Nicole Hankers

About Nicole Hankers

One of the most cherished moments in my career revolves around my first job and the successful execution of a major Quick Service Restaurant campaign. Witnessing the culmination of my efforts during a primetime basketball game, as the television commercial aired, was a defining experience.It was a testament to the collaborative work and partnerships involved in bringing a marketing campaign to life. That day remains etched in my memory, and the joy I felt then has fueled my passion for advertising ever since.I\'m a seasoned performance marketing extraordinaire with nearly two decades of experience in both B2B and B2C marketing who has had the privilege of shaping the media strategies for renowned brands such as Apple, ESPN, Citi, and my current role at IBM, where I lead the AI for Business media strategy.My expertise lies in hands-on platform management across paid social, paid search, and display/video channels. I take pride in having successfully brought media operations and strategy in-house, resulting in substantial cost savings. With a knack for translating performance data for diverse stakeholders, I\'ve effectively managed multiple lines of business\'s media strategies and goals.Throughout my career, I\'ve been a key architect of brand-to-demand campaigns, steering initiatives around product launches, partnership marketing, seasonal sales, and major market moments like Wimbledon and the Grammys.My passion extends beyond achieving business objectives; I am deeply committed to mentorship, both within my teams and as a mentor to undergraduate marketing students at the University of Delaware. I’m proud to have:Achieved a remarkable year-over-year enhancement in media performance, boasting a +25% increase in quality scores for paid search and a commendable 13% improvement in media efficiency, specifically in reducing the Cost per Engaged Visit.Spearheaded the successful transition of programmatic and paid social digital strategy and execution from an external agency to an in-house team, which resulted in substantial cost savings, exceeding in agency fees during the inaugural year of implementation.Beyond work, I am passionate about mentoring and fostering growth. I find joy in onboarding and guiding new media team members, cultivating a collaborative work culture. I\'m dedicated to mentoring undergraduate marketing students at the University of Delaware, contributing to their academic and professional journeys. It\'s immensely rewarding to inspire the next generation of marketing professionals and be a part of their development.

Experience

1. Paid Media

   IBM

   Dec 2021 — Present · New York, NY, US

   Paid Media at IBMAs a catalyst for change in paid media strategy at IBM, I led the creation of the first-ever audience-centric media plan. My responsibilities include crafting innovative paid media strategies, collaborating closely with performance marketing teams, and overseeing the execution and optimization of campaigns.Pioneered the creation of the first-ever audience-centric media plan for IBM, revolutionizing our approach to paid media.Spearheaded year-over-year media improvements:+25% quality score enhancement in paid search and a 13% boost in media efficiency (Cost per Engaged Visit).Conducted measurable A/B test strategies, driving initiatives to increase conversion metrics.Spearheaded the launch of a media creative program for paid social by utilizing consistent experimentation, rapid iteration, and data-driven optimization to achieve a 28% decrease in Paid Social Cost per Engaged Visit (CPEV) from 2H 2022 to 2023.Experienced a substantial 300% increase in the number of Paid Social responses during the same period.

Education

• Alfred Lerner College of Business & Economics at University of Delaware

  Bachelor of Science, Marketing/Marketing Management, General

  2002 — 2006

• Syracuse University - Martin J. Whitman School of Management

  Master of Business Administration (M.B.A.), Marketing/Marketing Management, General

  2013 — 2015

Skills

• Integrated Marketing
• Multimedia
• Digital Marketing
• Ad Sales
• Sales Operations
• Customer Service
• Advertising Sales
• Customer Relationship Management (Crm)
• Social Media Marketing
• Sponsorship
• Mobile Advertising
• Television
• Marketing
• Account Management
• Media Planning
• Online Advertising
• Advertising
• Digital Video
• Digital Media
• Customer Relations
• Sports Marketing