Adam Pierce

Lead Strategic Direction & Media Planning for Alfa Romeo & Maserati

• Lead strategic direction for General Motors Corporate Brands Division (including Customer Care & Aftersales, GM My Rewards, GM Buy Power Credit Card, OnStar OVI, and multiple other accounts) • Translate business, consumer, cultural and media insights into actionable implications and strategies inclusive of total market approach for the target audience (including multi-cultural) • Identify business challenges, the most valuable consumer, and the path to purchase • Develop actionable strategies at the intersection of culture, business (brand/product and competition) inclusive of a total market approach for the target audience while directing & developing compelling client presentations

Digital & Traditional Media Planning and Strategy for GM Corporate Brands • Lead strategic direction & audience based media strategy for General Motors Customer Care & Aftersales: Certified Service (Chevrolet, Buick, GMC, Cadillac), ACDelco, Chevrolet Performance Parts, GM Marine and GM Protection (budget $30+ Million/annual) • Direct larger planning team in managing assigned accounts, assuring focus on key client objectives (KPIs/KBAs), optimization of campaigns, and delivering appropriate resources while maintaining profitability • Accountable for media plan output timelines, strategy development, accuracy, ROI and overall excellence • Extensive knowledge of all media types (Digital/Trad.) from creative development through the trafficking & activation process • Extensive experience working with 1st/3rd party data to target very specific audience segments, as well as CRM targeting and direct response campaigns • Strong collaborative work ethic by working cross functionally with internal teams, clients and agency partners • Work with GM Insights & Analytics to identify new ways to utilize syndicated, proprietary, and analytic data to help achieve marketing goals, direct Carat & GM analytic teams to package and deliver reports to clients • Recognized by General Motors Customer Care and Aftersales group for pioneering work in Advanced Media Targeting • Serve as a resource for Supervisors, Planners and Assistants for advice, counsel, mentorship, & Subject Matter Expert development, strong team building skills

Digital & Traditional Media Planning and Strategy for General Motor’s Certified Service (Chevrolet, Buick, GMC, Cadillac), Finance and Insurance (Formerly GM Protection Plan) • Strong understanding of media and activation processes across multiple channels including Digital (Desktop OLA/Mobile), Social Media, Network/Cable Television, Network and Satellite Radio and print

Digital & Traditional Media Planning and Strategy for General Motor’s Certified Service (Chevrolet, Buick, GMC, Cadillac, and MyCertifiedService), Finance and Insurance (Formerly GM Protection Plan) • Strong understanding of media and activation processes across multiple channels including Digital (Desktop OLA/Mobile), Social Media, Network/Cable Television, Network and Satellite Radio and print • Create and Maintain Media Plan Flowcharts (Media Tools) and Media Authorization Forms • Continue to research new technologies to utilize the most appropriate targeting for any particular campaign/media platform creating POVs for new media options and testing opportunities • Utilize competitive data and BDI/CDI research to determine opportunities in new and existing markets, then plan for these markets using addressable/geo targeted media • Provide analytical, MRI, research through Kantar, Comscore Nielsen, DDS, Prisma and Mediavisor to support the development of multiple campaigns and optimize their performance • Aid in training junior team members maintaining positive relationships with internal and external associates • Maintain and plan Certified Service Tier 2 LMA Matching Program, ensure GM pricing is maintained in locally negotiated digital and traditional packages

● Assisted in the transition of Media Plans across multiple accounts ● Maintained existing flowcharts for campaign tracking, budget accuracy, resolved any billing discrepancies ● Created and provided insight into opportunities utilizing unplanned portions of media budgets ● Aided in the creation of the 2013 media plan for ACDelco and Chevrolet Performance Parts based off client objectives, target research, and the leveraging of new media types and product integration on time to budget

● Maintained existing institutional accounts while seeking new business amongst schools, libraries, and other institutions ● Effectively communicated the benefits of the Barnes & Noble Institutional Account Program with new and existing clients, maintained all orders from start to finish ● Facilitated Author/In-Store events, contacted appropriate media channels to promote events with regional print/digital marketing initiatives ● Train team members in digital management and troubleshooting digital devices, stay current on the development and trends in digital content and epublications ● In charge of daily bank deposits, in charge of entire store when General Manager is absent