David Zapata Email & Phone Number

New York, Ny, Us

Leuven, Be

Paris, Fr

♦ Led internal and agency teams to develop consumer profile and targeting strategies across all 35 U.S. brands (L'Oreal, Maybelline, Kiehls, Vichy, Dermablend, Lancome, Urban Decay, etc) including campaigns on all major digital platforms (Facebook, DV360, Adobe, Amazon, Youtube, and GDN)♦ Created L'Oreal Corp value case for 1st, 2nd and 3rd party targetable consumer data types through a standardized ROI measurement framework.♦ Media/Data liaison to Senior Management / CMO / Chief Privacy Officer and her legal team for translating any adtech ecosystem announcements into clear understandable impact analysis / data flow diagrams for data collection, aggregation and media targeting.♦ Created data strategy/partnerships operating processes, and tech stack selection/negotiation through RFPs for individual components such as the CDP, onboarding partner, Identity Graph, DMP and Ad Server.♦ Negotiate all data JBP partnerships across media partners such as Meredith, Hearst, Conde, and eComm partners such as Sephora, Ulta, Amazon.

Cincinnati, Ohio, Us

♦ Led transforming brand business challenges/Initiative briefs into digital media strategy across the largest digital ad budget in NA across all digital media vehicles. Led the shift to Programmatic buying driving the largest expansion of our programmatic buying capabilities.♦ Led campaign management teams in agencies to setup and optimize to key KPIs for all US brand campaigns.♦ Built detailed audience targeting plans with each US brand and translated those plans into behavioral, demo, purchase based and contextual audiences to target within each brand campaign. ♦ Evaluated new North America media technology vendors and publishers for P&G including leading the e2e RFP process for 17/18 ad stack partnerships including DMP, DSP and media agency orchestration layers/HOK structure. Ran RFP test campaigns to assess KPI and Operational comparisons. Built out capability assessment criteria on like technology areas (for instance real world behavioral tracking, retailer POS/loyalty card sales attribution/optimization, and beacon media)♦ Drove key publisher and inventory reviews building a large priority PMP portfolio for US Brands to ensure not only high reach but appropriate contextual environments to drive brand consideration.♦ Built predictive analytics capabilities to drive Viewability/attention KPIs to highest in US history and drastically reduced NHT to lowest based on historical performance across all publisher and inventory sources.♦ Developed TV+digital media data and analytics platform with OMG/Carat. Led platform commercialization and trained all NA Brand on action oriented media analytics. Operationalized through media plan evaluation processes to hold agencies and brands accountable to data driven decision making.

Cincinnati, Ohio, Us

TIDE PODS | BRAND MANAGEMENT | CAMPAIGN MANAGEMENT | STRATEGY IDEATION♦ Lead a cross-functional and multi-agency team of 15+, to build the Tide Pods business, a top priority among all P&G brands. Driving clear vision and objectives through the entire organization and agency partner organizations,while building marketing programs and conducting ongoing business analysis. Team consists of internal partners in Finance, Consumer Insights, PR, Product Supply,and R&D. It also includes agency partners Saatchi, Arc, SMG.♦ Build Tide Pods strategy via P&G brand building framework and detailed insight into consumer Path to Purchase, synthesize ideas and possible directions into a clear single minded strategy, build consensus to drive product roadmaps and consumer facing communication ideas.♦ Bring Pods strategy to life via mult-million dollar campaigns in all touchpoints including TV(4 spots developed from conception to live year long runs), online video, print, multi-screen digital media, social media, and owned brand sites. This includes; Consumer research, claims development, briefing the agency with consumer insight/claim benefit/reason to believe, building out impact of communication to top line with finance, creative review and revision of script, board, and rough cuts with creative agencies, legal substantiation, In market tracking with Nielsen to drive offline sales. ♦ Engaged in management of existing Tide Pods product lines, increasing profitability and setting of Profit & Loss goals. ♦ Work to discover, filter potential partners to solve marketing problems with first ever technology solutions especially focused in media deployment and measurement. Keeping close to the marketing/ad tech industry via extensive personal network, online research, ongoing partner meetings, and the SXSW/CES Interactive business conference.

Cincinnati, Ohio, Us

PROGRAM & BUDGET MANAGEMENT | CAMPAIGN MANAGEMENT | MARKET RESEARCH♦ Spearheaded sell-in at all key customers of laundry category benefit spaces when you combine multiple products like Tide detergent and Downy fabric softener. (Clothes last 50% longer)♦ Managed $18M marketing budget to accelerate cross brand promotions in key retailers through TV, Print, Display, in-store, and eCommerce. ♦ Led a team of 8 Multi functionals and 4 agency partners to set direction and manage execution across entire Tide+Downy campaigns across all media pillars.

Cincinnati, Ohio, Us

BRANDS SERVED:: Bounty, Puffs, Charmin, Swiffer, Febreze, Dawn, Cascade, Mr. Clean, Tide/Ariel, Downy, Bounce ♦ Oversaw and managed $8M budget and led team of 8 on-shore contracts as well as sourced development teams globally to manage digital properties such as Web, mobile, iMedia, search, eCommerce, and social media ♦ Deep experience working with clients to translate business challenges into digital marketing recommendations. Aligned recommendations through multi layers of management in IT and Brand Management. Once aligned i would translate into technical requirements for implementation including timelines, budget, Headcount resources. I always strived for better, faster and cheaper solution implementations. Worked with large offshore team to implement strategies with operational excellence online strategies within a competitive landscape by leveraging a rich background in the digital marketing industry.♦ Developed strong, trusting relationships between clients / agency partners and provided leadership & support during strategy, ideation, and execution.♦ Led the creation of 50+ Desktop websites, Mobile websites, and Mobile Apps within 6 months across multiple brands and multiple countries.

Cincinnati, Ohio, Us

♦ Led the creation of P&Gs Facebook/Youtube/Twitter/Pinterest scaled services for all P&G brands with turn key solutions in community management, app development (custom & templated), multi-screen/multi-social network campaign capabilities, social plug-ins for owned properties, and global social promo/sweepstake platform♦ Responsibilities included evaluating the total digital landscape externally, identifying key brand needs/barriers, and segmenting technology companies into benefit & capability groups.♦ Evaluated and created a short rooster of approved companies in partnership with marketing and legal, established vendor governance & support model, created vendor certification criteria, tracked financials to ensure ROI, and led internal commercialization of services.

Cincinnati, Ohio, Us

♦ Ensured service delivery excellence, through daily ITIL service/operations management and supplier management, service commercialization efforts, and project management/transitions♦ Assisted the VP of telecom, to lead the project for global transition of telecom and meeting tools from HP to British Telecom♦ Deployed the next generation of remote meeting tools and aligned leadership to Cisco Webex after running a pilot with Adobe Connect, Microsoft LiveMeeting, and Cisco WebEx♦ Supported a total Investment of over $20M which generated a $5M cost savings over time♦ Achieved 3x the amount of remote meetings fueling a 60% reduction in global P&G travel while at the same time seeing a 10% reduction in the yearly service desk calls

Cincinnati, Ohio, Us

♦ Consulted CIO Leadership Team in emerging technology trends among millenials and how to integrate those trends into the current P&G working environment.

Bentonville, Arkansas, Us

♦ Created project establishment, strategy, and 2 year project plan for the Wal-Mart Remote Development Centers (Internal offshoring center), ♦ Wrote location recommendation based on country-by-country risk analysis, and identified key processes to source which provided the highest reduction of repetitive work for current employees

Us

♦ Wrote and won a $2M dollar grant to establish an online small business assistance portal which was co-sponsored by The State Departments of Alabama & Tennessee The proposal included:1) Review of state sponsored small business assistance programs and online presence (examples included Tax filing help, grant opportunities, and licenses)2) Profile of typical small business owners and barriers to finding or navigating complex assistance programs3) Consolidation reco. to bring all assistance into one online portal, including a fully mocked up and simplified user interface that was tested by small business owners