Pete Suh
Director, Brand Experience @ IHOP
About
Strategic leader with 15 years of experience in paid media, audience insights, and analytics, specializing in data-driven marketing solutions that optimize media planning, targeting, and measurement. Proven track record in leading media transformation, audience strategy, and cross-functional collaboration to drive impactful client solutions. Adept at identifying opportunities for AI integration within planning processes to drive better insights, strategy, and optimizations while keeping human expertise at the core.
United States
Los Angeles Metropolitan Area
Marketing & Advertising
Paid Media Advertising, Brand Activation, Brand Partnerships, Brand Strategy, Creative Strategy, AI, Artificial Intelligence for Business, AI Agents, Artificial Intelligence (AI), Generative AI Tools, Prompt Engineering, Programmatic Advertising, Go-to-Market Strategy, Ad Tech, Product Marketing, Customer Insight, Business Analytics, Brand Marketing, Marketing Communications Planning, Data Analytics
Experience
Director, Brand Experience
IHOP
Los Angeles Metropolitan Area
-Brand Strategy & Activation -Paid Media & Advertising -Partnerships
Global Group Strategy Director (Team Lead)
Initiative
Los Angeles Metropolitan Area
Account: Amazon •Lead global strategist specializing in GenAI, B2B, Hardware brands •Spearheaded audience insights, strategic approach, and ideation for Alexa+ (B2C GenAI product) •Builder of agentic systems & solutions
Group Strategy Director
Initiative
Los Angeles Metropolitan Area
Account: Amazon
Global Manager of Analytics & Insights (Amazon Ads)
Twitch
Los Angeles Metropolitan Area
Group Strategy Director
Initiative
•Crafted the strategy that led to winning B2B new business client (Intuit) •Developed strategic approaches for Amazon Business to breakthrough to decision makers •Mapped and created consumer journeys for Carnival Cruise Lines to drive retention and new customers
Director, Communications Planning
PHD
New York, New York, United States
Accounts: Google, YouTube Notable Distinctions: 2018 Silver Obie Award (Google Maps Contextual OOH) 2017 Gold Obie Award (Google Home Immersive Transit Shelters) 2017 Adweek Media Plan of the Year (Google Home Modern Family Integration) Specialization: Audience Analytics & Insights Guest Speaker: 2019 UGA Diversity Summit
Associate Director, Communications Planning
PHD
New York, New York, United States
Accounts: Google, YouTube, HP
Team Manager, Reporting & Analytics
PlaceIQ (now Precisely)
New York, New York, United States
Led team of analysts, developed inaugural revenue streams, standardized new product features, increased data efficiency & reliability, grew team scope and size
Manager, Strategy
UM Worldwide
New York, New York, United States
Accounts: MasterCard, Exxon Mobil, BNY Mellon • Produced insight-driven communication plans and strategies to activate integrated media campaigns • Discovered key consumer insights and identified touchpoints for effective channel and partner selection • Created target audience archetypes by understanding consumer motives and behaviors utilizing proprietary data and Nielsen studies • Conducted competitive media and creative analyses to counsel client’s planning process - target audience selection, channel weighting, yearlong investment flighting • Piloted agency’s social media team to consult brand use of social media platforms and develop best practices and principles – specialized in Facebook & Instagram
Analyst, Strategy & Analysis
Digitas North America
Greater Chicago Area
Account: Bank of America • Developed retargeting strategies and optimized digital Direct Response advertising campaigns using Demand-Side Platforms and data provider audience-specific segmentation • Forecasted campaign performance, maintained weekly reporting, and presented completed campaign results and recommendations for Display, Search, and Mobile channels • Created measurement plans and defined Key Performance Indicators to determine campaign success • Conducted attitudinal studies to measure lifts in awareness, favorability, and consideration • Consulted Coremetrics and DART tagging practices on webpages to report on site performance • Led the development and training of Offshore Solutions Team and managed team projects and weekly deliverables • Provided insights for client-related topics on social media platforms through Radian6 social listening tool
Education
Northwestern University
Economics, International Studies
The University of Chicago Graham School
Integrated Marketing
Pete Suh's Contact Information
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