Variable Media

Founder | CEO

Molio Inc.

Build business partnerships by providing brand consulting & development, product & brand positioning, and strategic business planning

Produce insights and deliver audience understanding by providing our client partners with competitive & landscape analysis as well as cultural & trend mining

Play a key role in the campaign and media strategy with intelligent integrated content & campaign strategy., customer journey development, communications planning, influencer management, and digital leadership & social strategy

Contribute to creative and production process through brand identity, concept development, and visual design.

Own launch, optimization, and strategy for all campaigns. With specific capabilities in media planning & buying, targeting strategy, data & analysis, social media understanding, conversion funnel analysis, and creative & audience optimization.

Speaking Opportunities
 - IIeX North America 2016 Atlanta

Molio Method: 
 - Create > Optimize > Analyze > Scale
 - YouTube First Advertising Solution
 - Creative & Analytics

Consultant | Dir. of Media & Analytics

Video Ad Network

Direct the strategic development of the account management staff overseeing more than 2.8 billion impressions annually. Growth is then analyzed, calculated, and conveyed to management staff on a weekly, quarterly, and yearly basis

Deliver sales learning and talent development to over 20+ new hires in 2014. Each sales associate was provided a 1-week boot camp on the PK4 Media suite of products while also obtaining an understanding of the digital ecosystem and programmatic platform

Evaluate & negotiate all third party audience targeting & buying, verification, transparency, and ad server relationships resulting in high six figure savings, while managing integration side by side with our development team

Contribute to revenue goals in each quarter of 2014, generating a 400% increase from 2Q to 3Q and 160% from 3Q to 4Q

Succeeded in management of national digital display and video totaling over 2B+ impressions in 2013 

Developed account management & ad operations process, documentation, and strategy, which resulted in a more streamlined work flow 

Formed brand identity via marketing 1-sheet documents, as well as category specific catalogues for display, video, ad serving, and programmatic platform

Director of Client Services

Yahoo!

Oversaw field sales accounts in the South West Class 1– Sony Electronics, Red Bull, Adidas, Dish Network, Toshiba, HTC, and Toyota Branded Content (Fantasy Baseball / Football), Cisco Systems, and Pro Flowers as well as hybrid Class 2 RMX accounts – Grand Canyon University, Classmates.com, Sony Electronics (DR), Best Western, DiTech, and Dish Network (DR)

Executed on key opportunities in the North West Region, managing two of the top five accounts T-Mobile & HSBC

Managed over 25M+ in annual revenue across all active accounts

Influenced an 800% revenue increase in upfront commitments from 4 to 12 months for the HTC client

Proved through data and analytics the importance of homepage takeovers increasing Sony Electronic & HSBC spend YOY from 7 to 8 figure commitments

Subject Matter Expert (SME) for Mobile, Social, and E-Mail products for the West region

Managed Class 1 & Class 2 accounts for both premium and unsold remnant RTB inventory. Having an understanding of both the Right Media Exchange and APT (Yahoo! Premium Ad Server) proved useful for all campaigns and advertisers to reach performance as well as branding objectives

Played a key product management and Q&A role in the migration from Y! CRM to APT as well as absorbing knowledge and application process of Y! properties and exclusive systems such as but not limited to Right Media Exchange (RMX), TAO Analytics, BUZZ Reports (Social), Ruby, and Advertiser Analytics

Awarded best Quarterly Business Review in the West Region Q2, Q3, and Q4 2011

Increased sponsorship revenue for key Y! Properties (Entertainment & Tech) through presentation, performance education, and explanation resulting in a 1.3M+ increase spanning from Q4 2011 to Q1 2012

Obtained an advanced level of expertise in class 2 inventory management, pricing policy, opportunity cost evaluation, and yield trends as well as class 1 branded entertainment, rich media, and standard online placement execution

Senior Account Manager

ID Media

Analyzed, presented, and managed a multi-media approach for the primary agency accounts Kaiser Permanente, Broadview Security formally Brink’s Home Security, and LDS (Church of Latter Day Saints / Mormon.org)

Played an imperative role in moving dollars from traditional media platforms, primarily TV and direct mail to online, increasing digital spend 450% YOY through media channel analysis, education, and multiple attribution models

Secured first multi-million dollar upfront commitment from LDS all sourced to their first digital branding initiative

Implemented web analytics and attribution strategy for display, search, social, and mobile combined with a LDS Mormon.org website re-design generating additional data points which turned into KPI’s (ex: bounce rate, time spent, page views, page views per user)

Evaluated over 100+ publisher, network, creative, and technology partners providing POV (point of view) analysis and client recommendations when justified

Planned, managed, and optimized key accounts Nautilus (Bo-Flex) & Broadview Security (Formally Brink’s home security for Traditional and Online Media

Assisted in weekly creation of R&O (Risk / Opportunity) report which evaluated direct response metrics and trends across print, radio, direct mail, television, and online media channels

Calculated and assessed key performance indicators (KPIs) such as but not limited to impression delivery, click volume, CTR%, CPC, ROI, CPA, and CPI

Acted as a liaison between our billing department in NY and our clients resolving any and all invoice discrepancies and reconcile media spend quarter over quarter

Online buys included 10+ ad networks and direct publisher partners. Each was optimized and evaluated with strict DR / CPA goals on a weekly basis.

Traditional media buys included direct response metrics as well, which compared and contrasted against online media channels

Digital Media Planner | Buyer

The Vyant Group

Content development for our fitness blog was a key part of our daily tasks. Content included video, images, and context surrounding the fitness professional as well as the leisure fitness individual who preferred to work out at home

Our main goal was to drive traffic to our fitness blog without leveraging any paid advertising. To accomplish this we provided an online media mix of social, blogging, and forum hunting

Evaluate and Implement various traffic driving techniques listed but not limited to the above to test the viability and worth of non-paid online advertising strategy

Lead internal meetings on non-paid organic traffic driving tactics and provide insight and optimization for future campaigns

Intern, Digital

Dallas Cowboys

Applied strategic recommendations for outside on-site advertising banner and float signage for key training camp events for the public attending

Schematic brainstorm sessions with Internship and management group ideas for Cowboys mascot to be more involved with public during specific events throughout training camp

Alternate with other internship peers in various areas of operations including but not limited to VIP hosting, player requests, as well as meet and greets between fans & players

Merchandising was also a key role we played during training camp. Signed memorabilia, jerseys, men’s clothing, women’s clothing, jewelry, footwear, and custom accessories were among just a few of the items sold by our team

At Variable Media, our team champions innovative digital media strategies, leveraging extensive expertise in media buying and online advertising. With a focus on fostering robust partnerships, we position brands at the vanguard of their markets through the power of analytics and trend insights.

My consultancy at Molio Inc. refined my talent for integrated content and campaign strategy, affirming my status as a digital leader. Our approaches have been instrumental in launching and optimizing successful campaigns, underscoring our dedication to pioneering growth in the paid media domain.

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