David Garcia Email & Phone Number

Greater New York City Area

Greater New York City Area

Managed monetization of all cross-platform digital remnant inventory (Web, Mobile, Video, and Tablet) through various demand relationships (Direct client, Agencies, Networks, Exchanges, and Private Exchange deals). Primary contact for business evaluations of new technologies and primary user for all exchange and network technologies. Primary contact for business evaluations of new technologies and primary user for all exchange and network technologies (eg, AdX, Admeld, Rubicon, Nexage, Mopub, iAd, Admob, Millennial, Yume).Oversaw Operations, Yield Reporting, and Data Analytics roles in the Programmatic Division, hiring three new members to expand the team and defined roles and responsibilities critical to coordinating campaigns and analyzing division yield. Added resources have increased employee specialty skills leading to improved workload optimization, more effective campaign management, and deeper reporting and insights that have increased CPM yield and revenue. Designed ad products, selling strategy, setups, and dynamic pricing rate card for selling DR Direct, Network, and Private Exchange opportunities, ensuring offerings that can adapt to advertiser needs.

Greater New York City Area

Booked and managed all cross-platform digital remnant inventory of booked revenue in 2012.Applied understanding of available ad technology and DFP ad server rules to develop dynamic impression waterfall optimizing impressions to channels of highest monetization regardless of cost metrics (CPM, CPA, CPC, RevShare) growing revenue by 240% over 3-year span, all while setting and managing internal rules around user privacy laws, channel conflict, and concerns of rate cannibalization. Led internal strategy around product development, ad operations rules, legal/business-development requirements, and reporting for Programmatic Division serving as internal expert for executive teams on the state of programmatic in the marketplace and recommendations for our approach on setting products, inventory, availability, pricing, and internal/external sales communications. Developed specialty product packages utilizing non-guaranteed settings and booking rules to give National Premium sellers product offerings for price-sensitive performance campaigns helping expand pricing options without channel conflict and price cannibalism, building incremental revenue by 300% from 2011 to 2012. Built extensive reporting dashboards tracking revenue, yield, site performance, and discrepancy markers providing trend analysis alarms identifying opportunities to drive yield growth through proactive changes in demand and/or waterfall architecture. Reporting also served as signal for unusual server behaviors resulting from technical/setup issues thus increasing resolution speed and reducing potential revenue loss and ensuring full campaign delivery.

Greater New York City Area

Led relationships with senior agency representatives and clients to determine marketing strategies and execute cross-platform digital campaigns increasing advertiser demand on impressions and setting steady eCPM yield records YOY, +8% in first year and +17% in second year. Responsible for setting all Pre-emptible pricing, inventory allocations, and legal terms along with fully executing contracts, implementation, optimization, and monitoring campaign delivery, including full level Pre-emptible Division reporting and analysis for sales executives and finance. Served as resident DR expert for national sales teams playing primary role for price-sensitive clients directly booking an incremental $450K of revenue in 2010 and $1.3M of carry-over revenue in 2011 on behalf of regional sales offices.

Greater New York City Area

Assisted sales executives by managing over proposal requests, taking client feedback to develop and present customized cross-platform marketing plans that met desired targeting and efficiency goals. Coordinated necessary assets to launch campaigns then monitored campaign effectiveness and generated post-campaign analysis ensuring client satisfaction throughout the full sales process on over $10M of booked revenue per year. Improved reporting processes by applying Excel and acquired technical expertise to develop new templates, workflows and databases, leading to standardized methods, automated reporting, and improved accuracy. Applied efficiencies to national sales team saving the organization 35+ hours of man-hours across all regional sales offices.

Washington D.C. Metro Area

Product: Lingo VoIPBrought ad agency duties “in-house” by learning and managing the advertising technology applications and reporting tools. Personally developed and managed Lingo online advertising campaigns to expand customer acquisition outlets, resulting in 10% reduction of advertising operational costs. Negotiated business development contracts with vendors and affiliates to achieve efficient pricing levels within Lingo budget. Optimized affiliate rate offerings and drafted marketing recommendations for affiliates to improve brand differentiation and visibility leading to increased affiliate conversions and revenue output by 20%. Directed the design and implementation of customer communication and training documents, including materials shipped with all hardware (“Installation and User Guide” and “Quick Reference Guide”) and topics found throughout the Lingo.com site. Authored internal and customer focused communications informing parties of new features, pricing changes, and service management, resulting in reduction of customer support call volume.

Washington D.C. Metro Area

Product: Lingo VoIPBrought ad agency duties “in-house” by learning and managing the advertising technology applications and reporting tools. Personally developed and managed Lingo online advertising campaigns to expand customer acquisition outlets, resulting in 10% reduction of advertising operational costs. Negotiated business development contracts with vendors and affiliates to achieve efficient pricing levels within Lingo budget. Optimized affiliate rate offerings and drafted marketing recommendations for affiliates to improve brand differentiation and visibility leading to increased affiliate conversions and revenue output by 20%. Directed the design and implementation of customer communication and training documents, including materials shipped with all hardware (“Installation and User Guide” and “Quick Reference Guide”) and topics found throughout the Lingo.com site. Authored internal and customer focused communications informing parties of new features, pricing changes, and service management, resulting in reduction of customer support call volume.

Greater New York City Area

Accounts: Pepsi, HBO, Cingular Developed media spend recommendations and coordinated over $300M in media buying plans based off strategic conversions with marketing executives looking to reach target demographics. Composed post-spending reports and analysis to quantify the success and efficiency of the advertising campaign, providing valuable ROI data and specialized insight applicable to future campaigns. Researched and analyzed media market data to support targeted media campaigns: demographic data, consumer behavior, market trends, competitive reports and vendor information (content, inventory, rates, and special programs).