Lisa Ferragano: Group Account Director in San Francisco, CA

Clif Bar, Luna, Clif Kid Nov. 2019 - Present Account lead for Integrated Media, Programmatic, Search, Analytics, Data and Strategy for US, Canada, and EMEA Partner with clients to ensure effective and seamless re-launch of new DTC (Direct To Consumer) site and ensure data collection of media campaigns into new DMP (Data Management Platform) Collaborate with clients and partners to evolve brand strategies as objectives evolve Pivoted campaign to a sales objective resulting in the lowest cost per acquisition and two rounds of incremental investment to continue campaign success Informed client decisions with agency POVs and insights regarding the impact of COVID and other cultural events in 2020 Championed participation in a Beta opportunity measuring in-store sales informing campaign optimizations Successfully partnered with organizational leads to present big, innovative, custom ideas to clients leveraging every department and resource at AKQA

Client contact for paid digital executions (display, video, influencer, native, programmatic, social, SEO, SEM, Analytics, Data, Ad Operations) Oversaw $165MM+ of digital ad spend representing growth in digital investment and brand portfolio Onboarded 3 brands (Burt’s Bees, Renew Life and NutraNext) into the Clorox Portfolio of brands balancing Clorox’s Processes and the brands’ individual needs Drove media strategy, budget allocation and measurement, resulting in 700% increase in digital investment over 7 years and a 120% increase in digital ROI  Managed a cross functional team of 70+ employees in different cities and countries ensuring seamless communication to clients, external agency partners and internal functions with team members in different cities and countries Established, educated and enforced processes across media, search, analytics, adops, finance with team members ranging from entry level to director level Accountable for hiring 20+ talented media professionals in the competitive San Francisco market, as well as training, retaining, motivating and promoting direct reports Oversaw team workload, provide clients with burn status reports and solutions Mentored junior team, building skill sets, encouraging growth within the company  Negotiated and managed strategic partnerships (such as Facebook, Amazon, Walmart, etc) Oversaw pacing and execution of partnership benefits across the portfolio of brands  Presented investment strategy across a wide range of digital partners including strategic tech partners as well as shopper partnerships to marketing leadership team including CMO and Marketing Leadership Team Maximized impact of investment with primary digital partners with key benefits such as measurement, quality, service  Led the social capability team driving social strategy, test and execute beta opportunities, developed a corporate learning agenda to build best practices and share across the internal and client organization on all social platforms including Facebook, Instagram, Twitter, Snapchat, etc. Created structure for managing brand social media calendars to streamline social communication across the organization with many groups participating in brand social handles Built a template, framework and process for managing social media budgets, timelines and responsibilities Translated audience definitions into social platforms using different data sets and leveraged strategies to identify opportunities to build reach or frequency depending on campaign objective Managed innovation project team to identify unique opportunities to leverage insights from social, search, site, competitive and shopper to build a brand strategy Managed shopper capability team to develop QBRs, present to brand managers, SMEs and other marketing disciplines. Established best practices, benchmarks and processes Developed personalization strategy for digital media campaigns, leveraging first, second and third party data, partnerships and insights to enhance integrated campaigns  Met with data providers, identified key segments, collaborated with client’s Global insights team for approval and build in the client’s DMP (Salesforce) Utilized insights on weather impact to lip balm sales, implemented a dynamic campaign maximizing digital investment to align with regional weather triggers Partnered with analytics leads to streamline process, improve reporting and communication Authored a testing brief to ensure clients and partners aligned on testing objectives, KPIs and testing variables for test & learns  Ensure the agency provided clients with actionable insights were relevant to media strategies and catered to specific client audiences  Spearheaded process for incorporating social and shopper data into client’s (MMM) Marketing Mix Model to streamline reporting and identify impact of “walled gardens” Oversaw multivariate tests to optimize performance, establish best practices and leverage insights across the portfolio of brands  Participated in data validation tests to ensure data accuracy across data providers and prioritize most accurate per category in targeting strategy resulting in increased efficiency higher composition of on target media Measured campaign success with sales lift studies (Nielsen Catalina, IRI, Datalogix, etc), Brand lift Studies (Survata, Comscore, Facebook, Google/Youtube, etc), and Search lift (Youtube) Addressed client’s business objectives to build customer base through higher funnel awareness driving campaigns as well as direct to consumer efforts Collaborated with other marketing disciplines to run cohesive campaigns for key product launches, including Burt’s Bees lipstick and cosmetic launches and Brita’s Stream Partnered with client marketing leads and agencies to plan and execute integrated marketing campaigns for key product launches including Burt’s Bees Lipstick and Brita Stream Drove thought leadership by encouraging brand leads to invest in technology such as ABM (account based marketing) and CRM (customer relationship management) to gather data, provide measurement, and support sales efforts Partnered with Public Relations team to promote “Customers as Champions” testimonials highlighting industry specific success stories leveraging innovative T360 technology Focused efforts on conferences and surrounding conversations in social to reach key decision makers while they are engaged and considering business investments  Leveraged personalization strategies to cater technology benefits to targeted audiences   Copy tested creative for the hospitality industry in states where marijuana was legalized for an odor eliminating product Partnered with department leads to address client feedback on annual reviews and implement systematic changes to improve agency deliverables and client relationship

Old Navy, Banana Republic, Created distribution strategy for Old Navy’s first viral video campaign Achieved 2 weeks on Ad Age’s top 10 Viral Videos Monitored and managed campaign optimizations, pacing and budget allocations Collaborated with client and creative team on custom creative with content partners Developed RFPs, provided feedback and negotiated contracts for large campaign initiatives for Black Friday, Back to School and Kids & Babies promotions

Launched Google’s B2B campaigns promoting industry tools to key decision making professionals including multiple live streaming units in the US and Canada  Employed new, innovative and unique targeting tactics to support Google’s suite of applications targeting technology decision makers in SMB (Small to medium size)  Developed plans based on goals and implemented digital strategies across diverse digital platforms including mobile, video, social and sponsorship opportunities   Managed budget and monitored performance and pacing of multiple campaigns to provide insight, analysis and optimizations based on success metrics  Compiled and presented media recommendations and campaign performance reports Reconcile monthly billing base on campaign delivery, negotiated makegoods for under delivery

Richemont, Verizon, Gucci Group, Puma, Scion, Air Emirates, Transitions Lenses Negotiated corporate contracts during the recession with efficiencies and added value despite decrease in overall spend Managed insertion orders, billing, vendor relations and communication