Felicia McCleary

Media Director @ MODCO Media

About

I’ve spent my career at the intersection of media, culture, and strategy helping brands earn attention at scale. My goal now is to focus on what comes after attention: meaning, experience, and emotional loyalty. As a Marketing Leader, I’ve led integrated media strategies for complex brands navigating fragmented audiences, shifting platforms, and rising expectations. That work sharpened a clear conviction: reach alone no longer builds brands, experience does. Today, my focus is Brand Experience and designing how brands are felt, not just seen. My goal is to help clients move from media driven visibility to experience led relevance, especially within sports, entertainment, and culture-forward brands where identity, community, and storytelling are core to growth. I specialize in: Translating media scale into cultural meaning Connecting content, partnerships, and experiential strategy into cohesive brand ecosystems Helping brands evolve from campaigns to lasting relationships. I believe the most powerful brands of the future will behave less like advertisers and more like cultural institutions.

Country

United States

City

New York

Industry

Music

Skill

Advertising, Budgets, Media Buying, Marketing, Outdoor Advertising, Media Planning, New Media, Marketing Strategy, Media Strategy, Creative Strategy, Digital Strategy, Social Media

Experience

Media Director

MODCO Media

2014-1 - Present · 12 yrs 9 mos

New York, NY

• Oversee all Out-of-Home (OOH) Media strategy and planning and activation elements across key accounts in Entertainment, Travel & Fashion category - Clients include: Rockstar Videogames, 2K Sports/Games, Schutz Shoes, Alex and Ani, Hunter Boots, TAP Portugal, SWISS Air, Brighthouse Financial • Develop OOH media strategies and tactics, research media opportunities and present information to internal and external teams • Monitor online and offline ad campaigns (e.g. Radio, TV, Digital, Print and OOH ) • Negotiate with media channels to close competitive deals and sponsorships • Regularly report advertising campaign results (including revenues and costs) • Collaborate with internal teams to ensure that overall marketing objectives and executions are cohesive across all marketing and media tactics • Liaise with clients to identify specific business concerns and develop ideas to drive KPI success • Understand client requirements & execute accordingly, build mutual trust through continuous communication • Leverage relationships with top sporting arenas to secure yearly event space for in-stadium entertainment zones and sponsorship opportunities for the NBA 2K franchise • Drive the collaboration and communication of the overall brand experience with internal departments • Collaborate with streaming radio partners (Pandora/Spotify) to plan and launch custom live concert series for multiple entertainment and gaming launches

Associate Media Director

MODCO Media

2008-9 - 2014-12 · 6 yrs 4 mos

New York, New York, United States

• Responsible for overseeing and guiding research and development of media plans; focus on OOH, streaming radio, print, and select digital initiatives • Identified target audiences and ideal media outlets • Provided media team with client perspectives, insights, goals, and strategies • Led clients through media programs and addressed media related questions • Cultivated relationships with the media sales community

Director Of Marketing And Promotions

Muve Media & Marketing

2018-3 - 2019-4 · 1 yr 2 mos

United States

Marketing Manager

Macy's

2000-1 - 2006-12 · 7 yrs

United States

• Spearheaded marketing and advertising for Macy’s East advertising campaigns across local newspaper, radio, television, and out-of-home in the top 10 US Markets. • Researched and understood the Macy’s consumer and their shopping behaviors; allowing for the most effective use of media spends and recommendations • Established and maintained strong relationships with national radio and television station management, and newspaper/magazine representatives • Partnered with local television and radio stations for Macy’s sponsored events/shows Oversaw department Print contract negotiations and day-to-day processes. Researched marketing areas/targets/goals to determine the most effective use of media. Worked with Marketing Directors to spot/identify/define creative trends. Executed media plans to support newspaper, magazine ads/inserts, outdoor advertising, and targeted specialty pieces. Promoted from Media Buyer/Analyst position in 2006.