NICOLE HEATHER
Brooklyn
Summary
Dynamic media strategist with extensive experience at The Trade Desk, excelling in media optimization and client relations. Proven track record in driving a $250MM+ media investment, leveraging data analysis and project management skills to deliver actionable insights. Recognized for mentoring talent and fostering innovative media strategies that enhance business outcomes.
Overview
1
1
Certification
9
9
years of professional experience
Work History
Client Service, Senior Trading Specialist
The Trade Desk
New York
04.2023 - Current
- Lead strategic programmatic media initiatives across Personal Health Care, Family Care, Grooming, and Oral Care, managing $250MM+ in annual working media investment while advising on media strategy, measurement, and performance optimization.
- Serve as a strategic partner to P&G leadership and Analytics & Insights teams, translating complex measurement frameworks—including marketing mix modeling (MMM), retail signals, incrementality, and identity—into actionable recommendations that inform investment decisions and long-term media strategy.
- Design and lead cross-channel learning agendas and experimentation roadmaps spanning retail media, audience strategy, optimization, signal activation, frequency, and measurement, driving adoption of innovative capabilities while delivering measurable business outcomes.
- Identified and championed strategic opportunities that expanded client investment and strengthened business partnerships, including retail media, omnichannel measurement, signal-based optimization, and audience-first planning initiatives.
- Built alignment across client, analytics, account management, product, engineering, and trading teams to solve complex business challenges, influence strategic direction, and accelerate adoption of new platform capabilities, enhancing collaborative efforts.
- Recognized as a subject matter expert in measurement and optimization strategy, serving as a North America resource for retail signals, identity, and performance measurement while partnering with cross-functional teams to share best practices across enterprise accounts.
- Mentor and develop junior trading specialists through coaching on strategic thinking, executive communication, client consulting, prioritization, and presentation skills, helping accelerate their professional growth and leadership capabilities.
- Presented to executive client stakeholders and internal leadership on measurement innovation, retail media, connected TV, identity, and experimentation, translating technical concepts into clear business recommendations that informed strategic decisions.
- Partner with Product and Engineering teams to test emerging platform capabilities, provide client-informed product feedback, and influence roadmap enhancements based on enterprise advertiser needs.
Client Service, Trading Specialist
The Trade Desk
New York
04.2021 - 03.2023
- Educated client key stakeholders (trading, planning/investment) on programmatic capabilities that can solve/support their business needs.
- Delivered key presentation during high-stakes pitch, representing trading organization and discussing AI and advanced trading strategies.
- Resolved complex technical issues including performance issues, measurement discrepancies and constrained targeting.
- Facilitated training sessions for new trading team members, covering key trading concepts, client exercises, and complex technical topics.
- Collaborated with account management and business development to enhance service delivery for Publicis client brands.
Biddable Media, Programmatic Strategist
Havas Media
Boston
08.2019 - 03.2021
- Expanded E-commerce strategy to include top of funnel tactics to increase prospect pool and match with an aggressive conversion strategy, which resulted in a 74% increase in Prime Day order volume year over year and a cost per order three times more efficient.
- Providing subject matter expertise in the programmatic space to ensure innovation and best practices are at the heart of all recommendations.
- Led account management, coordinating with internal and external teams on strategy, planning, and activation of programmatic digital media for multiple clients.
- Collected, analyzed, and summarized data from the competitive landscape into insightful, digestible reports for senior management and client teams.
- Negotiated with network representatives to secure added value components in media buys, enhancing value delivered to clients.
- Stayed abreast of the latest developments in the ever-evolving digital media marketplace by digesting industry news, attending industry events, and working closely with agency leadership.
- Communicated regularly with sales representatives and conducted market research to gain insights into the media marketplace.
Local Investments, Associate Buyer
Havas Media
Boston
04.2018 - 08.2019
- Negotiated with network representatives to secure added value components in media buys, maximizing client value.
- Tracked and modified client campaign buys by collecting and synthesizing log times and post reports, ensuring timely delivery across markets and networks.
- Communicated regularly with sales representatives and conducted market research to gain insights into the media marketplace.
Direct Response, Media Assistant
Mercury Media
Framingham
08.2017 - 04.2018
- Led reporting process, synthesizing and analyzing data for weekly client deliverables to enhance decision-making.
- Coordinated with account executive and media buyers to ensure timely media buy delivery and optimize plans for client campaigns.
- Created marketplace guidelines and planning parameters to provide clear execution framework for buyers.
Education
B.S. - Marketing
College of Charleston
01-2016
Skills
- Project Management
- Data Analysis
- Audience Strategy
- Campaign Optimization
- Performance Forecasting
- Media Buying
- SQL
- Vertica
- RTB Platforms
- Mobile Measurement
- Analytics
- Kantar
- Pathmatics
- Organization/Prioritization
- Client Relations
- Product Feedback
- Communication
- Microsoft Office Solutions
Certification
- The Trade Desk
- Display & Video 360
- Amazon Advertising
- Amazon Sponsored Ads
- Snapchat
Hobbies and Interests
- Travelling
- Cooking
- Yoga
- Live Music
- Interior Design
Timeline
Client Service, Senior Trading Specialist
The Trade Desk
04.2023 - Current
Client Service, Trading Specialist
The Trade Desk
04.2021 - 03.2023
Biddable Media, Programmatic Strategist
Havas Media
08.2019 - 03.2021
Local Investments, Associate Buyer
Havas Media
04.2018 - 08.2019
Direct Response, Media Assistant
Mercury Media
08.2017 - 04.2018
B.S. - Marketing
College of Charleston