Richard Lawrence Email & Phone Number

New York, New York, United States

Created product strategy and founded global TV and OTT planning and buying practice. Served as product visionary and worked with partners to build ad tech stack that enables brands to plan, optimize, and measure across linear TV, OTT, and online video as well as connect brand outcomes to lower funnel performance. S4Capital plc (SFOR.L) is the tech-led, new.

Seattle, WA

• Created the narrative and positioning strategy to diversify Amazon Advertising from a performance advertising channel to a brand advertising solution for large brands.
• Developed the brand business case by coordinating several major research studies that establish the efficacy of Amazon's ad products for driving brand outcomes.
• Produced the pitch deck for field sales that showed how Amazon Advertising can grow brand equity and reach hard-to-reach audiences that have migrated away from linear TV.

Los Angeles, California, United States

• Launched our TV data platform to Omnicom, major brand advertisers, and DSPs. The platform enables advertisers to onboard their first and third-party data assets and plan cross-screen buys using advanced audiences.
• Responsibilities include competitive analysis, positioning and messaging strategy, producing collateral, and working with sales to close major deals.

Redwood City, CA

• Launched the industry’s first CPG closed-loop measurement solution for CTV with Nielsen Catalina, which provided CPGs the ability to compare ROAS of OTT and linear TV for the first time.
• Pioneered the industry’s first advanced TV measurement solution with Nielsen and Comscore that could measure cumulative reach/frequency of a campaign that spanned all CTV supply including OTT, game consoles, and TV.
• Previously head of supply and demand side product marketing for Europe, which included expanding and positioning YuMe’s ad product portfolio in several countries.

Sunnyvale, CA

• Developed methodology for determining the optimal allocation of Yahoo’s $90 million consumer advertising budget across linear TV, video, social, cinema, and OOH. New and improved media mix drove a 75% lift in core.
• Gathered analytic requirements from across marketing organization and created a framework for ad effectiveness measurement using a combination of marketing mix modeling, multi-touch attribution, and brand measurement.
• Landed in this role because the TV Optimizer planning tool I developed produced better performing media plans than what we were receiving from our agency.

Sunnyvale, CA

• Product marketing lead for Yahoo’s video/brand advertising initiative. My strategy helped video become the fastest growing product line in the company. Two of the products I developed and launched became major revenue.
• Worked with Nielsen to develop an indispensable planning tool used by major brands to identify low performing TV spots and provide guidance for the most optimal spend between linear TV and video to maximize reach and.
• Trained the sales team on how to create the most effective TV share shift pitches. As a result, advertisers shifted millions from TV to Yahoo's video products. Received multi-million dollar share shifts from numerous.
• Created a first-to-market ad product called Audience Match that enabled advertisers to port their Experian and MRI linear TV segmentation as well as their 1P data so they could target those audiences on digital..

Foster City, CA

• Operated my own advertising/ product marketing consulting business. My clients included Yahoo, iCrossing, WPP/Group M, Adobe/Omniture, eBay, MIVA/FindWhat.com, Media General (Tampa Tribune, News Channel 8, Tampa Bay.
• Direct report to CMO of Omniture -- developed the product positioning and market requirements for Omniture’s flagship product lines, SiteCatalyst and SearchCenter. WPP/ Group MNew York, NY
• Direct report to VP of digital media -- media strategist consulting major WPP clients on cross-media strategies that integrate TV, display, and search.iCrossingNew York, NY
• Media strategist for this top 10 digital agency, consulting major brand advertisers about their search and display strategy. Created the media strategy portion of the agency pitch decks, which was instrumental in.
• Developed product solutions on the eBay platform that enabled merchants to market their products off eBay through channels such as paid search, SEO, and comparison shopping engines. MIVA/ Findwhat.comSan Diego, CA
• Served as acting director of product management for MIVA Merchant, which was the largest e-commerce solution used by 90,000 merchants. Executed a strategy to create the industry’s first solution to seamlessly integrate.

Postgraduate Certificate In Marketing Strategy, One-Year Program Of Classes That Contain Mba-Level Strategic Marketing Training.

Major - Business Administration