Amber Linebarger
- Role
- Director, Paid & Programmatic Media at Nationwide
- Location
- Columbus, OH, US
- LinkedIn followers
- 500 followers
About Amber Linebarger
Highly motivated and enthusiastic leader with relentless focus on achieving shared…
Experience
Director, Paid & Programmatic Media
Mar 2021 — Present
Co-led the development of annual national media strategic plan by identifying media targets, assessing strategic media partnership & sponsorship opportunities, driving the focus on Black-owned media groups & successfully incorporating them into the overall strategic media plan for current and future years, with a Nationwide Marketing leading budget of $69.5M. • Collaborate with cross-functional partners to successfully launch the latest wave of creative and new campaign platform featuring musician Jill Scott;$22.6M spend across multiple tactics (Linear cable, Streaming Video & Audio, Social); saw significant exposure lift in Aided Awareness vs. control (89.3% vs 85.4%); Video and Audio completion rates are at or above benchmarks across all media partners; Social campaign drove overall cost/view of $0.02 across all platforms (FB, TW, Snap, Pin), in line with benchmarks. • Lead Nationwide Programmatic Tradedesk (NPT) team, responsible for planning, execution, and optimization of programmatic media. • Collaborate with internal and external partners to align on role of programmatic media within national media plans; optimized $9.0M across digital and streaming platforms to deliver over 570M impressions for Nationwide. • Evaluate new partners and vendors within programmatic media to help Nationwide optimize media spend and final campaign performance. • Appointed by Marketing Cabinet to co-led the development of Marketing Taxonomy database, a terminology and concept repository designed to introduce a consistent language of definitions and conventions to ensure consistency throughout Marketing workstreams, and improved operational processes, decreased confusion and maximized efficiency for the Marketing organization.
Education
The Ohio State University Fisher College of Business
MBA, Marketing and International Business
University of Chicago
Bachelor of Arts - BA, Biology/Biological Sciences, General
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