- WHO I AM
Rebecca UnderwoodStrategistStrategist. World travel enthusiast. People watcher. Pop culture junkie. Avid reader.
Capable and motivated media specialist with strong aptitude for problem solving and analysis. Fluent communicator in English, Spanish, and Social Media. Proactive, detail oriented, and infinitely curious. - EXPERIENCE
Digital PlannerSolve Advertising & BrandingMinneapolis, MN, April 2017-Present
• Strategic insight mining including macro trend research, primary research, and target audience development
• Digital and traditional media strategy and execution including plan development, deck creation, selling through to clients, and reporting
Media AnalystSolve Advertising & Branding
Minneapolis, MN, March 2015-April 2017• Worked across digital and traditional media platforms on day-to-day management of campaigns, trafficking media, data analysis, and reporting
• Top to bottom implementation, optimization, and assembly of media plans
• Used MRI and Stradegy for target building and competitive audits
• Created decks to present strategic insights and campaign results both internally and to clients
• Regularly drafted and fielded surveys to inform new business pitches
• Accounts worked on: True Value Hardware, Founders Brewing, Cascadian Farm, Annie’s Homegrown, Great Grains, Galbani Cheese, Bentley Motors, Epilepsy Foundation of Minnesota, Radisson, President Cheese, V Foundation
Social Media StrategistAdoptAClassroom.orgMinneapolis, MN, July 2014-March 2015• Developed a posting strategy around raising brand awareness that increased average Facebook post reach by 167% and increased the number of page likes by 10%• Tracked analytics and distilled results into regular reports for executive staff that presented insights and made recommendations• Managed all AdoptAClassroom social channels including Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube, and Wordpress• Worked with corporate partners including Quaker, BIC, Farmers Insurance, Office Depot, Great Clips, and Lane Bryant to create a seamless social media strategy across pages
University of Minnesota - Twin CitiesDouble Major: Advertising and Communication StudiesMinor: SpanishMinneapolis, MNGPA: 3.8Graduated in December 2013
Community Manager InternRSP MarketingMinneapolis, MN, September 2013-December 2013• Find and generate content for blogs, Twitter, and Facebook• Research and become an expert on clients and their competitors in industries ranging from pet care to bicycling• Cultivate a relationship between consumers and clients
Account Services InternRisdall AdvertisingNew Brighton, MN, May 2013-August 2013• Planned and executed a public relations campaign that increased attendance at a health care related event by 50%• Strategic research and planning for new clients including making recommendations about new brand names and user-friendly website design• Assistance with primary research such as focus groups and surveys
NSAC Team MemberChariotMinneapolis, MN, September 2012-June 2013• Campaign for Glidden Paint at Walmart won in District 8 and went on to AAF NSAC Nationals; also won Olson’s Strategy of Brand Champions award for best overall strategy• Primary research including writing and distributing surveys and conducting in-depth interviews• Worked in a team to discover key brand insights and draft the creative brief• Media planning including use of tools such as Ad$pender, Google AdWords, and SMRB
Marketing and Sales InternQuayside Publishing GroupMinneapolis, MN, January 2013-April 2013• Research and approach industry contacts for potential partnerships• Management of social media sites such as Facebook, Pinterest, and Twitter to promote books to new audiences• Creation and distribution of marketing materials - LET'S TALK
