Hi, I’m
Carson McGrath
VP, Operations
San Diego
Summary
Experienced leader with a strong background in leading and optimizing operations and customer success teams within ad tech organizations. Demonstrated success in driving scalability by enhancing operational efficiencies to boost revenue and decrease costs. Skilled at problem identification and cross-functional collaboration with teams such as product, engineering, and sales to implement effective solutions that fuel growth.
Overview
13
years of professional experience
Work History
Playwire
VP, Operations & Customer Success
05.2024 - Current
Job overview
- Head of Customer Success department. Strategic lead and industry expert, escalation point for all major issues.
- Oversee Account Management, Yield, and Technical Support teams supporting over 400 B2B customers totaling over $100M in annual revenues.
- Cultivate relationships with key customer accounts and vendors to address concerns and improve satisfaction.
- Work cross-functionally with Product, Engineering, Sales, & Marketing teams.
- Increased customer NPS score from 20 to 60+ and reduced churn rate from 9% to below 2%.
- Restructured the department and improved processes, reducing costs and increasing operating margin by 40%.
- Collaborate with C-Suite daily to develop strategic initiatives and long term goals.
Sovrn
Senior Director, Operations
01.2017 - 05.2024
Job overview
- Head of Operations for the Ad Management division, a SaaS platform and managed service for website monetization.
- Hired, managed, and developed a team of 7 senior managers responsible for yield operations and customer success
- Grew the business by 500% in 3 years, over $100 million in annual revenues, which resulted in the acquisition of the startup Proper Media by Sovrn in 2021.
- Directly managed ad monetization strategies of top web publishers including The Associated Press, CBS Interactive, Ask Media, and more.
- Worked directly with Product & Engineering to build a SaaS monetization platform. Scoped features, QA releases, provide feedback for improvement.
- Wore many hats – developed Marketing materials, conducted revenue data analysis, acting Sales Engineer on Sales calls, met with key partners, improved processes and internal/external documentation
Hive Media (now OpenWeb)
Yield Manager
01.2017 - 06.2017
Job overview
- Managed digital ad revenue & header bidding yield optimization
- Analyzed large data sets, both real-time and historical, to find trends and implement optimizations to improve revenue.
- Identified problems and inefficiencies. Worked closely with Engineering to implement solutions.
- Managed relationships with SSPs, exchanges, 3rd party vendors, etc.
- Worked closely with marketing and editorial content teams to improve user experience and increase website traffic by 200%.
- Self-motivated, with a strong sense of personal responsibility.
- Excellent communication skills, both verbal and written.
COMPETITOR GROUP, INC.
Digital Activation & Development Manager
09.2014 - 01.2017
Job overview
- Fully managed the digital Ad Operations across all media titles
- Implemented programmatic advertising, increasing ad revenues by 2X.
- Managed campaigns and integrations within internal CRM and Google Ad Manager.
- Created and analyzed custom performance, future sell-through, and historical data reports for sales and company executives
- Work cross functionally with Sales, Engineering, Marketing and Executive team on projects and processes.
The ACTIVE Network
Ad Operations Coordinator
04.2014 - 09.2014
Job overview
- Managed a book of business totaling over $1M in revenue.
- Book advertising campaigns within CRM and ad server - Google Ad Manager. Ensured seamless execution by coordinating efforts between creative, account management, and technical teams.
- Analyzed campaign data to identify patterns, providing valuable insights to improve future campaign and inform executives.
- Delivered exceptional customer service by promptly responding to inquiries from both internal and external clients regarding campaign performance or issues that arose during implementation.
Amazon
Area Manager
07.2012 - 08.2013
Job overview
- Managed as many as 200 employees on the inbound receiving operations of the first Amazon Fulfillment center in California.
- Conducted regular Kaizen-style process improvement to optimize efficiency.
- Coached employees individually to build relationships and improve individual and team performance.
- Promoted a culture of teamwork, fun, & safety to boost morale and job satisfaction.
- My team led the entire department in productivity and output
Education
The University of ArizonaTucson, AZ
Bachelor of Science from Business Management, Business Administration
05-2012
University Overview
- Summa Cum Laude
- GPA: 3.9
- McCain Scholarship Recipient
- Honor Roll [All Semesters, 2008-2012]
- Study Abroad: Barcelona, Spain - Economics
- Member of Pi Kappa Alpha Fraternity
Skills
Team Leadership
Problem Solving
Data Analysis
Process Improvement
Website Monetization
Strategic Planning
Decision-making
Relationship Building
Programmatic Advertising
Project Management
Communication
Timeline
VP, Operations & Customer Success
Playwire
05.2024 - Current
Senior Director, Operations
Sovrn
01.2017 - 05.2024
Yield Manager
Hive Media (now OpenWeb)
01.2017 - 06.2017
Digital Activation & Development Manager
COMPETITOR GROUP, INC.
09.2014 - 01.2017
Ad Operations Coordinator
The ACTIVE Network
04.2014 - 09.2014
Area Manager
Amazon
07.2012 - 08.2013
The University of Arizona
Bachelor of Science from Business Management, Business Administration
05.2012