Michael LaMonte

The Coca-Cola Company

Within the Connected Commerce team, part of the wider Integrated Marketing Experiences organization, I support key projects and initiatives that drive growth with our customers spanning Retail Media Strategy, Planning & Execution; Expansion of eMMM; Data & Audience Modeling & Planning, etc.

•	Accelerated process and workflow to enable eMMM expansion to incremental customers, achieving sub-60-day output turnaround for key customers
•	Built a taxonomy framework & drove adoption to drive granularity for eMMM Outputs to better inform Media Planning & Execution
•	Consult on programs from Planning, Execution, to Results with external media agencies and vendor companies across our customer network spanning Onsite and Offsite tactics including but not limited to: Paid Search (SEM), Display, Video, Paid Social, CTV/OTT, Audio, Digital OOH, etc.

Director, Connected Commerce (Contract Position)

Heyday

Led team of 5 professionals covering Paid Social; Affiliate Marketing; Content Creation; Organic Social; Traditional Influencer; and Offline Marketing. Supporting DTC; Amazon and Retail Channels such as Target, Walmart, Ulta

•	Led all Paid Social activity (Meta, Instagram, TikTok, Snapchat, Pinterest, etc.) for the organization
      o	Consolidated agency partners, accelerated use of 1P data (Site/CRM), testing, and implemented channel content best practices which led to +15% ROAS 
      o	Identified opportunity to drive 27% fixed cost savings through in-housing Paid Social channel
                     	1H 2023 on average 60-70% of investment fell within channel and with implemented strategies helped achieve +$X.XXMM contribution profit for DTC business unit while achieving new customer targets; and improving retention rates 20% across key Brands
      o	Executed over 5,000 tests through a rigorous framework and deep partnerships
      o	First-to-market TikTok Shop partner
      o	Stood up Retail Media programs which aided lifted total sales 15%
•	Assumed responsibility of Affiliate Marketing in January 2023
      o	Successfully in-housed Amazon Affiliate program; as well as re-negotiated DTC agency contracts (+$500K in savings)
                     	Amazon Affiliate Program – averaged +30-40% Revenue Growth Month-over-Month (MoM) 
                     	DTC Affiliate Program – grew channel contribution to 10% of DTC Net Revenue with $5 ROI (up +50% to prior period) 
                             •	Reduced DTC SAAS fixed fee expense by over 50% by consolidating tech stack into Impact
•	Effective June 2023 assumed P&L management of 2 Portfolio Brands. Strategic changes resulted in 163% in profitable growth
•	Created the organization’s Organic Social & Traditional Influencer practice
•	Co-lead new channel testing expansion including but not limited to: TV, and Direct-Mail
•	Co-lead the RFP and onboarding of our first Multi-Touch Attribution (MTA) solution partner

Paid Social & Affiliate Lead

Reprise Digital

Led a team of 6 professionals that executed social investment (+$100m annually) across Coca-Cola North America’s portfolio for UM (agency under IPG Mediabrands). As well as led the Levi Strauss & Co team through leadership transition. Core platforms included Facebook, Instagram, Twitter, Snapchat, Pinterest, and TikTok

•	Facilitated overall process building, and communication streams, between internal and external Coca-Cola North America Social Center (NASC), Coca-Cola North America Connections, and UM teams, solely representing UM on-site in Atlanta, GA
•	Expanded use of social listening tactics such as keyword implementation across Twitter and Pinterest
•	Secured incremental revenue for agency leading the RFP process for Coke Store, The Coca-Cola Company’s eCommerce business unit
•	Refined Paid Social KPI framework, to better inform planning, and buying principles leveraging research, MTA, analytics and Marketing Mix Modeling (MMM), improving Paid Social performance and investment YoY +57%
•	Expanded use of Data-Management Platform (DMP) through audience request and syndication
•	Accelerated adoption of Social Commerce to drive eRetail by leading and executing programs using native capabilities and those leveraging Click-to-Cart partners, such as MikMak 
•	Constructed KPI templates, inclusive of historical MMM results by brand, and social platform partners 
•	Ensured Measurement & Learn aligned to broader strategy and goals. Overseeing implementation of key tests, studies, and results
•	Provided thought leadership including POVs, current industry trends, while supporting onboarding for newly hired Coca-Cola North America team members, and cross-functional agency partners

Director, Paid Social

Associate Director, Paid Social

Carters Inc.

Oversaw all Paid Social strategy, budgeting, forecasting, and execution supporting key business and marketing objectives, as well as led Programmatic Display program

•	Facilitated in-house Paid Social transition (Q1 2019); hiring, training, and onboarding of 6 new team members across Domestic and International brands projecting +$1m in annual agency savings
•	Managed +$12m in annual budget across all brands and programs
•	Partnered and collaborated with media agencies on creation and execution of all media plans prior to in-house transition
o	Account re-structure for Ecom programs led to 47% sales growth in 2017, maintained ROAS YoY while reducing CPMs and CPCs by nearly 10%
o	Leveraged offline sales measurement data through Facebook, adjusted segmentation across Retail programs leading to 103% offline sales growth YoY, improving ROAS by over 34%  
•	Executed bidding test between Store and Ecom initiatives leading to Omni-channel program effective in November 2018
o	Actions drove $40.7m TTL sales, +59% YoY over $15m in revenue growth with TTL ROAS +34% on +19% spend between Carter’s and OshKosh B’gosh
•	Successfully launched Carter’s first brand campaign; ‘With You From the Start’ and ‘Carter’s KID’:
o	‘With You From the Start‘– Facebook ad recall +244% than retailer benchmark, 18% lift in message association
o	‘KID’ – delivered over $4m in TTL demand, $4.06 TTL ROAS with 22% lift in ad recall, 10% lift in message association
•	Managed Programmatic Display program

Paid Media Manager, Marketing

Tinuiti

Executed and supported direct-response centric Paid Social campaigns (Facebook, Instagram, Twitter, Pinterest, LinkedIn, etc.) including; Account setup; Strategy development; Target ideation; Bid and budget implementation; Testing; and Optimizations

•	74%+ lower cost per lead for Revel Systems (B2B PoS organization), recognized as a leading B2B Facebook Success Story
•	40%+ reduction in cost per new member acquisition (CAC) for Vestiaire Collective, a global luxury fashion marketplace
•	900%+ direct ROI for Rebecca Minkoff, an industry leading NYC based lifestyle brand
•	Heavy focus in Retail, Subscription, B2B, other clients included: ServiceMaster, Tribeca Shortlist, The Picture People, Yahoo!
•	With over 238%+ YoY division revenue growth, continued to recruit, train, develop and mentor talent

Account Manager, Paid Social

WITH/agency

Agency catalyst for implementing and achieving the client marketing plan working with internal team members and external client personnel to determine campaign elements, create plan and carry out execution

•	Served as agency Paid Media lead utilizing to support client goals and objectives catered around core KPIs
o	Content Marketing Award – Winner – Best Use of Facebook (Astrobrights - Colorize Your Classroom)
•	Co-led core Lifecycle/Email CRM Marketing initiatives for select clients
o	Developed Georgia Power Storm and Summer email campaigns generating consistent +20% unique open rates to a base of over 800,000 email accounts with a focus on content strategy, creative direction, copywriting, and analytics
o	Coordinated, executed, and tracked monthly Lifecycle eNewsletters for Georgia Natural Gas’s 2015 REAP Program
•	Created an identity and developed an innovative, integrated campaign for over 800 Georgia Power Customer Service Representatives, increasing awareness over 94% to encourage sharing of online-service alternatives
•	Chartered a millennial campaign, “Land the Job” for Southworth Paper

Marketing Manager

•	Strategized and managed content calendars and marketing promotions for Shane’s Rib Shack, Modify Watches, Georgia Power and Neenah Paper consumer brands, effectively driving brand awareness, engagement and traffic to all social media
•	Aided in the development of all branding, content, collateral and support services for the Assurant Intern Experience, and for over 900 internal users for a new energy efficiency Salesforce Platform for PG&E
•	Elevated an internal brand and coinciding collateral to promote a corporate-wide digital initiative for creating a consistent customer experience ‘behind the login’ for Georgia Power
•	Provided support through client-related market research 
•	Developed pitch presentations for new business opportunities
•	Junior level copywriting & proofing for presentations, content plans, video scripts and internal communications
•	Stay current with industry trends around social media, technology, and content marketing.
•	Aided team with event-based projects and managed event staff

Marketing Coordinator

Atlanta Hawks

Community Development Assistant Manager

•	Identified potential sponsorship opportunities with businesses, organizations, and charities such as Big Bert’s Adventure and Sweetwater Brewery
•	Applied basic marketing concepts to assess current advertising spend on individual mediums, as well as unique programs and promotions amongst other NBA teams to aid in the development of marketing plans
•	Assisted in the development of a season ticket holder focus group or survey to gain some insight into their media usage
•	Assessed social media presence amongst fellow NBA teams
•	Suggested social media marketing platforms to aid in on-site activation
•	Advised contests, and specific ways of communication to increase fan interaction on social media pages
•	Contributed promotional ideas to pitch to further expand our relationship with media partners such as 680 the Fan and 790 the Zone
•	Cultivated “Teacher of the Month” program, identifying exceptional teachers within the Georgia public school system and recognizing them during regular season games
•	Organized and participated in various marketing opportunities, NBA league-wide initiatives and community outreach events, such as the BB&T Tennis Open, Paint the Town, Kia Summer Hoops Tour and other summer camps
•	Coordinated the In-house Media day, Media day, and Media Basketball Tournament for local media personalities
•	Assisted with the Hawk’s Cheerleader Tryouts & Calendar Photo Shoot in Biloxi, Mississippi

Marketing Intern

United States Golf Association

•	Recommended ad hoc improvements/automation for new member acquisition process after analyzing 2011 acquisition strategy
•	Developed process flow and procedures document for maintaining an accurate and reliable database of golf courses, eligible club facilities and general memberships
•	Participated in team meetings, discussing acquisition strategy, budgeting, event preparation, event reviews and 2012 marketing proposal
•	Handled renewal membership calls, forms, and necessary invoices for over 150 prospective Head Golf Professionals and GMs
•	Researched competitors, membership levels, and completed a market assessment matrix to aid in upcoming marketing goals and plans

Paid Social Lead, Heyday

Accomplished Digital Leader in eCommerce, Retail, and Traditional CPG with over 11 years of experience consistently delivering exceptional business outcomes across diverse categories, channels, and business models.

Acknowledged for developing and inspiring high-performing multicultural teams leveraging best-in-class Digital ecosystem strategies.

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