Lee Barr

Marketing & Advertising Lead | MBA at Drexel University

Philadelphia, PA, USA
Seasoned interactive and marketing professional with a key focus on digital and emerging media. Track record of achieving—and exceeding—targeted goals

Passionate about brand building and a customer focused approach to marketing as well as developing solid teams to drive revenue and share growth

Responsible for agency management and leading effective acquisition and integrated marketing campaigns worth talking about for national, regional and local clients

A combat military veteran who proudly served our country overseas


Marketing Strategy & Implementation, Strategic Planning, Agency Management, Digital Strategy, Online Media, User Experience Design, Paid Media, Creative Strategy, Campaign Management

Work Experience

TD Bank

Sr. Manager VP, Marketing Planning -Direct Channels

Led strategic planning and execution of marketing initiatives to drive brand awareness and consideration resulting in customer acquisition and retention for TD Bank Direct Channels to include: (Online Banking, Mobile, ATM and Phone) Day-to-day responsibilities included, working with each of the channel group teams to develop and execute marketing strategies that support awareness and growth of their KPI’s.

Successfully launched and led the marketing communication plan to support the US TD Bank Tablet app release. Marketing tactics consisted of paid media search, social media integration and display advertising. Results of this campaign have exceed planed projections of Tablet app downloads. 1.3 million downloads of the app have been tracked since its launch in January 2015. Campaign budget exceeded $700K

Utilized data insights to recommend media that developed innovative and disruptive strategies to advance brand visibility and business acquisition

Developed and championed annual marketing plan and roadmap. Managed marketing budget $1.5million

Collaborated with cross-functional partners (Brand Marketing Communications, Digital-Social Media, Public Relations, Research, Legal & Compliance) in matrix organization to deliver programs based on insights, measurable plans while keeping customer experience top of mind
November 2013 - March 2015 New Jersey, United States


New Media Product Marketing Manager

Led core positioning, marketing communications and customer segmentation for 4 small business product lines to include (Yellowbook.com, Yellowbook Websites, WebReach SEM, and ChatterHub), by optimizing brand presence across online and social media channels to generate increased page-views and enhance engagement for brands product landing pages. (+25% of plan)

Selected by executive leadership team to manage multiple creative brainstorm sessions resulting in the design and creation of innovative solutions to enhance the company brand to include the re-design of the current group buying platform “Weforia.com”, a dynamic client interface dashboard to view current 3rd party online campaign metrics across the Yellowbook Ad Network, and the “Yellowbook360 Beyond Yellow” direct mail and print campaign

Directed production, copywriting, creative brief development and implementation of multi-channel marketing programs including advertising, direct mail, digital, sales promotion/collateral, and communications

Developed the communication strategy and selling proposition of New Media products for all markets focused on generating qualified leads for the sales organization by creating marketing collateral, sales training presentations, customer presentations, solution guides and product demos

Worked cross-functionally with product management, marketing teams and User Experience to develop and deliver demand generation initiatives to achieve a consistent customer experience and drive overall demand for Yellowbook online products
September 2010 - September 2013 Pennsylvania, United States

Comcast Spotlight

Marketing & Interactive Media Coordinator

Led the user experience design for one of the company’s most successful multi-market integrated sales promotions that consisted of 3.5 million online display impressions and over 3,000 custom on-air spots resulting in 10,000 entries and the client’s increased total brand awareness of (158%)

Collaborated with Eastern division local/regional sales teams to develop web strategies to increase and maximize the online advertising revenue across all Comcast owned online network of websites and interactive product offerings to include Comcast.net, Fandango.com, Vehix.com and Comcast Entertainment Network while exceeding interactive budget goals

Successfully managed all online display marketing efforts and fulfillment of online display campaigns for the Eastern Divisions largest DMA’s to include New York, Philadelphia, and Wilkes-Barre/Scranton regions

Ensured accurate tracking and placement for each advertiser online display campaign for Comcast owned network of sites by working with corporate traffic team to troubleshoot and or optimize campaign performance

Developed and managed custom Comcast.net homepage take-over skins, html newsletters, print ads, landing pages, web banners, and micro sites for promotions from inception to completion for company, local advertisers and national brands
June 2008 - September 2010 Pennsylvania, United States

Clear Channel Radio

Online Sales Coordinator

Exceeded interactive sales budget by achieving $2 million in online revenue for 5 #1 ranked Philadelphia based radio stations and developed integrated sales and marketing programs for regional radio stations web portals

Supported the interactive sales teams with weekly online campaign analysis while, working directly with the Online Director of Sales in fulfillment of department’s overall goal to provide marketing and promotional opportunities to generate new and incremental online revenue

Designed custom micro-sites and online banner ads, collaborated with interactive sales to develop integrated web campaigns for local and regional clients

Managed the online newsletter for 5 radio stations, online inventory and generated key reports that provided insight into various client performance metrics
April 2007 - June 2008 Pennsylvania, United States

Harmelin Media

Intern- Web Analytics

Assisted the Vice President of Web Analytics by, supporting in the request for proposal (RFP) process and negotiations of online advertising media plans for assigned clients

Maintained a strong relationship with online 3rd party media vendors while, conducting extensive reporting and market research utilizing industry tools and other resources. Assisted with the general reporting & tracking of ad placements
January 2007 - April 2007 Pennsylvania, United States

Pennsylvania Army National Guard

Infantryman/Supply *(Honorably Discharged)

Primary duties included: Tactical readiness. Perform as a member of a fire team during training and combat missions. Order and administer government property & materials
January 1997 - March 2004 West Chester, Pennsylvania, United States

The Vanguard Group

Drexel University Co-op: Accrual Analyst (DB)

Assist the Define Benefit Group Manager in maintaining the financial integrity of servicing portfolio. Implement regularly scheduled daily assignments. Collect data from employee database to render client information. Work with clients, assisting them in retirement plan design and in analyzing their plans

June 2000 - September 2000 Malvern, Pennsylvania, United States


Drexel University

Master of Business Administration (M.B.A.), Marketing

September 2014 - September 2016 Pennsylvania, United States

Drexel University

Bachelor of Science in Business and Administration

5 yr. Concentration: Major: Marketing
December 2005 Philadelphia, Pennsylvania, United States

Delaware Technical & Community College

Web Development, Certificate of Competency Program

June 2006 Media, Pennsylvania, United States


English (Native),


(CAB) Cable Advertising Award

Achievement in Regional & National Spot Cable


(CAB) Cable Advertising Award

Finalist | Achievement in Local Retail (Over 500,000 Subscribers)


Media Week Awards

Nominee | Media Plan of the Year



Advertising Design, Microsoft Office, Adobe Dreamweaver, Adobe Flash, Adobe Suite, ComScore, Excel, HTML, Microsoft Powerpoint, Microsoft Word, Product Marketing,