+ Management - managed and directed an offshore team for ad trafficking operations+ Operational Efficiency - developed task management tools and workflows for increased accountability and decreased the time to task and increased accuracy of trafficking operations

Ad Tech Landscape Research Project – Consultant+Industry Analysis and Strategic Recommendations: Conducted research to identify IP usage and develop licensing opportunities.+Stakeholder Engagement and Presentation: Presented findings to stakeholders, supporting new business partnerships.Catholic Relief Services – Director of Digital – Consultant+Project Leadership and Site Redesign: Oversaw site redesign, improving user experience and donation inputs by 6%.+Rapid Response Protocols: Developed protocols for major catastrophes, resulting in timely engagement and increased donations.

+ Strategic Leadership: Led ad operations strategy, overseeing ad delivery, inventory management, and campaign optimization across web, app, and connected devices, resulting in a 4% revenue increase through process improvements and technology integration.+ Product Management: Collaborated with engineering and product teams to develop and implement advanced yield management tools, managing product requirements, timelines, and integration with existing ad tech stacks.+ Technical Expertise: Managed a complex ad tech stack, including Applovin' MAX, Google Ad Manager, and Adswizz, optimizing performance, compliance, and yield growth across platforms, including connected devices like electric cars.+ Operational Efficiency: Developed SOPs and playbooks, streamlining processes and enhancing team accountability, leading to increased efficiency and alignment across teams.+ Cross-Functional Collaboration: Worked closely with sales, product, engineering, and account management teams to ensure strategic alignment and successful campaign delivery, acting as a key liaison to resolve operational challenges.+ Campaign Optimization: Directed high-value ad campaign strategies, using advanced targeting and data analysis to maximize performance and client satisfaction.+ Team Leadership: Managed and mentored a diverse ad operations team, fostering a culture of continuous improvement and ensuring the team’s success in a fast-paced environment.+ Client Engagement: Provided strategic insights and technical expertise to major clients, enhancing campaign performance and ensuring successful adoption of new ad technologies.+ Project Management: Led large-scale projects, including ad server integrations and product rollouts, ensuring on-time and on-budget delivery through effective resource and stakeholder management.

+ Business Development: Successfully led the creation and management of a tier 2 programmatic network, generating $7 million in its first year by onboarding and managing publisher partners.+ Pitching to Publishers: Articulated the value of new ad products and identity solutions to top-tier publishers, handling objections, qualifying leads, and securing commitments to adoption.+ Project Management: Led cross-functional workstreams involving legal, privacy, product, and implementation teams to meet publisher needs and drive successful solution rollouts.

+ Publisher Relationship Management: Developed and nurtured strategic relationships with premier publishers, including US News & World Report and JD Power, driving revenue growth and product adoption across multiple platforms+ Product Expertise: Spearheaded the integration of advanced tagging and identity solutions across traditional web and CTV platforms, enhancing targeting accuracy and increasing ad relevance by 7%.+ Pitching to Publishers: Articulated the value of new ad products and solutions to top-tier publishers, handling objections, qualifying leads, and securing commitments to adoption.

+ Ad Server Migration: Led a multi-phase migration from Atlas to Google Ad Manager, ensuring a seamless transition and enhanced capabilities.+ Cross-Functional Leadership: Unified ad and engineering efforts across 26 niche publications, improving operational efficiency.+ Process Standardization: Established formalized SOPs and SLAs, ensuring consistency and improved operational processes.

+ Network Quality Assurance: Led the development and enforcement of quality standards across the ad network, ensuring compliance with industry regulations and maintaining high performance and brand safety standards.+ Global Compliance Management: Monitored and implemented global compliance with advertising governance policies, including FTC guidelines, to ensure all campaigns adhered to legal and ethical standards.+ Risk Mitigation and Policy Development: Developed risk mitigation strategies and policy recommendations for sensitive categories like gambling and age-restricted content, effectively balancing revenue opportunities with compliance.+ Cross-Functional Collaboration: Worked closely with engineering, legal, and product teams to develop and enforce quality assurance protocols, driving improvements in ad delivery accuracy and network integrity.+ Performance Monitoring: Established KPIs and performance benchmarks to continuously monitor and improve the quality of the ad network, identifying and addressing issues related to campaign performance and ad placements.

+ Ad Operations Leadership: Directed trafficking operations, leading a team responsible for the flawless execution of over $500K in new ad campaigns each month, maintaining an above 99% accuracy rate.+ Team Development and Expansion: Converted two interns into full-time employees and grew the team to 8 direct reports, scaling operations to meet increasing demand and global expansion initiatives.+ Global Operations Oversight: Led the expansion of trafficking operations to international markets, including Singapore and London, establishing consistent processes and standards across all regions.+ Process Optimization: Developed and implemented SOPs and SLAs for trafficking operations, streamlining workflows, improving efficiency, and ensuring timely and accurate ad delivery.+ Technical Collaboration: Worked closely with engineering teams to refine and improve the proprietary ad server's PRD, addressing complex targeting requirements and enhancing the system's overall performance.+ Client and Campaign Management: Managed high-profile client campaigns, ensuring seamless execution and optimization across multiple platforms, resulting in increased client satisfaction and repeat business.+ Cross-Functional Collaboration: Collaborated with sales, product, and engineering teams to align trafficking operations with broader business goals, driving campaign success and operational efficiency.+ Complex Targeting Solutions: Led efforts to execute complex targeting campaigns, including geographically-targeted ads, which required sophisticated ad server configurations and meticulous quality control.

+ Vertical Leadership and Development: Spearheaded the successful launch and growth of the Automotive and Travel verticals, driving strategic planning, product development, and revenue optimization efforts that positioned US News as a leader in these markets.+ SEO and Content Strategy: Collaborated with editorial and engineering teams to ensure SEO best practices were integrated into all content, resulting in top revenue-generating makes and models consistently ranking on the first page of search results.+ Revenue Strategy and Optimization: Developed and executed revenue strategies that maximized ad inventory value, increased fill rates, and substantially boosted revenue for both the Automotive and Travel verticals.+ Cross-Functional Collaboration: Worked closely with sales, editorial, and product teams to align ad products and content with market demand, ensuring seamless integration and maximizing audience engagement.+ Vendor and Partner Management: Selected and managed external vendors for outsourced sales and affiliate partnerships, ensuring alignment with US News’s strategic goals and optimizing revenue from ancillary services like automotive repairs and warranties.+ Analytics and Performance Monitoring: Managed site analytics using Google Analytics, analyzing user behavior, reducing bounce rates, and optimizing page templates to enhance user experience and increase conversion rates.+ Project Leadership: Led initiatives to reconfigure ad offerings, introducing vertical-specific contextual and keyword-targeted ad tagging taxonomies that improved targeting accuracy and ad relevance, driving higher engagement and revenue.+ Client and Stakeholder Engagement: Acted as the primary contact for legacy advertisers within the verticals, renegotiating contracts to align with strategic goals and improving the overall valuation and performance of ad inventory.

+ Ad Operations Leadership: Solely managed all digital ad operations for US News, overseeing the trafficking, delivery, and optimization of all sold campaigns across the company’s digital platforms.+ Process Development: Developed and implemented all ad operations processes from the ground up, as no prior documentation existed. This included campaign setup, trafficking protocols, ad quality assurance, and reporting procedures.+ Sales Team Enablement: Recognized a gap in digital advertising knowledge within the sales team and took the initiative to educate and train sales planners and staff, enhancing their understanding of the digital landscape and improving sales effectiveness.+ Salesforce CRM Implementation: Played a key role in the initialization and adoption of Salesforce CRM for the sales team, aligning it with digital ad product offerings and price points to streamline sales processes.+ Product Strategy and Development: Worked with leadership to define and refine digital ad products, ensuring they were competitively priced and met the needs of advertisers while maximizing inventory value.+ Ad Tagging and Taxonomy Project: Identified inefficiencies in the site’s ad tagging structure and led a project to reconfigure it into a more effective vertical-based, keyword-specific ad tagging taxonomy, significantly improving ad targeting and inventory fill rates.+ Client Relationship Management: Managed long-term relationships with key advertisers, optimizing their campaigns by improving creative messaging, appearance, and calls to action. Successfully transitioned these advertisers from CPC to CPM models, increasing their spend and overall inventory valuation.+ Revenue Growth: Successfully renegotiated legacy advertiser contracts, transitioning them from underperforming models to more profitable agreements, leading to a significant increase in monthly revenue.

+ End-to-End Campaign Management: Managed the full lifecycle of digital advertising campaigns for high-profile clients, including The Wall Street Journal, Gaylord Hotels, and CBS MarketWatch, from initial planning and strategy to execution, optimization, and reporting.+ Cross-Functional Collaboration: Acted as a liaison between the digital creative team and clients, ensuring that product requirements, client expectations, and creative deliverables were clearly communicated and met on time.+ Ad Trafficking and Optimization: Served as the primary ad trafficker, responsible for the accurate and timely delivery of digital ads using DoubleClick for Advertisers and Google Ads. Monitored campaign performance and made real-time adjustments to optimize results.+ Campaign Analytics and Reporting: Analyzed large datasets in Excel to identify outliers, errors, and performance trends. Developed comprehensive internal and client-facing reports that provided actionable insights and demonstrated campaign success.+ Emerging Ad Technology Implementation: Researched and implemented new and emerging digital ad products and technologies, staying ahead of industry trends and ensuring that clients could leverage the latest innovations to enhance campaign engagement.+ Media Research, Planning, and Buying: Conducted in-depth digital media research to inform planning and buying decisions, ensuring that media strategies were data-driven and aligned with client goals.+ Client Education and Support: Provided clients with education and support on digital advertising best practices and the strategic value of new technologies, helping to build trust and long-term partnerships.+ Quality Assurance: Ensured the quality and accuracy of all digital ad placements, conducting thorough checks to maintain brand safety and campaign integrity.