Craig Link Email and Phone Number

• Managed added value, promotion, and discounts, and joint business partnerships yield offering on Fashion and Emerging categories to drive higher ad spend.• Worked closely with sales and joint business partnerships to analyze Omni and e-commerce GMV, demonstrating incremental growth with ad spend delivery.• Represented Yield in strategic conversations around revenue maximization, offering insights and context on new or improved ad products, policy changes, and ad product and revenue strategy.• Built productive and positive relationships across the organization at all levels to drive influence and collaboration.• Owned inventory management for Fashion and Emerging categories, including forecasting and monitoring inventory for Categories and Advertisers.• Leveraged campaign performance data to analyze and identify new ways to maximize ad revenue and provide actionable recommendations to Sales teams to hit goals.• Led Advertiser trends, performance, and action-oriented metric reviews with internal teams (revenue, impressions, clicks by Advertiser/campaigns).• Worked with Sales and Sales Ops to identify potential areas of opportunities and risks with contracts and connect those with financial impact.• Owned the enforcement of policies and processes related to makegoods, pricing, and discounts.• Collaborated with Sales Ops and Sales to define the process in managing premium inventory bookings while working with Tools teams to build automated solutions.• Worked with the Analytics and Tools teams to build operational and revenue models that show the impact of the Yield Ops strategies.• Provided insights to Ad Ops on campaign performance and delivery, ensuring optimal utilization of inventory.• Program managed multiple projects, overseeing project scope and stakeholder aspects to ensure successful execution and delivery.

• Oversaw red product escalations across Service Cloud, the largest revenue-driving cloud for Salesforce. This involved Digital Engagement, Field Service, Experience Cloud, and Core Service Cloud/Platform.• Utilized Salesforce instance tools such as Accounts, Opportunities, Cases, Reporting, and Dashboards proficiently.• Showcased advanced abilities in writing and speaking to an executive audience.• Provided superior customer service, ensuring timely and respectful communication with customers.• Possessed comprehensive knowledge of digital marketing and effectively related to our customer's specific use cases for utilizing our technology.• Executed tasks with urgency, meeting requirements within minimal lead times.• Acted autonomously to meet dynamic demands.• Acted as the Subject Matter Expert (SME) on Voice of the Customer (VOC) adoption on red account objects. Regularly met with product management stakeholders regarding operations and feedback.• Served as the SME on Tableau implementation and adoption of red accounts. Worked closely with the I3 Team (Analytics and Analysts) on dashboard deployment. Additionally, I built dashboards using both Tableau Desktop and Server.• Ensured project plans were vetted and supported with adequate resources for resolution. Acted as the primary contact for communicating executive requests to the Salesforce.com leadership team and collaborated with various internal departments such as Solution Engineers, Product Owners, Product Managers, and Solution Architects to coordinate project efforts, deliver solutions, and perform root cause analyses on escalated accounts to minimize future risk occurrences. The projects managed were internal and external escalations resulting from Performance, Product, Implementation, Value & Pricing, Adoption, and Economic risk factors.• Held Salesforce Certified Administrator, Service Cloud Consultant, and Business Analyst certifications.• Achieved 3x Ranger on Trailhead.

• Led Roku media programmatic deal ID troubleshooting, working closely with OneView and third-party partner DSPs.• Utilized a wide suite of technologies for campaign optimization and monitoring, including Roku’s DMP, OneView (Internal DSP), SpotX, AdX, Excel, SQL, Tableau, Looker, STAQ, Salesforce, Atlassian, and Metamarkets.• Worked closely with a 30+ person account management team, providing guidance and education on programmatic issues and serving as the subject matter expert in managing pacing and delivery.• Collaborated with the product management organization, maintaining close ties to the users of our ad products.• Managed CTV budgets for Fortune 500 companies (P&G, Chase, Experian, Toyota, Google, Amazon), DTC brands (Smile Direct Club, Dollar Shave Club, ThirdLove), and agencies (holding companies like IPG and Publicis, as well as independents like Camelot).• Worked with a wide range of DSPs, including DV360, TTD, Adobe, Oath, Xandr, Amobee, and MediaMath.• Tailored Roku’s Identity Graph solutions based on client KPIs, switching out graph partners based on the source of truth and targeting criteria (household or individual).• Collaborated closely with our PM and PMM (GTM) teams on various features of the OneView Platform (Trading Workflow, Forecasting, APIs, Admin, and Internal Feedback Integration using Pendo).• Partnered with the Viacom Vantage Data team on onboarding LiveRamp segments into the Roku DMP, building and matching audiences to the Roku Identifier (RIDA) and distributing these segments back to their Freewheel or Pluto TV instances. Monitored accounts and devices

• Managed programmatic media spend across 19 advertisers and 10 agencies. Specialized in Pharma, Government, and Educational clients. • Major clients I managed were Takeda Pharmaceuticals, Alkermes, Sumitomo Dainippon Pharma, Dollar General, New York State Department Of Health, Highmark Health, and Georgetown University.• Helped report bugs and gave feedback for UI/UX use. • Helped manage and mentor a group of six outsourced programmatic traders in Bangladesh. • Worked closely with Data Scientists to build attribution models on web/mobile visitors. • Worked with the Product Team to QA and Improve our managed service DSP. • Supported both Sales and Account Representatives with up to date analyses on KPIs and provides further insight into opportunities. • Drafted up summaries about campaign health to be provided to the client.• Strategized pixel placement weight on web pages for maximum lower funnels actions.• Ensured successful delivery of work to track, measure, and analyze all campaign activities and drive resolution of delivery and performance issues.• Acted as the first point of escalation for Programmatic related issues around and not limited to campaign performance. Ensures issues are dealt with an tact and timely manner.• Deep understanding of the online advertising ecosystem including audience targeting/re-targeting, the programmatic landscape, and different media types (display, video, mobile, CTV, social, rich media & native media).• Optimized across different CPA goals including (CPV, CPQV, CPI), Viewability + Brand Safety (Moat, IAS, DV), Offline Attribution (Placed, Cuebiq, Foursquare), and Script Lift (Crossix, Med Data, Symphony health). Balanced margin and delivery while achieving the client’s objective. • Utilized a wide suite of business technologies: Redshift, Excel, Tableau, Salesforce Lightning, Dropbox, JIRA, Slack, Chrome Extensions.• Managed 115 programmatic campaigns from 2018-2019.

• Managed with different teams over $50MM in gross programmatic media spend.• Setup campaigns for Cigna (B2B, B2C ), Hasbro (Nerf, Play-Doh, Monopoly, Gaming Crate, etc.. ), Eli Lily ( Cialis, Trulicity, Taltz, etc.. ), Signet ( Jared, Kays, and Zales ), Norwegian Cruise Line Holdings ( NCL, Oceania, and Regent Seven Seas Cruises), Lowes, Toy R Us, JCPenny, and Showtime.• Utilized all major demand side platforms ( Double Click Bid Manager, Amazon Advertising Platform, The Trade Desk, Verizon Communications (Aol One; video and display, Yahoo Ad Manager), Adelphic, Videoamp, and Tapad).• Activated against a plethora of 3P + 1P segments within the DSPs. These included 3P segments such as Bluekai, Acxiom, Oracle, Krux, Exelate. 1st party segments given to us by the client through Liveramp. 2nd party segments through Annelect + Semasio. • Managed over 100+ campaigns from setup to delivery. • Worked closely across digital, social, strategy, and marketing science counterparts. • Exposure to online ad serving concepts (CPM, ROAS, RTB), platforms (desktop, mobile, CTV), formats ( banner, native, video), and data (location, modeled, first party, third party).• Worked with representatives across walled gardens (Google, Amazon, Verizon) and Trade Desk. • Optimized spend based on different KPIs (CPA, CTR, VCR, RR, CPCV, and vCPM) • Oversaw performance and pacing optimizations for my team.

• For eight months, I immersed myself in Data Science and Analytics, attending the NYC Data Science Academy and completing online courses on EdX, Coursera, Udemy, and Udacity. This intensive study period strengthened my technical skills and deepened my understanding of data-driven decision making.

• Tailored verbiage on advertisements to attract target demographic and income brackets • Managed daily communication and inquiries for current listings in various neighborhoods • Created quarterly newsletters utilizing programs such as Mailchimp and Madmimi • Fluent in advertising database applications such as StreetEasy.com, Nakedapartments.com, and Renthop.com. Also, syndications vehicles such as OLR and different MLS' • Strong understanding of competitive landscape in regards to pricing structuring and consumer demand• Worked with clients to ensure that both time efficiency and showing are maximized on a daily basis• Cataloged visuals for apartment listings via Google’s Picasa application

• Created research proposal on emerging lighting innovation and technologies that were later implemented. Pushed for the ability to schedule lights. Therefore, one can use a smart light bulb to help with waking. Having the lightbulb mimic a sunrise to help you get out of bed more naturally. • Performed qualitative research on the effects of LED light bulbs' on sleep • Performed qualitative research on the effects of music visualization on social settings • Worked with multiple cross-functional teams such as Marketing, Customer Support, and Branding• Beta tested company application in order to streamline user interface• Worked with a branding consultant to cater marketing to health-conscious demographic

• Researched commercial and residential properties for online audience • Designed layout and editorial for ads, focusing on maximization of property’s assets• Managed and assorted large inventory of property ads for team of agents• Developed a new protocol and template to maximize time efficiency

• Helped to strategize and coordinate events, highlighting industry professionals and related career paths• Recruited established professionals from diverse fields such as human resources, marketing and finance/banking• Worked closely with the team members to secure event locations

• Key member of startup company developing new social application, focused around fitness• Integrated social media (Facebook, Pinterest, Twitter, Tumblr, and blogs) into the website• Developed the site’s aesthetics, visuals, and layout to enhance user experience• Worked closely with the company founder to strategize and implement campaigns • Utilized search engine optimization, CRM tools (Google Analytics, MailChimp) and blogging tools (Tumblr)

• Managed 11 pools and supervised a staff of 20 life guards for one summer.• Developed positive relationships with client businesses which included apartment complexes, health clubs, hotels, and communities.• Set high expectations for staff regarding record keeping and enforcement of pool rules and regulations.• Insured that all pools were safe and sanitary prior to opening and made mechanical repairs as needed.

• For four summers privately lifeguarded at over 100 pools in Westchester,NY.