Jacob Rasmussen
Washington,DC
Summary
Results-focused Digital Advertising expert with hands-on experience in almost every facet of digital advertising (planning, buying, optimizing, and reporting). Highly experienced in paid social, paid search, and programmatic advertising. Journalism and Political Science graduate of the University of Missouri with a passion for politics and constructing progressive change in the United States.
Overview
7
7
years of professional experience
Work History
Senior Media Planner
Gambit Strategies
Washington, DC
03.2024 - Current
- Planed, executed, and managed persuasion campaigns for Biden for President.
- Collaborated with various Connected TV vendors to develop and present complex media plans to reach voters in key swing states.
- Handled the day-to-day needs of the Biden campaign, which included media plan creation and edits, long-term reservations management, generating Insertion orders, and managing billing.
Campaign Manger-Audience Extensions
POLITICO
Washington , DC
04.2023 - 03.2024
- Managed Politico's audience extension product, harnessing Politico's first-party audiences to conduct programmatic display, pre-roll, and CTV advertising campaigns.
- Collaborate with Politico's Programs and Partnerships, Sales, Audience, and Ad Operations teams to forecast inventory, load assets, execute and optimize campaigns, and report KPIs for Politico's offsite advertising partners.
- Utilized multiple DSPs, including Trade Desk, Yahoo Exchange, and Media Math, to plan, execute, and optimize programmatic advertising campaigns. Acted as subject matter expert on these platforms for Politico.
- Managed relationships with DSP vendors and recommended adding Trade Desk as a partner for Politico. Helped negotiate a contract with Trade Desk, which became Politico's primary DSP.
- Negotiated multiple Private Marketplace deals with other publishers such as the New York Times, Gannett, Paramount, and Business Insider, to increase inventory availability.
- Implemented daily pacing checks and weekly KPI check-ins, which decreased under-delivery dramatically and allowed the client team to recommend optimizations that increased inventory.
- Mentored team members in programmatic advertising strategies, equipping them with the expertise to execute buys, optimize campaigns, and report
- Planned, implemented, executed, and optimized paid social campaigns for the politico focus team.
Senior Media Planner/Buyer
LMO Advertising
, VA
11.2022 - 04.2023
- Planned, executed, and managed recruitment and brand awareness campaigns for GW University.
- Collaborated with various advertising vendors to develop and present integrated media plans, utilizing both digital and traditional media tactics.
- Generated invoices and insertion orders, and managed creative assets for paid social, paid search, programmatic display/pre-roll, and radio advertising.
- Collaborated closely with PR specialists and account managers to meticulously craft and execute a holistic media strategy. This strategy seamlessly incorporated paid social, paid search, direct buys, and programmatic buys, all with the overarching objective of elevating awareness and nurturing volunteer engagement for AmeriCorps Seniors.
- Prepared and delivered regular weekly and special reports to clients, detailing advertising performance.
Advertising Operations Strategist
MOMENTUM CAMPAIGNS LLC
Washington, DC
04.2021 - 11.2022
- Started and ran the advertising department for Momentum Campaigns.
- Worked with a number of political candidates up and down the ballot to plan and implement their fundraising and acquisition ads ahead of the 2022 cycle.
- Conducted the day-to-day operations of the advertising department, including creating and recommending media plans, consulting with clients, writing creative content, building paid social, paid search, and programmatic ad campaigns, and reporting results to clients."
- Maintained over 100% ROAS for most of Momentum's advertising clients during the 2022 cycle despite significant headwinds in the political advertising space.
- Created the processes and procedures for Momentum's advertising department, which standardized and expedited solutions to clients' advertising needs.
- Created media planning and reporting templates to standardize direct response KPIs in both media planning and reporting.
- Led training of staff for advertising procedures and best practices for copy and creative.
Programmatic Trading Associate
DS Political
Washington, DC
03.2020 - 11.2020
- Executed large-scale digital advertising campaigns for political clients mainly focused on persuasion and GOTV efforts.
- Worked daily to implement, buy, pace, and optimize digital programmatic advertising across various demand side platforms, such as Trade Desk and AppNexus.
- Became proficient in buying various types of ad formats, such as display, pre-roll, Connected TV, and programmatic native.
- Executed paid social campaigns across Facebook and Instagram.
- Implemented several campaigns that resulted in victories for clients, including an effort to expand Medicaid in Missouri and several close Democratic primaries.
- Was part of a team that won a bronze polli for our work on Medicaid expansion in Missouri.
- Consulted on internal marketing efforts for DS Political, including Google ads and programmatic ads.
Digital Advertising Specialist
New Blue Interactive
Washington, DC
07.2017 - 10.2019
- Implemented $2 million in advertising for Progressive Political candidates across the country at the local, state, and Federal levels.
- Utilized platforms such as Facebook Business Manager, Google AdWords, Twitter ads, and programmatic partners to achieve strategic results for NBI clients.
- Implemented a direct to donate video and targeting strategy that raised 200%-250% immediate ROAS on average.
- Optimized campaigns daily to make appropriate budgeting, scheduling, bidding, targeting, and placement adjustments to achieve the best results possible for ad campaigns.
- Provided clients and client teams with detailed reporting, which allowed clients to make strategic decisions.
- Consulted on the creative process and provided creative guidance using data to achieve the best results possible for clients.
- Used CRMs like BSD, NPG, ActBlue, etc to create landing and upsell pages for ad campaigns.
- Helped firm win Reed award for Best Use of Online Targeting for Congressional Campaign – Democratic
Education
Bachelor of Journalism - Emphasis in Strategic Communications
University of Missouri
2016
Bachelor of Arts - Political Science
University of Missouri
2016
Skills
- Media Planing
- Digital advertising
- Paid Social Advertising
- Paid Search Advertising
- Programmatic Advertising
- Direct Response
- Persuasion Advertising
- Get Out the Vote Advertising
- Reporting
- Managing
Technical Skills
Facebook Business Manager, Google AdWords Certification, Google Analytics Certification, Van NPG and Vote Builder, ActBlue, Unbounce, Action Network, SEO optimization, Adobe Creative Suite, Adobe Analytics, WordPress, Copywriting for email, Content Creation and Management for Facebook, Twitter, Instagram, Hootsuite, Sprout Social, Spread Fast, Simply Measured, Brandwatch, Google Campaign Manager, Google Ads Manager, Trade Desk, Yahoo Exchange, Lotame, Xander, Adelphic, Dataroma
Timeline
Senior Media Planner
Gambit Strategies
03.2024 - Current
Campaign Manger-Audience Extensions
POLITICO
04.2023 - 03.2024
Senior Media Planner/Buyer
LMO Advertising
11.2022 - 04.2023
Advertising Operations Strategist
MOMENTUM CAMPAIGNS LLC
04.2021 - 11.2022
Programmatic Trading Associate
DS Political
03.2020 - 11.2020
Digital Advertising Specialist
New Blue Interactive
07.2017 - 10.2019
Bachelor of Journalism - Emphasis in Strategic Communications
University of Missouri
Bachelor of Arts - Political Science
University of Missouri