MY CV

Media, Data, Tech Consultant                                                    2016 - Present

• Double Verify – Transforming the power of OTT/CTV through better marketing and agency development – how to sell in OTT to an agency not structured for a true medium that lays at the intersection of linear and digital.

• Data & Ad Tech Research Fund - Helping digital startups maximize operational efficiency, and navigate agency holding companies.

• Fox Network Group – Worked with product team to build new ad models, new monetization opportunities and incorporate data into the sales products

• NBCUniversal – Special assignment to design digital strategy integration with NBCU linear products. Assisted with organizational redesign to match new marketplace challenges and goals: selling audiences vs content; brand IP integration.

• Viacom – Develop marketplace positioning for new programmatic solution – Open AP.

• ITN Group – Business model design for outsourcing local TV buying

 

 

Publicis Group                                                                            2008-2016

President of Investment

• Led investment team across all media

• Re-organized and created training for TV/digital teams to be video neutral

• Integrated programmatic desk into base team

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Global Client Leader: Procter & Gamble

• Drove global brands and publishers (Digital and Linear) to design and execute purpose-driven marketing (eg. Always “Like a Girl”; Pantene “Sorry Not Sorry”; Pampers “Eliminate Childhood Illness”)

• Re-imagined the use of real time data to power content engine and media decision making. Empowered creative agencies to approach marketing as personalization @ scale.

 

Client Leader: Yahoo, Microsoft, Activision

• Ensured their media and marketing was as transformative as their product.

• Grew business by selling in new agency capabilities

• Led client development for West Coast clients

• Used 1st party data within media optimization to enhance decisioning before it became industry standard

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Agency Capabilities Building

• The Human Experience Company – New agency philosophy

• Experience Design – Operationalized the Human Experience Company positioning through product development - using data, analytics, and marketplace opportunities to fuel ideas at the intersection of content, media, data and technology.

• The Challenger Board– Created “Board of Directors” for brands by bringing together marketers, agencies, meaningful outside experts to solve brand roadblocks.  Designed brand experiences in an age dominated by :30 ad units. (Heineken Idea driven by DJs, Bar Owners and internal team: Created Heineken Green Zone CD/playlist to be listened to in bars while football games aired on mute. Created promotional Green Zone labeling on Heineken bottles that included playlist.)

• Global Product Committee – Collaborated with global teams to elevate universal truths across key target cohorts (Moms, Guys who like fast cars, Emotional chocolate lovers) so we could stop asking the question – “What if we only knew what we knew! Shared best practices; accelerated ideas.

• Marketplace Ignition – Transformed approach to buying. Led clients and marketplace from CPM to ideas and data driven buying.

• Liquid Thread – Ideated, created, and produced brand stories to break through ad clutter

 

Starcom Mediavest Group                                                          1998 – 2008

Global Client Consultant

• Worked across Europe & Asia to drive new business, bringing innovation to clients, settle down hot spots, & roll out new agency practices and products. (Auto, Tech, CPG, Entertainment).

 

USA AOR Leader: Procter & Gamble

• Oversaw largest media marketer in the US - $1.6B media dollars across all media formats.  Led transition from TV to Sight, Sound and Motion to programmatic.

• First in market to using RLD data and optimization. Led data driven buying transformation.

• Transformed P&G from a CPM driven marketer to an outcome driven marketer by operationizing digital and data integration as yhe foundation for growth

• Created 1st in market Corporate Level Multi-Billion Dollar Cross Platform Media Deal between Procter & Gamble and Viacom, including content, production, research, media and more 

• Grew agency Client revenue by over 40% from 2002 to 2007 by building new capabilities.

• Overhauled role of partnerships – from transactional to oriented around joint business goals.

 

DMB&B                                                                                   1995-1998

Media Director Russia, and all former Soviet Republics

• Oversaw the expansion of our global clients into Russia (P&G, Mars, Coca Cola)

• Opened offices in Ukraine, Uzbekistan, Kazakhstan, Georgia, Armenia, and Azerbaijan to grow brands and agency revenue

• Won Agency Leadership Award without speaking language