Summary
Overview
Work History
Education
Skills
Timeline
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Leena Yagnik

Etobicoke,ON

Summary

Dynamic media strategist with extensive experience across major media agencies, specializing in media buying and strategic planning. Successfully executed high-impact campaigns across major platforms, utilizing strong negotiation skills and media research expertise for major clients such as L'Oreal and GM Motors. Recognized for driving market expansion and enhancing client communication through a balanced approach of analytical insight and interpersonal effectiveness. Aspires to further leverage strategic acumen to elevate campaign performance and client satisfaction in future roles.

Overview

8
8
years of professional experience

Work History

Senior Media Buyer

Group M, WPP
Toronto, Ontario
07.2022 - Current
  • Developed, managed, and tracked budgets for media buys across multiple channels, including Advanced TV, Connected TV, Addressable TV, and Video Neutral Planning.
  • Executed successful campaigns across platforms such as Netflix, Crave, and Amazon Prime.
  • Delivered cost estimates for media plans and services to the planning team across traditional and digital media, as well as the English and French markets.
  • Adept at executing seamless show integration, as well as sponsorship opportunities for our client, such as The Oscars, Breakfast Television, Salut Bonjour, etc.
  • Educated internal stakeholders on best practices regarding online and broadcast media platforms.
  • Evaluated post-campaign metrics against initial objectives and identified areas for improvement.
  • Utilized research tools such as Lens and Instar ratings to enhance the reach and overall campaign development for the clients.
  • Leveraged strong negotiation skills to secure favorable rates for clients' media buys.
  • Negotiated post-campaign reports with vendors and monitored the performance of campaigns to ensure cost-effectiveness.
  • Interacted professionally with different stakeholders, executives, clients, and strategy teams to discuss media campaigns and exchange ideas and opportunities.

Broadcast Media Buyer

Dentsu
Toronto, Canada
07.2019 - 06.2022
  • Developed a working knowledge of the media landscape to interpret client briefs and execute campaign strategies, meeting or exceeding client KPIs.
  • Adept at executing seven-figure national television campaigns with a quick turnaround.
  • Experienced in executing regional radio campaigns with over 12 markets.
  • Experienced in executing French TV buys in the Quebec market
  • Experienced in executing TV campaigns on addressable platforms such as Cynch and Sam.
  • Execute the weekly brand strategy to ensure vendors air the correct creative at appropriate GRP levels.
  • Efficiently manage the posting process by both analyzing and monitoring network schedules and performances
  • Provide training to team members on administrative tasks, media tool proficiency, and discrepancy clearing.
  • Proficient with media tools such as Adtraq, Lens, Infosys, and DDS to run rankers, flipping the books, and posting campaigns.

Marketing Strategy Intern

Ribitt
Peterborough, Canada
01.2017 - 01.2018
  • Maximized community outreach, authored online publication content, scheduled media profiles, and analyzed analytics.
  • Expanded brand recognition from 13 companies to 24 companies by developing innovative marketing and promotion campaigns.
  • Designed and created marketing collateral for trade shows and company executives.
  • Coordinated monthly and quarterly marketing and community events, such as Valentine's Day and Easter.
  • Developed marketing plans and successfully promoted the business on the internet, through flyers, and by word of mouth.

Education

Business Administration - Marketing

Sir Sandford Fleming College
Peterborough, ON
01.2018

Skills

  • Strategic Planning and Analysis
  • Media buying
  • Competitive analysis
  • Programmatic buying
  • Media platform analysis
  • Media expense forecasting
  • Client communication
  • Campaign optimization
  • Negotiation expertise
  • Media planning
  • Media Research Proficiency
  • MS Office proficiency

Timeline

Senior Media Buyer

Group M, WPP
07.2022 - Current

Broadcast Media Buyer

Dentsu
07.2019 - 06.2022

Marketing Strategy Intern

Ribitt
01.2017 - 01.2018

Business Administration - Marketing

Sir Sandford Fleming College

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Leena Yagnik