Each year at Squarespace has brought on new problems to solve and projects to work on. I've been lucky enough to work on almost every part of the media cycle:
- Developing annual media plans by country, by media channel, and by month.
- Negotiating media buys with
- Podcast networks; Midroll Media, WNYC, Radiotopia, Authentic
- YouTube MCNs and independent channels: Fullscreen, Defy Media, Studio71
- Outdoor advertising vendors: Outfront Media, Intersection, JCDecaux
- Music streaming services: Spotify, Pandora, and Soundcloud
- Major digital and print publications: Wall Street Journal, Vox Media
- Digital video: Hulu, BuzzFeed, NowThis, Tastemade
- Creating performing analysis tools for our team to use for optimizing our media plans across digital and offline channels
BUILDING MEDIA PLANS FROM THE GROUND UP
I've worked closely with upper management and the finance department to develop media plans from scratch. Each media channel has a unique purpose and is held to different standards based on sub volume, efficiency, and brand awareness.
RUNNING SUCCESSFUL CAMPAIGNS ON STREAMING PLATFORMS
TAILORING PLANS BY DMA
Using impression data provided by our partners and our internal data, I optimized our online radio media plans on a DMA-level. Keeping the same frequency in DMAs where we're seeing the most efficiency and volume of subscribers, and adjusting the frequency for less efficient DMAS.
MAKING ADS ENJOYABLE
People always complain on Twitter when they don't like our ads or ads from other brands. I've come to learn that people just want to have a good experience regardless if the product is ad-supported. Understanding what your target consumer wants to hear and anticipating that is part of our success.
I source music that I enjoy listening to and reach out to artists to see if they align with our mission and vision. I've been lucky enough to work with music producers like Kidswaste (Alistair Stirling) and Khai (Octal Sound) and voiceover talents from (Maple Street Studios to create spots for Squarespace that aired on Spotify and Soundcloud across United States, United Kingdom, and Australia. (Q3 2016).