Who i am
Hi y’all, I’m Adrian and I’m a Design Thinking Marketer - Specialized in Data Driven Media Strategy, Planning, Execution, and Analytics.
Leading Awareness and Revenue KPIs in: online/off-line/experiential & lifecycle channels for all audience/budgets/markets scales with cultural intelligence and business impact in B2C/B2B/DTC categories.
my experience, aka: blood, sweat + tears
19 yr career - learning from and collaborating with the best minds/brands, including +10 yrs in leadership roles winning in local, regional, US national, and international markets with $MM dollar budgets at all scales for awareness and/or performance KPIs, driving revenue and growth
Marketing Consultant - ADM Austin, TX – 02.2023 to Current
Media Director - Sanders\Wingo Austin, TX – 06.2022 to 1.2023 / Accounts: AT&T
Sr. Marketing Manager - The Zebra Insurance, Inc Austin, TX – 05.2020 to 06.2022 / in-house: The Zebra Insurance
Associate Media Director - THIRD EAR/formerly LatinWorks Austin, TX – 08.2013 to 04.2020 /Accounts: Texas Lottery
Media Lead - FWD_thinking media El Paso, TX – 09.2010 to 07.2013 / Accounts: Shamaley Ford - West Texas
Sr. Media Planner/Buyer - RJC Advertising Abq, NM – 08.2009 to 08.2010 / Accounts: Papa John’s Pizza, Firestone Tires
Media Planner - TM Advertising Dallas, TX – 12.2006 to 08.2009 / Accounts: Nationwide Insurance
Media Planner/Buyer - CACI Inc Bal, MD – 04.2006 to 01.2007 / Accounts: National Guard, National Security Agency
Jr. Media Buyer / Media Intern - Lopez Advertising Group El Paso, TX – 01.2004 to 05.2006 / Accounts: McDonald’s
Agency/
Company Roster
Media Clients
Strategy Clients
WHAT I’VE LEARNED
Competition is hungry and you don't stop hustling and learning Marketing gains chiseled in the grind by; Curiosity, Collaboration, Tenacity and Growth
Education. The University of Texas at El Paso - Bachelor of Arts in Media Advertising and Marketing
Languages English + Spanish (Native / Bilingual)
Marketing Skill Set
Clickable Certifications
- Trends, Trends, Trends Tracker
- Mainstream, Cultural and Niche Markets Content and Shopper Consumption Trends
- Growth Marketing/Demand Generation Performance Branding Full-Funnel Campaigns
- Paid, Owned and Earned Media, SEO, Lifecycle
- Advanced Media Measurement, Attribution and Analytics
- Brand Awareness, Media Mix Modeling & Lift Testing
- Strategic Partnership Creation, Management & Measurement:
- National/Grassroot: Sports, Entertainment & Cultural passion point tent poles
- Budget Management:
- Forecasting, Tracking, Audits
- Hands-on 1P/3P MarTech, Media and Productivity tools evaluation / integration / manager / operator / training
- Client/Agency/Vendor Management Facilitation, Development and Teamwork
- Statistics Foundations
How I make a difference in marketing teams
Audience-first approach (mainstream, multicultural, niche), data-driven strategy & planning, audience insights expertise (segmentation, content consumption trends, journey mapping, touch points), and extensive marketplace savviness, along real-time analytic skills for adaptation. Facilitator.
Ex: 6-step outline of flexible hands-on Go-to-Market process tailored to objectives, resources, and culture; designed to build awareness, shorten sales cycles, improve CAC/LTV, and impact churn
01
03
05
Strategy
Investment Execution
Post Campaign
- Establish Objectives/Brief
- Data Work: Brand Audit, Audience Segmentation, Consumption Journey, Competitive, Environment
- Ad Budget Projections
- Develop advertising strategies / hypothesis
- Comm/Messaging goals with measurement and performance analytics benchmarks
- Media Placement - Final Negotiations, message approvals
- Measurement/Analytics testing alignment
- Test and Learn Approach for in-flight optimizations: vehicles, audiences, creatives, ad length/dimensions, skip/non-skip inventory, device, geo, daypart, calendar, search performance, landing pages, etc.
- Pre-launch - Ad-Ops: Tech reqs, Creative delivery, Ad management & tagging, Landing Pages, Quality Assurance
- Measurement Impact of Owned, earned and paid inventory
- Performance Analytics for ROI/sales and LTV/brand awareness levels; media mix modeling
- Aided/unaided awareness measurement, category share sales, investment SOV, SOS
- Deep dive on: waste/qCPM analysis, creative wearout, media/creative placement variables
- Billing, budget management and forecasting
- Internal Marketing learnings to key-stakeholders, cross dept learnings
02
Planning
- Build Timelines, Feasibility and Approach Alignment
- Media plan build - Evaluation, Negotiations, Buying (RFP, Direct/In-platform), Measurement, Tagging and Trafficking
- Content Integration Tactics with brand positioning and messaging insertion synergies with consumption triggers
- Media Plan Reco/Deck build, secure client approvals
04
In-Market
- Day-to-day Campaign Manager: Launches buys live/in-market; hands-on dashboard operator and buy-guidelines enforcer
- Reporting/Goals Pacing - weekly cadence for IMPs, engagement, conversions, $s and KPIs delivery
- Lead vendor/client calls and reports
- Lead optimization recommendations to improve in flight for quicker impact
06
Adapt
- Take Learnings and evolve
- Come up with Solutions
- Maximize customer acquisition
- Marketing contributions to Revenue
- shorten sales cycles, improve CAC/LTV and +churn impact
- Test and learn again
I celebrate my successes
and the relationships, friendships, and mentorships that have supported me along the way.
I look forward to the growth and new relationships that future challenges will bring.
Don’t
be a
stranger, let’s chat media, and break bread🍞
Adrian Calderon
Marketing
Media
Strategy
Say hi, connect with Me
2024