Melissa Goldfein
Chicago
Summary
Media professional with extensive expertise in orchestrating comprehensive media plans and campaigns. Adept at utilizing cross-functional teamwork and adapting to dynamic market conditions to achieve impactful results. Known for strategic thinking and effective communication, ensuring alignment with client goals and brand objectives.
Overview
15
15
years of professional experience
Work History
Associate Media Director
Starcom
Chicago, IL
09.2022 - 12.2026
- Managed portfolio planning for Mars-Pet Nutrition, aligning brand priorities, media objectives, and investment planning to support strategic initiatives
- Collaborated with international agency teams on IAT-based account to develop integrated PESO plans that enhanced cross-channel advertising strategy
- Mentored two associates and one supervisor, guiding them in managing client requests and fostering their professional development
- Developed and executed strategic media plans to enhance brand visibility across multiple platforms.
- Led cross-functional teams to optimize campaign performance and drive client satisfaction.
- Analyzed market trends and audience insights to inform media buying strategies.
- Mentored junior staff in media planning processes and industry best practices.
- Evaluated campaign metrics, providing actionable recommendations for continuous improvement.
- Directed comprehensive reports on campaign performance, ensuring alignment with client objectives.
- Spearheaded initiatives to improve team collaboration and communication, resulting in more effective media planning processes.
- Implemented innovative strategies to target niche audiences, expanding brand reach and engagement levels.
- Managed relationships with key clients, fostering trust and ensuring long-term partnerships in the media industry.
- Analyzed media strategies.
- Enhanced client satisfaction by developing and implementing strategic media plans tailored to their specific needs.
- Supervised media marketplace to remain updated on all current trends.
Associate Media Manager
Starcom
Chicago, IL
09.2022 - 12.2026
- Coordinated Anheuser-Busch media planning across Midwest and Great Lakes regions, aligning local market initiatives with regional business objectives
- Integrated annual media plans with national planning efforts, ensuring alignment and support for market-level initiatives
- Led cross-functional teams to develop and execute integrated media strategies.
- Oversaw campaign performance analysis, optimizing media spend across digital and traditional channels.
- Managed relationships with key clients, ensuring alignment on strategic objectives and deliverables.
Supervisor
OMD
Chicago, IL
09.2021 - 09.2022
- Oversaw associate on U.S. Army account to enhance account performance
- Collaborated with account managers to create regional media strategy integrating OOH and radio investments
- Developed strategy based on insights from the analytics team.
Senior Media Planner
Martin Retail Group
Remote-Chicago, IL
12.2019 - 09.2021
- Led Tier 2 Chevy automotive media planning for LMA across 13 markets, including key markets such as New York, Boston and Pittsburgh
- Evaluated media sponsorship opportunities with local market vendors, providing strategic POV and recommendations aligned with client objectives.
- Maintained annual budgets for LMA ranging from $200K to $20MM, ensuring accurate planning, allocation, and stewardship across local markets.
Communications Planning Manager
iProspect
Chicago, IL
03.2019 - 11.2019
- Executed cross-channel media planning for 4 Adtalem institutions to enhance brand visibility
- Developed and analyzed media spending trends to inform competitive analysis and strategic decision-making
- Developed and implemented strategic planning processes to enhance operational efficiency.
- Led cross-functional teams to align marketing strategies with client objectives.
- Analyzed market trends to inform data-driven decision-making and resource allocation.
Supervisor
Spark Foundry
Chicago, IL
05.2018 - 03.2019
- Managed 5 lines of business for Discover Card, ensuring alignment with overall business objectives
- Developed media strategy integrating digital and linear platforms to enhance brand visibility nationwide
- Oversaw daily operations, ensuring efficiency and compliance with industry standards.
- Managed team performance through coaching and feedback to enhance productivity.
- Developed training programs to improve staff skills and knowledge retention.
Senior Strategist
Canvas Worldwide
Chicago, IL
01.2016 - 05.2018
- Oversaw and managed $30 million media budget across 10 markets, ensuring effective allocation and spend
- Created and updated annual media plans integrating traditional and non-traditional media to align with client objectives
- Collaborated with regional clients and Kia dealers at Tier 2 level to enhance local marketing strategies
- Present at monthly/semi-annual dealer meetings
Media Freelancer
Creative Circle-Freelancer
Chicago, IL
08.2014 - 12.2015
- Worked with various clients on short and long term assignments.
- Developed creative concepts and designs for diverse projects, enhancing client brand visibility.
- Collaborated with clients to refine project scopes, ensuring alignment with strategic objectives.
- Managed multiple freelance assignments concurrently, maintaining high standards of quality and consistency.
Broadcast Negotiator
Group M
Chicago, IL
07.2012 - 06.2014
- Negotiated competitive rates with national rep firms, enhancing value for various clients
- Developed strategic media buys to optimize clients’ visibility on TV and Radio while adhering to budget guidelines
- Negotiated contracts with vendors to secure favorable terms and conditions.
- Developed and implemented strategies to optimize negotiation processes across teams.
- Analyzed market trends to inform negotiation tactics and decision-making.
Media Buyer
Starcom
Chicago, IL
10.2011 - 06.2012
- Negotiated rates with national rep firms, maximizing value for national clients
- Purchased TV and radio media across 7 local markets, enhancing regional reach
- Developed and executed strategic media buying plans across multiple channels to maximize client reach.
- Analyzed market trends and audience data to optimize campaign performance and budget allocation.
- Collaborated with creative teams to align media strategies with brand messaging and objectives.
Education
Bachelor of Arts - Journalism/Public Relations
Ohio State University
Columbus, OHSkills
- Proficient in Microsoft Office, Strata, Moat Pro, Scarborough Research, ComScore, Nielsen AdIntel, SQAD, SRDS, TNS, MRI, Scarbrough, MBOX/DDS
- Strategic planning
- Project management
- Excellent writing skills
- Cross-platform integration
- Video advertising
- Mobile advertising
- Leadership
Timeline
Associate Media Director
Starcom
09.2022 - 12.2026
Associate Media Manager
Starcom
09.2022 - 12.2026
Supervisor
OMD
09.2021 - 09.2022
Senior Media Planner
Martin Retail Group
12.2019 - 09.2021
Communications Planning Manager
iProspect
03.2019 - 11.2019
Supervisor
Spark Foundry
05.2018 - 03.2019
Senior Strategist
Canvas Worldwide
01.2016 - 05.2018
Media Freelancer
Creative Circle-Freelancer
08.2014 - 12.2015
Broadcast Negotiator
Group M
07.2012 - 06.2014
Media Buyer
Starcom
10.2011 - 06.2012
Bachelor of Arts - Journalism/Public Relations
Ohio State University