1. DAYLE SIEGEL
4688 West Tangerine Road, #4104| Tucson, AZ 85658 | 702-358-6073 | mediamadre@aol.com
Summary
A goal-oriented professional with very strong experience in direct-response advertising. Very
respected in the advertising industry with many long-term relationships with clients, agencies
and media vendors. Results-driven and accustomed to working within deadlines using strategic,
analytical, organizational and interpersonal skills. Responds to change by finding new ways to
attain objectives. Encourages accuracy, quality and a strong work ethic. Develops rather than
dismisses ideas. Focuses on critical priorities and demonstrates honest, ethical behavior.
Professional Experience
JD Mellberg Financial | Tucson, AZ September 2014 – Present
Media Manager
 Manage multi-million dollar budgets for in-house direct-response advertising for radio,
TV; geo-targeting, long-form and 5-minute spots for financial company specializing in
annuities and other investment products.
 First point-of-contact for all outside ad agencies.
 Efficiently manage the budgets and media to the designated ROI.
 Develop and implement media plans.
 Coordinate the media plans with outside ad agencies and manage all media buys from
start to finish; including all contract negotiations.
 Constantly evaluate station and channel programming to target specific demographics.
 Work with in-house marketing and external agencies on creative ideas for new spots.
 Maintain existing relationships with advertising agencies and media and develop new
relationships as necessary.
 Track progress of all media buys and make recommendations to agencies on next steps.
 Coordinate all media plans with the in-house and out-sourced telemarketing teams to
ensure sufficient coverage to handle incoming call volumes.
 Analyze all results data (cost per call, cost per appointment, etc.) in order to evaluate the
success of each campaign and constantly strive to improve results.
 Prepares daily, weekly and monthly reports to support and assess business impacts.
 Coordinate consistent messaging across all channels; including on-line / digital
advertising.
Prior to my arrival, the company was spending 70-80% of the advertising budget on digital
media but due to the success ofthe radio and TV campaigns I have implemented, the majority
of advertising dollars is now allocated for radio and TV.

2. Primary At-Home Caregiver | Las Vegas, NV September 2013 – September 2014
Stopped working for one year to take care of my disabled husband.
KSL Media | Encino, CA April 2007 – September 2013
Senior Vice President and Director of Direct Response Media
 Designed and implemented the program for a short-form, direct-response ROI-driven
department.
 Managed the Hybrid / Brand Response short-form media buyers and account team.
 Developed media planning for National Hybrid / Direct-Response campaigns.
 Maintained the DR client base as the primary point-of-contact between clients and
agency departments where applicable.
 Assistedthe CMOwith creating and delivering media plans for new clients and responding
to RFPs related to direct-response and National Hybrid campaigns.
 Tracked campaign progress and make recommendations to clients based on dailyanalysis
of results and media trends.
 Clients included Telebrands, Allstar Marketing Group, Guitar Center, Zicam, Mercury
Insurance, Aladdin Bail Bonds, Excalibur and Mandalay Hotel Group, Anna’s Linens,
KinderCare, Nutrisystems, Big Spot, Publishers’ Clearing House and Glenn Group
Advertising.
E&M Advertising, Inc. February 1982 – April 2007
Senior Vice President and Media Director
 As one of the original employees, created the media department; which grew to a
department of over 30 people.
 Designed and implemented ad campaigns for clients including Telebrands, AARP, Bargain
Network, Lava Life, Danbury Mint, Universal Technical Institute, Arista Records, Life Alert,
LowestFair.com, Countrywide Insurance, Casual Male, ITT, Blue Cross of America, MONY,
BMI, 1-800-Flowers, US Mint, Reverse Mortgage and the Humane Society.
 Managed the media department including work assignments and staffing.
 Maintained the DR client base as the primary point-of-contact between clients and
agency departments where applicable.
 Worked on the team that developed a media management system that is now known as
InfoTech.
 Assisted the CEO with creating and delivering media plans for new clients and responding
to RFPs related to direct-response and National Hybrid campaigns.
 Tracked campaign progress and make recommendations to clients based on dailyanalysis
of results and media trends.
 Negotiated short- and long-form media contracts with local spot and national cable
stations.
Education Queens College | New York City, NY
References Furnished Upon Request