Jeff Giacchetti
Director, Media & Advanced Advertising (Head of Media) @Alchemee Formerly The Proactiv Company
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WORK HISTORY
Director, Media & Advanced Advertising (Head of Media) @Alchemee Formerly The Proactiv Company
New York, NY, US
Jeff Giacchetti is Media Director at Alchemee (formerly the Proactiv company), where he is responsible for Linear, Digital and Advanced Advertising in North America. He leads a highly skilled team of media and marketing executives and works cross-functionally with internal teams and external agencies to drive DTC excellence and ROI through constant testing and innovation. In his first six months at Proactiv, Jeff elevated the media practice, reset strategies, activation plans, tech platform and partners, and developed a roadmap for long-term business growth.
EDUCATION
Fordham University
Bachelor of Science (BS), Organizational Psychology / Marketing
SKILLS
ABOUT JEFF GIACCHETTI
Jeff is an eCommerce/Omnichannel media & advanced advertising expert with an accomplished background in driving transformation through complex modern marketing ecosystems.His career has taken him from agency-side to brand-side, developing innovative strategies and award-winning activation. He is highly skilled in delivering business goals with accuracy and agility, across DTC and multi-channel sales organizations. Currently, Jeff is Media Director (Head of Media) at Proactiv, responsible for Linear, Digital, and Advanced (audience-based) ATL & BTL, advertising in the US & Canada. He leads a team of media & marketing executives, analytics & data science, and four external agencies. Achievement: within the first six months, increased media ROI by 30%, reset strategies, implemented tech, and first-to-industry outcome-based buying models, delivering 60% cost savings across all paid media channels.Before joining Proactiv, Jeff was the Head of Digital Media at Colgate-Palmolive, helping a multi-billion-dollar brand portfolio achieve record levels of qualitative and quantitative media effectiveness. He won a President\'s award for his tech-enabled audience work, delivering new levels of margin ROAS, while consistently beating business and organizational transformational goals. Qualities:* Performance-Oriented: Results-driven, highly analytical, problem-solver, resourceful* Manager: Leader of complex internal/external teams across matrix organizations, collaborative* Transformation: Experienced in fixing short-term inefficiencies and building long-term growth * Data and Media Fluent: Data/Analytics processor/translator; skilled in taking insights into action * Highly connected and regarded inside/outside of the Media/Martech industry * Industry Contributor: Writer/Speaker/Mentor Core Competencies:/ Skills:• Digital Strategy/Investment/Activation: SEM/SEO/eCom/Social/Mobile/Linear/CTV/OLV/DR/DTC • Advanced Advertising: Audiences: DSP/SSP/CDP/Id Res/SPO/Aud. Building/Segmentation • MarTech: Ad servers, CDPs, DMPs, eCRM, Blockchain, VR/AR/ Ai, Emerging Tech and APIs• Analytics: Market Research Methodologies/Attribution/Analytics Ai)• Traditional Media Planning & Buying: TV/Radio/OOH/Digital OOH/Print–National and Local• Marketing Subscription Services/Customer Acquisition & Retention/CRM• Brand Management/Product Marketing/New Product Launches • Barter/Partner Alliances/Vendor-Client Relations/Team Building/Budget ManagementCategory Experience: CPG/Pharma/Healthcare/Entertainment/Sub Services/QSR
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