Ysobel Rose
Strategic Architect & Operator | Digital Strategy, Advertising, AI
I architect end-to-end advertising ecosystems by connecting strategy, campaign, creative, content, data/measurement infrastructure, and AI-powered solutions across the full customer journey. I know we’re successful when campaigns drive measurable and scalable business growth vs. vanity metrics.
About
I lead teams that thrive in uncertainties by helping them unlock solutions through problem reframing, sound trade-offs, and/or managing risks.
I’m a strategic and technical leader with 15+ years architecting high-performance digital advertising ecosystems across AdTech platforms, enterprise B2B/DTC, and agencies.
I specialize in building integrated growth solutions, from programmatic advertising strategy (e.g., Amazon DSP, incrementality, data modelling, MMM, MMP integration) to AI-powered optimization that connect media, measurement, and business outcomes across the complete digital funnel.
Work
I build teams that work and operate in symbiotic ecosystems that automate tasks and systematically measure outcomes.
- At Amazon, I led teams delivering end-to-end programmatic strategies for enterprise advertisers including Private Brands, Audible, AWS, and Amazon B2B, driving full-funnel performance through Amazon Ads and cross-channel measurement.
- At HelloFresh, I managed teams that reduced CAC and increased LTV by architecting integrated paid media ecosystems with structured experimentation across awareness, consideration, and conversion.
- At AARP, I transformed digital advertising practices through programmatic infrastructure (DSP/SSP integrations) and privacy-safe CDP solutions that scaled enterprise growth.
❗”When a measure becomes a target, it ceases to be a good measure.”
🤝🏽 If you agree with Goodhart’s Law, let’s connect!