jcornell

Strategized and managed $26MM+ in annual paid media initiatives, focusing on paid social (Meta, TikTok, Snapchat, Pinterest, YouTube), programmatic (prospecting, retargeting), OOH, print, influencer collaborations, and content partnerships. Curated and refined in-platform targeted audience segments using data-informed strategies to minimize overlap below 10%. Selected UGC talent for TikTok's Creative Exchange Partnership; including 2 content creators, 2 creative concepts, and 8 video assets. Assessed and fulfilled paid media toolkit requirements, assigned creative rotations, and developed compelling social ad copy. Analyzed weekly reporting, raised insights/trends, and recommended optimizations resulting in a +3% consideration lift on YouTube. Build strategic digital partnerships, utilizing the latest capabilities to improve engagement (66% VCR) among youth audiences.

Developed B2B paid media strategies and budget allocations ($13MM+) across traditional and digital channels in five global markets. Executed regular audits of regional media assets ensuring a compliance rate of 100% with local requirements. Collaborated between creative and publisher teams to align local market messaging, endemic integrations, and custom high-impact executions with WSJ, WP, NYT, Forbes, Fortune, Bloomberg, Insider, Economist, and Financial Times. Directed cross-functional teams in launching Ripple's 2022 Global Brand Awareness campaign that outperformed KPIs by 35%, leveraging data-driven insights for strategic planning and optimization across multi-channel platforms.

Managed $10MM+ annual paid media across 12 global markets, increasing user acquisitions of AcornTV's streaming subscriptions by 43%. Coordinated with production teams to adapt promotional timelines for 50+ theatrical show titles with localized messaging. Leveraged Google Data Studio to craft quarterly reports, detailing campaign developments and facilitating data-driven decision-making. Utilized Meta for execution and analysis of tactical A/B split tests, shaping long-term messaging strategies and promotional materials.