Piper Ingram
Los Angeles,California
Summary
Accomplished Digital Media Specialist with a proven track record in Entertainment, Auto, and Toy, specializing in media strategy and cross-platform collaboration. Expert in leveraging partnerships and shopper behavior to drive demand. Demonstrated success in advancing retail media capabilities and developing innovative solutions, including award-winning campaigns. Skilled in digital marketing and fostering team collaboration for significant business impact.
Overview
21
21
years of professional experience
Work History
Retail Media Manager
Mattel
03.2020 - Current
- Create full-funnel media strategies to drive demand and conversion through retail and digital media
- Establish a culture of collaboration by partnering with cross-functional teams across marketing, sales, media, agencies, finance, and research
- Lead the advancement of capabilities and understanding of the evolving Retail Media landscape across the organization
- Develop strategies on how to leverage retailer platforms as media and data providers to uncover opportunities around process and create best practices for brands to leverage
- Collaborate with internal partners to develop recommendations inclusive of establishing KPIs and measurement criteria
- Provide activation strategies and plans that influence shopper behaviors in the marketplace
- Lead assessment, RFP and deliverables of Retail Media agency partners
- Leverage retail media partners, industry groups to continuously bring emerging opportunities, technologies and platforms to enhance our recommendations and activations for increased business impact
Freelance
01.2017 - 01.2020
- Digital planning and strategic lead for Paramount Pictures International at Wavemaker (9/27/2019 - 2/28/2020)
- Strategy consultant for Entertainment clients at The Guardian (9/9/2019 - 9/26/2019)
- Developed strategy for SEM initiatives for DC Universe, a digital subscription service at Hearts & Science (2/25/2019 - 9/6/2019)
- Lead strategy across search, social and digital for Warner Bros
- Home Entertainment division at Hearts & Science
- Developed the WB's first Always On campaign for SEM and Amazon Search at Hearts & Science
- Strategic digital lead for Walt Disney Studios at OMD Entertainment (1/16/2018 - 2/8/2019)
- Strategy role working with marketing and sales to develop custom programs for Entertainment clients at The Guardian (7/3/2018 - 10/30/2018)
- Worked with traditional counterparts to develop digital plans for Universal Pictures & Focus Features at Essence (11/27/2017 - 1/12/2018)
- Developed strategy and go-to-market approach for Tully, an upcoming Focus Features release and managed the digital execution for Fifty Shades Freed, as well as the trailer release for Jurassic World: A Fallen Kingdom at Essence
- Developed emerging media presentation, The Future of Media, for Walt Disney Studios marketing & media clients at OMD Entertainment (9/19/2017 - 10/27/2017)
Entertainment Strategy Lead
OATH (Previously Verizon/Aol)
01.2016 - 01.2017
- Responsible for the development of ad strategy and innovative solutions for Entertainment clients, at Oath, including Walt Disney Studios, Universal Pictures, ABC, NBC, Hulu and Amazon
- Partnered with the Sales and Product teams to drive revenue growth through proactive and reactive efforts, as well as category and marketplace expertise
- Lead internal pitches for custom 'big idea' and multi-touch solutions that span the Oath portfolio: Aol, Tech Crunch, Engadget, Huffington Post, MSN, RYOT Studios, Xbox & Skype
- Identified opportunities within Verizon and Microsoft's technology suite and built 'never-been-done' ad solutions, such as AR enabled mobile ads, messaging platform chat bots and Verizon Smart Cities integration
- Worked with Research and Product teams to develop brand-inspired and publisher-minded native content programs
- Navigated through a complex organizational structure and drove collaboration and marketing results
Digital Media Director
OMD Entertainment (OMDE)
01.2015 - 01.2016
- Lead digital strategy and innovation for integrated campaigns for Walt Disney Studios including: Disney Animation, Marvel, DreamWorks, Walt Disney Studios Distribution, Disney Consumer Products, Disney Corporate Franchise Group, as well as Disney Interactive
- Developed digital media planning strategies that coincided with marketing objectives across multiple Disney lines of business
- Monitored industry trends and identified innovative opportunities that strategically reach the target consumer
- Campaign highlights include: 'Find Your Way to Oz' an interactive journey inspired by Sam Raimi's 'Oz: The Great and Powerful'; Task Rabbit Partnership with 'Delivery Man', where delivery requests in 5 markets were intercepted and fulfilled, courtesy of 'Delivery Man'
- Recipients also received screening passes and Lyft gift cards to attend a 'Delivery Man' screening; 'Need for Speed' Custom Road Trip Video Series with Machinima that captured exclusive interviews with talent and film makers and were distributed across the Machinima platform, including XBOX
- Effective in building new partnerships and programs with proven track record of selling in ideas for client approval
Supervisor of Search, Social, Digital Strategy and Emerging Trends
Saatchi & Saatchi
01.2010 - 01.2011
- Developed the award-winning Toyota media strategy with a focus on innovation and integration across various media offerings
- Top campaigns included 'Prius Goes Plural', '2012 Camry Launch' and 'Toyota Shareathon', winner of the 2011 ThinkLA Gala Award for 'Best Use of Search'
- Developed strategy for social media and SEM initiatives, as well as provided counsel for website and content descriptions for SEO
- Monitored conversations within the social space for relevant keywords and searches to develop paid search strategy and campaign optimization solutions
- Provided content recommendations for Toyota social communities and websites by way of social listening tools, user search behavior and user actions taken within those environments
- Explored emerging technologies within web browsers, mobile and new media to inform client and agency of up and coming marketplace trends
Supervisor of Interactive Strategy
OMD
01.2008 - 01.2010
- Oversaw and crafted digital plans and provided implementation across Nissan and Infiniti national branding campaigns
- Managed 'Nissan Live Sets on Yahoo! Music' program and 'Nissan Sentra SE-R XBOX Live Forza II' partnership
Digital Media Planner
Mindshare
01.2005 - 01.2006
- Developed and implemented digital plans and provided campaign analysis for British Petroleum
Assistant Digital Media Planner
OMD
01.2004 - 01.2005
- Assisted with local spot radio and television buys across multiple advertisers
- Provided planning support and implementation of digital campaigns for McDonald's
Education
Bachelor of Arts - Telecommunications
Indiana University
Bloomington, INSkills
- Media strategy
- Digital marketing
- Measurement criteria
- Retail partnerships
- Shopper behavior
- Cross-functional collaboration
Accomplishments
- 2023 OMMA Award for Excellence in Online Advertising - Barbie: The Movie Best Week Ever Digital Campaign
- 2011 IDEA Award for Best Use of Search - Toyota Shareathon
Timeline
Retail Media Manager
Mattel
03.2020 - Current
Freelance
01.2017 - 01.2020
Entertainment Strategy Lead
OATH (Previously Verizon/Aol)
01.2016 - 01.2017
Digital Media Director
OMD Entertainment (OMDE)
01.2015 - 01.2016
Supervisor of Search, Social, Digital Strategy and Emerging Trends
Saatchi & Saatchi
01.2010 - 01.2011
Supervisor of Interactive Strategy
OMD
01.2008 - 01.2010
Digital Media Planner
Mindshare
01.2005 - 01.2006
Assistant Digital Media Planner
OMD
01.2004 - 01.2005
Bachelor of Arts - Telecommunications
Indiana University
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