Iesha White

As Director of Intelligence for the global digital advertising watchdog, I conduct research and experiments, support programmes, and provide technical & practical advice on digital advertising.

www.multitudesmarketing.com

- Owned MarTech onboarding/DPIA process for paid media platforms and platform updates, including Snapchat, TikTok, and Meta - Developed & successfully onboarded bespoke media activation platform strategy and roadmap for programmatic and paid social - Center of excellence for all performance media; responsible for planning, strategy, and attribution to improve bottom-line revenue outcomes - Directly manage a core team of 2 members. Provide coaching, mentorship, and training across PPC, Paid Social, and Programmatic strategies

Led a team to develop and execute programmatic brand and performance strategy, manage key accounts, and implement advanced data strategies to drive audience targeting and campaign performance. Provide coaching, mentorship, and training to foster a culture of collaboration, continuous learning, and professional development for a department of 50+ programmatic & YouTube professionals. As part of the leadership team for the Programmatic department, I develop and maintain strong relationships with key ad tech partners, such as Google, Yahoo, Integral Ad Science, and The Trade Desk. Key Achievements Initiated an agency-wide, YouTube-focused hybrid content and paid media strategy to enhance client branding, resulting in a 10% average increase in earned likes, shares, and subscribers Presented thought leadership on the Always Off Brand Podcast, speaking on emerging media, programmatic, equity in advertising, and the state of retail media buying today.

Leadership role for the Programmatic & Display department focused on creating processes, best practices, and knowledge sharing. People manager of five direct reports across multiple accounts, including NFL, Lee Jeans, Bassett Furniture, Pearson Education, Aero/Nautica/Lucky, and Grove Collaborative.

Developed campaign management best practices for in-housing programmatic and YouTube across two holding companies (Sony Pictures and Playstation). DSPs used include Amazon, The Trade Desk, Verizon, and DV360. I planned for and bought programmatic media ranging from standard Display/Video, to emerging channels like Connected Television and Digital Out of Home. Campaign KPIs and goals varied by business partner - have run all types of campaigns and goals including awareness, incremental app installs, in-app buys, direct response, and lead generation. Outside of planning and campaign management, aligned and interpreted brand lift methodologies and multi channel attribution tracking solutions for several business units. This drove revenue, more accurately measured media, and directly eradicated media spend waste. Planned, developed strategy, managed, and provided reporting for campaigns across various Sony business units and international territories, including - Sony Pictures Theatrical Sony Pictures Television Sony Pictures Home Entertainment Game Show Network Games Funimation Sony Pictures Gaming Jeopardy Sony Music Entertainment Playstation/Sony Interactive Entertainment

Xaxis is the agency trading desk for GroupM. As the programmatic trader/specialist based in Los Angeles, I build, manage, and QA accounts from all portions of the GroupM US business. For some accounts, I am also the account manager as well as the programmatic trading specialist. In partnership with my account manager, I select the DSP and shape the targeting for accounts to ensure the best possible outcomes. -Manage campaigns across several DSPs, including Amazon Advertising Platform, AppNexus, Google Display & Video 360/DoubleClick Bid Manager, and The Trade Desk -Created training for colleagues across several disciplines on how to manage campaigns in AAP -Selected by Trading and Account Management leadership for hybrid account manager-programmatic trader hybrid pilot program -Devised and maintained training materials for new hires in account management, trading, and analytics for programmatic campaign concepts (frequency caps, bidding, budgeting)

I manage incoming new account campaign builds and their workflows for PureCars's Paid Search product. Using PureCars's proprietary software, I build out campaigns to client specifications, including custom ad copy. Campaigns are then deployed to AdWords to serve prospecting car buyers within the targeting preferences of the client. In addition to Paid Search, assist the Programmatic team (video, mobile, display) with establishing ad ops best practices, including piloting ad verification services to enable highly viewable, brand-safe and relevant campaigns and media for the end user.

After spending six months on the Direct Campaign Services team, I was promoted to the Digital Managed Services Team, which handled programmatic video, display and mobile campaigns. KPIs and campaign goals were as varied as our clients. It was so amazing to be part of a team that disrupted the marketing attribution space. I directly managed and contributed all of the below: Trafficking -Implemented campaign tagging, tracking pixels and troubleshoot tags from start to finish -Quality Assured creatives and campaigns pre- and post-launch - Troubleshot ad serving errors, report discrepancies, and creative issues within our Demand Side Platform partners (The Trade Desk, MediaMath, PocketMath) -Worked directly with clients, internal account management teams, and tracking technology providers to advise, assist, and troubleshoot tagging and other technological issues as appropriate Technical Account Management -Externally communicated creative and DSP capabilities as part of Requests for Proposals (RFP) to agencies and direct clients to ensure trafficked ads are ready for maximum performance -Researched technology trends for programmatic and communicate industry landscape changes accordingly, acting as subject matter expert on all things data security and trafficking -Continuously improved processes for managing deliverables, implementation of campaigns, and active campaign troubleshooting -Directly managed Salesforce Digital Campaign and Operations queues, including acting as stakeholder for Managed Service product usage with the Salesforce Adminstrator and Salesforce Developer -Managed internal audit reports -Assist with Month-End Close in Accounts Receivable; reconcile third and first-party reports for billing

As part of the Direct Services Campaign Team, managed native bank advertising campaigns within Cardlytics' proprietary platform. It was incredibly exciting to work on Cardlytics' core product offering with clients spanning from Bank of America to community credit unions. Campaign Management -Coordinate the flow of new and existing advertisers through the Ad Operations workflow. This begins at Insertion Order approval, with ad copy creation, campaign build, publishing, and serve verification of various types following. -Assist Account Management in meeting and managing the needs and expectations of all advertisers. -Create highly effective, relevant, and accurately targeted campaigns utlizing population mapping and proprietary spend data. -Perform quality assurance on all campaigns built to ensure execution matches Insertion Order intent and lines up with all Financial Institution requirements. -Review campaign performance metrics for all rebuilds/continuing campaigns as a starting point for optimization to ensure maximum performance is achieved. Special Projects - Act as sole builder for Bank Operations, including promotional campaigns for Bank of America and Regions. -Assist in training new hires in different departments in how our proprietary systems work, how campaigns are entered and created, and how Campaign Operations works with other teams to deliver accurate campaigns.

Six months into working at Cardlytics, I was promoted from Talent Intern to Talent Acquisition Coordinator. I worked in the highest growth period of the company's history, growing from only 150 employees at the beginning of my tenure to well over 300 remote and headquartered employees within one year. In addition to recruiting, I enjoyed brand marketing to encourage talent from local area schools, and created a training program that is still in use at Cardlytics today. Recruiting: Led recruiting for the finance, corporate, digital marketing and analytics business areas. I managed candidates for high volume recruiting needs with over 50 open requisitions at once, including pre-screening and salary information. Met with hiring managers to assess and assist with vibrant and accurate job descriptions that encouraged the best and brightest talent. I acted as a first impression stakeholder, solely responsible for on-boarding for new hires in new hire orientation, covering benefits, company procedure, and company culture. Program Management: Launched Cardlytics University, a quarterly training program that provides a high-level overview of the company in all functions, products, and departments. Created informative training materials for attendees. Provided candid feedback on practice sessions for C-level executive presenters. Achieved an average Net Promoter Score of 80 post-program, indicating overall satisfaction of attendees. Event planned and managed Iron Coder, Cardlytics’ very own ICPC-style hackathon for local college students. I grew the event's attendance from less than 20 to over 100 students by utilizing alternative marketing channels (namely, Reddit)!

During my undergraduate experience, I tutored first-graders at William Trotter Elementary School in Roxbury, Massachusetts to fulfill my work-study requirement. The program, administered by America Reads/America Counts, focused on promoting literacy, especially with students that do not speak English as a first language. The BUILD program at Trotter Elementary is split into two parts: aiding teachers and students during their reading period and then after-school tutoring students with homework. In my senior year at BU, I was promoted to Lead Tutor. Lead tutor duties included inputing payroll, collecting feedback from tutors and teachers, assigning tasks during tutoring sessions, leading monthly meetings and acting as a liason between Boston University and Trotter Elementary School.

I received my bachelor's degree in International Relations from the Pardee School of Global Studies at Boston University in 2014. As an International Relations major, I focused my degree around international development, international economics, cross-cultural communication, interfaith studies, and cultural anthropology. I concentrated in the Middle East region with an emphasis on Muslim Studies and the Arabic Language.