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Leader of Digital Media Operations, North America, Mindshare
In her role as leader of North American digital media operations, Cary Tilds works with client teams across Mindshare to promote best-in-class digital thinking and execution. She is responsible for evaluating and overseeing the integration of people, processes, systems and technologies to make digital media strategies smarter and buys more efficient.
Previously, she served as the digital lead on two of Mindshare’s largest accounts -– Unilever and Ford. In her Mindshare role, she oversaw digital strategy across Unilever brands. Her thought leadership and digital expertise helped propel Unilever to the forefront of the digital space, contributing to sales lift and increased engagement across the company’s portfolio of brands.
As senior vice president, head of digital for Team Detroit, the WPP joint venture comprised of Mindshare, Ogilvy, JWT, Y&R, and Wunderman, she led a team that managed digital efforts across a range of clients including national Ford, Lincoln, Mercury, and Ford and Lincoln/Mercury regional dealer groups. Utilizing a mix of Mindshare/GroupM/WPP talent, research and tools, Cary and her team provided breakthrough ideas to their clients and optimized digital campaigns to deliver the most effective media plans with a high level of cost savings.
Previously, Cary was the Director of Search for PHDiQ, PHD’s centralized digital buying group, where she led search buying and planning synergy within PHDiQ's integrated media buying and planning model. Her clients included Daimler/Chrysler, Charles Schwab, Discovery Media Networks and HBO.
Prior to PHD, she was responsible for optimizing lead management and generations at Interactive Corporation (IAC) that included Expedia, Trip Adviser and Hotels.com.