SANDRA DEMITROFF
Newport Beach,CA
Summary
- Senior executive with deep industry experience in digital marketing, media, strategy, consulting, operations, integrated solutions, and premium/programmatic advertising. Entrepreneur who cofounded, led, and reengineered multiple digital marketing agencies, and gained expertise particularly in talent development, financial oversight, revenue generation, operational efficiency, and product/service/technology innovation.
- Proven track record in creating strategy, building businesses and teams, expanding acquisition channels and sales engines, enhancing customer engagement and retention, forging strong industry partnerships, and fostering a culture of continuous improvement.
- Private Equity and Board level experience. Ability to set strategy, track goals, motivate, and execute with excellence.
Overview
26
26
years of professional experience
Work History
CEO
BrandRep LLC
Irvine, California
06.2018 - 08.2023
- Reinvented BrandRep by establishing new vision, mission, value proposition and business direction post-sale to PE backed group in 2017
- Built a comprehensive platform of end-to-end digital marketing solutions for small and mid-sized businesses "SMBs", delivered at scale
- Rebuilt digital marketing plans and added holistic options (SEO, Web and Content Development, Local Directories, Paid Media, Social Media, Email, Review Generation, Video, Analytics and CRM Solutions) to help SMBs accelerate growth
- Launched BrandRep+, catering to mid-sized businesses with a higher level of touch
- Led all business initiatives in acquisition, sales, and retention: lead flow, new deal sales, upsell, product delivery, tech and call center operations
- Developed strategic partnerships by cultivating relationships with best-in-class technology providers (i.e., Google, Yext, Wix) and industry leaders
- Oversaw budget and financial activities; implemented initiatives to drive growth and manage costs
- Increased core revenue streams: new deal revenue +34%, recurring revenue +5%
- Established new revenue opportunities through upsell and cross-selling within existing client base as well as strategically attracting new business
- Drove company vision with collaborative employee engagement, positive culture/morale, and a strong leadership team
- Increased productivity by creating new policies and SOPs to streamline operations and improve client delivery, communication and engagement
- Monitored company performance by measuring and analyzing KPIs, and results on a daily and monthly basis
- Led all board presentations, meetings and investor calls
- Provided organizational leadership and collaborated with internal stakeholders and external partners to establish goals, strategies and policies
- Conceived and implemented plans to transform and revitalize operations, capitalizing on emerging digital marketing trends
- Qualified and received PPP funding of $1MM and ERC credits of $2.3MM
MANAGING DIRECTOR, MEDIA OPERATIONS
Team IBM Media, GroupM
New York, New York
01.2017 - 05.2018
- Managed consolidated brand advertising planning and execution for IBM in the US, including TV, print and digital channels
- Led a newly formed Central Operations team, accountable for powering plan activation, strategic negotiations, ad operations, analytics, and technology across Brand and Performance marketing for seamless media execution, operational excellence and cross-business intelligence
- Conducted operational efficiency audit across all departments
- Managed ad verification team and set/oversaw Brand Safety guidelines
GENERAL MANAGER; HEAD OF OPERATIONS
RhythmOne Direct, A Division of RhythmOne Media
New York, New York
04.2015 - 04.2016
- RhythmOne is a leading ad tech company formed by consolidating 8 established brands including Burst Media, Grab Media, All Media and RhythmNewMedia
- Managed company-wide integration initiatives across 12 disciplines
- Responsible for P&L, sales, operations, strategy and growth - revenue $100MM
- Led premium direct and programmatic sales initiatives to provide cross-screen advertising at scale to top brands including Verizon, Google, Kraft, Ocean Spray, Disney, Mars, UPS, The Gap, MLB, Choice Hotels
- Worked with advertisers to create and execute campaigns across mobile, video, rich media, display, social influencer and native formats
PRESIDENT
Burst Media, A Division of RhythmOne Media
New York, New York
03.2013 - 03.2015
- Developed the vision and strategy for core competencies in interactive premium and programmatic media. Led teams in NYC, Boston, Chicago, SF, LA and London.
- Achieved company revenue and profitability records, increasing revenue by 20% to $50MM and EBITDA by 80%
- Managed premium direct and programmatic sales, advertising operations, publisher development, marketing, product and technology
- Facilitated high growth of Ad Conductor, a leading SSP
- Oversaw teams who deployed cross-channel advertising campaigns for brands including Nike, Kellogg's, Canon, Old Navy, Target, TIAA, McDonald's, Macy's
PRESIDENT
Prime Visibility, A Division of RhythmOne Media
New York, New York
10.2010 - 04.2016
- Set the vision and strategy for PV's core competencies in performance marketing, digital marketing strategy, consulting, services and analytics
- Repositioned PV to a full-service digital agency and expanded roster of enterprise level clients. Led accountable agency model
- Drove business development and relationship management
- Set revenue/profitability records; grew revenue 50% and EBITDA 60% YOY - P&L responsibility for $30MM revenue
- Oversaw functional teams and specialists in strategy, SEO, SEM, display, email, mobile, web development, social media and analytics
- Ensured creativity and operational excellence for premier brands in financial services and ecommerce including: CIT Bank, Silicon Valley Bank, Aberdeen Asset Management, Brother, Vitacost, Under Armour, Black & Decker
CEO
HNW INC
New York, New York
01.2001 - 07.2009
- Cofounded HNW, a leading provider of strategy, marketing services and technology solutions to wealth management firms and luxury brands
- Established strategic direction, vision and mission; led multidisciplinary teams in content, design, strategy, project management, sales, account, finance, tech
- Built and managed client roster including Merrill Lynch, Morgan Stanley, Lord Abbett, Fidelity, Schwab, Sotheby's, Gucci
- Grew company from 6 employees to 80 with a valuation of $55MM
- Managed company P&L from start-up to high growth profitability
- Created a dynamic company culture and freelance network
- Led development of HNW Publisher, a proprietary email platform
COO
WORTH.COM, A Predecessor of HNW Inc.
New York, New York
01.1998 - 01.2001
- Launched personal finance portal organized around wealth, living, giving
- Oversaw strategy, content development, marcom, product and technology
- Managed business development and licensing agreements with 35 partners
Other Related Experience: Human Resources
Capital Publishing, Hearst Magazines, CBS Magazines
Education
Bachelor of Science - Business & Psychology
CORNELL UNIVERSITY
Skills
- https://wwwlinkedincom/in/sandydemitroff/
- YouTube interview: Meet the BrandRep CEO
- Digital Marketing and Media
- Interactive Advertising
- Leadership & Management
- Strategy & Planning
- Budgeting and P&L
- Operational Expertise
- Business Development
- Client Relationship Management
Activities & Awards
Named
Nassau County "Woman of Distinction" by Senator, Craig
Johnson, 2010
Executive
President, Manhasset School Community Association, 2009
Timeline
CEO
BrandRep LLC
06.2018 - 08.2023
MANAGING DIRECTOR, MEDIA OPERATIONS
Team IBM Media, GroupM
01.2017 - 05.2018
GENERAL MANAGER; HEAD OF OPERATIONS
RhythmOne Direct, A Division of RhythmOne Media
04.2015 - 04.2016
PRESIDENT
Burst Media, A Division of RhythmOne Media
03.2013 - 03.2015
PRESIDENT
Prime Visibility, A Division of RhythmOne Media
10.2010 - 04.2016
CEO
HNW INC
01.2001 - 07.2009
COO
WORTH.COM, A Predecessor of HNW Inc.
01.1998 - 01.2001
Other Related Experience: Human Resources
Bachelor of Science - Business & Psychology
CORNELL UNIVERSITY
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