Shannon O'Neill
New York
Summary
Results-driven media investment professional with a strong experience in executing full-funnel paid campaigns for national brands. Skilled in developing audience strategies and delivering performance reports that drive actionable insights, aligning media efforts with business objectives for enhanced brand engagement.
Overview
7
7
years of professional experience
Work History
Media Investment Manager
WPP Media
New York
08.2022 - Current
- Led full-funnel paid media execution across display, video, native, and programmatic channels managing over $50 million in annual spend.
- Collaborated with brand and strategy teams to develop media plans that effectively align with business objectives and target consumers.
- Executed campaigns end-to-end, including activation, optimization, pacing, and performance tracking.
- Developed audience strategies using first- and second-party data to enhance performance along the consumer journey.
- Monitored budget pacing while ensuring financial reconciliation and invoice accuracy.
- Delivered performance reports and actionable insights to inform real-time optimizations and enhance future planning.
- Mentored junior team members and streamlined workflows to improve quality assurance, reporting, and optimization processes.
MEDIA INVESTMENT SENIOR ASSOCIATE
Starcom
Chicago
02.2021 - 08.2022
- Managed and optimized over $40M in CPG media budgets through effective pacing, tracking, and reconciliation.
- Executed media strategy for Beam Suntory across video, social, search, audio, OOH, and digital partnerships to drive brand engagement.
- Analyzed full funnel performance to deliver actionable insights for optimization and future media investments.
- Aligned media delivery with brand objectives through collaboration with internal strategy, activation, and analytics teams.
- Mentored two associates to improve execution reporting and optimization skills, enhancing overall team capabilities.
MEDIA INVESTMENT ASSOCIATE
Starcom
Chicago
04.2019 - 02.2021
- Coordinated planning and execution of national retail and brand campaigns across premium digital channels to enhance audience engagement.
- Monitored campaign delivery and performance, identifying optimization opportunities to maximize ROI.
- Led quarterly QA and reporting to ensure alignment with KPIs and budget targets.
Education
BACHELOR OF ARTS - ADVERTISING AND PUBLIC RELATIONS
DEPAUL UNIVERSITY
CHICAGO, IL11-2018
Skills
- Media strategy
- Audience targeting
- Media planning tools expertise
- Performance measurement and optimization
- Data analytics
- Budget management and forecasting
- Cross-functional collaboration
Timeline
Media Investment Manager
WPP Media
08.2022 - Current
MEDIA INVESTMENT SENIOR ASSOCIATE
Starcom
02.2021 - 08.2022
MEDIA INVESTMENT ASSOCIATE
Starcom
04.2019 - 02.2021
BACHELOR OF ARTS - ADVERTISING AND PUBLIC RELATIONS
DEPAUL UNIVERSITY