Ashley Brykman

- Evaluated yogurt brand's business performance, competitive landscape and internal capabilities, resulting in a two-year product innovation and promotion plan - Synthesized consumer research, retail data and internal interviews to create a seasonal flavor product and communication strategy

- Created marketing strategy for the "Aliado por la conservación" certification that promotes ecological, social, and economic sustainable production on protected national lands - Designed and analyzed market research survey to determine market segmentation and positioning for sustainability certification - Researched similar certifications and recommended best practices for pricing, partnerships and promotions

• Spearheaded studies, tests and analyses to answer key client questions. Lead team's execution of the analyses throughout yearly reporting • Piloted innovative best practices on new marketing analytics trends, resulting in clients green-lighting agency recommendation to advertise in emerging media platforms

• Lead team's forecasting, budget allocation and optimization efforts for campaigns across all paid media channels, strengthening key campaigns' profitability by 40% • Managed, trained and mentored three direct reports, resulting in two of their promotions • Created high-level presentations to showcase key campaign results to the client CMO and CEO. Lead to winning midlevel employee of the year in 2018 • Devised and implemented new processes to navigate ambiguous client problems in a fast-paced environment. Culminated in less of the team's time on day-to-day reporting and faster responses to client ad hoc questions

• Redesigned the search data processes and standardized reports across the analytics team. Redesign improved total paid search ROI by 22% • Analyzed client’s advertising, website and customer data sets. Synthesized findings with 3rd party consumer research to generate unique insights • Collaborated with other agency specialty teams to hone insights, leading to unified, strategic recommendations for the client • Crafted data-driven narratives from these insights and recommendations. Directly presented to a variety of senior clients, leading to buy-in of the agency’s recommendations

• Built, optimized and managed ad campaigns with $13MM annual budget from start to finish, with minimal management guidance. Increased volume of generated sales leads by 28% • Consolidated ~30 disorganized historic advertising campaigns into one campaign that ran at 10% higher profit • Collaborated with engineering, design and data science teams to test website user experiences, ad creative versions and ad buying algorithms

• Tracked and analyzed the effectiveness of various advertising campaigns. Channels included social media, search and email. Presented the results • Created and distributed a personality survey based on psychological principles. Evaluated the survey results through cluster analysis • Analyzed A/B tests on a client website • Developed benchmarks and key performance indicators for clients

• Contributed to client and internal meetings on strategy, tactics and finances. Created the weekly press review • Responsible for team finances like resource assignments, out of pocket expenses and purchase orders • Worked on the Wearable Movie, a Cannes-nominated digital campaign for Coca-Cola • Independently researched and presented 20 insights on engaging millennial consumers to the Coca-Cola team • Created a NASCAR pitch presentation to NASCAR clients, including strategy and creative work

• Collected market research, developed a statistical analysis of the consumer transactional data and feedback, and presented the results to client • Wrote copy for a client website, created social media calendars and published blog posts • Helped create radio, print and window advertisements • Learned about the differences in culture and business practices between Europe and the United States by working at an Irish company, with mostly Irish co-workers and for 80% Irish clients

• Completed an independent research project to make treatment testing protocols more efficient. Analyzed where over 200 drug trials went wrong, identified common problems, and suggested steps to prevent reoccurrence • Wrote and presented a scientific poster and a PowerPoint presentation on my findings to management

• Emphases in strategy and marketing • Graduated with high distinction (Summa Cum Laude) • Awarded: Forte Fellowship Scholar • Awarded: Leo Burnett Advertising Scholarship • Selected: Peer Career Coach and VP of Marketing Club, Education team

Graduated Summa Cum Laude (top 10% of class)