Profile
Top performing professional with 15 years of successful experience managing products, projects and staff within multiple disciplines of the online advertising and revenue industries combined with a solid business background spanning 19 years. Dedicated leader and communication expert in building cohesion across all operational, business, technology and executive divisions; including vendor relationships, client and publisher services.
Career Summary
Martha Stewart Living OmniMedia
Head of Revenue/Ad Operations, New York:
2013 – Present
This position is responsible for Ad Ops, Inventory & Yield, Ad Product and Revenue Reconciliation
Video player overhauled for Owned and Operated sites
Responsible for a complete video audit for proper CMS categorization and subsequent redesign of targeting architecture to accommodate business requirements
Launching a turn-key solution for partner sites to leverage MSLO video content (non-O&O)
Margin analysis and execution for partners sites, distributors and vendors; increasing profit margins from ~55% to over 85%
Lead the redesign of MSLO’s Programmatic and Remnant revenue streams; US and International
Headed up a complete redesign of the Canadian business leading to a 300%+ increase in revenue
Function(x) / Viggle
VP of Revenue/Advertising Technologies and Operations, New York
2011 – 2012
The Head of Revenue Operation position spanned all aspects of this Mobile App and video company. Product selection, system integrations, staffing and Sales/Client Services support. The platform (www.viggle.com under Function(X) Inc.) was released in late January 2012.
Responsible for all integrations with backend systems and Frontend products related to Advertising and Yield
Product selection, staffing and launched in 7 months from the ground up
Revenue models created for core product, inventory and yield
Complete video advertising integration for the Rewards Platform
Salesforce, Order Entry and Analytics Data considerations to have productive and exceptional sales products and performance
RMK Interactive
Independent Contractor/Owner
Independent contractor for clients such as AdMeld, BusinessWeek, Orbitz, Heavy. Contracted to drive the respective strategic online advertising goals and integrations; including:
Assisted AdMeld with their proprietary platform to increase client satisfaction with reporting and to decrease execution time around Publisher launches; honing product for sale
Launched Heavy.com’s fully integrated video and corresponding mobile solution
Researched, documented and planned the implementation and execution of SalesForce.com to steam-line the sales cycle from lead to close and empower the sales organization with superior technology and mobile abilities
Lead BusinessWeek’s Ad Monetization process for the Business Exchange; including a complete tagging strategy, data considerations, integrations and product requirements.
Owned the business rules, integration demands, training and launch of BusinessWeek’s order management system and communication with their DFP ad server
Organized the order entry and campaign management groups to exceed client expectation for both Heavy and the Men’s Network
Delivered solutions for BusinessWeek, Heavy and major advertiser for backend billing ties
IDG TechNet
VP of Ad Operations and Publisher Services, New York
2009– 2010
Responsible for hiring, training and migrating from an outsourced ad operations vendor to a fully functional internal team by 600% due to no Publisher Services, Ad Ops or Analytics headcounts preexisting
Determined internal processes for all aspects of post-sales execution
Increased visibility into both CPM/CPC as well as Publisher revenue performance
Devsteloped and lead an international summit to educate those divisions about online advertising, best practices and the requirements to launch on the IDG platform
Worked solely on the business modeling, requirements and integration concerns for the Japanese and Korean owned and operated divisions
WebMD|Medscape
Director of Media Operations. New York
2006-2008
Direct the Advertising Operations, Contract Administration and Media Analysis groups for all WebMD (consumer) and MedScape (Professional) web properties. Lead the integration of Business Intelligence tools (ERP, SalesForce, etc…) with the DoubleClick DART Enterprise adserver platform across all properties and business divisions; streamlining efficiency and accurate delivery of all online Media.
Responsible for the contracting, execution and media delivery of $350 million/year
Increased 1 team by 200% over 5 months and the total division by 80% over 7 months required for acquisitions, existing understaffing and growth
Directed 4 teams with an initial headcount of 8 increasing to 22
Business and technical owner of a $1,000,000 single initiative to streamline all Media Ops processing, delivery and fulfillment across the entire organization
CMP MEDIA, LLC
(A subsidiary of UK-based United Business Media and one of the world’s top technology publishers)
Director of Advertising Technologies Worldwide (New York based)
2006-2008
Managed cross-functional teams and initiatives that administrated the ad server platform and operations across 10 global business units. Directed strategic planning and reporting based on R&D findings, IT resources, P&L and maintained positive working relationships with internal and external clients. Technical and business liaison for all Sales teams, media providers, and marketing with backend development and system teams. Evaluate new product initiatives for potential targeting, platform, device, and sales opportunities and subsequent presentations to the business leaders.
Achieved a 90%+ rating, 5 years running, with #1 for quality of service from clients, direct reports, and sales
Promoted from Project Lead to Product/Project Manager – 2002
Promoted to Operations Director – 2004
Recognition from 2 International executive management teams for excellence in designing, building and launching their local Ad Operation divisions
DOUBLECLICK, INC.
New York, New York
1999-2000
Technical Analyst (DART for Advertisers)
Hired to troubleshoot client issues, strategic media planning projects, and execute custom reporting concepts.
Headed the implementation of post-click analysis goals for key agency and direct advertising clients
Collaborated with senior management at top 10 clients and their respective publishers for best practices, IAB compliance, implementation and post-implementation analysis
Qualifications
Bachelor of Science
Southampton College, Southampton, New York
Engagements
IAB, Speaker: Monetization of AdNetworks in the Enterprise Marketplace
AdTech, Publisher Panelist – Technology Integration Best-Practices
Round-table and Executive panel leader for numerous IAB, AdMonsters and industry organizations
