Mint Measure

I wear a lot of hats. Strategy, optimization, analytics, operations, etc.

I love to spend time with our clients’ data to find cross-channel insights and uncover ways they can make their advertising investments more profitable.

I'm obsessed with making complex things simple, sharing my experience, and answering "so what" to important data questions.

I also dedicate time and energy each week to make sure the Mint Measure podcast is packed with useful information that media planners and buyers can use to get better.

Head of Media Strategy & Measurement

Momentum Seekers

Advisor

212NYC New York's Digital Advertising Club

Mentorship Program Committee Lead

Noble People

Primary clients include Slack, Bumble, Precision Run (Equinox), and Braintree; Plan and oversee implementation of national and local campaigns across traditional and digital tactics.
• Participate in new business pitches leading to new contracts
• Serve as go-to resource for performance media strategy and questions for teams and directors
• Consult across many agency clients on data strategies, ad tech selection, and optimizations
• Design sales-focused media strategies, emphasizing cross-channel interactions and frequency building
• Write agency processes, including testing and optimizing creative and media quality standards
• Negotiate packages and custom content partnerships, yielding up to 32% improvement in eCPM and added value.

Media Director

Generator Media + Analytics

Establish relationships of trust and confidence with clients, leading to consultative role in marketing strategies outside previous scope of work. Architect sales-focused multi-channel media strategies, leading to 26% YoY sales increase. Refine and improve upon existing digital strategies for DR clients. Foster professional and personal growth of my team, leading to increased responsibilities and promotions. Clients in CPG, travel/accommodation, weight loss, fitness, and non-profit sectors. 

Key Strategies and Initiatives:
	Develop multi-channel, cross-device campaigns reaching consumers at key interaction points
	Build upon client trust to sell through test plans for technologies and tactics that were previously unconsidered, such as influencer marketing
	Implement mobile attribution technologies that improved CPA attribution/performance by 37%
	Aggressively negotiate large packages, added value, and integrations on behalf of clients with a minimum 15% gain in value

Operations:
	Manage 5 direct reports, aiding in management of 4 other employees as needed
	Streamline workflow processes, train employees
	Optimize media placements (vendors, tech, data) to deliver improved ROI
	Improve working relationships among team members; establish a culture of collaboration

Communications Strategy Associate Director

The Tombras Group

Founded Digital Media Department for one of AdAge’s Agencies of the year. Manage a team of professionals across different marketing department to create integrated strategies for agency clients in the travel/tourism, healthcare, retail, fitness/health, luxury, and energy verticals. Extensive experience developing and implementing multi-country and multi-language marketing strategies and media plans to increase ROI based on business objectives.

Key Strategies and Initiatives:
	Create marketing strategies & media plans for 28 accounts annually
	Sell digital-first and mobile-first strategies to historically traditional media clients, increasing digital budgets by up to 300%
	Launch New Product Introductions using digital-only channels, yielding 22% category share in test markets
	Create hyper-local strategies for retailers, with custom messaging and landing pages. 
	Influence other marketing disciplines such as UX, creative, email marketing, and social media to create a frictionless user experience
	Develop media strategy & execute media buys in The United States, Europe, and Asia. 
	Implement in-house trading desk, including running $500k in media campaigns and training team members

Operations:
	Supervise day to day operations on 14 accounts, ensuring excellence in execution
	Support and direct team members with problem solving and questions
	Lead teams in developing & implementing digital department processes such as workflow, RFPs, QA, traffic, etc.
	Create campaign standards for media quality, hold vendor accountable to metrics such as viewability, ad fraud, and geo-compliance

Connections Planning Supervisor

Richter7

Develop integrated strategies for agency clients; Proven ability to efficiently plan, buy, and post all media channels media including: TV/Pre-roll video, radio, display, OOH, print, paid search, and sponsorships.

• Developed process through Media Director to oversee and QA all digital strategies and buys at varying stages of the planning process
• Established the process to use Integral Ad Science verification tool for all digital campaigns for all clients. Determined brand safety and quality parameters for media vendors, saving clients on average 50k+ wasted impressions per campaign.
• Train media department on various media topics; trained and managed workload of 1 intern
• Assisted the Media Director develop and implement processes to standardize quality and streamline work flow 
• Managed all paid social media for six agency clients and reduced CPA of fans by 40%

Polynesian Culture Center Integrated Campaign: Responsible for all online and offline media for Westbound travelers to Hawaii. Initiated Zero-Based planning initiative to overhaul a stagnant traditional media mix. Added value elements totaled over $1MM in free ad space and editorial coverage. 
	Increased pre-arrival ticket sales through display banners; through aggressive optimizations and monitoring the CPA has decreased 55% YTD. Implemented is a strong focus on click-through conversions, which increased click-through conversions 311%.
Questar Gas Integrated Campaign: Planned and purchased an integrated campaign to increase referrals for a safety inspection. The campaign increased 264% YOY in referrals for existing contractors.
Park City Winter Campaign: Delivered 433% of campaign goal for contest entries. Targeted display and social media yielded an average conversion rate of 38.6%.

Integrated Media Planner

BYU AdLab

Oversaw and planned all media efforts within the AdLab.  Included target market research, medium selection, presenting recommendations to the client, and post-buy recap.  Also forged a media mentorship with Richter7 and the AdLab- offering media experience and mentorship for students and a commission split.  

	Developed a media plan that used dollars efficiently and delivered ROI
	Formulated media goals, strategy, and tactics to obtain clients marketing objectives
	Oversaw timing, deadlines, and strategy with Account Executive
	Was solely responsible for planning, buying, approving make-goods, and buy reconciliation
	Managed 2 other members of AdLab media team

Senior Media Planner

Shine Global, Inc

·    I worked as an intern, and was the primary translator for interviews done for the movie &quot;Village of Alliance.&quot; Work included
           translating, documenting what was said, and a little video editing.
      ·    From the editor, &quot;Village of Alliance is a feature-length documentary that follows four Brazilian children who attend Centro Cultural
           School for the Arts, that offers children an alternative to the drug trade.&quot;

Portuguese Translator

For over a decade I did every job in performance marketing: media strategy, ad buying, reporting and analytics, you name it, I did it.

I consistently saw that my clients needed better analytics to prove/improve their results and free tools (platform and adserver reporting) weren't good enough. But, advanced analytics tools were too expensive for my clients and outputs like fractional credit weren't helpful for improving performance.

Over 10 years I developed a new measurement system to overcome solve these problems.

After validating my ideas with agency peers at a conference in 2019, I realized there were tons of marketers that were up against all the same challenges, so I started building on nights and weekends.

A few times a week I still think I must be crazy for launching a startup. 


I built Mint Measure to be the tool I wish I had during my years as a performance marketer. Now, any brand can get insights to see what’s working, prove effectiveness, and spend smarter.

I built Mint Measure to give marketers the 'hidden metrics' that make clients trust you more and blow their minds with consistent optimization.


My goal is to help agency marketers:

- drive change with creative thinking
- accelerate improvement with better processes
- change clients' minds with compelling stories


>> Book an Intro Call Here: calendly.com/mintmeasure/intro-call

>> Listen to out the Mint Measure Podcast on Spotify/Apple

>> Learn more at MintMeasure.com

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