Ed Carpenter
Director, Strategy @Hearts & Science
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WORK HISTORY
Director, Strategy @Hearts & Science
New York, NY, US
Clients: Hallmark, Proctor & Gamble (Olay), Stryker (Mako SmartRobotics), Tata Consumer Products (Eight O’Clock Coffee, Tata Raasa), WaterWipes- Lead audience, strategic, and tactical integrated media planning for brands with annual spend $3MM-$100MM across Linear TV, Radio/Audio, OOH, CTV, OLV, Display, Social, Search. This includes national and local media planning campaigns- Lead the evolution of the $100MM Olay Facial Skincare media mix. Pivoted away from inherited plan that was 90%+ Linear TV in favor of rich mix of TV, programmatic digital, endemic digital social, and audio. Increased key growth target reach by 20 pts, awareness by 4 pts, frequency by 8.0, and overall brand health index by 3 pts while maintaining costs- Reintroduced Eight O\'Clock Coffee to market after a 5-year hiatus. Lifted awareness by 7pts and consideration by 9 pts - Introduced Stryker Mako SmartRobotics to market. Overdelivered IMPs by 62%, site visits by 35%, and cost efficiency by 32%, as well as delivered 233K high value site actions in first 12 months- Manage relationship with 60+ internal and external stakeholders
EDUCATION
Binghamton University
Bachelor of Arts, Psychology, and Economics
SKILLS
ABOUT ED CARPENTER
Ed has a passion for launching and growing brands through data-centric integrated media strategy. He arms his teams and clients with the information needed to execute highly successful campaigns leveraging his background in planning, investment, and activation. Ed specializes in target insights, forecasting, competitive, marketplace analysis, and telling the story behind the data. Quick facts- Winner of office Halloween costume contest for 5 consecutive years- Managed 35% of agency billings, including 85% of agency syndication activity while at LWD/HMD- Established agency-wide tools for clearance tracking and modeling- Tripled Cigna’s Medicare Advantage enrollment during tenure on the account, outpacing category growth rate by 3.5x; delivered 130% of enrollment goal in 2020 AEP- For Acadia, increased aided and unaided awareness of Parkinson’s Disease Psychosis 50%+ prior to branded campaign launch, overdelivered on media goals with savings, contributed to 64% lift in script starts, and delivered positive ROI- Walmart (ReliOn Prime): Lifted retail sales 110% through targeted local campaign and demonstrated national viability, resulting in 560% increase in media billings YoY- Avanir PBA Facts Kit: Introduced to market 60% below CPQL allowable. Over 2 year period, maintained efficiencies, delivered 218% of lead goal, and nearly doubled disease awareness while increasing media billings by 150%
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