Accomplished Media Professional
Accomplished media professional with ad agency, media buying service and client-side experience. Results oriented strategic thinker with proven track record for planning and implementing sales producing media campaigns.
Extensive Media Planning, Buying and Research Experience
Leadership and Motivation - Team Player - Mentor - Extensive and Varied Account Experience - Diverse Background - Industry Leader
06/06 - Present JMS Media, Inc. - Boca Raton, FL
Media Management company focused on strategic media planning and placement. Client practice includes: Consumer Segmentation & Opportunity Profiling, Forecasting & Budgeting , Brand Communication Planning, Traditional Media Planning & Buying, Digital Planning, Buying & Optimization, Social Media & Viral Marketing Strategies, Emerging Media-Mobile, Gaming, & Video Advertising and Effectiveness Tracking. Category expertise in Travel & Hospitality, Retail, Gaming, Real Estate, Automotive, Education and Direct Response.
12/03- 6/06 Yesawich, Pepperdine, Brown & Russell – Orlando, FL
Senior Vice President, Media Director
Responsible for direction of advertising media planning development and media buying for the agency’s national and international Travel/Hospitality and Leisure clients. Member of Management Committee charged with developing and implementing agency strategies in the areas of New Business, Client Retention and Staff Development. Account experience includes Canyon Ranch Spa & Wellness, Canyon Ranch Living (Miami,FL), Colonial Bank, Outrigger Resorts (HI), Clearwater/St. Petersburg FL CVB, Panama City FL CVB, Walt Disney Swan & Dolphin Hotels, Seminole Hard Rock Hotel & Casino (Hollywood & Tampa, FL), Marriott Hotels (Mexico/Caribbean), Villas of Grand Cypress (Orlando) and Dolly Parton’s Dixie Stampede.
03/01- 12/03 JMS Media - Ft. Lauderdale, FL
Media Management company working with ad agencies and advertisers in the areas of Media Planning and Buying (Traditional/On-line), Primary and Secondary Research, New Business Solicitation and Confidential Second Opinion Analysis. Client/Account experience includes, Retail, QSR, Automotive, xxx-xxx-xxxxs and B2B.
11/99-03/01 Singer Asset Finance - Boca Raton, FL
Vice President of Marketing - Structured Settlement Division
Singer Asset Finance, a division of Enhance Financial Services Group Inc. (NYSE:EFS) provides lump-sum payments to Lottery winners and individuals receiving payments over time for Medical Malpractice, Wrongful Death, Personal Injury and other Annuities. Responsibilities include valid lead generation through integrated marketing and media campaigns. $5 million + communication budget includes Television, Print, Direct Mail and Internet initiatives. Close daily contact with Sales, IT and Call Center departments. Direct responsibility for creation of all marketing support materials including Television commercials, collateral (fulfillment kits) and direct mail. Manage outsourcing of entire creative process as well as purchase of Direct Response television. Since joining, Cost Per Valid lead has been reduced 31% through strategic planning, aggressive media negotiation, web initiatives and data base management.
6/98- 11/99 MARC USA/Miami (formerly Evans & Fitzgerald/Marc) - Miami, FL
Vice President, Media Director
Agency is a division of Marc USA, Pittsburgh
Responsible for setting up Media Department, staffing andresearch.
Agency specializes in Malls and Shopping Centers throughout the US. Local properties
include The Falls, Loehmann’s Fashion Plaza and Sarasota Square Mall. Other retail
clients include Gabes (23 stores PA, VA, Ohio) and Rugged Wearhouse (12 stores
Washington, DC and Baltimore). Other accounts include Carnival Cruise Lines, University
of Miami School of Business and Williams Island Real Estate. Heavy new business
5/96- 6/98 FKQ Advertising - Clearwater, FL
Responsible for media planning/buying and research for the following accounts: Super
Kmart Centers (100 stores, 55 markets), McDonald’s Tampa Bay Co-Op (168
restaurants), Dollar Rent A Car of Florida, Don Olson Tire & Auto Centers in Florida,
Georgia and Nevada (159 locations), Melitta Coffee,WB/32 TV- Tampa, Lexus of Tampa
Bay, Lexus of Clearwater and Coastal Cadillac Tampa.
7/94 - 5/96 JMS MEDIA MARKETING, INC. - Coral Springs, FL
Marketing and Media Management company. Client base consists of ad agencies and
advertisers. Work closely with marketing directors and agency principals to maximize
media investments. Client/Account experience includes Office Depot, PacTel (TeleTrac),
Healthcare Oklahoma, Super Kmart Centers and Pick Kwik Convenience Stores.
7/92 -7/94 MEDIATECH PRODUCTIONS, INC - Hollywood, FL.
Director Media/Marketing Services
Responsible for planning and purchasing all broadcast and print media for Direct
Response advertisers. Agency specializes in selling products/services over the air via
800/900 #’s. Additional responsibilities included data base management, fulfillment and
merchant account services. Worked closely with Hispanic media (Telemundo, Univision)
6/90 - 7/92 MEDIA MARKETING DYNAMICS, INC. - Coral Springs, FL
Media Planning and Buying Service. Worked closely with South Florida agencies and
advertisers as their in-house media resource. Account experience included Fair Oaks
Hospital, US Life, Alert America, Franklin Square Furniture, Medical Depot and Business
Cards Tomorrow. South Florida representative for Vitt Media International.
10/84 - 6/90 VITT MEDIA INTERNATIONAL - New York, NY
Group Vice President, Account Director
Account responsibilities included MACY’S, Hair Club For Men, Dow Consumer Products,
Merrell Dow Pharmaceuticals, Armstrong Tire, Nichols Department Stores, Spin
Magazine and Microtel Long Distance. Functioned as in-house Media Department for
South Florida ad agencies. Corporate media buying duties at VMI extended to
Syndication, Network TV and Radio and Cable TV. Heavy involvement in new business
solicitation. Account experience includes national introductions of Nicorette (smoking
cessation) and Seldane Antihistamine. Member of numerous advertising/media
9/81 - 10/84 DENTSU/YOUNG & RUBICAM - New York, NY.
Associate Media/Marketing Director
Responsible for media planning/buying and market research for the following accounts:
Canon Cameras and Copiers, Nintendo Electronic Games, Takara Toys, Hello Kitty,
Sanyo Appliances and Kirin Beer.
Instructor at The Evening Media School, NYC
9/74-9/81 Media planning experience at major agencies on accounts such as Warner Lambert
(Listermint Mouth Wash), Colgate Toothpaste, Palmolive Dishwashing Liquid, Borden
Foods, American Motors Corporation, Noxell Shaving Cream, Mego Toys and Irving Trust
Shelley’s 35+ year media/marketing career translates into diverse planning and buying experience. His
areas of expertise extend into syndication, network television, local television, radio, consumer and trade
print and on-line media. Some of his vast account experience includes Nintendo, Canon Cameras and Office
Equipment, Warner Lambert, Colgate Palmolive, Dow Consumer Products, Merrell Dow Pharmaceuticals,
McDonald’s, MACY’s, Hair Club For Men, Borden Foods, Super Kmart Centers, Dollar Rent A Car, Melitta
Coffee and Spin Magazine.
In 1990, after a sixteen-year fast track career including senior media management positions at Vitt Media
International, Dentsu/Young & Rubicam, Ted Bates and J.Walter Thompson, Shelley developed a media
consulting practice providing strategic media planning, buying and research services for both advertisers
Career highlights include national introductions of Listermint Mouth Wash (Warner Lambert), Canon
Personal Copiers (Canon USA), and Seldane Antihistamine (Merrell Dow). Shelley was also responsible for
clearing The Dow Senior Tennis Tournament on National Cable for two consecutive years as well as US
Syndication of Polka Dot Door on behalf of TV Ontario. In addition he has served on a number of industry
committees; CAB Local Measurement, SMRB/MRI Comparability Study and National Association of
Broadcasters Study on Commercial Clutter. His knowledge and insight puts him in high demand for
speaking engagements at advertising clubs and industry seminars throughout the country. He has been
chosen for inclusion in the First Edition of Who’s Who in the Media and Communications 1998-1999.
“Media is an area constantly challenged by clients to demonstrate advertising dollars are being invested
wisely, with the onus on the media professional to make sure this in fact is happening. Factor in issues such
as emerging technologies (new media) and the equation becomes even more complex. Strong creative
continues as a critical element of any marketing campaign but more and more it is how communication
budgets are expressed that seem to have the greatest impact on sales. As marketers we must never lose
sight of the fact “all sales are local.”
media planning, buying