Mike Poston Email and Phone Number

Q: What company does Mike Poston work for?

Mike Poston works for WebMD Ignite

Director, Programmatic Strategy and Technology at @ WebMD Ignite

New York, NY, US

Mike Poston's Location

New York, New York, United States, United States

Mike Poston's Contact Details

Mike Poston work email

Mike Poston personal email

Mike Poston phone numbers

About Mike Poston

10 YEARS EXPERIENCE IN HEALTHCARE PROGRAMMATIC TEAM MANAGEMENT, PRODUCT DEVELOPMENT & STRATEGYPROGRAMMATIC EXECUTIVE• Cross-functional project success with executives, agencies, advertisers, sales, publishers, accounts (SOW management), media planning, tech partners, developers & operations• Integrate all mutually dependent components of programmatic advertising into precise solutions• Intrapreneurial & self-motivated• Start-up experiencedDIGITAL AGENCIES (large firms, middle-market & brand direct)• Workflow streamlining & best practice development• Adoption of new technology & building use cases• Building & restructuring programmatic teams• Media & campaign planning • Managing offshore traders• New business generationDEMAND SIDE PLATFORM (DSP) EXPERIENCE• Beeswax (early adopter) – customized bidder-as-a-service, query filters, APIs, custom algorithms & win-log data• Ubimo/Polaris (early adopter) – mobile app DSP integrated with Polaris location targeting• Trade Desk (2 certifications)• MediaMath (1 certification)• Amazon (5 certifications)• Xandr/Appnexus• Google DV360• Pulsepoint• Doceree• Dstillery• LassoPROGRAMMATIC CAMPAIGN TECHNOLOGY PARTNERS• Creative Trafficking – Google Campaign Manager & DFP• Measurement – Moat, DoubleVerify, IAS & comScore• Rx, Dx, REF Data Bases – Veeva, Compile & Apollo• Location Targeting – Emodo, Factual & Polaris• Dynamic Creative Optimization (DCO) – Jivox• Identity Resolution & Data Store – LiveRamp• Video – SpotX, Telaria, GlassView & Pixability• Contextual Targeting – Oracle/Grapeshot• Audience Modeling – TruSignal• High Impact Display – BounceX• Native Ads – Sharethrough• In Store Conversions – IRI• DMP – Salesforce/Krux• Out of Home – VistarPRODUCT, SOLUTION & MARKET INNOVATION• Comfortable navigating uncertainty, risk & abstraction in the fast evolving & shifting digital landscape. Blue sky work.• Unique vertical market solutions in pharmaceuticals, healthcare, CPG, retail, e-commerce, fashion, mass merchants, home improvement, SMB & personal finance• 100% successful new product & capability development• Emphasis on quality & best-in-class solutions• Organizing complexity into opportunities• Translating insights into action items• Fast & precise strategic insightsHANDS-ON CAMPAIGN SOLUTIONS• Extracting actionable insights from report metrics• Succeeding in open market RTB environments• Layering multiple platforms & technologies• Prospecting & upper-funnel optimizations• Resolving any & all DSP campaign issues• Targeting niches & granular audiences

Mike Poston's Current Company Details

Webmd Ignite

View

Director, Programmatic Strategy and Technology

New York, NY, US

Website:: webmdignite.com
Employees:: 365

Mike Poston Work Experience Details

Director, Programmatic Strategy And Technology

Webmd Ignite

New York, Ny, Us

View
Director, Programmatic Strategy & Technology

Webmd Ignite Aug 2024 - Present

Newark, Nj, Us

View
Media Director

Solve(D) | An Ipg Health Company Jan 2023 - May 2024

New York, Us

SOLVE(D) is an IPG Health growth accelerator in the pharma industry. Start-up spirit with capabilities/resources of a global full-service integrated communication network. Built from creative agency DNA with the right combination of data science, advanced analytics, technology & consulting to deliver omnichannel digital campaigns. HCP & DTC.IPG is #358 on Fortune 500, $11B revenue, 21 healthcare agenciesMEDIA PLANNING• Media briefs & tactical plans, strategic media goals• Data driven tools to manage channel mixes• Audience segmentation• KPI measurement• Relationships with media partners/vendors CLIENT MGT• Oversee 3 rare disease accounts/brands• Strength of my client relationship helped win the 3rd account ($4 million annual billings)• Lead client planning/status meetings• Develop expertise about drug brands: product benefits, efficacy, MOA, challenges, client processes• Manage client expectations/deliverablesLEADERSHIP• Oversee Associate Directors, Media Supervisors/Planners• Apply ad tech expertise & 10 yrs’ experience in pharma digital to build successful campaigns & client trust• Knowledge of all digital media channels• End-to-end perspective• Strategy/integration• New business opportunities• Innovations to grow client businesses• Increase agency revenue• Accountable for entire team, account mgt, talent, manage up/down reporting structureCROSS FUNCTIONAL TEAMS• Manage cross-functional teams across IPG: finance, media planners, social, SEM/SEO, SMEs, strategy, analytics• Introduced Agile Scrum to manage a fast changing & challenging branded launchOMNICHANNEL• Full funnel planning: traffic development, website conversions, Rx lift• Channels: display, endemic, EHR, email, programmatic, SEM/SEO, mobile, social, print, OOH, conferences, video, audioCREATIVE AORs• Bridge the gap between creative AORs, pharma brands, media activations• Collaborate with AORs to guide messaging, CTA development• Unbranded DSE and new brand launches

View
Director, Programmatic Media

Syneos Health 2020 - 2023

Morrisville, Nc, Us

SYNEOS HEALTH: GLOBAL PHARMACEUTICAL SERVICES• 584 on FORTUNE 500• Most pharma mfgs are clients• Manage 1500 clinical trials• Deploy 100 sales teams + MSLs• Own 10 marketing/advertising agencies (no digital media expertise)KINETIC: START-UP TECH DIVISION• Hired as 7th employee to build an advanced programmatic tech stack• Grew to 70 employees (100% GLOBAL/REMOTE)• Hired top talent: programmatic engineers, data scientists & strategists • Build HCP target audiences from Rx, Dx & REF history using Veeva, Compile & Apollo• Developed 2 programmatic ad products: DIGITAL AMPLIFIERS1. CLINICAL AMPLIFIERS improve clinical trial patient recruiting2. COMMERCIAL AMPLIFIERS improve Rx lift during new drug commercializationRESPONSIBLE FOR DSP PLATFORMS, TRADING TEAM MGT, ANALYTICS & INSIGHTS• Built/manage offshore team of programmatic engineers in Bangalore India• Developed expertise on 3 self-serve, healthcare DSPs: Pulsepoint, Doceree & Lasso, building strength/weakness profiles• HCP targeted campaigns deliver custom 1:1 HCP messaging, triggered by daily sales rep conversations, integrating the Veeva CRM platform into programmatic campaign mgt• NPI numbers are labels for groups of digital identities known to belong to each HCPBUILT/LED A CLINICAL BEST PRACTICE TASK FORCE, PARTNERING WITH THE VP of CLINICAL STRATEGY• Clinical trial patient recruiting is the most challenging use case• 4 areas of conversion funnel focus: creatives, traffic, landing pages & digital referral forms• Identify the 20 best DSP tactics/settings, optimizing HCP landing page intent & patient recruiting lift• GOAL: A campaign model that facilitates 100% global product efficacyDEVELOPED 2 OPERATIONS PROCESSES TO SUPPORT A SCALING, GLOBAL MEDIA FACTORY1. Built an automated ops system on a dedicated Salesforce instance to manage opportunities from Sales to Account Mgt to Campaign Delivery2, Weekly KPI Delivery Monitor focuses on campaign issues that need immediate attention

View
Executive Programmatic Consultant

Forwardpmx (Assembly) 2019 - 2020

Worked as a full-time consultant to evaluate programmatic capabilities/opportunities. Developed strategies/plans to expand the Agency's programmatic potential.STAGWELL GROUP MERGED 3 SEARCH AGENCY ACQUISITIONS INTO FPMX (2019)• 1000 employees, 25 offices, 15 countries, e-commerce clients • $1B media spend, but only 1% from in-house programmatic• Significant cross-sell potential, as most clients already ran programmatic campaigns elsewherePRIMARY CHALLENGES• Agency structure was siloed across MANY independent Client/Media teams• None had skills to build programmatic campaign strategy or media plans• 3 traders ran self-taught, self-serve programmatic campaigns• No processes, workflows or systemsSTRATEGIES & PLANS1. REPLACED EXISTING TRADERS• Defined 5 categories of programmatic expertise & 13 skill sets• Hired new STEM graduates from top schools• Recruited proven talent from big Agencies• Outsourced complex, high-profile campaigns to experienced contract traders• In-house programmatic capacity remained limited2. DEVELOPED A STRATEGY for training siloed Client/Media teams to cross-sell programmatic3. DEVELOPED PARTNERSHIP STRATEGIES for top ad tech companies to work with FPMX• Despite MANY meetings, few partnerships evolved• Users must apply new tech in live campaigns to build solutions• Involves strategy, tests, optimization, repeatable success & use cases• Solutions must then be promoted & trained across the siloed Client/Media teams4. DESIGNED BEST-IN-CLASS CAMPAIGNS (as training use cases)• RETAIL CPG with 10 tech partners. Generated 15 use cases. In-store conversion, DCO, high-impact banners, contextual/location targeting, native, PMPs.• MODEL FOR NEW VERTICAL MARKET. Client’s first digital campaign solved marketing challenges in a sensitive/unique vertical.• PROSPECTING IN E-COMMERCE. Precise upper-funnel audiences directly improved lower funnel, on-site retail conversions.5. FACILITATING A PROGRAMMATIC AGENCY ACQUISITION
Vice President, Ad Products And Programmatic

Adprime 2017 - 2019

New York, Ny, Us

HYBRID DIGITAL ADVERTISING BUSINESS - 2 PARTS1. Vertical Network – 600 publishers & 2 owned/operated websites. Display, video & programmatic inventory2. Direct Sales – managed service campaigns for large Agencies of Record, mid-market Agencies & Brands direct3. 4000 annual campaigns serve 2B impressionsEVOLVED LEGACY NETWORK INTO A CUSTOM PROGRAMMATIC TECH STACK• Evaluated 36 tech partner prospects• Negotiated partnership deals & contracts• Built feature/function roadmaps & prioritized development backlogs• Raised programmatic revenue from 10% of sales in 2014 to 50% in 2019SUPPLY SIDE PLATFORM• RTK partnership to on-board legacy network pubs into a custom, vertical market SSP• Developed fast-track pub on-boarding (adapter & full-wrapper header bidding)• Minimized risk, improved yield, built SSP critical mass, automated PMP categorizationPRE-BID AVAILS FORECASTING• Forecasting not possible on DSPs without campaign set-up• Built custom DMP (interface tool) to streamline proposal generation• Allows Media Planners to produce $100 million annual Agency proposals without Ad OpsRESTRUCTURED AD OPS DEPARTMENT• Upgraded DFP subscription with new capabilities & reduced cost by 20%• Evolved legacy DFP traffickers into programmatic traders • Reduced excess capacity by eliminating the NYC team & right-sizing India team• Weekly training meetings, 1-on-1 coaching & skill-building• Completed MediaMath to Beeswax DSP migration in 12-weeks (250 campaigns)• Set up Media Planning Support Group (JIRA ticketing) to process data segment requests• Managed optimizations with weekly Media Planning campaign reviewsDEVELOPED & IMPLEMENTED BEST PRACTICE WORKFLOWS1. Viewability – 5 solutions2. Click-through-rates – 5 solutions3. Small-geo targeting – 5 solutions4. Targeting hard-to-reach audiences – 7 solutions5. Sourcing inventory from PMPs & deal IDs6. Re-targeting, bundled bid rates & cross-platform geo-fencing to maximize profits

View
Director, Product Development

Adprime 2014 - 2017

New York, Ny, Us

View
Full Time Student

Advertising Technology, Coding And Relational Database Certifications 2013 - 2014
Director Of Product Marketing (Sales Enablement)

Achieve It Online (Saas Start-Up, Strategic Planning Platform) 2012 - 2012

BUSINESS• SaaS start-up• B2B scheduling/planning software• 30 customers (100 seats)• Early-stage venture funding ACCOMPLISHMENTS• BRAND Launched the Achieve It brand• SALESFORCE CRM with PARDOT Marketing Automation• CUSTOMER INSIGHTS Built a user interface UX survey• LINKEDIN Developed a LinkedIn pay-per-click strategy to scale over 20 display ads with A/B testing• YOUTUBE Wrote scripts & recorded 20 videos to set-up a YouTube channel for generating B2B leads• MULTIMEDIA DIGITAL CAMPAIGNS Targeted vertical-market associations with display ads, blogs, webinars & Twitter• LEAD GEN STRATEGIES Network display campaigns, SEO/SEM, PR (case studies, testimonials & white papers), association events & engineered SEO• FACEBOOK DISPLAY Raised CTR from 12/day to 80/day• EMAIL CAMPAIGNS 18% click-to-open (CTO) rates
Vertical Market Specialist (Home Improvement, Legal, Restaurant And Health Verticals)

Yp.Com (Comscore Top-20 Publisher) 2009 - 2012

BUSINESS• REVENUE $5 billion & 300,000 SMB subscriptions• TRAFFIC 34 million monthly uniques• PARTNERSHIPS Google (AdWords reseller), Yahoo (search), WebsPlanet (website templates), Marchex (call analytics), OrangeSoda (engineered SEO), PingMobile (SMS text ads), QuantumDigital (direct mail automation)• 25 INTEGRATED AD PRODUCTS• IN-HOUSE CREATIVE AGENCY• DATABASES SAP BusinessObjects (BI tools)• 5000 DIRECT SALESPEOPLEACCOMPLISHMENTSSUBSCRIPTIONS• Built a loyalty platform in 50 markets (large cross-functional team)• Spent 30% of time in-field with Sales/Advertisers• Reversed double-digit churn, increased retention to 90%, generated 23% revenue liftIMPROVED YIELD• $1 billion unsold premium inventory on YP.com• Built a plan to monetize $100 million• Aligned strong-traffic geos with discounted ad space, targeted audiences & Sales incentives• Improved advertiser retention & added new subscriptionsVIDEO PLATFORM• Developed online video ad platform strategy for the “DIY How To” space• Researched 500 users to map videos’ role in the overall purchase pathwayLEAD-GEN PLATFORM• Identified a product opportunity (acquisition/partnership) while in-field with Sales• Business case estimated revenue at $100 million by generating new subscriptions, increased revenue from existing advertisers & won market share from HomeAdvisor.com• Partnership prospects included RedBeacon.com (acquired by Home Depot in 2012)• Interviewed 820 SMB advertisers in 16 segments to build user stories/personas• Platform opportunities included payment structure, brand, site access, managed services & interfaceDISPLAY ADS• Identified new product opportunities from A/B tests of 25 different display ad types• Built interactive display coupons that drove 68% of a website’s traffic• Achieved 0.12% CTRs (twice YP average)SALES ENABLEMENT• Developed vertical playbooks (insights, copy writing & design)• Conducted in-field, video & online training for 400 vertical salespeople

Mike Poston Skills

Mathematics Gmat Development Patent Applications Market Channel Hubspot Vertical Market Prospects Big Picture Vendors Opm User Experience Sales Platform Architecture Customer Retention Visual Studio Seats Fortune 500 Plastics Sales Operations Jira Market Research Agile Methodologies Window Doubleclick For Publishers Finance Digital Marketing Performance Issues Merchandising Structure Start Up Environment Return On Investment San 50m Marketing Automation Product Life Cycle Online Advertising Fmcg Social Marketing Entrepreneurship Real Estate Product Categories Ctrs Cross Functional Team Leadership Product Management Segmentation Claritas Google Analytics At&t Subscription Platform Development Data Conversion Online Research Mba Trademarks Voice Of The Customer Webinars Management Revenue Design Vertical Market Penetration Retail Category Management Back End Calls Twitter Consumer Products Sap Business Software Multi Family Identifies Patents Sms Integration Behavioral Analytics Nashville Gen Private Equity Firms Home Depot Powerpoint Source Accounting Adobe Salesforce.com Preparation Of Business Cases B2b Amdocs Entrepreneurial Organizations Listings Georgia Ac Nielsen Market Intelligence T Sql Networking Consumer System Web Analytics Atlanta Tests Ad Networks Radio Access Network Google Adwords Engineering Reports Seo Strategy B2b Marketing Google Website Monetization Branding Inventory Sold Management Consulting Wal Mart Strategies Loyalty Programs Product Innovation Xml Web Video Customer Insight Microsoft Excel Property Denver New Business Development Creative Strategy Training Managing Agency Relationships Internet Strategy Feeds Surveying Scripting Conferences Scheduling Product Development Cpg Industry Marketing Consulting Research Third Party Applications Shares Venture Capital Global Research Copywriting User Stories Guides Pilot Projects Partnerships Campaigns Hardware Retail Marketing Advertising Agency Hospitals Ppc Direct Marketing Display Campaigns Website Development Gap Analysis Segments Trials Precise Online Marketing Yahoo Retail Space Churn Graphic Design Applications Persona Powerful Data Analysis Vertical Marketing Advertising Lead Generation Strategic Planning Pardot Mc2 Interactive Advertising Webex Case Studies Marketing Colorado Big Data Stage Gate Strongmail Omniture Sales Trainings Business Intelligence Testimonials Business Case Brand Developement Sat Data Driven Testing Coupons Software Lifecycle Market Share Dashboard Analytics Australian Cloud Computing Dart Sales Manager Media Linkedin Html5 Websites Brand Loyalty Multimedia Pov User Interface Targeted Advertising Pathway Comscore Roadmap Data Warehousing Home Improvement Studio Estimate B2b2c Youtube History Feet Platform Start Ups Global Sourcing Blogging New York Administering Reviews Microsoft Sql Server Business Insights Scrum Software Pivot Tables Medical Intuitive Concerts Doubleclick Ping Video Pmi Business Objects Facebook Proposal Writing Manufacturing Interest Rates Javascript Platforms Market Analysis Sem Css Saas Strategic Consulting Registrations Conceptual Modeling Templates Marketing Strategy Smb Automation Romi Databases

Mike Poston Education Details

Vanderbilt Mba (Quantitative Methods) & Be (Engineering)

Owen Graduate School Of Management
Vanderbilt University

Engineering

Frequently Asked Questions about Mike Poston

What company does Mike Poston work for?

Mike Poston works for Webmd Ignite

What is Mike Poston's role at the current company?

Mike Poston's current role is Director, Programmatic Strategy and Technology.

What is Mike Poston's email address?

Mike Poston's email address is pr****@****ail.com

What is Mike Poston's direct phone number?

Mike Poston's direct phone number is +121244*****

What schools did Mike Poston attend?

Mike Poston attended Vanderbilt Mba (Quantitative Methods) & Be (Engineering), Vanderbilt University.

What skills is Mike Poston known for?

Mike Poston has skills like Mathematics, Gmat, Development, Patent Applications, Market, Channel, Hubspot, Vertical Market, Prospects, Big Picture, Vendors, Opm.

Free Chrome Extension

Find emails, phones & company data instantly

Find verified emails from LinkedIn profiles

Get direct phone numbers & mobile contacts

Access company data & employee information

Works directly on LinkedIn - no copy/paste needed

Get Chrome Extension - Free

Download 750 million emails and 100 million phone numbers

Access emails and phone numbers of over 750 million business users. Instantly download verified profiles using 20+ filters, including location, job title, company, function, and industry.