I started my career in marketing and communications, first at Atrinsic and then at Movado Group. Early on, I realized I was drawn to the mechanics of scale. At Atrinsic, I built the company's first automated batch delivery tool for campaign delivery — my first real experience with using technology to drive efficiency. At Movado, I focused on building relationships with digital-only publishers, anticipating where audiences were headed. Those roles gave me two foundations that still shape how I work today: operational rigor and the ability to spot shifts in consumer behavior before they go mainstream.
From there, I moved into digital media infrastructure with Undertone, later acquired by Perion. Over a decade, I owned the partnership lifecycle—technical integrations, publisher certifications, and eventually acquisition integration. I led the integration of a DSP acquisition and negotiated partner agreements during the sale of Undertone to Perion. This was where I became fluent in the connective tissue of digital advertising: aligning product, business, and legal in ways that created enterprise value.
At JCDecaux, I took that experience into out-of-home, one of the oldest media channels facing digital disruption. As VP of Strategic Partnerships, I built advanced targeting systems, launched ad effectiveness measurement, and helped write OAAA's DOOH exposure methodology standards. That work taught me how to not only innovate within a company but also shape industry frameworks that build trust and adoption at scale.
When I joined Audience Town, I focused squarely on data. I rebuilt the data acquisition and governance strategy, negotiated consumer databases at steep discounts, and helped the company shift the business model from media to SaaS and DaaS. The payoff was clear: 100% year-over-year revenue growth in data-as-a-service and over 500% growth in SaaS offerings. It was here that I saw most directly how the future of advertising rests not on inventory alone but on how well we can turn data into compliant, monetizable insights.
Today, in my consulting work, motivated by the adage "Act Local", I apply this playbook across industries — helping DOOH networks with programmatic yield, guiding publishers through data monetization, and advising on partnerships. Testing my frameworks across healthcare, and media has reinforced that my value lies in bridging technical systems with commercial outcomes.
What Connects It All
- I build infrastructure: from automation tools to partnership roadmaps to data platforms.
- I shape ecosystems: whether through OAAA standards or programmatic yield frameworks.
- I operate strategically: balancing operational efficiency, financial impact, and growth.
- I translate systems into stories: turning compliance, data governance, and monetization into narratives that executives, investors, partners, and clients can act on.