Director · Paid Media · Marketing

Paid
Media
Leader

Paid media. Agile strategy. Clear leadership. Measurable growth.

Strategic paid media leader with 10+ years driving measurable growth through media strategy, planning, and full-funnel optimization - now leading a full-fledged marketing function with the same approach. The title has changed over the years, but the job hasn't - grow the business.

See the proof ↓ Get in Touch ↗︎ Resume

Beth Leverich
10+ Years Paid Media,
Marketing Leadership

Field Report - Selected Results Verified across agency & in-house roles

Net revenue lift YoY at SPO, improving ROI from 0.97 to 2.5

Recruiting pipeline growth from an org-wide GTM strategy across digital and events

$0M+

Media investment managed across Fortune 500 & Forbes-ranked private companies

Lead volume from full-funnel optimization across 30+ live paid media campaigns

Case Studies

Growth under pressure:
8 challenges, 8 wins.

How each constraint
became a competitive edge.

· Nonprofit
· Agency Partnership & Fundraising Growth
· SPO

Agency Management Direct Response Marketing Revenue Growth

Mighty Mail

Revamping direct mail to grow revenue 252%, ROI to 2.45x

I partnered with an external fundraising agency to rebuild SPO's direct mail program into nine campaigns, including newsletters, appeal mailings, and a redesigned tax-receipts piece. I reviewed every piece before it mailed, sharpening each campaign based on the last. Even after expanding into a lower-response prospect segment, cost per piece fell, net revenue more than tripled, and the program went from losing money to consistently profitable.

252%

YoY net revenue growth

2.45

ROI, up from 0.97

$0.96

Cost per piece, down from $1.70

450+

Gifts received, up from 215+

Growing a mail program isn't about spending more - it's about making every touch earn its place.

· B2B Agriculture
· Sales Lift & Incrementality Testing
· Broadhead (Wilbur-Ellis)

Geo-Lift Testing Hyper-Local Targeting Incrementality Measurement

Down Economy? No Problem

Proving a 4% sales lift despite a down agricultural economy

I built a hyper-local, omnichannel campaign for Wilbur Ellis targeting Large Family Farm audiences across Michigan and Ohio, spanning paid search, paid social, programmatic display, regional radio, and OOH, even as the broader agricultural economy was declining. I partnered with Analytics to measure true causal impact using a Difference-in-Difference geo-lift model, comparing targeted counties to a statistical control rather than relying on vanity metrics like traffic or engagement alone.

Sales lift vs. what sales were projected to be without the campaign

$4,864

Aggregated incremental sales gain per day

52 days

To ROI breakeven on a $250K investment

Increase in engaged sessions, YoY

New user acquisition, YoY

+18%

On-site conversions, Feb-June YoY

A down economy doesn't have to take your brand down with it.

· Nonprofit
· Event GTM
· SPO

Full-Funnel GTM Lead Generation Conversion Optimization

Supercharged Event Marketing

Turning a conference booth into a full-funnel growth engine

I built and owned the Go-To-Market strategy for SPO's presence at the leading industry conference in our segment, transforming a passive sponsorship into a full-funnel growth driver. I reimagined the trade show booth as a strategic mid-funnel engagement hub, then built the experience around driving specific audience actions. High-impact signage, print assets, pre-written talk tracks, and a trained "hype team" created engagement on-site, while a gated Household Starter Guide converted that interest into trackable, qualified leads. The result: a standard event sponsorship became a full-funnel growth engine.

60%

Increase in site traffic

36%

Conversion rate on a gated landing page

200%

Growth in external recruiting pipeline

100+

New qualified leads generated

55%

Email open rate on the follow-up nurture, vs. 25-28% nonprofit benchmark

20%

Click-through rate, vs. 2.5-3.3% nonprofit benchmark

When you treat an event like a campaign instead of a moment, it becomes a growth driver.

· Agency Operations
· Cross-Functional Leadership
· Broadhead

Cross-Functional Leadership Systems & Process Design Change Management

Not a People Problem

Reducing team friction and improving efficiency by 10%

Reporting had become a recurring source of conflict - different on every account, with no clear ownership and constant friction between teams. I recognized the real issue was systemic, not a people problem, so I pitched a fix to agency leadership. With approval, I assembled and led a cross-functional team from 5 different departments to overhaul the process. Together, we surfaced four systemic breakdowns and built a five-step roadmap: new ownership structure, standardized inputs, aligned timelines, and a data-education program. When implemented, we drove agency-wide adoption that lifted reporting efficiency by 10%.

Departments aligned

10%

Improvement in reporting efficiency

New role created

5-step

Roadmap adopted agency-wide

Sometimes a people problem is actually just a process problem.

· Transportation & Logistics
· Paid Media Testing & Optimization
· Broadhead (Norfolk Southern)

Rich Media Innovation A/B Testing Cross-Account Scaling

Beating Benchmarks

Testing a new rich media tactic that beat benchmarks 11x

I encouraged Norfolk Southern to test a new, unproven Interactive Rich Media unit instead of sticking to proven formats, betting that multiple product callouts in one experience would outperform a standard banner. It became our top performer, delivering a 0.80% CTR - 11x the 0.07% industry benchmark - and a 30% site engagement rate, generating thousands of incremental clicks. The results were so strong we adopted the format across future Norfolk Southern campaigns and rolled it out for most digital clients agency-wide.

0.80%

CTR on the new Interactive Rich Media unit, 11x the 0.07% cross-industry benchmark

30%

Site engagement rate on that placement

16x

Benchmark CTR reached across top programmatic formats

6,400+

Incremental clicks generated vs. a benchmark-average placement

That's the value of an agency partnership - one client's win becomes every client's edge.

· B2B Agriculture
· Segmentation & Demand Gen
· Broadhead (Wilbur Ellis)

Audience Segmentation Demand Generation Data-Driven Strategy

Segmentation That Scores

Boosting performance by adding precise grower segments

When I took over the Wilbur-Ellis business, I prioritized real grower segments - defining personas by demographics, geography, crop type, and acreage using MRI, SimilarWeb, and USDA data. Messaging and channel strategy were then aligned to each segment's actual buying behavior - as specific as Upper Midwest corn growers with 250+ acres vs. tree fruit producers in the PNW. Applied to programmatic, we prevented overlap between segments and drove significant jumps in site traffic, site actions, and qualified leads.

100%

Increase in site traffic, best-performing periods

Site actions

Qualified leads into the sales pipeline

100+

Locations targeted across 6 U.S. regions

Not all growers are the same - the more precisely you can target, the harder every dollar works.

· Transportation
· Government Affairs Media
· Broadhead (Norfolk Southern)

Government Affairs Audience Targeting Crisis Communications

Tricky Targeting

Navigating paid media ahead of a high-stakes proxy vote

I led the paid media strategy behind Norfolk Southern's "A Better Way" government affairs campaign, built to identify and mobilize legislators, regulators, and staffers ahead of a high-stakes proxy vote. With the vote just weeks away, there was no room for a slow ramp-up or a creative testing cycle - every placement had to work on the first try. That meant a different playbook entirely: hyper-targeted geography (within Ohio, Pennsylvania, West Virginia, and DC), and premium placements built for a policy audience, including a Wall Street Journal Front Page Buyout, Axios, Politico, and Pluribus.

53%

Engagement rate on the WSJ Front Page Buyout

48%

Open rate on Pluribus enews, 2x industry benchmark

4.3%

Average brand campaign CTR vs. 0.83% benchmark

69%

Site engagement rate vs. 42% benchmark

When there's no room for error, precision isn't a nice-to-have - it's the strategy.

· B2B Animal Health
· Multi-Brand Portfolio Strategy
· Broadhead (Boehringer Ingelheim Swine)

Multi-Brand Portfolio Management Budget Reallocation Performance-Based Planning

Doing More with Less

Managing 7 product brands with 1 shared budget

I owned the full paid media portfolio for Boehringer Ingelheim's Swine business - 7 distinct product lines, each with its own budget, audience, and performance history, coordinated on one shared plan. When the client mandated a 2025 budget cut, I used a year of granular 2024 performance data across every vendor and placement to decide where to cut and reinvest, rather than trimming every brand evenly - shifting more into programmatic, the strongest performer, and retiring an underperforming line to test a new streaming audio tactic.

Product brands coordinated under one shared media plan

7.8M+

Impressions delivered in 2024, informing the 2025 strategy

13%

Overall budget reduction absorbed without cutting all brands evenly

+39%

Increase in programmatic investment, based on proven performance

A budget cut isn't a reason to spread thin - it's a reason to get sharper about what's actually working.

Experience · 2013 - Present

10+ years of expanding scope: from execution to strategy to leadership.

Resume

From agency media specialist
to leading an entire marketing
function - same high‑bar for results.

APR 2025 -
PRESENT

Director of Marketing

SPO - Greater Minneapolis-St. Paul

I spent a decade proving what smart paid media strategy could do, then brought the same strategic foundations to SPO and applied them to a broader marketing scope. Reporting directly to the President, I built the marketing function from the ground up - hiring and leading a team, developing a 3-year strategy, and standing up the systems to support it. Today I lead brand, demand generation, digital, content, and PR across the organization.

252% net revenue lift ROI 0.97 → 2.5 200% recruiting pipeline growth 5-person team (3 in‑house, 2 external)

Read what Ned & Mark said about this role →

NOV 2022 -
MAR 2025

Media Supervisor (Associate Media Director)

Broadhead - Greater Minneapolis-St. Paul

Led paid media strategy for 9 Fortune 500 and Forbes-ranked companies - including Wilbur Ellis, Norfolk Southern, Boehringer Ingelheim, and Black & Veatch. Built client trust through sharp media acumen and strategic clarity, partnered daily with Analytics on performance and optimization - with deeper work like media mix modeling - and mentored young talent, earning a promotion to Associate Media Director.

$20M+ media spend managed 30+ campaigns optimized up to 100% traffic growth, 3x leads 3 direct reports

Key clients: Norfolk Southern, Boehringer Ingelheim, 3M, Black & Veatch, Wilbur Ellis, Good Foods

Read what Jenn, Brooke, Katie, Michaela & John said about this role →

FEB 2021 -
OCT 2022

Senior Media Planner

EVERSANA Intouch - Greater Minneapolis-St. Paul

Governed $15M in omnichannel paid media investment for Libtayo (a Sanofi and Regeneron oncology collaboration). Led planning, buying, and ad operations for HCP and DTC pharma campaigns, using Crossix/Veeva to measure impact, including a 5% lift in HCP adoption. Every decision was aligned with medical, legal, and compliance review in a tightly regulated environment.

$15M paid investment governed 5% lift in HCP adoption Dotted-Line Leadership: 2 Junior Planners

Key clients: Sanofi, Regeneron

JUN 2020 -
JAN 2021

Connections Manager (Media Planner/Buyer)

VML - Kansas City Metro

Led 28+ omnichannel campaigns for U.S. markets as primary client contact, focused primarily on BASF's corn, soy, and specialty product lines. Balanced a diverse portfolio from $50K activations up to $2.1M+ pushes, translating quarterly performance into next-phase media strategy.

$6.4M+ allocated up to 50% lift in brand awareness

Key client: BASF

MAR 2017 -
MAY 2020

Performance Marketing Specialist & Media Traffic Manager

AdFarm - Kansas City Metro

Started in trafficking, instituting agency-wide processes at 98% accuracy, then moved into paid search and social - executing and optimizing Google Ads campaigns and paid social campaigns across Facebook and YouTube for 25+ agriculture-sector clients.

98% trafficking accuracy 50+ campaigns paced agency-wide

Key clients: Bayer, Merck, Corteva Agriscience, Nutrien, Winfield United, DeLaval, Nufarm, Zoetis

Earlier: Local Account Executive, Kansas City Star (2016–17) - resurrected inactive accounts for $51K+ in 60 days, 114% of goal · Development Coordinator / Mission Leader / Communications Liaison, SPO (2014–16) - 144% of personal fundraising goal, launched a 400-guest inaugural gala · Account Executive, Ricoh Americas (2013–14) - 230% of hardware quota

Tools and Skills

Paid Media & Investment

Paid media strategy
Full-funnel paid media planning/buying
Omnichannel expertise
Audience targeting
Performance marketing

Strategy & Brand

Integrated marketing strategy
GTM strategy
Demand generation
Multi-brand portfolio strategy
Audience segmentation

Analytics & Optimization

Executive reporting
Performance analysis
Campaign optimization
A/B testing
Media mix modeling

Leadership & Operations

Team development
Cross-functional leadership
Client leadership
Agency & vendor management
Workflow design & execution

Channel Expertise

Programmatic, Display, Native, Rich Media, Interactive Media, Connected TV (CTV), Online Video (OLV), YouTube, Streaming Audio, Out-of-Home (OOH), Digital Out-of-Home (DOOH), Endemic & Trade Media, Retail Media, Print, Radio, Sponsorships, Experiential, Paid Search (Google, Bing), Paid Social (Meta, Facebook, Instagram, LinkedIn)

Targeting

Account-Based Marketing (ABM), First-Party / CRM, Custom Audiences, Behavioral, Contextual, Lookalike / Modeled Audiences, Demographic, Job Title / Firmographic, Geo-targeting, Geo-fencing, Cross-Device / Household, Retargeting

Education

University of Minnesota

Bachelor of Arts: Journalism - Strategic Communications: Advertising
Minor in Vocal Performance · GPA 3.5 · Class of 2013

Clients

Deep roots in agriculture. Fluent in a few others, too.

The sectors I've worked across,
and the brands behind the work.

Flagship - 10+ years

Agriculture

BASF, Wilbur Ellis, Bayer, Corteva, Nutrien, DeLaval, Nufarm, Winfield United, Atticus - largely B2B media across the input market.

Sector

B2B & AEC

Black & Veatch, Ziegler, 3M - technical audiences, ABM, longer consideration cycles, and specialized procurement and purchasing processes throughout.

Sector

Transportation

Norfolk Southern - brand and demand nationwide, government-audience outreach, crisis communications, and high-stakes proxy vote campaigns.

Sector

Pharma & Veterinary

Highly regulated HCP/DTC media for Sanofi & Regeneron's oncology work, plus veterinary campaigns for Boehringer Ingelheim, Merck, & Zoetis.

Sector

Nonprofit

SPO - building brand strategy and the marketing function itself, not just media. Spanning GTM strategy, content, and growth.

Sector

Consumer & CPG

Good Foods Group - DTC brand and demand campaigns, plus in-app and point-of-purchase strategy across major retail media platforms.

Notable Clients & Brands

Approach

How I build teams and strategies that grow.

Five things I come
back to on every team I lead.

I prioritize results.

With a paid media background, I expect marketing to drive business impact - not just activity.

I design for both durability and agility.

Systems and strategies solid enough to last, agile enough to change course when the data says to.

I develop teams into owners.

I empower the people I lead to take ownership and grow into high-value contributors, not just executors.

I create clarity.

By asking tough questions and making the right call - even when it's the hard one.

I build trust.

Reducing friction and rallying internal and external teams around big ideas and common goals.

Props

Leaders and teammates spilling the tea...

LinkedIn recommendations
from people who've hired me,
worked with me, and reported to me.

Jenn Hausman

Integrated Media Executive Director, Wray Ward

Broadhead Managed Beth directly

I had the distinct pleasure of supervising Beth for nearly three years during her time at Broadhead. Beth is an exceptionally gifted strategist who consistently elevated the agency's media planning and execution. She earned the complete trust of her clients from day one through her sharp media acumen, strategic clarity, and collaborative approach. Whether mentoring junior staff, driving cross-functional agency alignment, or presenting high-stakes recommendations to enterprise clients, Beth consistently delivered excellence.

Ned O'Sullivan, CPA

Owner, Anchor Accounting & Advisory

SPO Cross-functional leader

Beth is one of the most well-rounded and capable marketers I've worked with. She is a true consultant at heart, and she thinks like a business leader as much as a marketer. She understands pricing strategy and knows how to craft offers that genuinely resonate with prospects and clients. She is also courageous - unafraid to challenge assumptions and push for the strategy that truly drives growth. I recommend her without reservation.

Brooke Strain

Media Investment Specialist, Arm Candy

Broadhead Reported to Beth

Having Beth as my supervisor and mentor at a previous agency was an absolute highlight of my career. She was a true guiding light on our accounts, combining deep industry expertise with strategic vision and crystal-clear communication. What sets her apart most is how deeply she invests in people - she constantly went above and beyond to empower me, hone my skills, and guide my professional development.

Katie Fapka Johnson

Senior Growth Director, AI Digital

Broadhead Media vendor

Beth is the full package - she's smart, resourceful, team-oriented, efficient, and an overall problem solver. I've had the pleasure of working with Beth on a variety of media campaigns; her communication and strategic mindset make working with her a treat! If I was a brand, I'd want Beth's media & strategic brain working on my business.

Mark Archibald

Vice President of Finance and Administration, SPO

SPO Managed Beth directly

Beth is an incredible leader and a joy to work with. A fantastic communicator with strategic gifts, she activates and develops talent around her and drives towards quality and results. Any team or organization would be extremely fortunate to have her on board, advancing marketing with dedication, excellence, and vision.

Michaela Berra

Director of Sales, Jun Group CPG

Broadhead Media vendor

Beth was one of my favorite partners to work with. She was always responsive, kind, and someone who truly cared about doing things well and not just getting them done. She took the time to build real relationships with her partners, was incredibly strategic, and never let details slip through the cracks. She leads with integrity, and it shows in every interaction.

John Halpin

Founder & Principal, John Halpin Communications

Broadhead Cross-functional leader

I worked with Beth on multiple agency accounts. Whether a media budget was large or small, I could always count on recommendations that were thoughtful and well-received, which helped her earn a great deal of trust from clients. As a teammate, she's both a strong collaborator and a capable leader. I'd be lucky to work with her again.

Props

“

Jenn Hausman

Integrated Media Executive Director, Wray Ward

“

Ned O'Sullivan, CPA

Owner, Anchor Accounting & Advisory

“

Brooke Strain

Media Investment Specialist, Arm Candy

“

Katie Fapka Johnson

Senior Growth Director, AI Digital

“

Mark Archibald

Vice President of Finance and Administration, SPO

“

Michaela Berra

Director of Sales, Jun Group CPG

“

John Halpin

Founder & Principal, John Halpin Communications

Honors & Awards

"The Horns" Peer Award for ExcellenceBroadhead, 2024
Executive Coaching Program, NomineeEversana Intouch, 2021
Overdrive Quarterly Excellence AwardAdFarm, 2017
Representative of the MonthKC Star, 2016
SOAR Award of ExcellenceRicoh USA, 2014

Get In Touch

Let's talk about growing your brand.

I'm looking for my next role as a Director of Paid Media, Growth, or Marketing - or equivalent. I'm open to remote or hybrid roles in the Kansas City area.

If you're looking for a paid media whiz who can set strategy, build systems, and rally teams and leaders - let's talk!

LinkedIn ↗︎ Resume

PaidMediaLeader

Growth under pressure:8 challenges, 8 wins.

Mighty Mail

Down Economy? No Problem

Supercharged Event Marketing

Not a People Problem

Beating Benchmarks

Segmentation That Scores

Tricky Targeting

Doing More with Less

10+ years of expanding scope: from execution to strategy to leadership.

Director of Marketing

Media Supervisor (Associate Media Director)

Senior Media Planner

Connections Manager (Media Planner/Buyer)

Performance Marketing Specialist & Media Traffic Manager

Tools and Skills

University of Minnesota

Deep roots in agriculture. Fluent in a few others, too.

Agriculture

B2B & AEC

Transportation

Pharma & Veterinary

Nonprofit

Consumer & CPG

How I build teams and strategies that grow.

I prioritize results.

I design for both durability and agility.

I develop teams into owners.

I create clarity.

I build trust.

Leaders and teammates spilling the tea...

Honors & Awards

Let's talk about growing your brand.

Paid
Media
Leader

Growth under pressure:
8 challenges, 8 wins.