Summary
Overview
Work History
Education
Timeline
Generic

Ashley MacIsaac

Boston,MA

Summary

Data-driven professional with 14 years of experience in the digital advertising and marketing ecosystem. Bringing a holistic approach to digital strategy and execution, with an extensive background in media and martech. Proven success in leadership roles and building effective teams.

Overview

14
14
years of professional experience

Work History

Board Member

Boston Interactive Media Association (BIMA)
02.2021 - Current
  • Work alongside Boston digital marketing executives to ideate and plan local events to highlight emerging trends and technology.

Lead Media & Social Marketing Manager

USAA
03.2023 - Current
  • Active member of the External Enablement team challenged to strategize and ideate, influence, and support business goals in paid media channels for Property and Causality product lines.
  • In 6 months established a new Cross CoSA DSP strategy, which resulted in a 27% CPQS and a 30% CPQC improvement in the first optimization round. The DSP strategy continues to drive efficiencies and be refined in partnership with the agency.
  • Collaborated on the Programmatic Capability audit, which challenged the status quo, and delivered Media Managers personalized CoSA consulting and upskilling.
  • Proactively evaluate opportunities that support P&C top objectives across paid channels and work cross functionally to execute capabilities (e.g., value based bidding).
  • Part of high priority data business case workstream, supporting team discovery work, leading and managing external vendor communication and documentation.
  • Act with leadership presence, allowing for authentic connection and confidence to mentor members of the direct and indirect teams.

Head of Media

Plymouth Rock Assurance
01.2022 - 02.2023
  • Promoted to Head of Media in January 2022 reporting directly to the CMO and CEO.
  • Build and manage new team of Enterprise and Core Direct digital marketers, as well as own outside media agency relationship.
  • Own media budget of $7 + million, across all paid and organic channels for Core Direct Auto and support incremental budget for other product lines.
  • Implemented new full funnel media strategy and enhanced tech stack resulting in higher quality leads, decreased cost pers and overall budget efficiency.
  • Collaborate with Analytics on quote quality analysis, while balancing volume demands and restrictions from product.
  • Initiated an enterprise wide priority project with Mar Tech, focused on site tracking and media measurement.
  • Partner with internal stakeholders on new telematics only product and lead campaign strategy and execution with a test and learn approach.

Manager, Digital Strategy & Operations

Plymouth Rock Assurance
04.2021 - 12.2021
  • Manage Plymouth Rock’s paid media team's budget of $3 + million, strategy, and reporting across channels including SEM, programmatic and social.
  • Manage MA paid media for Independent Agent group resulting in exceeding expectations of a media cost per sale of $350.
  • Lead and execute a DSP RFP to bring programmatic in house, resulting in tech fee savings of 20%.
  • Partner with the call center and eSales to ensure campaign performance and customer journey experience is aligned.
  • Lead and coach a team of media buyers and digital marketers to build a best in class in house media team.

Assistant Director, Programmatic & Direct

Liberty Mutual Insurance
10.2018 - 04.2021
  • Lead display and OLV strategy and oversee execution across direct, high impact and programmatic media buys with annual of budget of $50+ million dollars.
  • Manage high performing team of 3 direct reports, provide opportunities for 2-way communication, routine coaching and development.
  • Own negotiations, budgets and ad tech vendor relationships for DSP, verification partner, ad server, SSPs, Amazon and other large publishers.
  • Continuously strive for media quality excellence and efficiencies through partner relationships and SPO, resulting in significant tech fee savings of $1+ million dollars at a 70% + viewability.
  • Partner with Advanced Analytics on incrementality testing to drive efficient CPQs and measure media effectiveness in independent tech stacks and walled gardens.
  • Work cross functionally with Marketing Technology and external partners to test 1st party data solutions to prepare for the loss of the 3rd party cookie.
  • Present and communicate campaign performance and business results to senior leaders.
  • Represent Liberty Mutual as best-in-class brand in the Boston media circuit and leadership industry events.

Sr. Analyst, Social & Display

Liberty Mutual Insurance
07.2017 - 10.2018
  • Manage social DR program; including aligning strategy with display and launching incremental lift tests.
  • Lead DSP evaluation and project management, and successfully launched 100+ PMPs and broad campaigns in 2 months.
  • Built strategic partnerships with SSPs and implemented a supply path optimization strategy.
  • Lead team huddles and meetings, while the team manager was on a 3 month rotational program.

Sr. Manager of Yield Optimization

GateHouse Media
09.2014 - 07.2017
  • Part of the Digital Strategy team and work on all digital initiatives including header bidding, video, mobile, technology vendors and strategic partnerships.
  • Consult with acquired properties of GateHouse Media on programmatic partnerships and manage business terms.

Yield Optimization Manager

GateHouse Media
09.2013 - 09.2014
  • Responsible for budgeting and exceeding remnant revenue goals of about $2 million dollars.


Digital Account Manager

GateHouse Media
05.2012 - 09.2013
  • Establish and manage demand partner relationships for GateHouse Media's programmatic private exchange branded adhance media.

Business Development Associate

DataXu
11.2011 - 05.2012
  • Manage day to day needs of all external partners across multiple channels including; display, mobile, video and 3rd party data providers.

Demand Partner Account Manager

PubMatic (Acquired ReviNet in May 2011)
05.2011 - 11.2011
  • Key player in the transition of thirty plus ReviNet accounts; Responsible for migrating majority of Ad Network accounts in aggressive 3 month goal.

Network Relations Coordinator

ReviNet (Acquired by PubMatic in May 2011)
11.2010 - 05.2011
  • Build and maintain strong relationships with 30 plus Ad Networks resulting in high publisher approval rates, timely receipt of ad tags, management and optimization of campaigns.

PR Intern

Kel & Partners
06.2010 - 08.2010
  • Gained knowledge and experience in marketing, public relations and brand strategy; Left highly recommended and was offered a position in October 2010.

Education

MBA - Business Administration

Suffolk University
Boston
2010

Bachelor of Science - Business Management

Westfield State University
Westfield, MA
2009

Timeline

Lead Media & Social Marketing Manager

USAA
03.2023 - Current

Head of Media

Plymouth Rock Assurance
01.2022 - 02.2023

Manager, Digital Strategy & Operations

Plymouth Rock Assurance
04.2021 - 12.2021

Board Member

Boston Interactive Media Association (BIMA)
02.2021 - Current

Assistant Director, Programmatic & Direct

Liberty Mutual Insurance
10.2018 - 04.2021

Sr. Analyst, Social & Display

Liberty Mutual Insurance
07.2017 - 10.2018

Sr. Manager of Yield Optimization

GateHouse Media
09.2014 - 07.2017

Yield Optimization Manager

GateHouse Media
09.2013 - 09.2014

Digital Account Manager

GateHouse Media
05.2012 - 09.2013

Business Development Associate

DataXu
11.2011 - 05.2012

Demand Partner Account Manager

PubMatic (Acquired ReviNet in May 2011)
05.2011 - 11.2011

Network Relations Coordinator

ReviNet (Acquired by PubMatic in May 2011)
11.2010 - 05.2011

PR Intern

Kel & Partners
06.2010 - 08.2010

MBA - Business Administration

Suffolk University

Bachelor of Science - Business Management

Westfield State University

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Ashley MacIsaac