Cora K. Samuels

• Onboarded new business; built and trained hands-on-keyboard programmatic team, and established account procedures for the broader cross-functional team of 10+ to guide trafficking, campaign management, budget tracking, and reporting • Redesigned CTV buying approach and created unified ranking system to identify partners that deliver on client priorities, resulting in a 35% reduction in CPM and 2x increase in reach QoQ; all linear budget shifted to CTV in YoY channel allocation to capitalize on success, effectively doubling annual CTV investment the following year • Designed client-facing reporting dashboards in collaboration with Analytics department to increase clarity of lower-funnel campaign performance, enriching data-driven decision-making and facilitating client buy-in to agency recommendations • Led post-mortem with clients to identify opportunities for improving creative asset and trafficking workflows and implemented streamlined processes with all media buying teams (programmatic, social, audio, linear), resulting in a 65% reduction in turnaround time while virtually eliminating campaign errors the following quarter

• Managed 3-4 direct reports that owned the programmatic execution of campaigns, assuming accountability and ownership of campaign performance and deliverables, while also facilitating team training and development • Conceptualized and oversaw digital video go-to-market strategy, increasing share of annual investment from 13% to 60% over a five-year period ($60M+ allocated to CTV and YouTube in 2023) • Partnered with clients and DSP partners to develop rigorous learning agenda and year-long testing framework, which ultimately revealed meaningful insights on CTV frequency-to-conversion causality, enhanced the efficacy of YouTube media spend through brand lift and A/B testing, and realized $520k in annual cost savings from eliminating a redundant ad tech partnership • Devised creative strategies to reduce audience targeting and cross-device fees in TTD, reinvesting $400k+ of savings into CTV media weight in one quarter • Led cross-functional team of 8+ to determine most efficient buying model for Upfront TVE partners, ultimately share-shifting $7M+ from direct IO to programmatic in YoY budget allocation • Created POVs to contribute to client's knowledge base of cookieless solutions, CTV attribution, brand safety, and supply path optimization

• Ensured programmatic team stayed on track of day-to-day deliverables and oversaw all campaign management activities they performed across five accounts, stepping in to own complex or high-profile campaigns; managed $20M+ annually • Successfully liaised with TTD and senior agency stakeholders to plan and execute one of the first programmatic CTV campaigns across all Publicis Media agencies in 2018, eventually standing up evergreen initiatives for two Fortune 500 clients • Collaborated with ad tech partners and creative teams to develop location-based dynamic creative optimization strategy for $8M display campaign in DV360, substantially increasing landing page visits and reducing CPA by -65% QoQ

• Managed and bought digital media for two major brands, Weight Watchers and Aetna • Assisted development of campaign proposals by compiling relevant research data, vendor rates and specs • Entered vendor buys into Prisma and oversaw invoice reconciliation • Leveraged DCM to traffic creative and pull reporting for campaign wrap-ups • Monitored placement level performance and implemented monthly optimizations • Maintained vendor relationships for programmatic and social media campaigns (Google, Facebook and Twitter) • Wrote company POV on Native Advertising

• Supported overall growth of private label, including brand positioning strategy, assessment of target audience, merchandising & sales support to thirty doors • Developed digital marketing & ecommerce strategies based on consumer insight • Collected, analyzed, & reported on sales performance data to increase sales productivity & effectiveness