Collier
Hammons

One small caveat before you read!

This is a more qualitative view of my work history, where I take the time to explain what I have done and learned in these roles. If you want the abridged version, I linked it above!

Experience

Bloomberg Media, Head of paid social

July 2021 - Present

In July 2021, Bloomberg made a key strategic change in how we were running the program when we onboarded our new agency partner. This new partner freed me up from being the in-house expert on day-to-day buying and focus more on the strategy and growth of the program.

I was able to effectively lift myself out of the weeds of daily campaign management and drive and own several key changes that drive more value to the business through paid channels:

1. Evolving our Middle of Funnel Strategy from scratch, shifting my internal team as well as the broader organization’s mindset to focus on driving paywall hits over site visits

2. Developing and executing the end-to-end GTM approach for app marketing, and then evangelizing and earning support from senior leadership

3. Establishing attribution methodology as well as creating an email acquisition campaign by promoting Bloomberg’s top subscriber-converting newsletters through paid channels

4. Collaborating with our agency partner to develop a learning agenda and action plan that conducted 30+ tests in 1H, and produced effective improvements and learnings for each stage of the funnel

5. Establishing two roles, one for content marketing and one for marketing technology, and then training and onboarding these individuals.

I am also a key contributor and collaborator with the product team for the both the web and the app. We ensure marketing technology priorities are met while also maximizing the revenue for the entire business. In this time period I also lead the media component and planning for Bloomberg’s largest brand campaign to date across 6 international markets.

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Bloomberg Media, Paid Social Manager

March 2020 - June 2021

I was hired as the second ever member of the Paid Media Team for Bloomberg.com, reporting directly to the Global Head of Performance Marketing & Media. Responsible for in-housing paid social buying away from previous agency partner, and then subsequently tripling monthly investments across four platforms. I stabilized CPAs and contributions to the business spend and expected results to drive increased efficiencies with the larger investment.

While also being the hands-on-keyboard buyer and planner for 40+ campaigns, I also was tasked with the following major initiatives:

1. Create the paid content marketing strategy for Bloomberg.com from end-to-end.

   • Through close collaboration with key stakeholders in editorial, we defined the frequency for article refreshes, architecture for selecting content to promote, created benchmarks and contribution goals, codified a creative development process, all while ensuring Bloomberg’s ability to be fresh and stay contemporary

2. Advised and guided senior leadership on the running of Bloomberg LP’s first ever brand campaign, approved by the managing committee directly. Responsible for reporting, organizing and ensuring that the “Inventing Possibility” campaign achieved brand awareness and favorability.

3. Acted as interim-Head of Global Performance Marketing and Media when the acting left to take a new opportunity. I was in charge of the program from October 2020 - March 2021. In that time, the paid media program delivered more subscriptions than at any other time in the history of the program, even surpassing previous highs achieved during Covid-19 publisher burst.

   • Responsible for the innovation of the middle of funnel program, shifting key investment away from acquisition into demand generating tactics through promoted content

   • Focused our international strategy to produce the most efficiency at scale, while maximizing investments in core markets to protect growth in most valuable prospects

   • Planned and forecasted the media plan and contributions from Paid Media for the entire year of 2021, and retained this architecture through the entrance of the new Head of Global Performance Marketing

In my time at Bloomberg I have trained and onboarded every team member that has been intro’d to the team, briefing them on historical program achievements and learnings, and connecting them to the necessary resources for them to be successful.

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VMLY&R, Integrated Media Planner

February 2019 - February 2020

VMLY&R was an excellent environment for me as a media specialist. It had strong national brands and a full service approach that allowed me to work more closely with the broader marketing functions within the agency. The primary difference in my time at VMLY&R vs. my time at Universal McCann was that I was both a planner and buyer at VMLY&R. This was an excellent place to learn how to actually place TV, Radio, OOH, and print media buys myself.

My primary accomplishments at VMLY&R would be the following:

1. Served as the Paid Social expert for the NYC media department

   • My role was to supervise and review all paid social across all accounts, ensuring that our buying teams were deploying best practices.

   • I attended platform education events on behalf of the agency, and provided detailed reports on key takeaways to improve current builds.

   • I served as the marketing attribution expert, ensuring that pixels and conversion events were properly implemented and tied back to source of truth reporting mechanisms

   • Trained members of the entire department, from Associates to Executive Directors, and provided training documents to educate current and future employees

2. Gain experience new experience in the Lifecycle & Wellness, Healthcare, and Home Improvement categories:

   • Tenet Health, the 3rd largest for profit healthcare network in the country

   • F-Factor, dietary and wellness lifestyle brand

   • Leviton, home electronics for developers and DIY-ers

3. Participated in New Business efforts for key accounts

   • Built holistic marketing and media plans, and then traveled to present on behalf of VMLY&R for new business opportunities on key new accounts

VMLY&R offered many amazing opportunities to grow and be a strategic leader on important accounts. It was a difficult decision to leave, but ultimately I was offered an amazing opportunity to further prove my expertise in social media buying when moving to Bloomberg.

–

Universal McCann, Portfolio Management associate

January 2018 - February 2019

After leaving McCann Worldgroup at the end of 2017, I secured a job at Universal McCann (UM) and began working on Hershey’s as a Portfolio Management Associate. In more broadly understood terms, I was a Junior Media Planner. It was entry-level, and I mostly benefitted from seeing how one of the largest, most successful CPG companies in the world planned their media buys.

I specifically worked on the Hershey’s Franchise brands, which was basically anything with “Hershey’s” in the name. Think Kisses, Syrup, Baking, Chocolate Bar, and even Cookies’N’Creme! The main things I learned and accomplished in this role are as follows:

1. Planned a $100M+ national media budget specifically focused on launching a new brand campaign “Heartwarming the World” and ensuring key awareness metrics were hit:

   • Reach / Frequency Minimums

   • GRP Optimizations and Adjustments

   • Favorability and Awareness Lift was achieved

2. Learned from and partnered with the social buying team to plan and buy the most efficient reach at the lowest cost, ensuring that audience definitions were optimal

3. Trained new associates on UM agency processes for reporting and media planning

4. Managed billing processes and client communications, ensuring spend was optimized and memorialized as adjustments were made

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McCann Worldgroup, Global Strategy Freelancer

June 2017 - December 2017

I was able to secure a post-graduation internship at McCann Worldgroup that eventually was extended into a freelance opportunity through the duration of 2017. I am incredibly fortunate to have worked on this team, as I was one of three team members working for Suzanne Powers, then Chief Global Strategy officer and now Global President of McCann Worldgroup. While at McCann I was primarily split between two main functions.

1. Working on the overall McCann Worldgroup brand as well as the strategy education that was employed by the global Worldgroup team

   • Participated in and helped guide strategy workshops aimed at helping refine Worldgroup messaging to CMOs and high-level corporate executives

   • Codified and outlined key personas that were distributed to C-Suite executives

   • Participated in McCann New York strategy meetings and sessions, working on clients like Chick-Fil-A and L’Oreal

   • Conducted external competitive analysis and reports for weekly readout that was circulated to key McCann Worldgroup leadership globally

2. Appointed Global Coordination Lead for the McCann Worldgroup Truth About Street research initiative that activated 20,000 people in 90+ countries

   • Participated in question development and creation of the learning agenda

   • Created the underlying framework for executing and collecting the data, establishing hierarchy and reporting structure to ensure data was managed and handled properly

   • Analyzed final qualitative inputs for region specific insights to be highlighted in the final report

Additional Skills

Growth Marketing Strategy
Demand Generation & Email Marketing
A/B Testing Roadmaps & Learning Agendas
Marketing Technology Implementation & Deployment
Qualitative & Quantitative Research
Mass Marketing Automation
Communications Planning
Budget Planning & Management for $50M+ Spend

CommitTee Involvement

INDUSTRY INVOLVEMENT AND ONGOING EDUCATION

Brand Innovators - Brand Innovation Advisory Council Member
MMA Global - Marketing Attribution Think Tank Member and Contributor
Association of National Advertisers - Digital and Social Committee Member
Media Ratings Council - Member

ONLINE CASE STUDIES

TWITTER SITE VISIT W BLOOMBERG
KEY CONTRIBUTOR TO MMA STUDY “ATTRIBUTION IS HARD”

Education

Gaylord College of Journalism, The University of Oklahoma

B.A. in Journalism, Advertising
Minor in Business, Enterprise Studies

Years active

4 years of industry related academics (2013 - 2017)

5+ years of relevant marketing experience (2017 - present)

my time in school

Before I dig into my experience, Let me share more about who I am and what I bring to the table

I was born and raised in Oklahoma, in the small town of Yukon. It was a small suburban town outside of Oklahoma City, right on the edge of the city limits. I always describe it as the last town before you hit farmland. Although I attended 11 of my 12 years in Yukon public schools, I actually graduated from North Hollywood High School in Los Angeles. (That’s another story)

After high school I went back to Oklahoma and attended the University of Oklahoma where I earned my B.A. in Journalism, studying Advertising. While attending, I earned a few Scholastic Honors including:

1. 2017 Outstanding Senior of Advertising - Awarded by the University of Oklahoma, Gaylord

   College of Journalism and Mass Communications to only one senior per graduating class

2. 2016 AAF Stickell Intern - Awarded by the University of Texas, selected as one of the most outstanding members of the University of Oklahoma’s student chapter of the American Advertising Federation, and one of the top 20 AAF students in the United States

3. Advertising Director of Lindsey + Asp - Co-Chair of a student-led advertising at the University of Oklahoma, overseeing and guiding work over a membership of 100+ students across 16 clients.

I was fortunate to have a great network of professors and students around me that taught me many valuable lessons about life, advertising, and ultimately the work place. I had a few amazing successes, and some very heartbreaking failures. However, I am thankful and grateful for all of these moments as they have helped me navigate my 5+ years of professional advertising experience.