From early days of right hand rail to full funnel marketing ad units, Valerie Comparetto has been working in social media since its original introduction into the paid media mix. Currently she serves as the Social Practice Director at MediaCom where her approach focuses on the alignment of paid media and mindful messaging integration to connect with consumers at the right phase of their journey. In addition to overseeing strategy she also establishes best practices across the agency.

Before taking on the Paid Practice Lead, Valerie led the Bayer Portfolio as the Social Director overseeing their OTC and RX brands. During her time on the account, she spearheaded their efforts to launch their first RX brands in the social space. Prior to joining MediaCom Valerie worked across the GroupM portfolio supporting accounts cross verticals including HSBC and Marriott Hotels.

Valerie began her career in Public Relations at Cohn & Wolfe where clients included Automotive, Food and Travel. With the social landscape emerging as a way for brands to connect with consumers via a new dialogue, she took her communication background to join GroupM to help brands tap into the budding paid and engagement opportunities.

Being a social media enthusiast, she considers herself an expert in meme appreciation. As a result, she painstakingly sifts through daily to curate highlights for her closest friends shared via DM (naturally).