Shelley Deneroff-Thompson

Pennington, NJ 08534 609-730-1434 shelley@sdtmedia.com

PROFESSIONAL SUMMARY
Award-winning, innovative, marketing and media leader*Integrated media strategist*Digital analyst* Strategic media
planning and buying * Digital media including, Search, Display, Native, Mobile, Video, Social Media, Google Analytics,
Attribution Models *Traditional media including Cable TV, Broadcast TV and Radio, OOH, Print *Strong relationships with
senior media, client and agency stakeholders *Excellent communication skills * Analytics and research tools*Crossfunctional team development and leadership *New Business Skills*Client side experience Deep and diverse category
experience:
CPG

Retail

Education

Insurance

Healthcare/Pharma
Issue Advocacy
Hospitals

Luxury/Image
Business-to Business
Non-Profits

Banking
Technology
Youth Market

Multicultural
Natural Products
State Government

International

Biotechnology

Telecommunications

Beauty

PROFESSIONAL EXPERIENCE
SDT MEDIA, LLC Interim Marketing/Media Director/Strategist (Outsourced) January 2002-Present

Provided cross channel marketing and media expertise, strategic leadership and collaboration to 25+ clients and agencies
Pubic Speaker and lecturer for professional groups
Clients and accomplishments included:

Health Republic Insurance of New

York (B-to-B and B-to-C)
Planned and placed
traditional and digital
campaign including display,
mobile, native and social
media
Tripled response rate

Philips Automotive (Light Bulbs

CPG)
Planned cross channel
campaign including
digital, social and gaming
media as well as
traditional media
Collaborated with
creative agency

The Home Depot (Retail)

Planned and executed
radio and digital media
Tripled digital delivery
versus planned through
optimization

Bernstein Shur (Professional Service

B-to-B)

New Jersey City University

(Higher Education, B-to-B)
Planned & bought regional,
multi-cultural media plan
including programmatic
digital platforms
Doubled open house
attendance

Bariatric Surgery Capital Health

Medical Center (Healthcare)
Developed and optimized
digital media plan (including
DSP platforms) and AdWords
to reach niche bariatric
surgery market
Increased attendance to
information sessions by 30%

Planned and executed

integrated regional media
plan for the firm as well as
individual practice areas
Collaborated with agency and
client

Shelley Deneroff-Thompson

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WALGREENS Marketing Consultant and Interim Media Director

SECOND WIND NETWORK,

March 2013-June 2013

Managed media agency planning ($240 million)- Digital, AdWords, TV/Cable, Radio, Magazine, Newspaper
Advised senior marketing management on media planning, media agency selection, contract negotiations, digital strategy
Facilitated agency transition (Starcom to OMD), upfront video buy ($90 million), & heavier investment in digital media
Guided agency on upfront video allocation by initiative, daypart and weekly scheduling
Advised Walgreens on:
o justifying an increased digital media allocation to internal management through research and connecting
marketing objectives and strategies with media tactics
o evaluating and upgrading their marketing mix attribution model
o promotion selection criteria (national and local)
o media department staffing and organization

Seminar Instructor

June, 2006-August 2008

Taught full day Complete Media Skills Workshops to non-media advertising professionals as part of Second
Wind certification/training program

PACE UNIVERSITY

Adjunct Professor Marketing Department

OGILVY/NY (MINDSHARE)

VP, Assistant Media Director

September 1991-June 1993

October 1984-January 1991

Responsible for strategic media plans for $60 million budget

Saved AT & T $4 million in print costs
Managed staff of 15
Trainer and mentor for media planning training program
KEY CLIENTS: Kraft/General Foods, Hersheys, AT&T, Schering Plough, Campbell Soup Company

TED BATES

Media Supervisor

FOOTE CONE & BELDING

April 1981-October 1984

KEY CLIENTS: Warner Lambert, Colgate Palmolive, M&M Mars

Media Planner

October 1979-April 1981

KEY CLIENTS: Sears, Lorillard, Bristol Meyers, Lifesavers

AWARDS AND ACCOMPLISHMENTS

Winner Marketing and Media Decisions Media Superstar Award for B-to-B media planning
Winner David Ogilvy Award for strategic media plans for Schering Plough
Winner IRIS award for New York Shipping Association and New Jersey Sharing Network media campaigns

EDUCATION

CITY UNIVERSITY OF NEW YORK BAURCH COLLEGE, New York, NY M.B.A. Concentration/Marketing/Advertising
CITY UNIVERISTY OF NEW YORK, QUEENS COLLEGE Queens, NY B.A. Communications

VOLUNTEER WORK

Literacy Volunteers of Mercer County

Million Mom March
Girl Scouts of America

Board Member
Fundraiser
Leader/Recruiter

January 2013-Present
May 2000-June 2002
August 1999-June 2003