Client: AAA Roadside Assistance, Membership, Travel

  • Led agency’s largest and longest running client with an annual operating media budget of $40 million.
  • Developed full-funnel strategy that drove business growth and strong LTV through testing, expansion, and channel innovation such as Connected TV and Podcast advertising.
  • Drove a YoY increase of 32% brand exposure and $2.7MM in digital media revenue since taking over reins of account.
  • Provided Thought Leadership on tracking, measurement, and attribution-related issues effecting the account; Spearheaded development of marketing analytics team and led roll out of agency proprietary data visualization tool.
  • Worked alongside CMO on Scope of Work client negotiations with respect to staffing plans and agency fee compensation reducing unnecessary marketing expenses by 17% and increasing compensation by 12%.
  • Created agency-wide training, skills-development plans and onboarding processes and materials to ensure highest quality standards and most up to date knowledge within digital space. Established standardized processes for project management, digital marketing activities and reporting.
  • Drove Digital Media Cost Per Acquisition of AAA Members down from $48 to $32 YoY (+33%)
  • Helped educate client on new ad technology and industry trends and introduced products and vendors that helped solve for unique problems as well as drive performance efficiency through automation, machine learning, and digital measurement maturity.
  • Managed multiple teams and digital channels consisting of 10 direct reports navigating account through entirely new media landscape due to COVID-19.