Dan Richardson Email & Phone Number

Sunnyvale, Ca, Us

My role is centred around education and consulting directly with brands and media agencies to future-proof their digital core. I'm responsible for the commercial Data and Insights strategy for Yahoo DSP in collaboration with Yahoo product, engineering, sales, creative studio and data partners. Product Highlights:- Launched Yahoo PurpleLab, a new custom market research platform in partnerships with Qualtrics. A global first for Yahoo. - Launched Yahoo Data Maturity Pulse and Pop Quiz, a new consulting framework which helps brands and agencies assess their level of data fluency and plot a clear roadmap for data transformation in the face of big tech and regulation changes. - Created 'Clicks to Bricks'. An Omnichannel Ad Effectiveness Solution in partnership with Near, APAC. BD & commercial lead, also responsible for product design, testing, implementation, sales go-to-market, trade/B2B. $10M+ USD Revenue Impact in the first year.Partnerships and GTM:- Afterpay Media Network, exclusive to Yahoo DSP. GTM lead for targeting and closed loop measurement, a first of it's kind in Australia, built on 1st party, logged in Afterpay data and transaction data from 129,000+ merchants. - Samba TV. Advanced TV & Automated Content Recognition (ACR) simplifying how marketers reach and measure audiences programmatically, across digital and linear TV. - Coles 360 (fka Flybuys Unpacked) Closed loop targeting & attribution partnership.- Kinesso. High Value Audiences (HVA's) & Yahoo DSP. First of it's kind globally for Yahoo.People:- Wrote and delivered 'Identity in a Cookieless World' - L&D Training Module adopted by Group M, Publicis Group and IPG Media, Kaimera agencies across AUNZ- Coaching and leading a diverse and award winning team of outstanding data and insights specialists. Team highlights include B&T Women Leading Tech ( 2021 Winner), B&T Women in Media - Tech ( 2023 Nominee)

Sunnyvale, Ca, Us

- Brokered and implemented an exclusive new data partnership with Mastercard that would see their purchase based audiences available to advertisers for the first time in Australia. For this partnership I led all BD, commercial, product and sales enablement and oversaw three consecutive years of revenue growth from targeted advertising campaigns.- Co-created "Culture and Code Innovations Workshops" a new 90 minute audience planning, activation and insights session which brings together mega-trends education ( 5G, Immersive Technology) and category level innovation with unique first party data insights. Our objective? To create a BIG IDEA that is underpinned by business outcomes, not just digital metrics. Adopted by Nike, Officeworks, Big W, Pernod Ricard, Optus, BNZ, NIB, Mondelez, Dell and Woolworths to mention a few. - Partnership Success Lead - Qantas Red Planet, Quantium, Equifax, Near, Lifesight - Writer/Presenter - "Identity Decoded" a Mumbrella B2B award nominated web series featuring speakers from Cambridge Analytica, Optus, Westpac, IBM, Coles and The Warehouse Group- Co-writer, IAB Identity Explainer Guide and Contextual Data Handbook- Mentor - Yahoo Digital Stars and Verizon Media Academy

Surry Hills, Nsw, Au

The IAB Data Council was convened in 2018 to provide the industry with education on the definitions and management of data, as well as applicable information around the execution, usage and interrogation of data commonly used in digital advertising. One of the primary goals of the Data Council is to understand and quantify industry-level and organisational applications of audience data, campaign data and analytics data used in the digital advertising ecosystem and disseminate those learnings to the wider industry. The council also aims to establish best practices and guidelines on the effective uses of data for Australian businesses and for the particular marketing functions for which that data will be used.

New York, New York, Us

Sydney, New South Wales, Au

Responsible for managing Yahoo7’s portfolio of advertising targeting, data products and partnerships for Australia and New Zealand. As Head of Data and Targeting my role is to shape the commercial data strategy as well as building and supporting new ad products to strengthen the business’ market-leading data proposition.

Sydney, Nsw, Au

Worked to develop an agency best practice approach to performance and digital media. Responsible for defining the digital media direction for Westpac Group. Leading a team of five across performance and brand my role required strong leadership and management skills. As a director I worked closely with department and agency heads in digital, offline, search, business science, creative and strategy to produce market leading campaign solutions. Other Responsibilities included:Designing and implementing programmatic and data targeting solutions that can deliver personalised customer experiences on and off site.Managing and leading the implementation, planning and buying function across all digital channels converting thinking and ideas into media plans.Leading digital campaign assessment methodology for the agency.Training and development of across the agency. Ran programmatic training modules across MediaCom Australia. Negotiated commercial and trading targets for Westpac Group including supplier and contract negotiations. Accurate forecasting and budget management.Built strong and deep relationships with media owners to get access to the best ideas and to enable the agency to transfer ideas from one medium to another.New business development and pitching

Sydney, Nsw, Au

Expert in programmatic and biddable media. Worked closely with Group M trading Desk ( Xaxis) to produce DSP based campaign strategies, audience insights and analytics reporting deep-dives.Assisted with delivering Xaxis products, services and collaboration with agency planners. Strong commercial focus. Exceeded programmatic revenue targets for 2013.Grew and developed an integrated digital performance team for P&O resulting in YoY improvement to ROI & CPA’s. This involved creating a bespoke search and display client dashboard which gave an attributed view of their campaign performance and included actionable insights and trends. Worked closely with ad servers, DSP's, DMP’s, trading desks and publishers to create bespoke programmatic campaign solutions. Utilised Dynamic creative to produce personalised display advertising and increase customer response/ conversions.Designed retargeting, customer segmentation and product portfolio management strategies for Yum Brands, Insurance Line, Australand and Tom Waterhouse.End to end strategy, planning, buying and campaign analysis skills across QSR, Finance & Insurance, Property, Travel, Gaming and Tech.Working Knowledge of Javascript, utilized primarily for creating custom javascript tagging and website data capture solutions.

Chicago, Il, Us

Assisted in the roll out of Accuen across PHD and OMD Australia. Responsible for managing trading desk operations, recruitment and training of digital traders on performance optimisation techniques and campaign implementation for display, video, mobile on DSP’s and API tools.Responsible for developing commercial strategy and revenue streams. Successfully exceeded 2012 revenue targets.Partnered closely with agency planners to create strategic recommendations for clients entering the programmatic space. This involved creating complex retargeting strategies and exchange based buying models. Able to assess risk and volatility, trading across display, video, mobile and social media.Responsible for developing and implementing real-time bidding (RTB) campaigns and bidding strategies.Developed and implemented private exchange deals with premium publishers and 3rd party data providers.

Bankside, London, Gb

End to End Digital Campaign Management for display, mobile, video, search and social media.Responsible for planning, buying, analysis and strategy with a main focus on managing PHD Sydney's ad exchange trading desk.Assisted with the launch of Australia’s first agency trading desk. Worked closely with head of search and screen trading, DSP's, ad networks and exchanges to develop the best product in market, and identify key opportunities for our client set.On-boarded all PHD clients to DSP trading and designed, implemented a managed and provided campaign analysis. Created Air New Zealand’s retargeting and performance strategy.Trained junior staff on DSP trading and created technical training manuals.Successfully consolidated all PHD remarketing activities through the trading desk, reducing impression waste and increasing agency share of voice.Planned and executed the Youtube Trueview component of Air New Zealand’s Cannes Bronze Lion award winning campaign ‘Kiwi Sceptics’.

Bankside, London, Gb

Search Engine Marketing (SEM) and Google Display Network. Key client's included Real Insurance (Hollard Financial Services), Chrisco and Warner Music.Produced weekly search performance reporting across multiple advertisers (Client Facing).Responsible for developing both short and long term SEM strategies to increase client's market share and acquisitions.Identified new opportunities for performance spend such as the Google Display Network. Responsible for training PHD agency staff on GDN best practice.

Freelance - Photographic and Filmmaking Services.

During this time I studied in Spain, had an amazing year off then came back to Sydney where I attended Award School and did work experience at a number of creative and digital agencies.

Managed a small advertising sales team for the Custom Publication "Offshore Technology International", a leading custom title in the offshore upstream oil, gas, engineering, E&P sector. Consistently met and exceeded team sales targets of $1M GBP Annually ( 2 issues). Inventory covered print and online company profiles.

Bmedia (Hons), Media And Screen Production

(Graduate), Art Direction And Copywriting