Martha brings unique experience in creating and managing integrated growth in businesses, from planning a healthy balance sheet, to execution and scaling success in the marketplace. The range of industries include advertising, personal care and beauty, cable tv, lifestyle technology and consulting.
For multi-national agencies including BBDO, JWT and McCann Erickson, Martha drove organic revenue and profit increases by diversifying agency services and creating added value in area like digital and social media, field marketing and new market segments with clients like Apple, Pizza Hut, Domino's and L'Oreal Paris.
She helped pioneer a centralized, "lead agency" approach to multichannel marketing in the early days of digital media, forming joint agency/client management teams to guide the integration of brand, creative and media activity across multiple partners. The model helped clients cut costs by millions, eliminate redundant efforts between marketing and multiple agency groups, coordinate creative strategy and media spend for greater impact, and counter the effect of content and channel fragmentation.
In the entertainment sector, at the moment of viewer transition from single to multiple screen viewing, Martha developed new products to capture and monetize that behavior at Lifetime TV, with the network’s first co-branded and multi-channel ads, cross-platform promotional campaigns and digital creative. Using early stage, non-traditional media like YouTube one of the first interactive tv shopping experiences, her initiatives drove increases in new viewership and engagement.