LAURA A.

PARKINSON
San Diego, CA 92128; (858)521-8953
lgparkinson@yahoo.com

Innovative marketing executive combines digital and traditional agency career with Masters Degree in Integrated Marketing Communication, graduate study at Harvard University and Master Certificate in Internet Marketing

AREAS OF EXPERTISE:
Integrated Strategic Planning Interactive Integration Digital Marketing Consumer Research Marketing Plan Development SEM, SEO, PPC Market and Trend Analysis Performance Analysis Project Management Team Building & Leadership Contract Negotiation Promotion and Events

ACCOMPLISHMENT HIGHLIGHTS:
Successfully launched two regional advertising offices and 3 media departments Managed $100 million multi-market advertising budget for global advertiser Creatively negotiated contracts 34% below market levels for multi-million dollar client Instrumental in returning advertising agency to profitability

WORK EXPERIENCE:
MEDIAWEST: Integrated Advertising/Marketing- San Diego, CA
Owner/Integrated Media Marketing Director; 1990-1998; 2010-present - Develop strategies and manage digital and traditional integrated media planning and buying campaigns for advertising clients and agencies - Clients include: San Diego Padres, TBS Network, MEA, Bailey Gardiner, Ad Ease, Peterson Hill Marketing, Vitrorobertson

SignOnSanDiego.com / Union-Tribune Publishing- San Diego, CA

National Interactive Account Manager; 2009-2010 - Developed sales and managed campaigns for portfolio of interactive products including display advertising, Yahoo behavioral targeting, mobile/texting platforms, SEO, PPC, E-mail marketing, newsletter sponsorship and video/pre-roll - Managed national agency and advertiser account list; managed contracts with advertising networks

INTERACTIVATE-San Diego, CA
Director of Media & Marketing Services; 2007-2008
Directed marketing planning, strategy, media buying and post analysis efforts for clients at interactive advertising agency. Clients included Taylor Morrison/Disneyland, The Irvine Company, Hass Avocado Board

VITROROBERTSON-San Diego, CA
Media Marketing Strategist; 2007 (contract position)
Managed traditional and digital media strategy for Cobra Golf and Kyocera Wireless; oversaw media buying agencies

RED BULL NORTH AMERICA (Kastner & Partners)-Atlanta, GA

Regional Broadcast and Account Director; 2001- 2005
Opened and ran the regional Red Bull advertising office for in-house agency. Directed general and Hispanic advertising efforts and managed advertising budgets in 75 markets. Launched 25 new markets with field marketing team. Developed tactical strategies and project timelines for Red Bull consumer targets and Red Bull sporting and cultural events Fostered partnership relationships between field marketing managers, vendors and third parties and ensured that corporate marketing objectives were met using Red Bull brand strategy guidelines

FCB WORLDWIDE / BBDO-Atlanta, GA

Regional Manager/Group Broadcast Supervisor; 2000-2001
Opened and managed the southern regional broadcast buying division for the Chrysler & Jeep Dealer Association account Managed a $100 million dollar advertising budget; supervised, mentored and motivated a nine-member buying team Negotiated buying contracts 35% below competitive market costs Integrated corporate media objectives and marketing strategies with field marketing managers and planning teams

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POLLAK, LEVITT & PARTNERS Advertising -Atlanta, GA

Broadcast Supervisor; 1998-2000 - Managed broadcast buying activity, marketing support, vendor relationships and sponsorships for T-Mobile and Georgia Power - Supervised and mentored a team of five Buyers, Assistant Buyers and Planners; integrated media efforts within agency departments - Developed multi-media retail promotions with media partners throughout the regional territory

MATTHEWS | EVANS | ALBERTAZZI*- San Diego, CA

Media Planning and Buying Supervisor; 1992-1997 - Managed the Media Department and motivated a team of planners and buyers at San Diego advertising agency - Directed research, planning and buying in broadcast, print, direct mail, and outdoor media - Developed integrated promotional programs with media partners, third-party advertisers and the PR division
* Formerly Capener, Matthews & Walcher

KFMB TELEVISION- San Diego, CA

Sales and Marketing Supervisor; 1989-1991 - Supervised local and national sales activity; motivated and supervised a staff of six at San Diegos CBS affiliate station - Managed quantitative analytics, integrated affiliate pricing objectives and strategies with nine national sales offices across the country

AGENCY CLIENT EXPERIENCE:

-Red Bull Energy Drink North America -TBS Network & Sports Properties -Cobra Golf -T-Mobile, Cingular, Kyocera Wireless -Eastlake Development, The Irvine Co. -San Diego Padres -Porsche North America, BMW Dealer Assoc.s -Chrysler, Jeep, Dodge & Mercedes Dealer Assoc.s -San Diego Gas & Electric, Georgia Power - Palomar Pomerado Medical System

COMPUTER & RESEARCH EXPERIENCE:

Coremetrics, Webtrends, Omniture, Google Analytics; Atlas, DART and OAS Ad Serving; Comscore, Nielsen Net Ratings; MS Word, Excel, Power Point; Simmons, MRI, Scarbourgh, Nielsen, Arbitron, Media Audit; Donovan, SmartPlus, Strata, `

EDUCATION:
WEST VIRGINA UNIVERSITY | HARVARD UNIVERSITY | UNIVERSITY OF SAN FRANCISCO
Masters Degree in Integrated Marketing Communication 2011 Masters Certificate-Internet Marketing 2011

RED BULL BRAND MARKETING PROGRAM (2001-2004) THE UNIVERSITY OF MISSOURI

Bachelors Degree-Communications; Business and Art Minors

ASSOCIATIONS & GROUPS:

San Diego Ad Club; American Marketing Association; American Advertising Federation; Interactive Marketing Experts; Online Media Network; Social Media Today; Those in Media; Digital Marketing; Interactive & Digital Media