Sebastian Leon
Plantation,FL
Summary
Results-driven media and performance marketing professional with extensive experience in crafting audience-centric full-funnel campaigns for the healthcare sector. Specializes in developing integrated cross-channel strategies that align with business objectives to drive brand growth and engagement. Collaborates effectively with analytics, creative, and agency teams to leverage data-driven insights for optimizing audience performance across diverse platforms.
Overview
14
14
years of professional experience
Work History
Paid Media Planner
Baptist Health South Florida
Miami, FL
03.2020 - Current
- Lead audience-first paid media strategy across five healthcare service lines, supporting $100k in monthly investment across paid social, search, display, video, and traditional media channels which aligns with client goals.
- Develop cross-channel communications plans aligned to audience intent, seasonal priorities, conversion goals, and brand objectives.
- Partner with creative teams, analytics stakeholders, and agency partners to align campaign messaging, audience segmentation, launch timing, and optimization strategy for cohesive execution.
- Guide external agency partners on media activation, audience targeting, creative testing, pacing, and campaign performance optimization.
- Analyze campaign performance data and audience insights to identify optimization opportunities, increasing conversion volume by 40% YoY.
- Support always-on and campaign-based media initiatives designed to balance brand awareness, engagement, and conversion objectives.
- Present media performance narratives and strategic recommendations to leadership and cross-functional stakeholders, facilitating informed decision-making.
Client Success Strategist
The Miami Herald
Miami, FL
09.2017 - 03.2020
- Manage strategic relationships for enterprise-level advertising clients representing more than $1.5M in monthly digital revenue.
- Deliver strategic performance reports, optimization insights, and campaign recommendations to internal stakeholders and client partners, driving informed decision-making.
- Collaborate with research, product strategy, creative, and sales teams to develop audience-driven marketing recommendations and full-funnel campaign solutions.
- Identify audience growth opportunities and emerging digital trends that generated over $300K in incremental business revenue.
- Develop integrated digital media strategies for high-value clients by aligning audience insights, campaign messaging, and cross-channel media tactics to business and brand objectives.
- Expand social and branded content initiatives across owned media properties, enhancing audience reach and engagement opportunities for advertisers.
- Partner with Strategic Media Consultants to develop RFP responses, identifying digital expansion opportunities for traditionally print-focused accounts.
Digital Campaign Manager
The Miami Herald
Miami, FL
04.2015 - 09.2017
- Execute and optimize multi-channel digital advertising campaigns across display, social, native, and email platforms, ensuring delivery, pacing, and performance goals are achieved.
- Manage campaign trafficking and implementation across platforms including DoubleClick, Simplifi, Matchcraft, ImpressLocal, Vendasta, Nativo, and LiveIntent.
- Collaborate with creative teams and sales stakeholders to align messaging, audience targeting, and creative assets with client goals and engagement strategies.
- Provide digital strategy recommendations and platform expertise to sales teams, helping shape effective audience-focused advertising solutions for prospective clients.
Print & Online Sales Support Coordinator
The Miami Herald
Miami, FL
05.2012 - 04.2015
- Processed digital orders in the Miami Herald Media Network for the Real Estate team and ensured full delivery of all campaigns submitted.
- Assisted in preparing sales presentations and promotional materials.
- Supported account managers with client inquiries and service requests.
Education
Master of Science - Marketing
Florida International University
Miami, FL07-2019
Bachelor of Science - Journalism And Mass Communication
Florida International University
Miami, FL08-2012
Skills
- Full-funnel media strategy
- Paid social and search strategy
- Consumer journey and conversion strategy
- Agency leadership and collaboration
- Audience engagement strategy
- Cross-channel campaign planning
- Audience segmentation and targeting
- Analytics and performance reporting
- Stakeholder communication
- Platforms: Google Ads, Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager, X Ads Manager, GA4
Timeline
Paid Media Planner
Baptist Health South Florida
03.2020 - Current
Client Success Strategist
The Miami Herald
09.2017 - 03.2020
Digital Campaign Manager
The Miami Herald
04.2015 - 09.2017
Print & Online Sales Support Coordinator
The Miami Herald
05.2012 - 04.2015
Master of Science - Marketing
Florida International University
Bachelor of Science - Journalism And Mass Communication
Florida International University