Elizabeth Uleman

Lead organizational transformation and operational excellence initiatives for a $300M+ retail media business:

• Organizational Agility: Spearheaded comprehensive restructuring of Sales & Media Operations, enhancing scalability of post-sales processes while improving campaign execution timelines by 25%
• Strategic Enablement: Coordinated with technology teams to roadmap new ad formats and products, overseeing go-to-market strategy, system enhancements, and product roadmap
• Cross-Functional Collaboration: Collaborated with tech and commercial teams to develop new partnerships with Hulu, Roku, and Snapchat, expanding Kroger's retail media ecosystem
• Marketing Technology Integration: Provided strategic recommendations for order management and ad server platform redesign, implementing AI automation that reduced manual work by 30%
• Loyalty Integration: Expanded responsibilities to include loyalty marketing initiatives with campaign operations, creating more cohesive customer journeys
• Team Leadership: Managed a 35-person operations team focused on campaign execution, building efficient workflows across managed service product portfolios

Built global teams and innovative operating models supporting performance media campaigns across multiple markets:

• Global Team Development: Relocated to Bogota to build a distributed delivery team supporting campaigns across multiple markets
• Process Design: Developed comprehensive training materials and standardized deliverables that maintained service quality while providing significant cost savings
• Adaptability: Successfully maintained workflow coordination between Bogota, India, and US teams during COVID-19 disruptions
• Strategic Partnerships: Managed the Verizon in-house client relationship, overseeing offshore team working with their Center of Excellence

Led performance media strategy and operational efficiency for major national brands:

• Strategic Leadership: Drove direction for Performance Media team across Central and West regions for core accounts including Toyota, Motorola, and Allstate
• Cross-Functional Collaboration: Partnered with Resource Management & Client Solutions on staffing allocations and resource identification
• Business Development: Collaborated with Business Development to respond to RFPs and present Performics Media offerings
• Process Optimization: Developed best-in-class performance media campaign processes
• Market Analysis: Analyzed digital ecosystem trends to evolve product offerings across search, social, display, and commerce
• Award-Winning Work: Contributed to Performics' recognition as Leader in Forrester Wave Report

Led performance media strategy and operational efficiency for major national brands:

• Strategic Leadership: Drove direction for Performance Media team across Central and West regions for core accounts including Toyota, Motorola, and Allstate
• Cross-Functional Collaboration: Partnered with Resource Management & Client Solutions on staffing allocations and resource identification
• Business Development: Collaborated with Business Development to respond to RFPs and present Performics Media offerings
• Process Optimization: Developed best-in-class performance media campaign processes
• Market Analysis: Analyzed digital ecosystem trends to evolve product offerings across search, social, display, and commerce
• Award-Winning Work: Contributed to Performics' recognition as Leader in Forrester Wave Report

Drove strategic growth while developing innovative service models:

• Team Development: Grew search & social team from 8 to 17 team members, responsible for hiring, training, and team development
• Operational Innovation: Built outsource solution for SMB Paid Search buys, freeing internal team for strategic accounts
• Business Growth: Contributed to 45% year-over-year revenue growth in search and social, representing 20% of Centro's media services revenue
• Strategic Partnerships: Partnered with sales team and regional VPs to identify and capture large opportunities
• Technology Integration: Key stakeholder in acquisition of GraphScience (Facebook PMD), enhancing Centro's ad tech offering
• Client Leadership: Provided senior level support to priority clients on search and social strategy within larger digital media plans

Led large-scale search engine marketing operations across multiple industry verticals:

• Team Leadership: Managed team of 20 search media specialists handling campaigns across CPG, Retail, Healthcare, Financial Services, and Travel
• Performance Improvement: Improved Sears' search efficiency metrics by 54% YoY
• Staff Development: Oversaw hiring, training, and performance coaching for professional development
• Business Development: Collaborated on RFPs to grow new business
• Process Integration: Created cross-channel collaboration process for integrated digital marketing strategies
• Client Portfolio: Managed accounts including Coca-Cola, Sears, Cancer Treatment Centers of America, and USAA

Managed search media team and client portfolio:

• Team Management: Led team of 9 Media Managers overseeing account management for diverse client portfolio
• Strategic Leadership: Provided guidance and senior-level client support
• Performance Strategy: Developed and presented proactive media strategies to clients and partners
• Technology Development: Participated in proprietary search marketing platform beta testing

Managed online acquisition and retention programs driving 25% of eCommerce revenue