Marketing & Media Strategy
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Media Planning is the process of strategically allocating advertising resources across various channels to maximize reach, engagement, and return on investment.
Media Planning is a critical competency in the field of Marketing & Media Strategy that involves strategically allocating advertising resources across various channels to maximize reach, engagement, and return on investment. Josh Weaver (they/them) has demonstrated extensive expertise in this area throughout their career, particularly in their roles as Director of Media Strategy, Director of Media, and Vice President of Marketing.
In their position as Director of Media Strategy at Thrive Global, Josh spearheaded paid media and partner content amplification, developing and implementing content distribution strategies for major brand partners. They managed high-investment paid campaigns across multiple platforms, including Facebook, Instagram, Google Ads, YouTube, Twitter, LinkedIn, and Snapchat, showcasing their proficiency in omnichannel media planning.
During their tenure as Director of Media at VICE Media, Josh led a team of cross-channel media strategists, overseeing the development and execution of brand initiatives and media campaigns for over 100 major brands. Their work included managing substantial media investments, such as a $12 million multi-format campaign for Chanel Fragrances that significantly increased brand consideration among the target demographic.
As Vice President of Marketing at The Trevor Project, Josh further honed their media planning skills by leading the organization's $3 million brand advertising budget allocation. They drove marketing and campaign strategy across various channels, including organic and paid social media, omnichannel advertising, and SEO/SEM, resulting in a 40% increase in brand awareness within a year.
Josh's experience demonstrates their ability to leverage media planning to achieve tangible results, from increasing brand visibility to driving engagement and conversions across diverse industries and target audiences. Their expertise in this competency has been instrumental in developing and executing successful marketing strategies for both for-profit and non-profit organizations.