A walk down memory lane.
Senior Manager, Brand, Citrix (Santa Clara, CA): Mar 2020 - Present
Summary: Nesting under the Brand & Content Marketing function, responsible for the overarching discipline strategy, planning, operations, communications, and team management for the Global Brand Marketing and Campaign Strategy & Design teams.
Brand Marketing is the discipline dedicated to building and maintaining Citrix’s reputation and awareness in-market to drive consideration through targeted external campaign initiatives encompassing Brand Marketing Strategy and Brand Media Strategy. The discipline formulates strategies to fuel recognition and spark buzz while elevating the Brand and changing perceptions to build long term brand equity.
Campaign Strategy & Design is the discipline dedicated to translating business and marketing strategy and priorities into guiding campaign documentation for cross-disciplinary activation, encompassing full funnel Connections Strategy and Campaign Creative Strategy. The discipline develops core comms and creative strategy blueprints and toolkits defining integrated marketing approach and enabling teams to create consistent external campaign activations and materials.
Responsibilities
Discipline Strategy & Planning: translate org, functional and business priorities into team priorities, goals and overarching strategic direction for achieving company goals, supporting discipline managers in leveraging audience insights, historical performance and supplemental audience and industry research to develop tactical plans.
Stakeholder Management: work with key discipline/functional leaders across the organization to evangelize discipline plans, gain understanding of functional priorities and assess opportunities for discipline support.
Team Operations & Management: determine and manage team operating model, works with direct reports on individual growth as well as team growth development plans, manages discipline budgets and finance processes, and oversees execution and optimization of team initiatives.
Performance Reporting: monitors progress towards team goals and targets and processes reporting from Brand Studies, Social Listening, Web Analytics, and Agency Campaign Performance Reports with discipline managers to glean actionable insights and learnings for stakeholder and leadership reporting inclusive of Global Corporate Marketing QBRs.
Agency Management: leads model and relationship management of Media and Creative Agencies of Record, inclusive of SOW development and processing, relationship health management, priorities and performance tracking, and day to day oversight.
Creative Strategy & Production: lead creative strategy for full funnel advertising and campaign initiatives supporting Global Corporate & Field Marketing teams inclusive of research, concepting, development, execution, optimization and enablement in addition to overseeing end-to-end production of creative assets.
Brand Media Lead, Citrix (Santa Clara, CA): Jun 2018 - Mar 2020
Summary: Led brand media strategy, planning, execution and performance analysis for Citrix Worldwide Corporate Marketing. Built brand media discipline at Citrix from the ground up, establishing core process, brand media priority and goal frameworks, optimized agency relationships and operationalized team to scale to growing brand marketing needs. Drove brand marketing strategy to reposition Citrix as an Employee Experience technology leader, developing strategic frameworks and thought leadership strategy to bridge perception from niche IT company to solutions provider in new market territory, resulting in accelerated expansion and promotion of role and being awarded Corporate Marketing’s Marketing Big Achievement Award.
Responsibilities
Brand Media Strategy – translated global campaign and program briefs into brand media strategy, defining paid media targets, KPIs, targetable audiences, and channel guidance to ensure clear execution by agency partners.
Brand Marketing Strategy – translated org, functional, business and campaign priorities into brand marketing strategy, defining audiences, themes, objectives, targets and campaign opportunity
Paid Media Execution & Agency Management – worked collaboratively with and served as central day to day contact for Media Agency of Record managing and overseeing agency briefing, planning, activation, reporting and optimization of brand paid media programs.
Consultation – served as central brand media expert, translating strategy into focused plans for achieving priorities and targets through paid media strategy and programming
Performance Reporting – managed reporting and success analysis of brand media programs, working with agencies and paid partners to evaluate program performance and processed key program insights, success measures and actionable takeaways for Citrix stakeholders and leadership.
Media Trend Reporting – monitored industry, category, market and media trends and research reporting back to the business on key insights to keep the org at the forefront of brand media innovation.
Planning & Campaign Manager, Bloomberg (San Francisco, CA): Jan 2018 - Jun 2018
Summary: Managed pre through post sale process for ad campaigns including but not limited to: Brainstorming based on client objectives, analyzing reporting and data to ensure we are meeting our clients KPI's, optimizations for optimal performance, and facilitating wrap up reports. Industry focus on tech brands including Microsoft, Workday, and CA Tech.
Responsibilities
Advertising Strategy – stayed up to date with latest Bloomberg advertising portfolio offerings and worked collaboratively with Sales lead to translate client RFPs into strategic recommendations.
Campaign Management – managed execution and optimization of Bloomberg media programs across google campaign manager, broadcast tv and radio, social and editorial sponsorships.
Consultation – served as central brand media expert, translating strategy into focused plans for achieving priorities and targets through paid media strategy and programming
Performance – managed reporting and success analysis of Bloomberg media programs, working with Sales lead to present performance reporting to client leadership.
Media Account Manager, Just Media, Inc. (Emeryville, CA): Mar 2017 - Dec 2017
Summary: Led design, execution and optimization of cross-platform media programs for clients in the technology and b2b space, including Citrix, Adobe, Intel and AWS. Built data backed recommendations with fully negotiated media and cost schedules as well as oversight of all client facing deliverables and management of client communications.
Responsibilities
Brand Media Strategy – translated client briefs into brand media recommendations, defining channel strategy, addressable audience, creative guidance, and media opportunity to achieve client objectives and KPIs.
Paid Media Execution & Management – worked collaboratively with direct report and agency discipline teams across paid search, social and programmatic in addition to external vendors to craft recommendations, execute and optimize paid media programs.
Client Management & Consultation – served as central client contact, managing client relationship and consulting on client needs.
Performance Reporting – managed reporting and success analysis of brand media programs, working with agency analytics team and paid partners to evaluate program performance and processed key program insights, success measures and actionable takeaways for client stakeholders and leadership.
Media Trend Reporting – monitored industry, category, market and media trends and research reporting to client leadership latest and most vital news to keep client team up-to-date and recommending potential program integrations.
Team Operations & Management: managed team of 1, working with direct report on individual growth as well as team growth development plans, in addition to managing client budgets and finance processes, and overseeing execution and optimization of client initiatives.
Media Account Associate, Just Media, Inc. (Emeryville, CA): Jul 2016 - Mar 2017
Summary: Began by marketing journey as a media account associate supporting Sr. Media Account Supervisor on development, execution and optimization of cross-platform media programs for clients in the technology and b2b space, including Citrix, Intel and FoxIt. Received an accelerated promotion after quickly taking on leadership and overall management of client accounts and driving success for agency programs.
Responsibilities
Brand Media Strategy Support – supported supervisor in translating client briefs into brand media recommendations, defining channel strategy, addressable audience, creative guidance, and media opportunity to achieve client objectives and KPIs.
Paid Media Execution & Management – supported supervisor in working with agency discipline teams across paid search, social and programmatic in addition to external vendors to craft recommendations, execute and optimize paid media programs.
Performance Reporting – led reporting and success analysis of brand media programs, working with agency analytics team and paid partners to evaluate program performance and processed key program insights, success measures and actionable takeaways for client stakeholders and leadership.