Transform and scale your advertising business through tech automation, process optimization, and sales enablement. Connect with me to maximize your advertising revenue and create efficiencies in your lead-to-cash process. lauren-farber.com

Our team is tasked with establishing the technology strategy and foundation of Netflix’s advertising tech stack. I’ve built and led a team of 12 product managers, engineers and solution architects responsible for designing the first instance of Salesforce (CRM) at Netflix, managing pipeline revenue across 270 users in initial release.- Advise on ad tech strategy for Netflix Ad Sales, and requirements for proprietary systems- Within three months of hire built the initial instance of Salesforce (CRM) at Netflix to manage workflow and enhance global collaboration. Highlights include opportunity management, activity insights, self-serve dashboards (CRM Analytics), third party integrations to enhance account data, upfront management, and downstream integrations with proprietary technology- Implemented workflows and tech to support both direct and programmatic revenue streams- Named AdMonsters Dream Team “Head of Sales Operations” (2024)

Created and hired team of 10 focused on business transformation of internal tool strategy and automation. Team identified gaps in process and technology and built strategy around Order Management System (OMS), CRM (Salesforce), unified reporting, proprietary ad server migration, forecasting and supply tooling, and invoice automation.- Built proprietary Order Management System- Implemented Salesforce Inbox, Pardot and High Velocity Sales, bringing new clients to Roku through lead automation and outreach- Invoice Approval Automation reduced average business days to Invoice by 50%- Integrated Salesforce with third party data vendors such as LinkedIn Navigator and MediaRadar- Introduction of Einstein (AI) Features in Salesforce in Leads, Contacts & Campaigns- Piloted Slack Sales Elevate; First Salesforce customer to move pipeline management to Slack- Upfront and Carveout revenue and contract fulfillment tracking in Salesforce - Outsourcing team oversight and task management - Keynote Speaker at Lead-to-Cash Bash conference (Nov 2022)- Speaker at Dreamforce Media Panel (Sep 2023)

Responsible for identifying and driving the long-term vision of Disney's ad sales tech stack and product offerings alongside our technology team. Focus on transformation, automation and convergence amongst systems and capabilities across Disney's entire portfolio (linear and digital) to improve operational efficiency and increase revenue.-Led operational strategy for first Disney-Hulu integrated product offering (DHXP)-Drove efficiencies, systems and licensing strategy for Local Sales-Managed launch and improvement of Hulu Ad Manager, Hulu’s self-service advertising platform

Built and led team of 10 responsible for ideating and implementing solutions to enhance pitch-to-pay ad sales process and technology. Focused on collaboration across teams, providing a holistic view of each customer, highlighting new revenue opportunities, and centralizing and automating workflow. Setup formal intake and prioritization process for Sales and Operations to dictate roadmap needs to internal technology, data and HR teams, as well as custom development requests with external vendors and consultants. Team also managed Ad Sales budget and vendor licenses.-Owned end-to-end solutioning and execution of Salesforce toolkit-Led all vendor and third-party technology evaluations-Implemented self-serve, action-enabled dashboards via Salesforce Analytics for bookings data-Implemented Pardot to automate lead process-Centralized booked, delivered and invoiced data in single data warehouse-Defined priorities and drafted requirements to launch Hulu's self-service advertising platform-Centralized campaign reporting, trafficking, and QA activities in proprietary Ad Operations tool-Leveraged WalkMe to build in-system tool tips and training in Salesforce.com and OperativeOne-Standardized and centralized goaling process within Salesforce.com-Launched first Huluversity Bootcamp (new hire onboarding) and Ad Sales Playbook

Built and led a strategic team of 16 responsible for reducing cost of advertising sales, defining roles and responsibilities within the sales process, and automating sales systems across Condé Nast's 22 brands. Team owned development of Conde's CRM (Salesforce), Order Management (AdBook), mapping workflows and process documentation, product strategy and operations, new hire onboarding and training, and culture within Conde Nast's Digital department.-Brought advertising pipeline into single system, driving revenue insights (Salesforce.com)-Developed product management for sales and operations systems (Salesforce, AdBook)-Restructured sales and support model to provide a streamlined, meaningful customer experience-Reduced product catalog 38%, creating streamlined go-to-market sales strategy-Created end-to-end Sales and Operations playbook to standardize workflow across 400+ team-Developed and led sales operations bootcamp and ongoing training series for 180+ team-Launched Digital Operations Do Good Day, a 180-person volunteer event planting gardens

Built and led a team to monetize Condé Nast's digital business, create policies and procedures for the advertising sales process, enhance our sales systems and streamline business operations.

Increasing automation within AOL's business to reduce tools and effort needed to process sales. -Prepared AOL for sale to Verizon by redefining account tier strategy -Led M&A integration for Microsoft Advertising, finalized deal terms, established sales process, integrated 350+ people into AOL, and created migration requirements for 45K+ campaign lines -Created a program for employees to submit productivity ideas; averaged 70 projects a quarter -Managed AOL's network system integration, saving 150 hours a month in sales processing time -Operationalized new product strategies including viewable offerings (eliminating $145MM risk) and bundled packages (eliminating $600K/year in billing/revenue complications) -Led M&A integration for Adap.tv, driving $7MM revenue migration -Improved invoice speed and accuracy rates by 56%

Conceptualized, developed and executed AOL's first impactful national training program, providing learning support for a team of 150 Account Managers within sales.-Created a monthly, multi-day, new hire bootcamp and ongoing-education webinar series-Responsible for content development, training, facilitating, measurement strategy and deployment-Effected 250%+ increase in essential tool usage, 29% increase in test scores on average, and earned consistent ratings of “Excellent” in follow-up evaluations-Wrote 350-page comprehensive reference manual outlining the Account Management process

Managed pre- and post-sales processes for 100+ clients as an Account Manager on inside sales, consistently earning 150% to 300% to sales goal.

Managed all aspects of online and offline media planning, buying and campaign maintenance.