Years of experience:
35 in media directing, planning and buying
How’d you get started?
Oddly enough, I was working as an administrative assistant at a police department in a small town. I’d applied at a few agencies and one day, out of the blue, I received a call for an entry level position as a media assistant. Since then, this has been my life—learning and growing as this industry continues to constantly evolve.
What do you love most about what you do?
Seeing the results of a campaign and knowing our contributions drove those results. I also like the ever-changing atmosphere of this business. The day I quit learning something new is the day I retire, so I may be at this for quite some time.
With any project, what's your goal?
To find the media mix that creates media gold. When you start seeing results through web hits, visits and ultimately purchases, you know you’ve done something. Then taking that information and continuing to fine tune the plan for maximum results.
What’s been your favorite project?
I think my favorite project was helping create a new co-operative group for Hardees in the Chicago market where one didn’t exist. Before I started helping them, this group of franchisees were trying to market their restaurants completely independent from one another in a very expensive marketplace. I figured out a way to pull their resources together and create an ongoing plan which created more traffic and sales to their restaurants than any of them had ever seen. It was great being able to work with these individuals and bring them together as a group with a common goal. It’s that collaborative spirit that I think I enjoy the most.