About.

DIGITAL ADVERTISING EXPERT.

I am a marketing technology professional with a 12+ year career and deep subject matter expertise in advertising technology, digital media strategy (emphasis on programmatic media), digital media analytics, and marketing data infrastructure.

My background is highly-technical with prior experience in development. Over my career, I have acquired diverse platform knowledge spanning adtech, martech, data analytics, database design, data infrastructure, customer experience, and marketing operations. I have worked with some of the world’s largest brands helping to define strategy across programmatic advertising, technology and analytics infrastructure, strategy and operations, and personalization.

I have demonstrated experience in leadership roles as a coach and mentor, and I’ve built and led high-performing teams. My career includes time as an entrepreneur, working in campaign operations at advertising agencies and technology startups, and a Big 4 management consultancy helping expand their digital transformation practice to include programmatic media and advertising technology offerings. I’m always focused on being a change agent, and to bring order to chaos in startup and large corporate environments, and to drive new product or service opportunities.

Work

Work Experience.

TECHNOLOGY. STRATEGY. MANAGEMENT.

A strategic leader with Big Four consulting experience focused on marketing technology and advertising technology. Emphasis on programmatic media, analytics, audience data & personalization, operations, and tech infrastructure. Track record of leading top-performing teams. Experience presenting complex subject-matter to a C-Suite audience.
Flashtalking. Vice President of Strategy. 2019 – 2020.

Focused on assisting the creation of a new Flashtalking go-to-market strategy. Work directly with account teams to facilitate and explore new and innovative solutions around measurement and personalization for strategic accounts.

Deloitte Consulting LLP. Specialist Leader, Ad Technology & Media Operations. 2017-2019.

Practice subject matter expert for advertising technology, digital media analytics, creative personalization, and media operations within’ Deloitte Digital’s digital transformation practice. Reached $11.5M in sales revenue against a $2.5m goal. This was in the 80th percentile of group performance.

IPG Mediabrands. Vice President, Advertising Operations. 2014 – 2017.

Oversaw West Coast Advertising Operations for IPG Mediabrands companies, including UM, Initiative, and Cadreon. Mentored a team of ~18 multi-level employees in Los Angeles and San Francisco offices across agency portfolio.

Leadster. CEO / Co-founder. 2014 – 2016

Co-built a web application to automate and manage the lead generation process for B2B media agencies. Contributed to front-end product design, database scheme, product management, legal, fundraising, marketing, financial management, and general administration. Generated $192k in revenue in a period of 18 months.

Sharethrough. Senior Manager, Campaign Operations. 2012 – 2014

Lead team of five high performing individuals who became the first team members of the Campaign Operations team during a period of high growth for Sharethrough, from 40 to 100+ employees. Successfully transitioned ad tech stack including ad server, yield and forecasting tools, sales automation tools (via Salesforce), and billing reconciliation tools.

Various Ad Agencies. Manager, Ad Operations. 2008 – 2012

Various Ad Agency roles managing Ad Operations departments. Agencies included: Razorfish, Universal McCann, and Carat. Clients: Disney Parks & Resorts, Microsoft, Schwab, Wells Fargo, Ancestry.com, Shutterfly, and many additional smaller accounts.

Skill

Skills.

TECHNICAL & SOFT SKILLS.

During my professional career I’ve been hands on with multiple technologies, heavily involved with digital technology strategy, and acquired experience with project and product management tools. This spans across marketing and advertising activation, personalization, data & analytics, tech infrastructure, project management, product management, and sales.

Demand Side Platforms

I have 5+ years of experience working both with Demand Side Platforms (DSPs), as well as managing teams who activate across them. These technologies include Google Marketing Platform, The Trade Desk, Adobe Ad Cloud, Beeswax, Amobee, and others.

Data Management Platforms

I have 5+ years of expert experience working with a variety of Data Management Platforms, both on the strategic rollout, as well as the management of data & activation tactics. These technologies include Adobe, Oracle, Salesforce DMP, and others.

Ad Servers

I have 12+ years of expert experience working with Ad Servers, as both an operator and strategic advisor. These technologies include Google Campaign Manager, Flashtalking, Sizmek, and others.

Creative Strategy

While at IPG, I helped develop the first nationwide Addressable Creative practice, which allowed IPG agencies to leverage our services for personalized creative. I am an expert at dynamic creative, and the technologies that power these strategies, as well as the execution process for activating this complex creative strategy.

Advertising & Media Strategy

Working hand-in-hand on the activation of digital media efforts has given insight into the media planning process, at an executive level, having an impact across my client’s buying practices. I’m well versed in viewability/verification/fraud, data privacy, brand studies & measurement. media planning, market research, and billing & reconciliation.

Digital Analytics Strategy

With 12+ years in digital advertising activation, I’ve developed skills across the analytics spectrum. This experience includes advanced measurement topics such as multi-touch attribution, incremental lift, optimal frequency, audience insights, and advanced frequency and reach metrics.

Digital Analytics Tools

Alongside the strategic development of measurement and analytics plans, comes the exposure to tools that I’ve gathered over my career. These tools include Google Analytics, Adobe Analytics, Tableau, Domo, Data Studio, database design (relational databases), and various other data-centric tools.

Project & Product Management

A wide-ranging list of tools leveraged across my career for project and product management, including Jira, Lighthouse, Pivotal Tracker, Asana, Microsoft Project, and others.

Various Other Technologies

I am proficient in HTML, CSS, and SQL. I have exposure and working knowledge of JavaScript, XML, Python, JSON, jQuery. I’m familiar with Content Management Systems, notably WordPress, Joomla, and Shopify. I’m also proficient in Tag Management Systems, namely Google Tag Manager and Tealium.

Clients

Clients.

BUILDING TRUST.

I have worked on some of the largest brands advertising campaigns, and data & technology infrastructures.
GET IN TOUCH

Contact.

LET’S TALK.

If you’d like to work together, please fill out the form below and I’ll respond ASAP.