Integrated Digital & Performance Media Strategy

• Programmatic (DV360, Amazon DSP, and StackAdapt for CTV/STV, OTT/OLV, Display, DOOH experiential, Audio, In-store)
• Paid Social (LinkedIn, Meta, TikTok, Reddit, YouTube, Snap)
• Paid Search (Amazon Ads, Google Ads, Microsoft, AI/Zero Click)
• Retail Media (Amazon Sponsored Ads, Walmart Ads, Instacart)

🫶🏽 Empowering my teams with mentorship and tools so they can continuously test-and-learn and maximize paid media synergy with organic media such as AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) for AI-driven search experiences.

• Developing audience targeting strategies across platforms and weaving data from CRM, CDP, and DAM, executed safely with clean room and MMP solutions for higher relevance and stronger conversions especially for the mobile-first economy.
• Exceeding goals for subscription engines like AARP, Amazon Prime, Audible, and HelloFresh by reducing CAC by up to 23% and lifting LTV:CAC by 21% within 6 months.
• Incorporating creative and incrementality testing to boost performance and capture stronger differentiators that drives action and efficiencies.

• Designing a rigorous experimentation framework to validate growth hypotheses and optimize performance.
• Executing statistically significant test-and-learn (A/B/N, incrementality) proven by a 15% increase in Conversion Lift and 7x Engagement, alongside an integrated reporting system for maximum confidence.
• Working with measurement and data science teams in complex data modelling and logic for >80% conversion accuracy and performance tracking.
• Integrating a paid media ecosystem with MMM, MTA, MMP, and Ad Verification for a single source of truth (SSOT) for attribution and digital investments; accurately tracking revenue, contribution profit, minimizing risk, and operating with zero waste.