campaigns to capitalize on current market trends, business KPIs, 1st party data, seasonality, competitive analysis, macro-economic conditions to yield positive gains
- Utilizing data-driven insights to optimize overall marketing performance
- Collaborating seamlessly across functions, deeply passionate about fostering cross-functional collaboration and team leadership
- Supported the data science team in development of MMM and MTA
- Campaign 1: Took over a flat and under-performing campaign, developed a more effective strategy and approach to an omni-channel campaign resulting in an 18% increase in web traffic YoY
- Campaign 2: Launched a rebranding campaign on linear, streaming and audio resulting in a 5.0 ROAS with brand consideration improving by more than 20% in just 6 weeks
- Managing a team of 4, with one getting promoted within 6 months of mentorship.
DIRECTOR, CLIENT STRATEGY
MEDIA CULTURE
01.2021 - 02.2023
- Integral member of the inside sales team, involved in all new business strategy and pitches
- 60% close success rate
- Campaign 1: Grew media billing by 4x from 2021 to 2022 with CPA improving by 20%
- Expanded campaign from Linear TV to include CTV & digital video
- Campaign 2: Developed a reimagined omni-channel media strategy for a newly onboarded CMO that allowed them to successfully secure an annual budget 2x greater than previous year
- Onboarded 2 clients based on previous business relationships resulting in over $30M in incremental dollars to the agency.
MANAGER, CAMPAIGN STRATEGY
RIVER DIRECT
01.2020 - 01.2021
- Managing 80% of company media billing
- Designed, executed and analyzed all short form media campaigns for the agency including DTC, streaming and drive-to-retail
- Created and implemented internal and client facing omni-channel reporting
- Introduced mid-form and short-form channels to existing long form and digital clients, increasing media billings by +$100K in 2020
- Campaign 1: Grew media billing by 32% from YTD 2020 to 2021 with CPO only increasing by single digits
- 2021 weekly spending has increased by 3x from start of year to current while maintaining CPO goal
- Campaign 2: Increased billing from $1.1M in 2019 to $8.8M in 2020 while improving MER by 3%
- Campaign 3: launched a highly-targeted SF campaign for a streaming service
- Using attribution we were able to shift dollars throughout the campaign, improving CPA by 10%
- Campaign delivered to 99% of allocated budget.
SENIOR MEDIA MANAGER
positec tool corporation
01.2016 - 01.2019
- Developed and implemented all brand strategy, planning and execution across multiple advertising channels including television, radio and digital
- Developed strategic insights using 1st party consumer data that aided in marketing messages for TV, digital and retail executions
- Identified and created targeting messaging based on personas for digital media campaigns
- Developed and reported against KPIs based on campaign, channel, message
- Identified USPs based and personas to personalize messaging for mass media channels
- Executed all A/B testing, reporting, analytics and roll outs
- Managed media budget exceeding $50M across all channels
- Managed outside agencies with responsibility for digital, media and research
- Developed omni channel marketing strategy to hit both retail and e-commerce sales goals
- Developed unique CTV/OTT strategies based on campaign objectives and KPIs
- Strong collaboration with internal teams to determine optimum budgets and timing for online and offline marketing campaigns with consideration for seasonality, media environment and profitability
- Advanced digital marketing efforts through dynamic strategy and agency management resulting in an 18% increase in revenue from 2017 -2018
- Optimized omni-channel media efforts yielding a 13% improvement in MER from 2017-2018.
MEDIA MANAGER
positec tool corporation
01.2012 - 01.2016
- Managed budgets and P&L for direct marketing campaigns
- Expanded advertising channels from long form to a full omnichannel approach
- Implemented new marketing management practices yielding a 10% increase in spending and 30% increase in sales in first 2 years
- Fostered premier relationships with agencies creating an environment of 'partnership', ultimately resulting in improved service and performance
- Optimized contribution and ROI within channel and cross-channel.
DIRECTOR, DRTV
HYBRID MEDIA SERVICES
01.2010 - 01.2012
DIRECTOR, CLIENT SERVICES
direct response media, inc.
01.2009 - 01.2012
Director of Marketing
impact dr
01.2008 - 01.2009
SENIOR ACCOUNT EXECUTIVE
koeppel direct
01.2006 - 01.2008
SENIOR PROGRAM MANAGER
direct response media, inc.
01.1998 - 01.2004
Education
WEST CHESTER UNIVERSITY
West Chester, PASkills
- Team Building and Motivation
- Key Performance Indicators
- Data Analytics
- Problem Solving
- Marketing Strategy
- Budgeting and Forecasting
- Omnichannel Marketing
- Strategic Planning
- Market Research
Areas Of Effectiveness
- PERFORMANCE MARKETING & ACQUISITION: Track record for making a tangible impact on business and marketing objectives. Well versed in multiple areas of brand performance marketing and media management including short form TV, digital video (OTT, OLV,CTV), long form TV, digital and audio.
- BRAND MANAGEMENT: Ability to grow business cost effectively by delivering strong ROI, growth and increased brand awareness with the objective of increased DTC and retail sales.
- INDUSTRY RELATIONSHIPS: Strong analytical thinking, marketing creativity and long-standing business relationships that I have fostered through 25+ years in the industry.
Awards
Positec Excellent Employee Award, 2014
Timeline
SENIOR DIRECTOR, CLIENT SUCCESS
JUICE MEDIA
02.2023 - Current
DIRECTOR, CLIENT STRATEGY
MEDIA CULTURE
01.2021 - 02.2023
MANAGER, CAMPAIGN STRATEGY
RIVER DIRECT
01.2020 - 01.2021
SENIOR MEDIA MANAGER
positec tool corporation
01.2016 - 01.2019
MEDIA MANAGER
positec tool corporation
01.2012 - 01.2016
DIRECTOR, DRTV
HYBRID MEDIA SERVICES
01.2010 - 01.2012
DIRECTOR, CLIENT SERVICES
direct response media, inc.
01.2009 - 01.2012
Director of Marketing
impact dr
01.2008 - 01.2009
SENIOR ACCOUNT EXECUTIVE
koeppel direct
01.2006 - 01.2008
SENIOR PROGRAM MANAGER
direct response media, inc.
01.1998 - 01.2004
WEST CHESTER UNIVERSITY
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