Goodway Group Appoints Agency Veteran Laurel Collins as Vice President of Media Planning
Global digital marketing and e-commerce leader joins Goodway Group to align clients’ business strategies with media plans
New York, NY
Goodway Group, a leading data and technology driven digital media and marketing services company, has named industry veteran Laurel Collins as vice president of media planning. Collins will oversee the media planning function at Goodway Group, establishing best practices for optimizing media investments to support client strategies and business objectives.
In her new role, Collins will be responsible for discerning how the agency can best implement clients’ media strategy at a tactical level to increase performance. This will include partnering with other members of the leadership team across strategy, customer experience and enablement to streamline internal processes. Collins will also work closely with media planning teams to develop plans that consider the right audience profile, environment and timing to expose them to key messages, and the strengths and limitations of different media channels and transmission of the strongest messages. Under his leadership, Goodway Group planners will have access to the support and tools needed to develop, execute and measure client projects and campaigns effectively and efficiently.
“This is an exciting time in the trajectory of Goodway Group. As a long-time follower of the company’s success and, at times, customer, I have always been impressed with the high performing leadership and hard work,” Collins said. “I look forward to working alongside Goodway Group’s team of media planning experts to develop award-winning, data-driven, integrated media plans that solve clients’ complex problems, drive growth and exceed their business goals. “
Collins joins Goodway Group with more than two decades of experience leading high-performing cross-functional teams of experts in paid search, paid social media, programming, connected TV, ad operations and of the analysis. A performance media and digital branding strategist, she brings with her a proven track record of building teams and exceeding aggressive revenue targets through e-commerce strategy and onboarding digital experts. and cross-functional data. Collins will report directly to Jay Friedman, president of Goodway Group.
Previously, Collins worked at Publicis as National Head of Digital and Technology before being appointed to create Publicis Media’s commerce advisory practice. Previously, she was National Digital Manager for Dentsu Australia. His leadership roles at portfolio companies and specialty agencies have driven the growth of consumer brands such as Samsung, Energizer, Oakley, Aldi, Fiat Chrysler Jeep, Prodigy Education, University of Phoenix, Care International, Reckitt Benckiser, Diageo, Bayer and many others. others. As vice president of media planning, Collins will build on that experience to provide a streamlined guide to expanding structured media.
“Laurel has extensive expertise in digital marketing operations, digital transformation consulting and leveraging global teams to drive solutions. As we continue to develop our media strategy, she will be instrumental in positioning our planners as industry elites and in consolidating Goodway Group as a strategic partner and a thoughtful planning partner,” said Jay Friedman, President of Goodway Group. “We are thrilled to have such an innovator join management team and helps drive the growth of Goodway Group and our customers.”
About Goodway Group
Goodway Group is a leading data and technology driven digital media and marketing services company with teams in the United States and the United Kingdom. Our diverse team of digital strategists, media professionals, technologists and data scientists have won the most prestigious awards for their innovative marketing technology, impactful work and first inclusive remote workplaces, including as best workplace of advertising age over several years. Work, AdExchanger’s Best Use of Technology by an Agency Award and two MarTech Breakthrough Awards. The company deploys deep expertise in consumer and B2B marketing, including brand performance advertising, retail media and commerce, and advanced analytics using proprietary digital programmatic technologies, data, analysis and consultation methodologies. Goodway Group is an independent, remote media and marketing services company with a history of over 90 years. Find Goodway Group online at goodwaygroup.com or follow us on Facebook, Twitter Where LinkedIn.
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