Head of Sales Operations, Americas
Lead Sales Operations for TikTok North America and LATAM. Grew team from seven people in early 2020 to 60 presently. Created the regions’ first Joint Business Partnerships policy and focused on developing cross-functional (XFN) Strategic Value Adds that helped clients get the best returns on ad spend (ROAS). Negotiated US Agency Endeavors with the Big 6 Hold-cos that included inventory upfronts. Successfully launched eight markets in LATAM including Brazil in 2020 and Mexico in 2021. Negotiated a reseller contract to cover six countries in South America. Partnered with the product team to deliver several key features in the company’s homegrown CRM and Order Management platform. Built a series of revenue management dashboards that provide key revenue metrics and keep the sales team on a regular cadence.
Head of Sales Operations
Led Account Strategy, Revenue Operations and Integrated Marketing for DraftKings’ Brand Partnerships Division. Partnered with Head of Sales on go to market (GTM) strategy that led to a 4x increase in revenue in 2018. Designed a scorecard grading system that measures our success in delivering client KPIs. Partnered cross-functionally with analytics, product, events and content to bring superior sales packages to market. Implemented the boostr CRM system to increase sellers’ efficiency and management’s visibility. Demonstrated leadership to the Brand Partnerships team through 1:1 meetings focused on providing constructive feedback.
Head of Publisher Strategy and Operations
Led strategy and operations of publisher vertical for Ceros’ SaaS platform. Increased new business, cross-sales and client retention to grow the publisher vertical to largest in the company. Guided clients with their go to market and monetization strategies.
Vice President, Revenue Strategy and Sales Operations
Transforming revenue strategy and sales operations of XO Group's National Advertising division. Increased division’s eCPM for 14 straight quarters. Direct sold eCPM up 80.3% and overall eCPM is up 68.4% from 2013. Conceptualized and launched a new revenue stream with a Branded Content product that accounts for over 12% of revenue and 42% of insertion order value. Preserved gross margins of 85% on Branded Content insertion orders by establishing a cost control and tracking system. Imagined, transformed and executed a best of breed advertising technology stack. Systems implemented include Salesforce, Operative One, DFP Premium and MOAT. Designed bottoms up account and category based budgeting process, which fed into an ad product model. Process led to greater insight into inventory needs, which aligned division KPIs with product and marketing KPIs. Built team of 36 operations professionals in sales operations, yield management, ad operations, ad tech and qa, revenue products and account strategy.
Vice President, SMB Strategy and Operations
Delivered 25% growth in year one and double digit growth every year thereafter through a three tier strategy of “more clients, staying longer and spending more”. Reduced client churn from 35% to 26% by implementing a proactive customer communication initiative. Managed 38 sales operations and account management personnel geared toward customer retention.
Vice President, Corporate Compliance
Responsible for Sarbanes-Oxley compliance. Oversaw the company's internal control processes. Implemented an annual risk assessment to identify threats. Built Internal Audit Department recruiting and retaining key employees.
Director, Corporate Finance
Managed finance staff responsible for revenue recognition, billing, credit, collection, production costs, deferred revenue and treasury/cash management. Oversaw month end closings. Responsible for budgeting, financial reporting, month-end closing and enterprise systems. Instrumental in preparing the company’s S-1 prospectus for its December 1999 IPO.