Melanie Sullivan
Brooklyn,New York
Summary
Advancement within the programmatic landscape with focus on client/partner development, multi-channel, full funnel audience-based marketing and data driven strategy/SPO to leverage deterministic signals and achieve client/publisher goals/objectives, beyond proxy KPIs, such as conversion, brand affinity, incremental reach, revenue lift and measurable increase in publisher value.
Dynamic, strategic-thinking digital medial professional with extensive experience in business/partner development/retention, platform integration, inventory management, media planning/strategy and SPO/optimization. Expertise in account and team management, data analytics, cross-functional collaboration, communication and fostering innovative solutions.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Director of Publisher Development and Prog. Lead
Adprime Media
01.2015 - 08.2024
- Secured key and lucrative DSP/SSP and direct partnerships contributing to company's overall growth and expansion in market reach, achieving favorable terms and pricing during contract negotiation.
- Cultivated and strengthened over 100 partnerships, building connections using strong issue resolution, strategic data-driven goal setting, performance evaluation and dynamic communication skills.
- Implemented business strategies, increasing revenue, and effectively targeting new markets such as programmatic, alternative traffic/formats (audio, CTV, DOOH) and verticals outside of pharmaceutical/healthcare.
- Spearheaded programmatic exchange platform launch resulting in partnership and revenue growth.
Managed integration strategies: Direct JS, Prebid, oRTB, VAST. - Managed demand/supply inventory including evaluation of brand safety, content category/vertical, format/traffic type (audio, banner, CTV, video, IA&WEB), volume/pacing/QPS, pricing, audience demographic, compliance (IAB &GDPR), IVT, SSAI vs CSAI, direct vs indirect, transparency (ads.txt, sellers.json, fully passed schain), efficiency rate.
- Assisted programmatic & managed service audience based media buying (contextual, NPI/list match/email, geo-fence and behaviorial DTC and HCP audience targeted campaigns).
- Succeeded in SPO/budget reallocation under multi-funnel initiatives. Leveraged data analytics insights for informed decision-making.
- Performed proxy and non-proxy KPI evaluation.
- Served as liaison to Client Services for planning/optimizations and to AdOps for technical inquiry support and optimization (WL/BL, EP, VAST and placement ID creation; crid blocking; object & field support, auction type, multi-bidding, tmax, data centers, etc.)
- Monitored monthly revenue and/or inventory discrepancies/inconsistencies; billing invoice verification/assessment. Performed revenue reconciliation/discrepancy resolution.
Business Operations Manager
USA Weekend
03.2014 - 12.2014
- Oversaw weekly production of publication
Performed quantitative/qualitative forecasting including audience analysis across 200 segments.
Managed placement strategy and creative review/approval.
Streamlined business processes by analyzing current procedures and implementing necessary improvements.
Reviewed company's strategic plans and developed departmental goals and standards to support their digital vision.
Managed cross-functional communication between sales, editorial, production and management teams for successful publication completion and timely delivery.
Data Analyst - Acquisition
USAT Sports Media Group
01.2011 - 03.2014
- Produced weekly, bi-weekly and monthly metrics reports using advanced Excel functions to extract, evaluate and summarize quantitative and qualitative site metrics.
- Analyzed site traffic, content, audience behavior, engagement and attribution post acquisition across 50 properties to effectively communicate business insights, improve sales and management decision-making.
- Utilized data visualization tools to effectively communicate business insights.
VP, Commercial Property & Casualty Account Mgmt.
Marsh & McLennan
01.2008 - 05.2010
- Managed fortune 500 client portfolio of over 60 clients with controlled/centralized commercial property and casualty policy programs (Bristol Myers Squibb, Dover Corporation, WPP etc).
- Performed acquisition/divestiture and company initiative/product analysis to determine risk management solutions and cross-sell opportunities.
- Managed post-binding procedures including master/controlled program binder, master policy and local policy issuance.
- Premium allocation calculation and collection.
Maximized client retention through attentive relationship management and proactive problem-solving efforts.
Education
Bachelor of Arts - Mathematics
University of Virginia
Charlottesville, VASkills
- Programmatic - Digital Media Buying, Marketing & Strategy
- Audio, Banner, CTV, DOOH, Video (Pre/Mid/Post)
- Account Management
- AdTech/AdOps
- Analytical/Strategic Thinking
- Contract Development
- CSS / HTML / JS Basics
- Digital Publishing
- DSP/SSP
- Interpersonal / Communication (verbal and written)
- Microsoft Suite
- Multitasking
- Operations Management
- Pharmaceutical/Healthcare
- Salesforce
Certification
- Executive Program, TTD - 2024
- Activating Retail Data, TTD - 2024
- Retail Data Foundations, TTD - 2024
- The Future of Programmatic Trading, TTD - 2024
- The Future of the Open Internet, TTD - 2024
- Data-Driven Planning, TTD - 2020
- Marketing Foundations, TTD - 2020
Timeline
Director of Publisher Development and Prog. Lead
Adprime Media
01.2015 - 08.2024
Business Operations Manager
USA Weekend
03.2014 - 12.2014
Data Analyst - Acquisition
USAT Sports Media Group
01.2011 - 03.2014
VP, Commercial Property & Casualty Account Mgmt.
Marsh & McLennan
01.2008 - 05.2010
Bachelor of Arts - Mathematics
University of Virginia
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