Betsy Rella Email & Phone Number

San Jose, California, Us

Advanced Media and Advertising Division-Initiated and drove monetization of set-top-box data within internal/external products for cross-platform planning, targeting, and measurement.Created and maintained partner relationships with data providers, matching partners, and platforms - including LiveRamp and Oracle Data Cloud.Partnered with internal Data Science, Operations, Engineering, Sales, and Product teams to scale and support products and customers.Evangelized organization's capabilities to generate sales leads and grow revenue.

San Jose, California, Us

Led Account Management and Sales Development teams in execution of all client deliverables.Directed all aspects of single-source, cross-platform attribution analyses utilizing 1st party and 3rd party store/visitation/purchase data for specific verticals.Managed client accounts that utilized TiVo's proprietary SAAS tool for index-based targeting reports. Partnered with Operations and Engineering teams in establishing best practices to onboard new data partners and deliver custom projects.Served as company ambassador at leading industry events via presentations & serving on panels.Collaborated with Data Science team in designing advanced analytic solutions for custom analyses.Ensured integrity of both set-top box and 1st/3rd party data by troubleshooting quality control issues.

Atlanta, Ga, Us

Directed ground-up TV and Digital analytics research efforts supporting ad sales, sales strategy, and campaign measurement to prove the value of TWC properties across TV, Web, Mobile, and Tablet. Launched foundational big data strategies to integrate weather data into agency/planning tools, thereby linking the impact of weather on consumer purchases. Laid the groundwork for designing cross-platform attribution analyses using 3rd party data to measure ROI. Championed numerous attribution analyses as well as custom primary studies utilized in sales collateral. Partnered with internal audience team on Brand Tracking, Pilot Testing, and Media Usage Tracking to fuel a 360 degree user experience. Derived upfront estimates and re-forecasts for Sales and Finance. Negotiated third-party vendor contracts for syndicated data sources and custom primary studies.

Paris, Fr

Managed client services team for all TV/media related accounts for the fifth-largest market research firm in the world. Led team that delivered $2MM —including $600K in new revenues — in one year alone. Developed and sold $250K+ study for cable consortium of six major MSO’s. New dollars were instrumental to breaking divisional revenue records. Supervised Vice President, Director and two Managers, bi-coastally, in all custom research efforts related to new business development, survey design, fielding of quantitative and qualitative studies, analyses and final presentations for a wide-range of clients. Oversaw variety of primary research studies for clients — including program testing, brand tracking, segmentation, advertising effectiveness, thought leadership studies, ad sales, affiliate distribution and promotional testing. Partnered with clients to assess needs, create strategic research direction and present results. Clients included Oxygen, Comedy Central, Syfy, Bravo, History Channel, Time Warner Cable, Canoe Ventures, Cinemax, HGTV, FX, Spike, DIY, TV Land, OWN and Discovery Channel.

New York, New York, Us

Vice President ResearchLifetime/Lifetime Movie NetworkLed advertising sales and digital media including Digital and VOD research efforts for Lifetime and Lifetime Movie Network. Spearheaded primary research studies which were key elements to the Upfront presentations and were used throughout the year in sales collateral.Managed five analysts and supported 27 advertising account managers in creating category-specific, and customized client presentations. Researched, negotiated contracts with, and managed third-party and custom vendors for a variety of custom research products in support of sales, including brand studies, focus groups and segmentation studies. Took on additional role as VP of Programming Research for one year while job was vacant. Managed Research for Affiliate, Press and Marketing before corporate realignment.

New York, Ny, Us

MTVVice President, Programming ResearchPromoted from Director to VP within one year, to take on increased responsibility in the oversight of ratings analysis, programming estimates, and providing schedule recomendations. Built and managed a ratings analysis team of five, which did not exist in the past, creating all reporting mechanisms, including a weekly grid, ratings performance presentations and monthly MTV performance reports. Trained and mentored the team on how to create performance analyses and derive insights.

Burbank, California, Us

ABC Inc.Director, Primetime Audience AnalysisPromoted from Senior Research Analyst, Daytime & Saturday Morning. Analyzed ratings for Programming and Scheduling departments as well as Sales and Affiliate Relations during eight years as core member of ABC’s research team.