MADELINE CHALABAN
Los Angeles,CA
Summary
Marketing leader with 15+ years of experience in performance and brand marketing across both DTC and traditional brands. Proven track record of driving growth through cross-channel campaigns, actionable insights, and efficient outcomes. Dedicated to delivering top-quality work that aligns with values of well-being and integrity, ensuring results that are impactful, sustainable, and meaningful.
Overview
17
17
years of professional experience
Work History
Client Strategy Lead
Tatari
04.2021 - 04.2025
- Accounts: Greenlight, Opendoor, BetterSleep, SpoiledChild, Minted + many more in the DTC and tech spaces
- Lead strategy and client management for several accounts with media billings up to $70M+, across digital and linear channels, both local and national
- Develop and present media strategies with both direct response objectives (CPA, CPV, ROAS, etc.) and branding goals (awareness, consideration)
- Translate data from attribution tools into actionable insights and recommendations, making weekly optimizations to drive down KPIs
- Oversee internal workflows across teams – data science, engineering, media, finance – to ensure proper execution and measurement of campaigns
- Establish and maintain positive client relationships with regular 1:1 check-ins, travel for in-person meals and meetings
- Provide strategic insight and direction on major campaign reviews and scaling presentations
- Research and write reports on consumer behaviors and competitive updates to inform marketing plans
- Present new opportunities to drive company growth such as Netflix, YouTube, and programmatic buys
- Manage and mentor small team of Client Service Managers
Account Director
Havas Edge
04.2019 - 04.2021
- Accounts: The Zebra, American Home Shield, SelectQuote, Indeed, Viasat
- Main client point-of-contact, managing client relations and leading all status meetings
- Collaborated with internal teams (business development, media, analytics) to ensure successful campaigns from pitch to strategy, execution, campaign maintenance, optimizations, and QBRs
- Developed growth strategies through competitive research and target segmentation, post-campaign data analysis, and clear and compelling storytelling
- Successfully grew client billing from minimal test campaigns to scaled-out campaigns spanning multiple media channels
Associate Media Director
TWO NIL (now Juice Media)
05.2015 - 03.2019
- Accounts: Groupon, Zillow Group, 23andMe, Atom Tickets, FabFitFun, and HotelTonight
- Developed holistic multi-channel media strategies across TV, OTT, Audio, OOH, YouTube for billings $30M+
- Lead and presented client-facing presentations for media plans, weekly reporting, wrap-up analyses
- Oversaw all day-to-day client and internal deliverables: billing/reconciliation, flowcharts, competitive and targeting research, ad-hoc requests
- Launched Atom Tickets first fully integrated national brand and direct response TV campaign
- Helped launch and manage Uber’s first direct response local TV campaign
- Collaborated with Warner Brothers team to integrate the 23andMe product on Ellen’s 12 Days of Giveaways, 2017
- Utilized Spot Attribution and Marketing Mix Model learnings to optimize media schedules and reduce client cost-pers
- Supervise and mentor team of 2-3 associates, strategists, supervisors
Senior Media Strategist
ID Media (part of IPG)
05.2012 - 05.2015
- Accounts: El Pollo Loco, Garden Fresh, Mimi’s Cafe, Black Angus, Fresh & Easy, Smile Brands
- Revamped the 2015 planning process by creating a new flowchart template and presenting to client for approval
- Led the team during the 2013-2015 planning periods
- Developed plans encompassing print and out-of-home for Smile Brands grand openings
- Wrote POVs on new media opportunities to generate incremental client spend and company revenue
Account Supervisor
Kovel/Fuller
04.2008 - 01.2011
Education
Bachelor of Arts - Communication
University of California San Diego
Skills
Tableau, Attribution tools, Kantar, MRI/Simmons, Comscore, Google Suite, MediaOcean/MBox, Commspoint, Nielsen Ad Intel
Timeline
Client Strategy Lead
Tatari
04.2021 - 04.2025
Account Director
Havas Edge
04.2019 - 04.2021
Associate Media Director
TWO NIL (now Juice Media)
05.2015 - 03.2019
Senior Media Strategist
ID Media (part of IPG)
05.2012 - 05.2015
Account Supervisor
Kovel/Fuller
04.2008 - 01.2011
Bachelor of Arts - Communication
University of California San Diego