LEE S. ROSEN
I am a Media Planning Director with the proven ability to develop media strategies that optimally address the
client’s marketing objectives. With a track record of increasing ROI and possessing strong analytical skills, I also
have the creativity necessary to lift and maximize brand performance. I have a developed expertise across all
forms of media and many target audience segments within a wide variety of advertising categories, and a
history of establishing solid relationships with clients and agency partners. My experience and skill set enable
me to bring a high level of strategic thinking to all of my media and marketing assignments.
4D MEDIA & MARKETING LLC, Long Island, NY 2011 - 2012
Founder, Media/Marketing Consultant
I have been working with Health Monitor Networks’ marketing department to help with competitive insight and
positioning product offerings within the highly competitive pharmaceutical advertising environment. I am also
aiding with new product development, the development of sales and other marketing-related materials, and
direct marketing efforts.
ZENITH OPTIMEDIA DIRECT, New York, NY 2006 - 2010
Senior Vice President, Client Services & Group Planning Director
At ZOD I led the strategic planning and direct response buying processes for assigned clients, and managed the
relationships with clients and agency partners. I provided direction and worked closely with the media buyers to
maximize ROI for traditional direct response clients, and maximize the efficiency of media buys for ratings-
based clients. I was involved in the development and presentation of new business pitches, and was a member
of the agency executive committee.
Achieved $49 cost-per-response vs. $85 goal, exceeded response goal 27% and increased brand
awareness from 41% to 50% via integrated execution of direct response, general market and “hybrid” media
tactics (Freestyle blood glucose meter product).
Reduced cost-per-call 48% and cost-per-qualified lead 29% for Wells Fargo Reverse Mortgage product via
aggressive buy-management, working with creative agency to revise creative and introduction of longer
length creative units.
Saved clients 35%-50% off general market pricing via successful execution of direct response planning and
PHD USA (subsidiary of Omnicom Group), New York, NY 1995 - 2005
Senior Vice President, Group Planning Director
In this position I led the communications planning for a wide variety of clients. I oversaw and directed the
planning teams in all aspects of the media planning process including research, competitive analyses,
budgeting, formulation of objectives/strategies/tactics, plan development and stewardship. This required
prioritizing projects to meet aggressive client deadlines and effectively manage multiple concurrent client
Exceeded annual inquiry projection 26% and funded loan volume projection 40% for Champion Mortgage
Media Plan including implementation of key local market sports team and broadcast sponsorships.
Increased Beck’s import beer market share by double digit growth via execution of unprecedented multi-
platform marketing partnership with ESPN, including use of all ESPN properties (TV, print, radio, online),
regional heavy-ups, branded on-air promotions and daily features, and online promotion with consumer and
LEE S. ROSEN PAGE TWO
PHD USA (continued)
Created highly specific, research-driven target audience segmentations for various clients including Beck’s,
Champion Mortgage, Porsche Cars North America and the Propane Education & Research Council to
enhance targeting of media plan tactics.
Developed objective local market selection methodology for Propane Education & Research Council to
achieve client business objectives while resolving highly charged political issue
Significantly increased awareness, word-of-mouth, inquiries, store traffic and sales via development of
innovative local guerilla marketing campaign to introduce Sony Ericsson’s new line of camera phones.
Vice President, Senior Associate Media Director
I operated as the Media Director overseeing the media planning and buying processes and managing the
relationship with several creative agency partners that did not have in-house media capabilities.
Increased brand awareness from 25% to 49% and advertising awareness from 11% to 33% for New York
City Health & Hospitals Corporation via integrated TV, radio, print and out-of-home campaign.
Developed paid media campaign targeting multiple constituencies of youth (children 9-11), teens, parents
and key influencers for Office of National Drug Control Policy.
Managed upwards of 10 accounts concurrently while overseeing media planning and buying for Jerry &
Ketchum (subsequently Della Femina, Rothschild, Jeary & Partners).
Innovated product integration concept for Clean Shower and Mentholatum clients; created three minute
segments that aired within targeted syndicated (Main Floor) and network (Pax’s Great Day America)
SAATCHI & SAATCHI ADVERTISING, New York, NY 1990 - 1995
Vice President, Associate Media Director
I was responsible for overseeing the agency of record assignments for the Sara Lee Apparel and SMH Watch
Brands. Within this role I managed agency relationships among the Sara Lee corporate office and the various
planning and buying agencies.
Positioned Hanes as category leader, drove sales of several new product lines and won Silver Effie award
for “Liposuction Without Surgery” campaign by executing high profile Hanes Hosiery media plans.
Doubled sales versus YAG in several key accounts by developing promotionally based national and local
media plans for SMH’s Flik Flak children’s watch line with limited budget.
BBA, Marketing - University of Massachusetts, Amherst, MA
Saatchi & Saatchi: Management and Effective Media Presentations training courses
PHD: Leadership - Real Skills for Smart Supervising and Communications Skills for Leaders
Zenith Optimedia: Effective Presentation Skills and Manager’s Mindset training programs
Interactive Advertising Bureau (IAB): Essentials of the Digital Marketplace Ecosystem