Monika Grabania - Dailerian , MBA

I was recruited to join Flora Food Group in February 2020 to lead the Digital Transformation unit with a Chief Digital Officer scope to partner with the CMO and COO to launch the E-Commerce practice and establish digital infrastructure with focus on media audits, improvement of brand websites UX and analytics, social media strategy and content best practices, CRM set up and acceleration, unified view of all data, ROI measurement and Direct to Consumer UX testing. SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 E-Commerce Excellence: Fully remote launch of an E-Commerce practice with retailer content strategy approach, SEO optimization, performance media and joint business partnership acceleration with focus on Walmart, Instacart, Amazon, and Kroger. Collaborated with cross-functional teams on execution of DtC experience including fulfillment and Shopify Plus wireframe. Grew e-commerce business by 13x in four years. 📌 Data & Analytics: Created a data strategy and eco-system vision for Flora Food Group North America, executed a data platform RFP and lead all cross-functional teams to establish Unified View of Data for all marketing and digital sales channels (paid media, CRM, e-commerce, website analytics, and organic social media). 📌 CRM Acceleration: Led a CRM agency RFP in collaboration with procurement. Launched CRM practice for North America with focus on growing 1st Party Data, portfolio approach, audience and content segmentation as well as analytics. 📌 Digital Media & Website Analytics: Perform a media process and performance audit leading to significant improvement of paid media ways of working and digital processes. Establish a website performance review process to improve brand UX and drive conversion with buy now extensions. Executed & actioned AI backed ROI optimization model resulting in 30% increase in paid media ROI.

I joined L’Oréal in 2015 as AVP, Omni-Media Corporate Investments to partner with the CMO and SVP of Media to develop and drive L’Oréal’s strategic vision for Omni-Media. I led Holistic Publisher partnerships and activation with a focus on corporate contracts including rate re-sets, research credits, and programmatic inventory and data. I was promoted to VP, Omni-Media & Data Strategy in 2019 with an increased focus on Data Driven Marketing, custom data products, and media innovation as well as Omni-Media Best Practices, ROI Measurement, and Cross-team collaboration. SNAPSHOT—1st-TO-MARKET PARTNERSHIPS: ▬▬▬▬▬▬▬▬▬ 📌 Hearst Alexa Beauty Skill 📌 Hearst/Amazon—Oprah Beauty Awards 📌 Hearst/Snapchat—Sweet Discover Channel 📌 Conde Nast—Allure Best of Beauty E-Boutique 📌 Premium Publisher Data Products SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 1st-to-Market Corporate Omni-Media Initiatives: Provide media thought leadership across L’Oréal brands including co-creation opportunities, launch of new social channels, voice activation, native content, e-commerce extensions, new video offerings, and custom data products. 📌 Data & Analytics: Partner with Data & Analytics team to negotiate ROI driven contracts for successful cost avoidance and corporate benefits. Lead propriety company initiative to re-set digital pricing agreements with premium publishers based on ROI breakeven analysis. Serve as data liaison across all media channels to support data strategy adoption. 📌 Media Innovation: Launch 1st-ever Publisher Digital Product and Data Summits to drive data driven marketing strategy. Revolutionize SEO Back-linking and Affiliate ways of working with Publishers via tests & learns. Led blockchain test and learning taskforce. 📌 Inventory & Investments: Establish priority premium video and programmatic inventory process across all brands and publishers. Oversee TV investments related to pricing, audits, and inventory options

As Senior Director of Brand Marketing & Media Strategy I was hired to manage the media agency in developing strategic marketing plans and tactics related to the launch of all major Lifetime priority TV series including Project Runway, Witches of East End, Lizzie Borden, Married at First Sight, Dance Moms, and Little Mom. I oversaw the execution of all paid advertising, social media, and media partnerships as well as drove synergy with on-air, press, and content distribution initiatives. I take pride in having launched Lifetime TV’s “Social & Digital Media 1st Approach”. SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 Media Strategy: Transformed media mix from TV/OOH to Digital/ Mobile/Social Media 1st approach leveraging emerging platforms such as Instagram, Snapchat, Fullscreen, Vevo, and Vice. 📌 Innovative Media Targeting & Measurement: Collaborated with media agency, Digital and CRM teams on innovative research solutions to drive viewer conversion and media mix optimization—Samba TV, TiVo Research, Nielsen, Modi. 📌 Media Initiatives: Led all Omni-Media initiatives for Lifetime TV show and movie launches focusing on TV, Print, Digital, Mobile, Social, OOH, Radio, and Emerging Media.

As Senior Partner, Group Director, I managed a total investment of $150M and directed a team of 12+ in cross-functional initiatives. My entire career at Mindshare/Unilever was focused on reinventing traditional brand marketing by incorporating Digital, TV, Print, Mobile and Social Media to sell Unilever’s major Beauty, Skincare, and Food product lines. I earned the Presidents Award, Rising Star Award, and Advertising Women of NY Award for elevating Unilever through exceptional client service and integrated media initiatives. SNAPSHOT—INTEGRATED MEDIA AWARDS: ▬▬▬▬▬▬▬▬▬ 🥇 Original Thought Leadership Award—How to Launch a Campaign with No Assets 🥇 Vaseline Men: US Effie Award, Purple Head Award, Festival of Media Shortlist 🥇 Vaseline “Skin Is Amazing Campaign: Gold Global, US Effie Award 🥇 Vaseline Cocoa Butter: US Effie Award for African American Campaign SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 Integrated Marketing Product Launches: Led one of the most successful product launches in Body Care—Vaseline Spray & Go—with full integration of all marketing channels including Media, PR, Social, and In-Store. Spearheaded multi-platform content partnerships with CafeMom including custom video creation, talent deals, and social media syndication. 📌 Cross-Platform Partnerships: Launched Axe Face in the US with limited funding through high-impact digital, social, custom content executions, talent deals, and on-air partnerships with ESPN and Viacom. Launched Simple Skincare brand in the US through omni-media consumer activations including digital, influencer, and emerging media.

As Partner, Associate Planning Director, I oversaw a $80M+ media investment, directing a team of 7+ across various brands in strategic planning and execution of 360 communications including Digital—display, video, mobile, search—National and Local TV, Print, OOH, Radio, Cinema, and Branded Entertainment. Led inter-agency teams through integrated brand communication process including target insights and communication architecture. SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 Media Partnerships: Negotiated and implemented holistic media partnerships to drive ROI. Achieved media investment reduction of -20% for I Can’t Believe It’s Not Butter cross channel partnerships with the Food Network and Everyday Health. Expanded Country Crock touch points into multicultural 360 partnership with Univision. 📌 Investment Guidelines & Portfolio Management: Developed and employed portfolio strategies and channel roles across Spreads and Dressings. 📌 Media Flowcharting: Supervised media flowcharting across all brands in a partnership with Global and Finance.

In 2007, I was promoted to Strategic Planning Supervisor where I directed a team of 6 in the creation of innovative communication solutions across all media channels. I was tagged as the 1st-Ever Integrated Digital Planner for Mindshare/Unilever. SELECT ACHIEVEMENTS: ▬▬▬▬▬▬▬▬▬ 📌 Multi-Platform Partnerships: Launched omni-media partnership integrating Emmy Awards, YouTube, and Yahoo to create a “Breakthrough Performance Award” for Vaseline Sheer Infusion. 📌 Multi-Platform Celebrity-Based Programs: Developed programming with Conde Nast and VH-1 for Vaseline’s “Skin Is Amazing” initiative. Spearheaded a partnership with ESPN and Michael Strahan for the launch of Vaseline Men. Led a custom program with Lifetime’s “Man-eater” show to drive awareness and relevance for Vaseline Aloe.

As Media Planner & Assistant Planner, I excelled at serving key client brands within Unilever’s Skincare, Beverages, and Spreads categories. These roles served as the foundation for developing key competencies for future success including operational excellence, financial acumen, accuracy and execution, process efficiency, and measurement and reporting.

* Project Coordinator—Capital Improvement Services * Research Analyst—Agency of Regional Development * Market Researcher—Silesian Polytechnic University * Promotion & Marketing Planner | Bureau of Press/Promotion, Mayor’s Office