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Holly M. O’HanlonMedia Professional
7436 Shenandoah Lane N.Maple Grove, MN 55311
SUMMARYA motivated media professional with 12 years experience improving business trends and building a brand through media efforts including Digital, Television, and Print.
STRENGTHSSelf-Motivated Proven track record of quality media strategy development and plan executionEnergetic and hard working 10 years of experience working in a fast-paced retail environmentPragmatic Ability to prioritizeAbility to multi-task and meet several deadlines at once
Experience presenting in front of leadership teams and Executives
PROFESSIONAL EXPERIENCESelect Comfort – Plymouth, Minnesota April 2014 – PresentAssociate Director, Digital MediaDevelop and manage the strategy, execution and business performance of paid digital media programs
Responsible for ensuring the paid digital media strategy aligns with overall marketing and corporate goals Oversee all digital media programs and KPIs including Paid Search, Display, Online Video and Mobile
o Have driven record traffic growth to sleepnumber.com over the past two yearso Consistently see lifts in digital brand awareness and consideration from our media buyso Played a critical role in launching multiple products with digital media
Successfully transitioned the Paid Search buy internally allowing for huge media savings, more transparency and quicker turnarounds
Leading our evolution of bringing more media and Ad Tech capabilities in-house Manage strategic partnerships such Google and Huffington Post with the objective of growing brand awareness
and consideration Responsible for multiple agency and vendor relationships ensuring full alignment on strategy, goals, and
objectives prior to execution Regularly communicate strategy and performance to Marketing Leadership and members of the Executive Team Lead a team of four to execute and support the digital media buy Responsible for the creative process for all digital assets including brief development, strategic alignment with
Marketing Leaders, running kick-offs with creative teams, and routing final assets through the internal approval processes
Work cross-functionally with several internal teams including Digital Marketing, Brand Strategy, Creative, CRM, Social, PR, and Sales to help create and execute the most integrated media plan and best customer experience
Select Comfort – Plymouth, Minnesota April 2013 – April 2014Sr. Manager National Media Develop and manage the strategy, execution and business performance of a $95MM national media buy, inclusive of Digital, Television, and Print
Ensured the national media strategy aligns with overall marketing and corporate goals and works in conjunction with the local media buy
Managed the creative process for all digital, print and short form television ads Regularly communicated strategy and performance to Marketing Leadership and members of the Executive
team Responsible for all national agency and vendor relationships and ensuring full alignment on strategy, goals, and
objectives prior to execution
Worked cross-functionally with several internal teams including Digital Marketing, Creative, CRM, Social and PR, and Sales to help create and execute the most integrated media plan and best customer experience
Achieved or surpassed several KPIs in 2013 and 2014: o Traffic to sleepnumber.com from Paid Search and Display media increased 12% and 177% respectively
year over yearo Reduced the Display and Search Cost Per Actions by 88% and 80% throughout 2013 by implementing
performance optimizations and a more focused consumer-centric display programo Dramatically improved Cost Per Leads in the second half of 2013 for both Print and DRTV leading to
47% and 29% CPL improvements respectively Lead a team of two to support the national media initiatives
Select Comfort – Plymouth, Minnesota October 2010 – March 2013Sr. Manager – Digital Media Manage all Digital Media programs including Paid Search, Display, and SEO.
More than doubled the digital media budget over 3 years Partnering with our digital agency revived the Paid Search program to increase traffic to sleepnumber.com by
over 30% from 2011 to 2012 and increase awareness of the Sleep Number brand to intenders in the marketplace Re-launched and evolved the Display program by testing various targeting tactics and creative units Worked with our digital agency, Digital Marketing, and Social Media teams to move our SEO efforts forward Collaborated with agency partner to develop a reporting structure to ensure all KPIs were measured and
reported on weekly and monthly.
Select Comfort – Plymouth, Minnesota 2007 – September 2010Manager & Sr. Manager - Television
Select Comfort – Plymouth, Minnesota 2006-2007Brand Marketing Specialist
Select Comfort – Plymouth, Minnesota 2004-2006Media Coordinator
RELEVANT PROFICIENCIES AND EXPERIENCE
Microsoft Suite Marin Coremetrics Adobe AnaylticsResonate Simple Reach Siebel DSP
EDUCATIONBachelor of Science, University of Denver – Denver, Colorado September 1999 – March 2003 Major: Marketing / Finance
AWARDS
Finalist for Bradley E. Erickson Excellence Award - 2009