Dan Santa Lucia
Media Buyer/Account Supervisor
Website Address: www.linkedin.com/in/dansantalucia
About Dan Santa Lucia:
I am a media buyer/planner and account supervisor with local and regional accounts across the country.
What services does your company provide?
Media Buying and Planning, Marketing Strategy, Other
Who in the industry inspires you and why?
My wife inspires me because she started out as a temp for a university and worked her way up to director of operations. She is also applying for law school. She shows me with hard work and determination, you can achieve your goals. She also finds the time to be an awesome mom!
What makes your company unique?
I like to be a part of all aspects of my accounts from planning, negotiating, and purchasing media to account service.
If you were to restart your marketing agency, what are the two most important positions you would hire for and why?
I am just starting my company, and if I had the opportunity, I would hire a data and analytics specialist and a digital marketing specialist. The data and analytics specialist is important because they can look at the data and the analytics to help optimize a campaign in flight, as well as help prove the media campaign we planned and purchased worked. The digital marketing specialist is important because they can purchase and monitor digital campaigns for our clients. This is a skill that is not my strongest, but I am working to be more efficient. This person could pick up the slack and skill set that I am lacking.
How do you define success?
I define success by meeting and exceeding our client’s expectations and hitting our client’s goals. I also define success by the client re-signing with me to work on their next campaign.
What is one tip that you would give a CEO when it comes to marketing?
One tip that I would give a CEO when it comes to marketing is to stay up to date with trends and do your research in the ever-changing landscape.
What are three of your favorite marketing software that you use and why?
BluHorn because it is a great media buying software. Scarboro because I can pull research to find out how a client’s target audience is consuming media and can help me build a client’s media schedule. SQAD because this helps me see what the average CPP, CPM, etc are at in a given DMA by daypart. This gives me a starting point when negotiating rates with reps.
Finish the sentence – When it comes to marketing in 5 years…
When it comes to marketing in five years, the landscape will look completely different.
What are your top media buying and planning blogs?
Digiday is a good blog to turn to in order to see what’s coming digitally. I also like seeing what different agencies are doing on LinkedIn. Instagram’s another great way to look at demographics, etc. Those are the two different sites that I go to to see what’s up and coming, what new products are out there, and if there are any new partners out there that I haven’t heard of yet.
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