Edward Barnes
886 Talfourd St. Sarnia
Summary
My extensive seven-plus years of media strategy and project management experience make me the ideal candidate for the Sales Strategy Analyst role. In my career, I have developed expert budget management and analytics skills that have driven impactful advertising campaigns for top-tier clients. I am confidently adept at enhancing client relationships and imparting strategies that have resulted in meeting and exceeding my clients' sales and business objectives.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Media Strategy Supervisor
Dentsu Canada
Toronto
03.2022 - Current
- Developed and organized advertising strategies for clients including IKEA, TELUS Mobility, and Dior.
- Formulated media strategy by analyzing web analytics and consumer behavior to identify communication opportunities.
- Maintained client relationships to promptly address issues and enhance satisfaction.
- Provided expert insights on vendor proposals to guide decision-making.
- Led project management efforts to coordinate investment teams and secure authorizations for advertising campaigns.
- Established a campaign spending dashboard by revamping planning templates and collaborating with finance teams.
- Supervised two junior team members, enhancing their media planning skills through coaching.
- Authored pacing reports and conducted post-mortem analyses to evaluate campaign performance.
Media Strategist
HearingLife Canada
Toronto
01.2020 - 03.2022
- Led all offline advertising projects from concept to execution.
- Managed budgets exceeding $1.1 million in print and $2.5 million in broadcast and integrated digital advertising.
- Coordinated with vendors and internal marketing teams to develop creative assets and finalize digital tracking for post-mortem analysis.
- Presented annual advertising strategies to executive stakeholders, including post-mortem insights for continuous improvement.
- Provided evaluations of vendor proposals to enhance decision-making processes.
- Collaborated with major media outlets like CBC and Sportsnet on multi-channel sponsorship initiatives.
- Reviewed creative assets pre-launch to ensure quality assurance and accuracy in messaging.
- Established a budget reconciliation system to monitor invoices and control spending.
Media Strategist
JAN Kelley
Burlington
03.2018 - 11.2019
- Presented integrated media strategies for Revera Retirement Living to support overall branding and new-build registrations.
- Performed daily search campaign optimizations on ModuLoc, Topper's Pizza, Rust-Oleum, Wholesale Fuels, Camargo Pharmaceuticals, and Active Business Services, with a combined monthly budget of $50,000.
- Created and managed PPC campaigns in Google Ads, LinkedIn, Facebook, Twitter, and Pinterest.
- Researched and engaged vendors to review whether opportunities aligned with client objectives.
- Thoroughly calculated and negotiated broadcast buys, and coordinated direct and programmatic buys in digital and outdoor placements.
- Used bid automation software, Search 360, and Optymzyr.
- Performed extensive analytics reporting on web and PPC campaigns, and provided in-depth insights to inform site UX, conversion paths, and advertising campaigns.
- Restructured clients' Google Ads accounts to optimize for better results, and present keyword opportunities.
- Ensured the highest accuracy in budget reporting, and promptly resolved billing discrepancies.
Online Learning Recruitment Officer
Contact North
Stratford
09.2016 - 03.2018
- Presented Contact North services to non-profit stakeholders in rural communities.
- Promoted Ontario colleges' and universities' distance and online learning programs at job fairs, libraries, and other public events.
- Built relationships with contract vendors, local community organizations, and municipal institutions.
- Coached and guided post-secondary applicants through the acceptance and funding process.
- Responsible for office management and operation for Contact North’s Stratford Center.
Copywriter / Digital Marketer
PicassoFish Marketing
Simcoe
06.2015 - 08.2016
- Ensured brand consistency across all written materials to enhance recognition.
- Varied tone and language in messages tailored to product and customer persona.
- Administered content layout within CMS platforms including Joomla!, WordPress, and Drupal.
- Executed content and technical SEO strategies for optimized website performance.
- Developed and managed PPC campaigns across Google Ads, LinkedIn, Facebook, and Pinterest.
Account Manager
Heart FM
Woodstock
05.2014 - 05.2015
- Boosted radio sales through strategic customer engagement and organized outreach.
- Developed integrated marketing campaigns leveraging all advertising assets and services of radio station.
- Oversaw account management by facilitating selling and audio-creative processes.
Education
Western University
London04-2014
Diploma - Radio Broadcasting And Communications
Mohawk College of Applied Arts And Technology
Hamilton, ON04-2006
Skills
- Media strategy
- Project management
- Budget management
- Client relationship management
- Analytics reporting
- Digital advertising
- Google Ads Certified
Affiliations
- Being a Dad for my incredible 12 and 3 year old kids
Certification
- McKinsey Academy Business Leadership Badge
Languages
English
Native/ Bilingual
French
Limited
References
References available upon request.
Timeline
Media Strategy Supervisor
Dentsu Canada
03.2022 - Current
Media Strategist
HearingLife Canada
01.2020 - 03.2022
Media Strategist
JAN Kelley
03.2018 - 11.2019
Online Learning Recruitment Officer
Contact North
09.2016 - 03.2018
Copywriter / Digital Marketer
PicassoFish Marketing
06.2015 - 08.2016
Account Manager
Heart FM
05.2014 - 05.2015
Western University
Diploma - Radio Broadcasting And Communications
Mohawk College of Applied Arts And Technology
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