• Oversee design, implementation and evolution of complete ad tech stack for Peacock Streaming, including: CDP, GMP, Social Buying Platforms, MMP (Kochava), Floodlight Setups and Server to Server Integrations, 1st party onboarding mechanisms. • Manage a team who is responsible for all data flow from our 1st party warehouse to downstream media buying platforms, supporting ideal marketing strategy/tactics and troubleshooting the various hiccups across a large tech stack that supports millions in advertising spend. • Designed and implemented Clean Room solution, utilizing ID pseudonymization (Liveramp) of 1st party data in order to co-mingle with 3rd party data for deeper customer insights, segmentation and model-driven activation• SME on identity resolution both internally (across different brands and with sell-side) and for downstream audience activation/event forwarding - solving for cookie-less world. • Support analytics team in effective data collection for MTA/MMM modeling, as well as DCM and GA setup and customization. • Consultant for other NBC business units on ad tech, MMP orchestration, 1st party identity collection/resolution and audience sharing.

• Led team responsible for development and evolution of end to end ad tech stack ensuring data flow into ad platforms for effective 1st party audience activation and event forwarding for real-time optimization.• Led team responsible for integrated audience strategy, data-driven audience testing/measurement and audience planning (balancing addressability vs. budgets to maximize reach and optimize frequency across channels). • Led development and evolution of clean room, enabling us to co-mingle 1st and 3rd party data through an anonymous ID to enrich our 1st party data, power in-house modeling and extend audience addressability.• Oversaw development of identity solutions to expand 1st party audience addressability: ID syncing with ad platforms, on-boarding partner management (Neustar, Liveramp). • Responsible for accurate data collection for analytics: MMP (Appsflyer), GA360, Adobe Analytics, floodlight/pixel deployment (CM, social), ADH, SDKs.• Oversaw GMP setup and evolution, integration into AppNexus, and downstream integration and setup of data flows into social platforms.

• Lead in developing and optimizing digital client strategies that integrate multiple channels into cohesive consumer journeys: programmatic display, paid search, paid social, online video, digital radio, SEO. Work on both brand building and performance campaigns. • Manage a client service team responsible for leading several key agency clients who represent $100+ million in annual media spend, and span the auto, alcohol and retail industries. (Heavy focus on e-commerce and in-store revenue)• Key relationship owner with client's senior leadership team. Work with leadership to ensure digital strategy is aligned with offline media, and help assess correct total media mix. • Work heavily in google stack (DCM, DBM, DS), along with Attribution and MMM partners, leveraging 1st and 3rd party data, to develop digital campaigns that are highly targeted, personalized and efficient.