Irina Zeltser

Founded and scaled a high-impact consultancy partnering with leading DOOH publishers, and AdTech platforms — including Screenverse, SOMO/GPO Vallas, Geometria, and Bumpr — driving measurable increases in revenue, profitability, and enterprise value through sales transformation, programmatic strategy, and network expansion.

• Built, hired, and led revenue-generating teams across sales, marketing, and operations — instilling structure, accountability, and performance-driven culture that consistently delivered double-digit growth.
• Architected network expansion and monetization plans, guiding clients’ entry into new DMAs and venue types using data-led insights to maximize reach, occupancy, and yield across both direct and programmatic channels.
• Spearheaded programmatic revenue strategy and enablement, overseeing SSP and DSP integrations (Vistar, Place Exchange, Hivestack, Broadsign, Perion, etc.) to drive higher fill rates, eCPMs, and recurring spend from agency trading desks and DSP partners.
• Directed M&A and partnership initiatives, identifying acquisition targets and structuring commercial alliances that expanded digital inventory, diversified product lines, and increased top-line revenue potential.
• Owned and managed full P&L accountability, optimizing pricing, margins, and sales performance to achieve sustained revenue growth while maintaining operational efficiency.
• Designed scalable GTM frameworks and sales architectures that accelerated client acquisition, shortened deal cycles, and expanded advertiser share-of-wallet.
• Developed and executed commercial strategies to capture new revenue streams from programmatic, direct sales, data licensing, and cross-network packages.
• Enhanced reporting and business intelligence capabilities, introducing forecasting and revenue dashboards that improved financial visibility and executive decision-making.
• Delivered strategic advisory on audience measurement, data activation, and automation to elevate clients’ competitiveness in the evolving DOOH and AdTech marketplace.
• Positioned clients for long-term enterprise growth, combining innovation, technology adoption, and operational discipline to scale revenue and brand equity.

Opened and launched Talon in the US, transforming a UK-based leader into a high-growth DOOH agency and establishing a strong national footprint. Built the business from the ground up — driving 35% year-over-year revenue growth, increasing media investment from $1M to $20M in the first year, and positioning Talon as a top independent player in the U.S. OOH and programmatic landscape.

• Delivered consistent double-digit revenue growth, surpassing aggressive financial and performance targets through disciplined execution, operational excellence, and a performance-driven culture.
• Scaled media revenue from $1M to $20M in year one, expanding advertiser base, enhancing yield, and capturing significant market share across key DMAs.
• Directed M&A and partnership initiatives for strategic expansion, identifying acquisition and investment opportunities that accelerated geographic growth, expanded inventory, and diversified capabilities.
• Achieved a 20%+ incremental revenue lift by identifying a gap in creative and data-driven solutions and launching a differentiated product offering that became a major competitive advantage.
• Owned full P&L accountability, managing financial forecasting, pricing strategy, and contract negotiations while ensuring profitability and operational scalability.
• Architected a comprehensive go-to-market framework, encompassing technology infrastructure, marketing, investment, and monetization strategies to support rapid growth and innovation.
• Established a high-performing investment and trading division, developing programmatic trading strategies, negotiating publisher rates, and increasing profit margins across media buys.
• Prioritized hiring and developing exceptional talent, building a high-performing cross-functional team across sales, partnerships, operations, and strategy. Fostered a culture of trust, accountability, and collaboration that fueled sustained growth.
• Instituted scalable systems and processes, integrating automation and data-driven workflows that improved efficiency, reporting accuracy, and speed-to-market.
• Represented the agency as a thought leader, speaking at major industry events and serving as an executive ambassador to global clients and AdTech partners.

Co-founded, launched, and scaled Project X, transforming it from concept to a high-growth digital media agency generating over $60 million in billings within 24 months. Architected the proprietary ADstruc platform to serve both supply- and demand-side needs — an innovation that positioned PJX at the forefront of digital OOH technology and ultimately led to the platform’s acquisition by Vistar (now part of T-Mobile).

• Delivered $60M+ in billings in two years, achieving rapid growth through data-driven sales, operational discipline, and scalable process design.
• Secured the exclusive Havas business within the first 90 days, establishing credibility and driving immediate revenue momentum.
• Consistently exceeded annual revenue and profit targets, implementing a robust P&L strategy and maintaining profitability year over year.
• Designed and executed PJX’s commercial model, setting aggressive sales and margin goals that fueled double-digit growth and long-term expansion.
• Directed M&A and partnership strategies to support geographic and vertical growth, evaluating acquisition opportunities to strengthen capabilities and market reach.
• Developed and evolved ADstruc into a dual-sided marketplace, aligning engineering with business goals to enhance campaign delivery, measurement, and monetization.
• Expanded internationally into EMEA, establishing operations and strategic partnerships that broadened PJX’s client base and global footprint.
• Forged key data and publisher partnerships, enhancing Adstruc’s value proposition, performance analytics, and competitive differentiation.
• Built and led a 32-person team, prioritizing high-performance culture, mentorship, and cross-functional collaboration to drive accountability and innovation.
• Launched the PJX Learning Academy, fostering continuous development across emerging media, data, and strategy to support both team and client growth.

Launched and built Cemusa’s International Business Development Division in North America, driving international expansion and securing global revenue partnerships that positioned the company for acquisition by JCDecaux. Combined strategic vision with commercial execution to deliver $22M+ in new ad revenue, integrating mobile, data, and technology innovation into the company’s traditional OOH framework.

• Delivered $22M+ in new revenue, expanding the company’s international client base and accelerating cross-market growth across North America, Europe, and Latin America.
• Built and led Cemusa’s international growth strategy, developing new partnerships with global agencies and advertisers to establish diversified, sustainable revenue streams.
• Championed innovation through mobile, data, and emerging technology, integrating audience intelligence and geo-targeting capabilities into media offerings to modernize the company’s platform.
• Forged strategic alliances with mobile and data partners, pioneering early DOOH solutions that enhanced campaign precision, reporting, and ROI.
• Collaborated with senior sales and marketing leaders to identify growth opportunities, design new go-to-market approaches, and convert agency RFPs into high-value partnerships.
• Led cross-functional teams in proactive pitches and creative strategy sessions, elevating Cemusa’s market positioning and driving incremental ad spend.
• Advised executive leadership on digital transformation and international expansion strategy, helping position the company for long-term growth and M&A readiness.