GVP, Integrated Client Solutions (October 2024-Present)

• Led a 30-person national team of VPs, Directors, Senior Planners, Planners, and Associates specializing in cross-channel strategy development, proactively securing $22 million dollars of annual net dollar retention for existing business.

• Drove new business growth by developing and leading pitches aligned to the company’s Ideal Customer Profile (ICP) while maintaining close partnerships with existing stakeholders to deepen relationships, uncover growth opportunities, and ensure Basis remained an essential strategic partner to their business.

• Set the blueprint for organizational excellence by developing frameworks, playbooks, and initiatives that influenced teams company-wide, strengthened service alignment, upskilled talent, and reinforced Basis’ reputation for proactive, client-centric partnerships.

VP, Integrated Client Solutions (April 2023-October 2024)

• Drove successful development and execution of deep strategic media planning for 10+ Basis clients focused on business outcomes, leading a high-performing team of Directors and Media Planners to achieve exceptional results.

• Led cross-functional collaboration across sales, analytics, planning, and buying teams to successfully guide the team through a departmental reorganization.

• Strengthened client relationships by elevating client deliverables and comprehensive media measurement plans featuring detailed reporting and data analysis.

VP, Client & Media Services (January 2022-April 2023)

• Supported new business opportunities and expanded Basis' client base by partnering with sales counterparts and providing media recommendations that led to successful campaigns.

• Increased overall campaign performance storytelling by guiding campaign ad ops specialists, campaign performance analysts, and search and social team members to align objectives, strategies, and KPIs with client goals.

• Optimized resource allocation and project prioritization by collaborating with peers across service teams to meet client timelines.

Negotiator, Media Buying (October 2012-March 2014)

• Placed, negotiated, and posted annual broadcast schedules for high-profile clients across the automotive, financial, telecommunications and restaurant verticals with exceptional skill and attention to detail, resulting in a significant boost in brand recognition and revenue.

• Collaborated seamlessly with print, digital, and merchandising teams to secure added value and fulfill market objectives.

• Expertly evaluated market package opportunities to maximize branding potential and create long-lasting client partnerships.

Assistant Media Negotiator (July 2010-October 2012)

• Negotiated with stations to maintain exceptional client satisfaction for advertising campaigns on local TV, radio, and cable.

• Collaborated closely with the planning department to coordinate advertising campaigns and approve departmental submissions.

• Provided comprehensive training and mentorship to new hires on agency processes and procedures within the media department.

Media Intern (January 2010-June 2010)

• Assisted the media team by accurately converting invoices, evaluating makegoods, and updating company presentations.

• Proactively managed and followed up on discrepancies with clients through comprehensive marketing and media research, successfully resolving issues and ensuring timely billing.

• Analyzed projected quarterly ratings estimates for linear programming and entered negotiated rates.

Brand Ambassador (January 2009-May 2010)

• Created and implemented a detailed marketing plan for brand awareness of the fashion line resulting in increased revenues

• Coordinated promotional events with Macy’s, Lord & Taylor, and University of Illinois at Chicago Campus Programs to increase brand awareness

• Recorded and submitted weekly qualitative and quantitative data and analysis

Marketing Research Intern (August 2009-December 2009)

• Created and analyzed over 400 surveys to determine the market perceptions and key attributes sought by targeted student base

• Provided a detailed and analytical database of critical research from the desired target market to assist in the creation of advertising material to develop and implement an integrative on-campus marketing campaign for the 2010 Honda Insight

• Conducted post-campaign market research in order to assess the success of the on-campus campaign and to quantify completion of slated client objectives

Program Operations Intern (March 2009-December 2009)

• Updated the company marketing database through researching and identifying new schools

• Planned volunteer events for Chicago Public Schools in coordination with University of Illinois at Chicago College of Business to assist those in need within the community

• Assisted in creation of new marketing materials targeting varying student populations to increase participation within the program

Aldermanic Intern (June 2008-August 2008)

• Participated in 44th ward zoning, City Council, Chicago Transit Authority, and local business and committee meetings

• Executed duties such as letter writing, bookkeeping, processing applications, permits, complaints, and correspondence for the 44th ward constituents

• Represented the 44th ward at special events for seniors and community festivals

IAB Interactive Advertising Bureau

Northwestern University Medill

University of Illinois at Chicago

Basis Technologies

Basis Technologies

Pinnacle Advertising

Pinnacle Advertising

Zenith Media

Zenith Media

Kelly Scott Madison