Rachel Howe
Louisville,Kentucky
Summary
Experienced and proactive Senior Media Marketing Manager offering 13+ years of experience in the media and marketing industry, with both agency and corporate experience. Proactive and self motivated with good communication and problem-solving abilities.
Overview
14
14
years of professional experience
Work History
Senior Media Marketing Manager
Humana
Louisville, KY
02.2022 - Current
- Lead end-to-end media planning strategy with $100MM+ budgets to support customer acquisition and product awareness efforts
- Liason between internal business teams and external media and creative agencies
- Advise on national and local market media planning and strategy efforts for various Humana business partners (i.e. Medicare, Dental, Multicultural, Local Agent)
- Generate and present weekly insights and reports on the effectiveness of campaigns to internal business leaders
- Identify opportunities for testing, optimizations, key target audiences as well as specific messages, channels and tactics to drive efficiency and the greatest ROI.
- Collaborate on test media setup with agency partner to ensure that all creative tests are set up correctly for accurate results
Senior Media Strategist
St. John's
Jacksonville, FL
11.2014 - 02.2022
- Planned and executed end to end traditional and digital media marketing campaigns across various channels: programmatic digital, social, OOH, radio and TV for various regional clients. Clients included: Zaxby's, Ruby Tuesday, Metro Diner, Tampa Electric, Jacksonville Electric Authority, Florida Lottery, Florida Department of Transportation and more.
- Developed integrated media plans which allocated the client's budget across various media channels and tactics in order to support the client's campaign goals.
- Negotiated contracts with media vendors to obtain optimal rates for clients.
- Coordinated with other departments such as creative, research, production to ensure proper execution of campaigns.
- Monitored budgets for all assigned accounts, ensuring spending stayed within allocated limits.
- Analyzed weekly digital and social campaign reporting data to optimize campaign levers to drive the most efficient results and ROI.
- Gathered research data from SQAD, Nielsen, and MRI to understand and identify a client's target audience
- Built strong relationships with internal teams as well as external partners in order to ensure successful collaboration on projects.
Media Manager
Mad Men Marketing
Jacksonville, FL
02.2014 - 11.2014
- Developed strategic media plans to local auto, law, education, lawn care and other clients, allocating each client’s budget to TV, radio, print, outdoor, and/or digital channels based on each client’s specific target audiences.
- Analyzed Comscore ratings research and qualitative research to support recommended media plans
- Negotiated, implemented and managed local broadcast (TV and radio) buys in the Jacksonville, FL market
Media Manager
Universal McCann, Integrated Investment
New York, NY
03.2012 - 09.2013
- Implemented national TV plans for all L’Oreal USA brands (50+ brands) across five separate divisions of L’Oreal Paris, Maybelline, Garnier Fructis, Lancôme and SoftSheen Carson on all major national broadcast networks and national cable networks
- Brand lead and supervisor for Maybelline, Garnier and SoftSheen Carson divisions, which entailed being the POC for client communication regarding TV plans and strategy for these brands, recommendations, brand briefs, product launches, etc.
- Managed a team of four media buyers and oversaw that weekly and quarterly budget and TRP goals were met on each brand
- Negotiated and executed high profile added value TV sponsorships and product integrations such as Project Runway and the Golden Globes.
Media Buyer
Starcom
New York, NY
04.2010 - 03.2012
- Negotiated, secured and managed national TV campaigns across all General Motors brands – Chevrolet, Buick, GMC, Cadillac and Onstar.
- Managed day to day campaign performance including preemptions, makegoods and securing added value.
- Supported on brand activations of high profile TV sponsorships and integrations on The X Factor, Glee, Conan, Food Network Star, etc.
Education
BBA - Marketing
University of Kentucky
Lexington, KY12-2009
Skills
- Marketing Campaign Management
- Media Planning & Strategy
- Marketing Analytics
- Digital Media Marketing
- National Marketing Strategy
- Local Market Marketing Strategy
- Direct Response Marketing
- Marketing Budget Allocation
- Strong Communication
- Attention to Detail
Timeline
Senior Media Marketing Manager
Humana
02.2022 - Current
Senior Media Strategist
St. John's
11.2014 - 02.2022
Media Manager
Mad Men Marketing
02.2014 - 11.2014
Media Manager
Universal McCann, Integrated Investment
03.2012 - 09.2013
Media Buyer
Starcom
04.2010 - 03.2012
BBA - Marketing
University of Kentucky