TORI PENSO

Professional Experience

 

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Director, Client Development, Digital Solutions

Cleveland, OH | 2016 - 2017

 

• Identifying and strategizing value enhancing digital solutions to drive business effectiveness resulting in over $1.7M of incremental revenue by expanding services to new and existing clients, (such as AT&T, Allstate, Radiant Pools, Steak & Shake, and more!)

• Working within a complex matrix of teams to establish new organizational processes, project workflows, trainings, and roles for our evolving business offerings in the digital media space

• Foster relationships with c-suite executives and key decision makers at Fortune 500 companies to offer digital solutions for local affiliates utilizing corporate funding

• Provide thought leadership and act as subject matter expert for digital solutions across the enterprise organization and clients supporting our business growth in the digital space

• Focused on digital solutions that create business value and improve brand engagement through interactive media (such as Search, Display, Social, Programmatic, Mobile, SEO, Microsites and Landing Pages)

• Responsible for financial forecasting, P&Ls, and tracking profitability on digital projects

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Director, Local Marketing & Media
Cleveland, Ohio | 2015-2016

 

• Managed a single client’s local marketing program leading a team of 14 multi-level local marketing professionals, working together to create dynamic, integrated marketing plans on behalf of 2,500 local affiliates.

• Created an award-winning program, evolved from order processing to a consultative approach.

• Delivered on client needs while increasing affiliate satisfaction rates by 30% YoY.

• Worked directly with corporate stakeholders to drive national brand strategies at the local level, creating multi-faceted media plans which increased co-op spend by 12% from previous year.

• Fueled strategic growth of $13M local media spend in 2015, with a 61% growth (YoY) in digital media, while strengthening user retention rates by 12% (YoY).

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National Sampling Manager

Santa Monica, CA | 2012 - 2013

 

• Directed 120+ field marketing managers to excellent execution of Red Bull’s national field marketing initiatives reaching over 10M consumers sampled

• Reached 1.2M consumers by building creative indirect sampling initiatives through strategic partnerships with brands such as Klout, Twitter and Chegg

• Managed budget of $19.5M and provided strategic guidance and forecasts to 5 business units

• Led and recommended strategies for product launches through the use of Nielsen’s analytics

• Collaborated with cross functional teams to leverage program in retail space resulting in $450K+ added value in 7,000+ Walgreens, 100+ Wal-Marts and 100+ Journeys

• Directed agency briefs and led creative process from ideation through to execution

 

 

 

 

 

Field Marketing Specialist

Tampa, FL | 2010 - 2012

 

• Recruited, trained and coached a top performing team of 12 Wings Team Members and 6 Student Brand Managers responsible for driving Red Bull’s marketing strategies locally

• Planned and executed Red Bull Athlete, Sports, Culture and Event projects, fostering relationships with local media and key influencers resulting in over 700K media impressions

• Successfully won sales distribution at Florida Gulf Coast University reaching 12K students

• Managed endemic relationships throughout West Florida by identifying and supporting over 200 select third party events per year that position Red Bull as a credible player in the marketplace

 

 

 

Momentum Worldwide 

Coca-Cola Campus Activation Manager

Tallahassee, FL | 2008 - 2010

 

• Responsible for executing retail promotions and branded events/activities at Florida State University, Florida A&M, and University of Central Florida targeting over 96,000 students

• Negotiated $2M campus beverage contracts including athletic media buys (signage, in-stadium displays, and game activations) of over $500K

• Exceeded consumer reach goals by 120% and delivered best-in-class activations

 

 

 

Digital Marketing Intern

London, UK | 2007

 

• Assisted digital teams in execution of digital programs for top clients (such as Dove, Fedex, EasyJet, American Express, BP,) including development of loyalty programs through digital platforms such as Email and Search.  

• Compiled competitive research and strategy analysis reports for a variety of clients

• Prepared general, industry and client category news to track relevant topics and trends to inform client and account teams