My Experience

EssenceMediacom

Working exclusively on the Universal Pictures account, I helped maintain media plan calendars, budgets, ad flights, and more across linear and streaming campaigns. Working in Prisma, I was directly involved with the RFP process, negotiating direct buys with our streaming partners that would best serve our campaign’s ultimate goal of reaching our target audience and driving box office ticket sales. I evaluated different genre and audience targeting capabilities, sponsorships, and contextual placements that aligned with our linear campaigns.

Our linear buys were negotiated on an upfront that GroupM handled out of our New York office. I tracked the allocation of our linear placements across films, counting TRPs across audience groups to evaluate our plan holistically. Considering my tenure coincided with the WGA/SAG-AFTRA strikes in 2023, our linear plans were in constant flux and daily updates were necessary. Our media plan, which was issued to the client every Wednesday, was extremely detailed. I was responsible for updating the calendar, media weight, budget summary, competitive landscape, spend by site, network schedule, and cable documents.

I managed campaigns ranging from $20-$50 million for theatrical releases, often spanning 6-9 months in length. Once the campaign concluded, I was responsible for actualizing all impressions, TRPs, reach, and frequencies on our media plan, as well as tracking and approving invoices for payment. Some miscellaneous responsibilities included maintaining a media landscape calendar, streaming channel original ratings doc, upfront commitment pacing, and planned vs actual packaged impressions delivery analysis.

Live Nation Entertainment

Currently, I work under Touring as a Digital Media Strategy and Planning Specialist. My role sits between the tour marketing teams and our channel buyers. We receive budgets from the tour marketers, evaluate fan data, and allocate dollars to different strategies and tactics across various social, search, and programmatic channels.

My daily responsibilities include collecting and QA’ing copy and creative, assigning build tasks to our channel teams, overseeing timely activations, monitoring live campaigns for optimizations actualizing spending post-campaign, and communicating change requests as needed.

Professional Experience:

Bravo Group Inc

I completed this virtual digital marketing internship from May 2022-Dec 2022. I spent a lot of time learning about SEO, practicing website proofing and optimization, helping with paid search campaigns, writing social copy, and managing content calendars. Most of the accounts I worked on were in the nonprofit, housing, healthcare, and energy industries. The time management, audience research, and multitasking skills I learned here can easily be applied to any agency or music marketing career.

CommAgency

CommAgency is a student-run communications firm working with local clients in the greater State College area. I completed this experience during my last semester as a student. Honestly, I wish I had discovered this opportunity sooner. I collaborated with other students on the social media team, working alongside real-world clients to provide research-backed social media strategy documents, original content, and account management. My client was The State Theatre, which was seeking to rebrand its image as an old movie theater into a modern stage for live performances.

My Hero Zero Entertainment

I started with My Hero Zero during the pandemic. Since the cover band relied on live music, my internship was abnormal compared to other interns before me. I got the opportunity to work directly with the band’s frontman, Jason Olcese, on his solo music (JAOH) and launching a new business called Happy Valley Song Lab. I spent most of my time planning social media strategies for each account, working to establish a brand voice in their digital communications.

I continued working with Jason and the band’s manager, Angel, through the spring. When live music finally returned in the summer of 2021, my role shifted toward marketing live shows and capturing photos and videos of the band on tour. I designed tour posters, helped sell merchandise at gigs, assisted with load in/load out, and even wrote a contract rider that mandated venues promote the band’s appearance before the day of the show.

Bryce Jordan Center

This was the first internship I ever held during the fall of my sophomore year. I spent around 5 hours a week working on marketing campaigns for the fall concert series, which included performances by The Jonas Brothers, Twenty One Pilots, The Chainsmokers, and many others. My tasks included hanging posters in high-traffic areas around campus, running social media giveaways, contacting reporters, and capturing content during the day of the shows.

Campus Experience

  • I started with SPA in 2020, right before all in-person events were cancelled. My time on the concerts committee was nonetheless important. It taught me about budgeting, knowing your audience, and decision-making in the booking side of talent management.

    In 2021, I moved on to the marketing committee, which was responsible for planning all promotional campaigns for upcoming events. Weekly meetings allowed the group to brainstorm strategies and tactics and plan promotional events. During this time I also wrote press releases for upcoming speakers and concerts.

    I ended my time in SPA on the L.E.A.D team. This team was tasked with creating an event from scratch. We were only given a budget, the rest was up to us. We chose a theme, booked vendors, planned games and crafts, and staffed the event. My role included marketing, publicity, and curating music for the event.

  • I studied at Temple University Rome during the Spring 2022 semester. This 14-week program widened my perspective and pushed me out of my comfort zone. I learned to do as the Romans do, exploring the city's history, speaking Italian, and eating authentic Italian dishes like carbonara and cacio e pepe. I traveled throughout Italy during my program, crossing off must-sees from my bucket list like The Statue of David, The Leaning Tower of Pisa, The Sistine Chapel, the canals of Venice, and the Colosseum.

  • I rushed Alpha Delta Pi as a sophomore despite hesitation to join greek life. However, my membership in ADPi afforded me lifelong friendships, leadership experience, and an opportunity to change the greek system.

    Sorority life is fundamentally exclusionary in ideology and practice. For example, my chapter was founded in 1850 to uphold the values of Christian womanhood. As a queer, disabled, Jewish woman, I saw firsthand how the greek system excludes those without intergenerational wealth and family connections.

    I pioneered inclusion at Alpha Delta Pi, becoming the first Director of Diversity and Inclusion ever in our chapter’s history. I dismantled the recruitment practice of legacy, which favored women with familial ties, thereby disadvantaging first-generation and low-income students. I mandated diversity and inclusion training and engagement by making it a requirement each semester for attending formal. Lastly, I created and secured funding for a scholarship awarded to one woman of color each semester to offset the costs of new membership dues.

    While my time at Alpha Delta Pi wasn’t the typical sorority experience during the pandemic, I’m proud of the work I did to make our chapter more equitable.

  • I joined PPGA as a freshman because I’m passionate about reproductive rights. I became the External Vice President of the club from 2019-2021. My responsibilities included coalition building with other pro-choice organizations, coordinating events with Planned Parenthood Pennsylvania Advocates, and facilitating outreach efforts.

    Our club pushed for changes that directly improved students’ lives. We petitioned for free and anonymous STI testing at Student Health Services, created a comprehensive sex education curriculum for students, and handed out hundreds of free condoms each semester.

    My lasting achievement was founding the Reproductive Crisis Support Network. Inspired by a friend who lacked the educational and financial resources to seek an abortion, I created a for-students-by-students network of crisis counselors, drivers, caretakers, and coordinators to help students facing reproductive crisis.

    With the collapse of Rowe in 2022, my support network took on an even greater responsibility for students. We navigated the patchwork of abortion laws throughout the country to educate students on their options when facing unwanted pregnancy. While I no longer oversee the support network since graduating, I’m confident my peers will continue this vital work.

Certifications