Michael Herndon Email & Phone Number

Greater San Diego Area

Vice President Client Services, Publisher Solutions• Owned comprehensive Client Services go-to-market strategy and execution for global launch of DoubleVerify’s enterprise SaaS Publisher Suite.• Built global implementation and support team recognized by clients and competitors as the industry’s best.• Increased client adoption of products by upgrading self-service help resources, formalizing training programs and tightening integration between Client Services and Account Management teams.• Drove voice-of-customer transparency for product management through collaborative sessions with Client Services resulting in increased development prioritization accuracy and client satisfaction.• Reduced time-to-value for customers and internal costs for product implementations through staff, system and process upgrades.• Led post-acquisition integration of Ad-Juster Client Services staff and systems into DoubleVerify resulting in retention of all key team members and continuity of positive client journeys.Vice President Client Services, Ad-Juster (Acquired by DoubleVerify 11/2019)• Designed and executed cross-functional strategy that reduced revenue churn by 67%.• Stepped in to own product management for products comprising 97% of company revenue, served on hiring team for new product managers, and then seamlessly transitioned ownership back to Product Management.• Restructured and trained Client Services staff to enable addition of product implementation and pre-sales consultation responsibilities.• Increased sales management effectiveness through design and delivery of advanced Salesforce analytics.• Produced and sold Professional Services offerings that funded strategic development initiatives while enabling client success.• Selected by Ad-Juster CEO to manage all strategic client interviews by DoubleVerify’s due diligence team.

Greater San Diego And Bay Area

Streamlined and led product management and operations initiatives for startups and Fortune 500 companies.Head of Publisher Operations - NetSeer, an advertising technology startup• Led Publisher Operations and key accounts during the critical holiday season.• Reduced primary flow cycle time from 45 minutes to 1 minute in conjunction with Development.• Restructured Jira workflow to increase velocity, transparency and accuracy.• Created framework that increased operations staff expertise while decreasing escalations to Development. • Produced advanced advertising placement and demand stack analytics that maximized revenue with limited execution expense.Chief Product Officer - FSBOBundle.com, a real-estate transaction automation startup• Defined product strategy based on detailed market needs analysis.• Designed and delivered investor presentations focused on team strengths and competitive differentiators.• Secured development partners capable to executing on vision within budget.• Produced an extensible product roadmap that minimized time to market and expense.• Served as member of Executive Team.Chief Product Officer - WITtv, a television show merchandising platform• Created proof-of-concept solution for investor presentations.• Sourced and vetted development partners required to isolate products within television broadcasts.• Produced web-based dry tests and supporting advertising campaigns to validate primary assumptions.• Served as member of Executive Team.Web Portal and CRM Automation Consultant - GoPro• Leveraged web design best practices and Salesforce.com to streamline the capture and management of inbound inquiries for twelve departments with disparate needs.

Greater San Diego Area

• Negotiated and managed acquisition of company by GoPro.• Refactored roadmap to accelerate delivery of competitive differentiators.• Doubled sales in first six months.• Increased value of IP and user base through introduction of user generated content programs.• Delivered integrated marketing campaigns featuring targeted messaging, website, advertising, tutorials and referral program.• Created B2B partnership program and closed both retail and affiliate partners.• Reduced developer help desk burden by 40% through support technology implementation and process improvements.

Greater San Diego Area

• Owned initiative valuation and prioritization as well as the resulting corporate roadmap.• Produced and managed granular forecasting solutions that enabled real-time access to highly accurate data.• Increased development team output and quality through organization and process improvements in partnership with CTO.• Designed and drove the implementation of enhanced support and training operations in support of new SaaS solutions.• Turned around the Business Intelligence, Lead Distribution and Corporate Marketing departments.• Authored patent applications and invented novel methodologies for conveying traffic value and optimizing distribution profit.• Created use of funds and employee stock option models aligned with corporate vision in advance of equity raise.• Designed the highest rated employee engagement/culture program.

Greater San Diego Area

• Designed and executed web application strategy that achieved a $4 million run rate within first six months.• Produced products and patent-pending inventions generating growing yearly revenues of $5 million.• Led refactoring and marketing of browser add-on product resulting in a rise to fifth most popular on Firefox and elimination of $250,000 in yearly expense.• Provided strategic direction resulting in the preservation of $10s of millions in yearly revenue and elimination of millions in development/infrastructure costs.• Renegotiated vendor contracts to maximize profitability while maintaining productive relationships.• Increased creative staff effectiveness through goal-based design methods and user analytics training.• Prioritized initiatives, features and defects based on proven methodologies for maximizing impact.• Sourced product insights from focus groups, analytics, user experience testing, social media and colleagues.

Greater San Diego Area

• Broke both margin and contract-size business development records within six months of start date.• Led the redesign and repositioning of Digital River’s game, application and content monetization suite.• Owned the phased assimilation of an acquired virtual currency and goods company based in Austria.• Authored and delivered presentations on Game Monetization Platform Economics at industry conferences.• Produced five highly rated monetization sessions for the Game Developers Conference in San Francisco.• Increased the quality of leads generated by third-party sources through instruction on proven segmentation techniques and delivery of enhanced qualification questions.• Drove interdepartmental efforts to streamline sales and retention efforts through sales force automation.

• Reduced idle and low value development time from 35% to less than 3% through Agile product management.• Produced comprehensive Publishing Platform product roadmaps aligned with the strategic interests of SOE.• Saved several million dollars and reduced time-to-market by purchasing non-differentiating technologies.• Created leading product management and design team through staff development and targeted recruiting.• Introduced key analytic concepts such as Survival Analysis and tools to increase sales and retention.• Successfully leveraged offshore development resources while maintaining onshore sustainability.• Instituted the requirement specification standards credited with maximizing development and QA throughput.• Drove continuous improvement at every stage of the customer lifecycle.

• Produced record-level professional services revenue for fiscal year 2007.• Increased retention by determining root causes of attrition and deploying targeted solutions. • Reduced open support incidents by 72% without increasing expenses.• Turned around failed Microsoft CRM implementation and delivered operational transparency at all levels.• Led interdepartmental team that designed and deployed best practice processes covering marketing, service sales, fulfillment and client support complete with CRM infrastructure and real-time reporting assets.• Decreased new client implementation costs by 25% while increasing satisfaction.

Director, Professional ServicesDecember 2004 – January 2007• Authored and successfully executed the twelve-month business plan for increasing Professional Services’ annualized sales from $300,000 to $3,000,000.• Designed and implemented cross-departmental processes spanning engineering, support, and sales facilitating the swift introduction of profitable service offerings.• Increased sales team production through instruction on proven techniques for identifying and closing service deals.• Drove rapid improvement by providing real-time access to key performance metrics and supporting details.• Successfully recruited and developed a team of twelve technologists, consultants and program managers.• Expanded cost-effective fulfillment capacity through outsourcing of development and consulting projects.Director, Customer OperationsMarch 2003 – December 2004• Launched professional services division from within the customer operations group.• Sourced and signed professional services consultants capable of providing workflow analysis and design, third-party software integration, IT infrastructure analysis and design, report creation, custom development, and specialized training.• Designed and deployed the client implementation process that is considered to be a competitive advantage by the Sales team.• Implemented the customer relationship management system (CRM) that delivers sales force automation, customer support management and executive analytics.• Reduced the cost of implementations by 20% through automation and process redesign.• Built and managed the support and implementation teams responsible for doubling customer satisfaction scores in less than five months.

• Closed and implemented strategic partnerships with the number one online storefront solution provider, major affiliate marketing solution providers and a leading Internet search vendor.• Authored comprehensive specification for the .NET-based Merchandising Optimization Engine in proper Unified Modeling Language (UML) thereby maximizing developer production.• Defined and documented processes necessary to maximize the efficiency and effectiveness of business model including complete value chain and workflow optimization analysis.• Directed the cross-functional sales, merchandising, engineering, finance, and marketing team from concept through successful product launch.• Streamlined implementation and customer service processes resulting in increased customer satisfaction and a 20% cost reduction.• Drove down fulfillment costs by 30% through restructuring of advertising distribution contracts.

• Increased staff productivity, enhanced customer satisfaction, and maximized marketing ROI through implementation of circulation management, predictive dialer, interactive voice response, and business intelligence systems.