Rebecca Wenstrup
Maplewood,NJ
Summary
Data-driven marketer and inventive strategic leader with a track record of success. Recognized for the ability to create deep connections between brands and people using both new and proven technologies, combined with creative storytelling across various platforms. Passionate about mentoring and inspiring my team and colleagues, as their success is a reflection of my own.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Senior Group Director, Digital Partnerships
Initiative/BPN/Healix
09.2019 - Current
- Client Portfolio: Healthcare division including Bristol Myers Squibb, Astra Zeneca, Teva, Endo, Jazz, Foundation Healthcare, Cooper Paragard, Kaleo
- Senior client investment lead managing various agency portfolio of healthcare accounts, providing emerging marketplace intelligence, trends and behaviors while maximizing client investment through key strategic partnerships and activations
- Lead agency relationships and enterprise negotiations with critical industry tech and endemic partners including Google/YouTube, Amazon, Meta, TikTok, Snap, WebMD, Everyday Health, Healthline as well as HCP partners including Medscape, Doximity and GoodRx
- Successfully built and grew a team of 28 digital partnerships specialists activating $250MM across the portfolio of investments
- Spearheaded 40% YOY organic digital investment growth across top three clients by consolidating fragmented partnerships into larger more efficient and centralized performance-driven activations
- Proactively identify and create critical client solutions based on evolving marketplace including social platform strategies, data privacy, e-comm solutions, dynamic personalized and interactive ad formats, and CRM drivers
SVP, Strategy
Publicis Media
12.2018 - 09.2019
- Client Portfolio: GSK Consumer Health Care – Oral Health Category (Sensodyne, Pronamel, parodontax, biotène, Polident, Poligrip)
- Business client lead for all oral health brands providing superior client service and business solutions via tailored media strategies and activations across the $172MM portfolio
- Discovered ~25% savings in performance-based costs while improving reach and frequency performance within critical digital channels (OLV, Display, Audio and Social) through rigorous monthly optimization and data analysis
- Restructured SEM strategy to focus on high-value actions to improve bidding performance and conversion results within critical keyword groups, resulting in 10% savings
- Identified SEO content gaps and built additional high-value content and actions to improve client’s website Quality Score(s), funded by SEM restructure savings
- Refocused digital creative formats to shorten path to purchase by driving directly to retailer within all digital tactics where strategically aligned, including Social and Digital/Programmatic activations
- Worked hand in hand with cross-channel teams to build a bespoke real-time global reporting dashboard reflecting local investment and performance data to derive actionable strategic insights
Group Account Director, Strategy
PHD Media
04.2016 - 12.2018
- Client Portfolio: GSK Consumer Health Care – Respiratory Category (Flonase, Theraflu, Breathe Right); Smoker’s Health Category (Nicorette/Nicoderm); Skin Category (Abreva, Lamisil)
- Managing a team of ~30, responsible for strategic vision and execution of $150MM cross-platform portfolio including activation within Programmatic, Digital Direct, Social, Search, eCommerce, TV and OOH channels
- Led the Effie-award winning development and evolution of the first real-time data-powered proprietary Theraflu Cold & Flu Tracker consumer tool in partnership with IBM Watson, resulting in 22% incremental sales lift and 3% increase in HHP within highly competitive category
- Collaboration with Marketing Sciences to develop quarterly DMP Analytics reports based on multi-touch exposure and sales attribution, including recommended optimizations and new test opportunities
Account Director / Digital Director
Mediacom
02.2012 - 04.2016
- Client Portfolio: Bayer Consumer Care - Alka Seltzer, One-A-Day, Claritin; Mars Foods/Confection; Universal Music Group; Crystal Cruises; Spin Master Games
Account Director - Digital
Walton Isaacson
04.2010 - 02.2012
- Client Portfolio: Lexus; Caesars Entertainment; Jim Beam Spirits; Unilever
Associate Director - Digital Media
Siltanen & Partners
01.2010 - 05.2010
- Client Portfolio: Red Bull North America; MBT; Yakult
Interactive Media Supervisor
Team One
09.2007 - 01.2010
- Client Portfolio: Lexus Brand/Lexus National
Sr. Interactive Media Planner/Account Executive
Genex
09.2006 - 09.2007
- Client Portfolio: Acura National & Acura Regional; Purina; WellPoint Healthcare
Media Planner/Buyer
Conill (a Division of Saatchi & Saatchi)
06.2005 - 09.2006
- Client Portfolio: Toyota Motor Company
Marketing Intern
Citysearch.com
06.2003 - 06.2004
Education
BA - Communication, emph. Media & Entertainment
University of Southern California
Los Angeles, CASkills
- Omnichannel Strategy & Solutions
- Performance Marketing
- Consumer Insights & Adv Analytics
- Content Development
- Strategic Communication Planning
- Digital Strategy & Activation
- Cross-Functional Leadership
- Enterprise Investment Negotiation
Honors And Awards
- 2018, Effie Award – Bronze: Media Data Driven/Programmatic (Theraflu)
- 2017, Cannes Lion Shortlist – Media: Use of Data Driven Insight (Theraflu)
- 2011, Communicator Award of Excellence – Website Development (Lexus CT200h)
- 2010-2012, Guest Speaker on Marketing and Media: University of Southern California
- Phi Beta Kappa Honors Society, University of Southern California
Certification
- McKinsey Hispanic & Latino Executive Leadership Program
- Google Ads Search Certification
- Amazon Ads Academy
Languages
Spanish
Native or Bilingual
Timeline
Senior Group Director, Digital Partnerships
Initiative/BPN/Healix
09.2019 - Current
SVP, Strategy
Publicis Media
12.2018 - 09.2019
Group Account Director, Strategy
PHD Media
04.2016 - 12.2018
Account Director / Digital Director
Mediacom
02.2012 - 04.2016
Account Director - Digital
Walton Isaacson
04.2010 - 02.2012
Associate Director - Digital Media
Siltanen & Partners
01.2010 - 05.2010
Interactive Media Supervisor
Team One
09.2007 - 01.2010
Sr. Interactive Media Planner/Account Executive
Genex
09.2006 - 09.2007
Media Planner/Buyer
Conill (a Division of Saatchi & Saatchi)
06.2005 - 09.2006
Marketing Intern
Citysearch.com
06.2003 - 06.2004
- McKinsey Hispanic & Latino Executive Leadership Program
- Google Ads Search Certification
- Amazon Ads Academy
BA - Communication, emph. Media & Entertainment
University of Southern California
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