Tracy Lynn Caputo
Chesterfield Township
Summary
Accomplished Media Director with twenty two years of experience. Strong foundation in strategic budgeting, and executing complex media campaigns across multiple platforms. Capable of leading teams to achieve business objectives with effective results. Proven ability to cultivate strong relationships with key industry partners, enhancing overall campaign effectiveness and efficiency.
Overview
22
22
years of professional experience
Work History
Associate Media Director
GroupM/GTB/Team Detroit
Detroit
01.2018 - Current
- Company Overview: A WPP Group Full-Service Media Agency
- Client facing for Ford Tier 2 Dealer groups with a focus on Detroit; Southeast Michigan Ford
- Research and collaborate with other media teams to develop a relevant and effective investment plan for our clients across all media platforms
- Responsible for meeting with clients to assist in budgeting/planning/implementing media
- Build relationships with local stations/vendors to establish a one-team mindset for the client and negotiate media opportunities/investments
- Collaborate with other internal media teams creating efficient, effective strategies for our client base
- Negotiate multi-year local sports agreements in addition to annuals for local market news, Amazon and Netflix for Tier 2 clients
- Manage a team of 10 local market Video/Audio/Digital media buyers for auto and non-auto clients including monitoring workflow, checking buys for efficiencies making positive suggestions when change is needed
- Mentor/train Jr Associates to become successful in their career path
- YOY performance reviews, interviewing new hires
Client Inv. Strategy Supervisor, Team Ford/Lincoln
GroupM/GTB/Team Detroit
07.2013 - 01.2018
- Manage Tier 1 Investments through Corporate into Local Markets
- Manage Local Market Buyers for Tier 1 Dollars
- Key communications with Planning and Clients to generate savings by negotiating yearly deals with market specific station groups to secure effective media schedules both Digital and Broadcast to increase auto sales for local Dealerships
- Work with Planning Teams to create effective strategies for advertising investments within local markets
- Finalize budgets for multi-media platforms to increase sales at local Dealer Market level
- Responsible for market analysis, negotiation, maintenance and posting schedules
- Compile and analyze marketing and media data to support implementation decisions
- Maintain working relationships with vendors to ensure quality buys/schedules
- In-Market trips to investigate local market conditions, meet with local station representatives, dealers, and local media team to discuss media plans and opportunities
- Negotiate optimum buys in terms of cost efficiency, special placement, goals delivery, and vendor agreements
- Lead Trainer for new Digital Program PRISMA – build training deck and hold training sessions in regards to negotiating, implementing, inputting, tracking, and billing of Digital properties such as Pandora, iHeart, HULU, TVeverywhere, VEVO (YouTube), multiple aggregate companies, and Networks (CBS.com/FOX.com/ABC.COM) streaming
- Certificate of Completion of Digital Marketing Foundations training course
Senior Investment Associate
Universal McCann
Birmingham
01.2010 - 07.2013
- Company Overview: An IPG Group Full Service Media Agency
- Estimate Cost per Point (CPP) data for assigned markets and Target Rating Points (TRP) for programs considered for purchase
- Negotiate broadcast buys to meet Gross Rating Point (GRP) goals within goal budget and deadlines
- Built relationships within assigned markets to ensure a partnership is developed to secure schedules based on the best interest of the clients’ needs
- Secured added value in the form of events and sponsorships in key target markets as additional exposure for the client
- Effectively negotiate rates and ratings by daypart to implement a schedule that meets clients’ goals including savings
- Maintain accurate and complete documentation for all media aspects including post-performance results within 90-110% of estimated TRP’s
- Train and mentor new assistants to excel in their specified markets as well as build a foundation for future Media Buyer opportunities
- Leader and trainer in the transition from DDS to MediaBank (Spectra) Media Software
- Designed enhancements alongside MediaBank’s development team, ensuring a more efficient and user friendly program for UM’s Media Team
Media Buyer / Negotiator
PHD
Troy
01.2005 - 01.2010
- Company Overview: An Omnicom Group Full Service Media Agency
- Estimated Cost per Point ( CPP ) data for assigned markets and Target Rating Points (TRP) for programs considered for purchase
- Negotiate broadcast buys to meet Gross Rating Point ( GRP ) goals within goal budget and deadlines
- Reconciled billing discrepancies, maintained accurate and complete documentation for every media purpose
- Developed and leveraged strong vendor relationships to consistently generate client cost savings on purchased schedules of 10-20% of market value
- Delivered accurate post-performance results within 90-100% of estimated Target Ratings Points (TRP’s) purchased
- Developed an annual schedule by analyzing industry trends in broadcast media based on clients needs
Media Biller / Estimator
PHD
Troy
01.2003 - 01.2005
- Support File Maintenance procedures and technical assistance to all PHD Field Offices
- Responsible for opening estimates and assisting in procedural audits for entire PHD Network
- Provided technical support to Media Buyers and Media Stations
- Accurately converted and manually input invoices for multiple clients and field offices via the Donavan Data System
- Met payable deadlines by reconciling discrepancies and paying invoices
- Assisted in Accounting Audits to ensure policies and procedures are followed according to Sarbanes Oxley
Education
Graduate -
East Detroit High School
Eastpointe, MI01.1988
Skills
- Media negotiation
- Client management
- Relationship building
- Team leadership
- Creative problem solving
- Media activity execution
- Programmatic buying
- Media buying
- Training and mentoring
- Video advertising
Affiliations
Youth Group Volunteer
References
References available upon request.
Timeline
Associate Media Director
GroupM/GTB/Team Detroit
01.2018 - Current
Client Inv. Strategy Supervisor, Team Ford/Lincoln
GroupM/GTB/Team Detroit
07.2013 - 01.2018
Senior Investment Associate
Universal McCann
01.2010 - 07.2013
Media Buyer / Negotiator
PHD
01.2005 - 01.2010
Media Biller / Estimator
PHD
01.2003 - 01.2005
Graduate -
East Detroit High School
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