Karina Martirossian
New York,NY
Summary
Passionate about audience data and consumer behavior. Strategic-thinking individual who loves storytelling with data. Constantly self-educating on the topics of identity, customer retention and growth, consumer journey, brand strategy and the future of addressability.
Overview
18
18
years of professional experience
Work History
Director, Audience Planning
Hearts & Science
New York, United States
05.2019 - Current
- Subject matter expert on Identity & Audience Data for clients, currently in the CPG and Fintech verticals.
- Establish and maintain close-knit relationships with clients and with internal agency digital activation, marketing science and strategy teams.
- Effectively communicate & implement strategies that enhance consumer journey and grows consumer engagement with brand (equity growth, acquisition and retention).
- Maximize usage of client's 1st party data via segmentation and modeling of CRM, website visitors, and e-commerce/DTC behaviors. Enrich customer profiles with 2nd and 3rd party data. Launch custom segmentation across various channels including social, display, video, audio, and search.
- Maintaining consistent understanding of the consumer base with insights tools and measurement studies; & of competitors with market research tools
Regional Director, Marketing Science
Resolution Media
New York, United States
09.2014 - 05.2019
- Identified opportunities and challenges that can be solved with analytics, data science, or data product for clients
- Led team of Data Scientists specializing in consumer segmentation and advanced modeling for activation, targeting and development of insights.
- Launched measurement solutions such as optimal frequency across channels and platforms, frequency distribution, overlap, time to conversion and path to conversion analyses that led to drastic media efficiencies
- Worked within relevant media cleanroom environments (e.g., Google ADH and Facebook AA) to produce above solutions.
- Undertaken thought leadership initiatives, participated in agency new business pitches, and generated content for internal training materials
- Mentored any intellectually curious members of broader Marketing Science team.
Manager, Programmatic Trading & Analytics
Varick Media Management
New York, United States
04.2012 - 09.2014
- Managed and scaled programmatic campaigns in Display and Social demand side platforms such as Invite, The Trade Desk, App Nexus and Facebook
- Was part of the Beta team that tested the then newly-launched Facebook DSP.
- Maximized performance of campaigns by working closely with publishers and SSPs with implementing optimization strategies across areas like custom site lists, optimal frequency of exposure, sequential messaging, geo-targeting, time of day targeting, and semantic keyword targeting.
- Optimized for risk management, yield maximization, high efficiencies, conversion across all stages of the funnel on the macro level (consumer journey) and micro level (website engagement and conversion)
Education
BBA - Marketing Management And Research
Baruch College of The City University of New York
New York, NY06.2007
Skills
- Leadership Experience
- Managing Direct Client Relationships
- Employee Coaching
- Data Visualization Tools, Demand Side Platforms, Customer Retention Management Platforms
- Basic SQL
- Data Analysis
Certification
- Amazon Advertising Certification, Amazon - 2021
- Digital Advertising Foundations Certification, IAB - 2020
- Digital Media Buying & Planning Certification, IAB - 2020
- Google Digital Marketing Certification, Google - 2021
- Digital Marketing + PCM, American Marketing Association - 2022
Timeline
Director, Audience Planning
Hearts & Science
05.2019 - Current
Regional Director, Marketing Science
Resolution Media
09.2014 - 05.2019
Manager, Programmatic Trading & Analytics
Varick Media Management
04.2012 - 09.2014
BBA - Marketing Management And Research
Baruch College of The City University of New York