Paid Media Activation

In the summer of 2008, I found myself interning for a startup CPG manufacturer in my hometown. Amongst key responsibilities such as documenting product specs and “padding” reviews on consumer ratings sites, I was given $100 per day to invest however I saw fit in something called “Google AdWords”.

After a month of activation in a young Google Search and Shopping network, I was bewildered to find that the investment in advertising had barely broke even. But my leadership believed that opportunity had been demonstrated. Perhaps, I suggested, it may be possible to optimize our performance based on pattens in the data generated by our campaigning. We may be able to better allocate budget across campaigns, keywords, audiences, products, and the ample customization available to the advertiser. I carefully redesigned and implemented my revised strategy…

…and I never stopped.

I have proudly invested seventeen years of my career in digital paid media activation, having continuously run campaigns in one form or another since that summer of 2008. My career has spanned brand-side, agency-side, and adtech-side activation platforms - with invaluable lessons learned at each function.

Today, I count myself among the world’s top 1% of media buyers: it’s not just about skill, but experience and process. With numerous original inventions and strategies in the field, I am privileged to work with some of the most dynamic advertisers in the market.