Amanda Pederson
Digital Marketing Leader | Paid Media Strategy & Activation
Alexandria
Summary
Digital media leader with 20+ years of experience in media strategy, planning, investment and activation. Specializes in building integrated programs that connect brands with audiences across digital media, custom content, strategic partnerships, and branded integrations. Known for combining strategic planning, creative collaboration, and data-driven insights to deliver innovative campaigns and measurable business results.
Overview
18
18
years of professional experience
Work History
Director, Digital Investment
Haworth Marketing + Media
Greater Minneapolis-St. Paul Area
12.2017 - Current
- Develop and mentor a high-performing digital media team, fostering professional growth, collaboration, and a positive work environment, increasing retention rates and employee engagement.
- Lead cross-platform media strategy and activation for a diverse client portfolio, managing $1M–$80M+ annual budgets across display, CTV/OLV video, digital audio (including pod/vodcasts), branded integrations, sponsorships, custom content, influencers, live events, and emerging media channels.
- Negotiate strategic partnerships with premium publishers and platforms, securing innovative opportunities and maximizing campaign value and performance.
- Present strategic media recommendations to clients, translating complex digital solutions into clear business impact and growth opportunities.
- Oversee campaign execution and quality control across planning, buying, tagging, trafficking, measurement, and reporting while driving data-driven optimization and ROI improvements.
- Improve operational efficiency by streamlining workflows and strengthening collaboration across Strategy, Planning, Activation, and Analytics teams.
- Enhance team collaboration through regular communication, goal setting, and performance evaluations.
Associate Director, Digital Strategy
Novus Media Inc.
Greater Minneapolis-St. Paul Area
08.2016 - 12.2017
- Lead and mentor team, overseeing strategy, planning, budget management and execution for 35+ retail clients across print and digital media.
- Advise digital strategy across Novus offices in Minneapolis, Chicago, and Toronto, driving cross-market collaboration and innovation.
- Develop and present new business pitches, delivering strategic media frameworks and innovative solutions
- Implement advanced measurement and attribution frameworks using tools including Nielsen DAR, PDM, and NBI, along with Placed location analytics and internal data teams.
- Negotiate strategic partnerships with leading digital vendors, securing preferred rates, managing creative executions, and launching new digital initiatives.
Digital Supervisor
Novus Media Inc.
Greater Minneapolis-St. Paul Area
04.2014 - 08.2016
- Oversee and maintain the strategic output within Novus’ Digital Strategy and Item/Price teams, representing 30+ clients.
- Provide ongoing support and feedback for Strategists and Assistant Strategists.
- Research and implement innovative methods for meeting client objectives.
- Manage key accounts, direct client relationships as well as inter-company relationships throughout Omnicom Media Group
Digital Strategist
Novus Media Inc.
Minneapolis, MN
06.2011 - 04.2014
- Planned and managed digital campaigns across a variety of clients and categories including Retail, B2B, energy, entertainment and pharmaceuticals
- Reached target audiences and built custom digital solutions at a hyper local level by leveraging relationships with publishers and networks
- Performed campaign analysis and optimizations to continually give clients top notch service and results
Buyer - Local Media
Novus Media Inc.
Greater Minneapolis-St. Paul Area
10.2007 - 06.2011
- Negotiate up to 90% off rate card for print and digital media space for national, retail and direct response clients by establishing strong relationships with newspaper managers, directors and publishers.
- Collaborate with team members to cultivate new ideas for clients.
- Negotiate added value space to incentivize clients to test new products and potentially open up new streams of revenue for the company.
Education
Bachelor of Science - Mass Communications: Advertising And PR
Minnesota State University Moorhead
Moorhead05-2003
Skills
Digital Media
Digital Strategy
Media Planning & Buying
Strategic Negotiations
Problem-solving
Team Management
Project Management
Operations Management
Timeline
Director, Digital Investment
Haworth Marketing + Media
12.2017 - Current
Associate Director, Digital Strategy
Novus Media Inc.
08.2016 - 12.2017
Digital Supervisor
Novus Media Inc.
04.2014 - 08.2016
Digital Strategist
Novus Media Inc.
06.2011 - 04.2014
Buyer - Local Media
Novus Media Inc.
10.2007 - 06.2011
Bachelor of Science - Mass Communications: Advertising And PR
Minnesota State University Moorhead