This document provides a summary of Holly M. O'Hanlon's experience as a media professional, including over 12 years of experience developing media strategies across digital, television, and print platforms. She currently works as an Associate Director of Digital Media at Select Comfort, where she is responsible for the paid digital media strategy and managing a team of four. Prior experience includes roles managing national media budgets, digital media programs, and television advertising.

1. Holly M. O’Hanlon
Media Professional
7436 Shenandoah Lane N.
Maple Grove, MN 55311
763.234.0116
holly_ohanlon@hotmail.com
SUMMARY
A motivated media professional with 12 years experience improving business trends and building a brand through
media efforts including Digital, Television, and Print.
STRENGTHS
Self-Motivated Proven track record of quality media strategy development and plan execution
Energetic and hard working 10 years of experience working in a fast-paced retail environment
Pragmatic Ability to prioritize
Ability to multi-task and meet several deadlines at
once
Experience presenting in front of leadership teams and Executives
PROFESSIONAL EXPERIENCE
Select Comfort – Plymouth, Minnesota April 2014
– Present
Associate Director, Digital Media
Develop and manage the strategy, execution and business performance of paid digital media programs
• Responsible for ensuring the paid digital media strategy aligns with overall marketing and corporate goals
• Oversee all digital media programs and KPIs including Paid Search, Display, Online Video and Mobile
o Have driven record traffic growth to sleepnumber.com over the past two years
o Consistently see lifts in digital brand awareness and consideration from our media buys
o Played a critical role in launching multiple products with digital media
• Successfully transitioned the Paid Search buy internally allowing for huge media savings, more transparency
and quicker turnarounds
• Leading our evolution of bringing more media and Ad Tech capabilities in-house
• Manage strategic partnerships such Google and Huffington Post with the objective of growing brand awareness
and consideration
• Responsible for multiple agency and vendor relationships ensuring full alignment on strategy, goals, and
objectives prior to execution
• Regularly communicate strategy and performance to Marketing Leadership and members of the Executive
Team
• Lead a team of four to execute and support the digital media buy
• Responsible for the creative process for all digital assets including brief development, strategic alignment with
Marketing Leaders, running kick-offs with creative teams, and routing final assets through the internal approval
processes
• Work cross-functionally with several internal teams including Digital Marketing, Brand Strategy, Creative, CRM,
Social, PR, and Sales to help create and execute the most integrated media plan and best customer experience

2. Select Comfort – Plymouth, Minnesota April 2013 – April 2014
Sr. Manager National Media
Develop and manage the strategy, execution and business performance of a $95MM national media buy, inclusive of
Digital, Television, and Print
• Ensured the national media strategy aligns with overall marketing and corporate goals and works in conjunction
with the local media buy
• Managed the creative process for all digital, print and short form television ads
• Regularly communicated strategy and performance to Marketing Leadership and members of the Executive
team
• Responsible for all national agency and vendor relationships and ensuring full alignment on strategy, goals, and
objectives prior to execution
• Worked cross-functionally with several internal teams including Digital Marketing, Creative, CRM, Social and PR,
and Sales to help create and execute the most integrated media plan and best customer experience
• Achieved or surpassed several KPIs in 2013 and 2014:
o Traffic to sleepnumber.com from Paid Search and Display media increased 12% and 177% respectively
year over year
o Reduced the Display and Search Cost Per Actions by 88% and 80% throughout 2013 by implementing
performance optimizations and a more focused consumer-centric display program
o Dramatically improved Cost Per Leads in the second half of 2013 for both Print and DRTV leading to
47% and 29% CPL improvements respectively
• Lead a team of two to support the national media initiatives
Select Comfort – Plymouth, Minnesota October 2010 –
March 2013
Sr. Manager – Digital Media
Manage all Digital Media programs including Paid Search, Display, and SEO.
• More than doubled the digital media budget over 3 years
• Partnering with our digital agency revived the Paid Search program to increase traffic to sleepnumber.com by
over 30% from 2011 to 2012 and increase awareness of the Sleep Number brand to intenders in the
marketplace
• Re-launched and evolved the Display program by testing various targeting tactics and creative units
• Worked with our digital agency, Digital Marketing, and Social Media teams to move our SEO efforts forward
• Collaborated with agency partner to develop a reporting structure to ensure all KPIs were measured and
reported on weekly and monthly.
Select Comfort – Plymouth, Minnesota 2007 – September 2010
Manager & Sr. Manager - Television
Select Comfort – Plymouth, Minnesota 2006-2007
Brand Marketing Specialist
Select Comfort – Plymouth, Minnesota 2004-2006
Media Coordinator

3. RELEVANT PROFICIENCIES AND EXPERIENCE
Microsoft Suite Marin Coremetrics Adobe Anayltics
Resonate Simple Reach Siebel DSP
EDUCATION
Bachelor of Science, University of Denver – Denver, Colorado September 1999 – March
2003
• Major: Marketing / Finance
AWARDS
Finalist for Bradley E. Erickson Excellence Award - 2009