John Spencer
Summary
Accomplished Director of Digital Strategy with a proven track record, boosting ROAS by up to 100% through innovative customer data platform strategies. Expert in Omni-Channel Marketing and adept in people management, I've led teams to exceed client expectations across diverse industries, establishing myself as a thought leader in AdTech & MarTech.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Director, Digital Strategy
Zion & Zion
02.2022 - Current
- Developed and implemented high-impact customer data platform (CDP) strategies, unifying disparate customer data to enable seamless omnichannel paid media activation, resulting in 100% and higher ROAS improvement.
- Led and owned departmental paid media performance across a wide range of verticals, including professional sports, home services, e-commerce, and B2B SaaS, ensuring successful campaign delivery and exceeding client expectations.
- Established myself as a subject matter expert in AdTech and MarTech, actively participating in industry panels, contributing to white papers, and shaping industry conversations.
- Developed high-performing teams by providing mentorship, guidance, fostering a culture of curiosity and creating opportunities for professional growth.
Senior Digital Strategist
Zion & Zion
02.2021 - 02.2022
- Developed a data-driven ROI framework to quantify the impact of customer data platforms (CDPs) on paid media performance, enabling clients to measure the effectiveness of their CDP investment in driving campaign success.
- Led client engagements across diverse industries, spearheading the implementation and redesign of customer data platform (CDP) strategies to optimize customer experience and marketing effectiveness.
- Analyzed paid media KPIs such as ROAS, CVR, CTR, reach, frequency, traffic, interactions, conversions and custom goals to find and execute optimizations and present results to client stakeholders.
- Led international fan acquisition strategy for pro sports team, identifying & prioritizing top 3 new target countries through defining and measuring lead acquisition KPIs
Senior Planner /Media Buyer
Zion & Zion
11.2019 - 02.2021
- Developed and optimized data-driven paid media mixes for clients across diverse industries, leveraging KPIs to measure success and implement ongoing adjustments that maximized campaign performance.
- Demonstrated expertise in marketing performance forecasting methodologies, allowing for accurate planning and anticipation of KPI performance
- Translated complex paid media data into clear, actionable insights for senior client stakeholders, effectively communicating campaign performance and ROI, leading to year over year growth in media investment
- Forged and managed strategic partnerships with key paid media vendors, ensuring optimal campaign performance and maximizing partner value through ongoing collaboration and negotiation.
Digital Strategist
RealWorld Marketing
06.2019 - 11.2019
- Managed a $6M+ annual media budget (over $500k/month) across programmatic, paid social, and paid search channels, optimizing campaigns for maximum performance.
- Collaborated across agency departments (creative, data, account management) to develop data-driven, ROI-focused media strategies for clients, fostering alignment and maximizing campaign effectiveness.
- Presented data-driven insights on media vendor performance, targeting strategies, and emerging innovations to senior executives, influencing strategic decision-making for optimal campaign execution.
Digital Media Buyer
RealWorld Marketing
01.2018 - 06.2019
- Managed and optimized paid media campaigns across Meta, Google Ads, The Trade Desk, Youtube, and Twitter, driving results through data-driven optimization decisions and KPI measurement.
- Built and maintained valuable agency partnerships with key AdTech companies, resulting in better media ROI for clients.
- Presented key AdTech and MarTech partner and industry updates to executive stakeholders.
Ad Operations Specialist
RealWorld Marketing
10.2016 - 01.2018
- Mastered understanding and working knowledge of Google Campaign Manager 360 to effectively manage and traffic tags across 9 clients and hundreds of placements simultaneously.
- Honed deep understanding of the advertising ecosystem, including value and supply chain complexities, to optimize campaign performance and navigate strategic partnerships.
- Improved workflow efficiency by proactively identifying areas for process improvement within the ad operations department.
Education
Bachelor of Science - Marketing
Northern Arizona University
Flagstaff, AZ05.2016
Skills
- Omni-Channel Marketing
- Digital Media
- Customer Data Platforms
- AdTech & MarTech
- ROI measurement
- KPI definition
- Strategic Planning
- Verbal and written communication
- People Management
- Operations Management
- Budget Management
- Staff Development
Certification
- Fundamentals of Next Gen Marketing | 6Sense
- AudienceStream | Tealium
- Amperity Foundations | Amperity
- AI Powered Performance Ads | Google
- Trading Academy Certified - Professional | The Trade Desk
Timeline
Director, Digital Strategy
Zion & Zion
02.2022 - Current
Senior Digital Strategist
Zion & Zion
02.2021 - 02.2022
Senior Planner /Media Buyer
Zion & Zion
11.2019 - 02.2021
Digital Strategist
RealWorld Marketing
06.2019 - 11.2019
Digital Media Buyer
RealWorld Marketing
01.2018 - 06.2019
Ad Operations Specialist
RealWorld Marketing
10.2016 - 01.2018
Bachelor of Science - Marketing
Northern Arizona University
- Fundamentals of Next Gen Marketing | 6Sense
- AudienceStream | Tealium
- Amperity Foundations | Amperity
- AI Powered Performance Ads | Google
- Trading Academy Certified - Professional | The Trade Desk
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