From ideation to Go-To-Market, spearheaded projects to boost effectiveness and efficiency of critical global Ad Demand systems; strategically expanding our mobile AdTech footprint via performance upgrades, competitive analysis, and integrations.Leading the product roadmap for the entire demand platform team, focusing on both day-to-day operational maintenance & process optimization as well as long term strategy. Performing SQL analysis and visualizations via Looker for hypothesis testing, launch validation & aggregate success tracking.Overhauled the entire Ad spend pacing system to meet our strategic client partnerships’ objectives of maximum performance at minimal cost, by significantly increasing the 5+ year old system’s reliability and functionality, now automatically correcting revenue issues within 10 min SLA.Developed new initiatives such as removing location discrepant impressions, device suppression, traffic pre-filtering, error detection, multi-step third-party data syncing and creating a foundation for expanded analytics for other PMs, commercial teams and engineering leads via Grafana.

Led the way for product acceptance and growth on bleeding edge products, tackling short- and long-term strategic positioning. Revamped the signals we provide DSPs (eg. macros) to incentivize higher and more frequent bids, increased transparency. Led triage of issues during rollout phase.Introduced exchange SaaS model to allow the largest sellers and buyers in the ecosystem to directly connect to transact programmatically with higher control over inventory and data access at lower fees. Navigated the privacy landscape with rolling out support in UK/EU for TCF v2, SKAdNetwork for iOS.

Created product vision to transform Factual’s most foundational data asset, improving cost & efficiency by 35% by better understanding and better serving an expanded, modern set of industry use cases; leveraged SQL and engaged a team of product & engineering leads.Developed and launched five major product initiatives addressing (1) pre-integration data evaluation, (2) data scale stabilization, (3) cross-product data sampling, (4) data normalization & change management, (5) quality & KPI reporting and monitoring; led to massive company-wide product and operational efficiency gains.Revamped contract negotiations and modularized data collection and processing by developing a “payload” model for data. Identified and vetted 17 new industry use cases, built go-to-market strategies and trained BD teams; analyzed numerous in-person client meetings and processed hundreds of client evaluations to redevelop data-to-product relationships.Modernized data systems by distinguishing between production and research, introducing versioning, expanding internal and external access via cloud storage & computing in S3/Athena--brought to market the industry’s first all-access dataset at scale. Updated contracts and data processing to comply with GDPR and CCPA.

Led the vision and strategy for innovation in the Core Exchange: Developed and executed a four-step framework towards innovation--understand, optimize, automate, and evolve. Managed time and prioritization in an extended team of Data Science, Product Management, Data Engineering, Business Intelligence, and my team to progress on more than ten projects at any one time. Successfully discovered, R&D, and launched more than half a dozen new core products, both internal and external facing. Grew culture of A/B testing. Operated between all levels of management. Focused not only on delivering monetary results, but also on challenging my team and fostering their careers. Ensured that OpenX's operations were sound and future proof to remain top three in the industry.

Solidified our leadership in monetization for both the Demand and Supply sides of the Exchange: Deep dived into the value proposition of OpenX for Demand and Supply. Translated business needs to data questions--led a company transformation to use modeling and simulations to inform action. Drove a launch and acceptance process based on experimentation, and an evaluation process based on statistical significance. Represented the economics side of OpenX at conferences and to academics, brought in some of the top minds in the field to help work through the challenges we faced. Created and ran a state-of-the-art marketplace.

Pushed the boundaries of market optimization and data analytics for OpenX: Introduced quantitative analyses and modeling to measure the health of the Exchange. Created and oversaw dials to control every interaction between OpenX, the publishers and the buyers--was the first to analyze individual buyer bids and set optimal publisher floor prices by context. Translated insights into scalable and accessible tools which resulted in single handedly driving double digit percent monetization growth.

Played a key role in the strategic planning and product development process: Evaluated and modernized core mechanisms of the OpenX business model. Crafted the economics and science behind a wide range of operations, relating from engineering to client facing teams. Built reports from SQL and HIVE queries; scaled analytics using R, Ruby and MATLAB; distributed information and tools using HTTP, PHP, and proprietary tools. Showed OpenX the power and value of advanced data analysis techniques and paved the way for our first BI and DS teams.