Levi’s Paid Media Campaigns at Dept & Chain Retailers

I managed all aspects of the paid media strategy at accounts like Walmart*, Target, Macy’s, and Kohl’s to help market our brand and key products. This included managing a multi-million dollar budget to develop media plans that leverage retailer 1st-party data. Assets in these campaigns live across retailer sites, off-site (like on ESPN.com), and on social media.

In the Target x Levi’s example campaign above, I was able to achieve over a 50% YOY ROAS improvement by leveraging past learnings and implementing mid-campaign optimizations. YOY Changes in tactics included increasing campaign length and spend, changing audiences, and changing the click-through landing page.

In the Walmart x Levi Strauss Signature example campaign above, I was able to achieve over a 200% YOY ROAS improvement by leveraging past learnings and implementing mid-campaign optimizations. YOY Changes in tactics included increasing campaign length and spend, changing audiences, adding in high-impact site placements, and changing the click-through landing page.

Responsibilities included

• Annual strategy & campaign planning

• Weekly retailer meetings & day-to-day communication

• Cross-functional alignment on key products

• Media brief writing & media plan build out

• Briefing and delivering creative assets

• Final creative & plan approval

• Mid-campaign optimizations

• Budgeting and supporting financial processes

*Levi’s sells the value brand “Levi Strauss Signature” at Walmart