Sarah Salyer Email & Phone Number

Greater Grand Rapids, Michigan Area

Vienna, VA

• Expanded audience taxonomy internationally to include countries like Japan, France, United Kingdom, Sweden, and Norway. Involved extensive research into cultural norms and practices, as well as language translation
• Improved audience insights and analysis for AddThis Audience Discovery product by revising top 1,000 brands catalogued in the system. Curated and revised keywords and topics associated with brands to improve extraction.
• Collaborate cross-departmentally with engineers to identify and tag web pages by vertical to refine entity extraction and categorize entities appropriately
• Created experimental international demographic audiences using proprietary AddThis data with the goal of reaching a 60% match against Nielsen data. Reached or exceeded goal in a majority of key audiences
• Analyzed AddThis data to create automotive KPI audiences targeted to those interested in specific conversion events. Identified patterns in URLs to gain insights into user behavioral patterns and create niche audiences

Vienna, VA

• Curate and refine entities for keyword-based audiences. Includes defining new entity phrases, deleting defunct phrases, and evaluating phrases for brand safety and data quality
• Integrate custom audiences and pixels into the client's space. Delete and update mappings as needed
• Refine, expand, and modernize audience taxonomy to the current advertising landscape
• Recommend audiences and optimizations to Advertising Operations to improve campaign performance
• Collaborate with Engineering on database updates and new tools. Test new database products and document errors
• Monitor segment health and correct for any sudden trends that could hinder performance

Vienna, VA

• Used programmatic RTB systems to increase consumer engagement while maintaining brand standards and safety, and creating filters to deter fraudulent activity
• Used AddThis’ audience taxonomy to meet client and agency monthly and quarterly KPIs
• Identified revenue at risk and optimize failing campaigns using various bidding strategies, Boolean logic, and domain filtering, all while maintaining positive client relationships and margins
• Interacted daily with Account and Sales Managers regarding campaign performance and optimization strategies

Mclean, VA

• Trafficked content for more than 70 markets, which make up DealChicken.com, an e-commerce and marketing solutions branch of Gannett
• Communicated extensively with markets and writers to deliver clear, concise, and enticing deals to a growing list of subscriber-based customers
• Produced 15+ B2B merchant video testimonials which are used as sales and marketing collateral
• Initiate and lead meetings with market area managers to enforce style guidelines and maintain consistency across the network
• Managed 7 remote freelance writers responsible for writing time-sensitive content
• Managed a copyediting intern responsible for reviewing content and checking for style errors

Mclean, VA

• Scheduled and managed hundreds of ad campaigns across 4 of Gannett’s digital properties, including broadcast and print markets
• Onboarded markets making the transition from scheduling campaigns locally and internally to using an outside central ad ops team
• Maintained communication across multiple departments—including sales, marketing, and inventory—to ensure full campaign delivery
• Used content management systems to proactively organize, monitor, and optimize campaigns
• Created progress reports for each market’s campaigns, including suggestions for improving performance

Comstock Park, MI

• Contributed to the expansion of the company's energy efficiency sector through the research of applicable tax credits and grants for future projects
• Wrote cost/benefit analyses in order to facilitate the implementation of renewable energy systems

Washington D.C. Metro Area

• Assisted constituents with questions regarding legislation and their community
• Compiled news clips and press packets to keep staff members informed of regional issues
• Maintained Congressman’s website and YouTube channel

East Lansing, MI

• Trained new editors in style guidelines and conflict resolution for H-Net, an academic on-line organization that publishes peer-reviewed content and facilitates scholarly discourse
• Assisted in managing a library containing thousands of books, all of which had to be catalogued and distributed to reviewers around the world
• Supervised 3 clerks responsible for posting academic announcements and processing incoming materials

Lansing, MI

• Compiled reports on various environmental issues - including a comprehensive overview of affordable green housing in Michigan - for policy analysis
• Assisted with various mailing projects to keep members informed of current issues