Core Competencies
Ad/Mar Tech Platform Management (Google Marketing Platform, Salesforce, Marketo, Adobe Ad Cloud, Adobe Experience Platform, LiveRamp, Demandbase, Bombora, etc.)
Customer Journey Mapping, Audience Orchestration, Audience Segmentation, Personalization, Targeting, and Optimization
AI/ML Integration in Marketing Strategies
Privacy Compliance and Cookie Consent Management
Digital Marketing Technologies (Ad Servers, Attribution, Web Analytics, Customer Data Platforms, Identity Resolution, Consent Management Platforms)
Cross-Functional Team Collaboration and Agile Methodologies
Data-Driven Decision Making, Marketing Measurement, and Performance Analytics
Wireframing and prototyping tool proficiencies in Miro, Figma, Lucid
Senior Product Manager, Marketing Technologies
Workday, San Mateo/Pleasanton, CA August 2022 – September 2024
● Develop and manage the product roadmap and strategy for multiple marketing technologies, including Adobe Experience Platform (AEP), Customer Data Platform (CDP), Adobe Audience Manager (AAM), and TrustArc.
● Lead initiatives to enhance customer journey mapping and audience targeting across digital marketing channels.
● Serve as the primary contact for growth marketing and media teams and led AI-driven pilots focused on personalized customer experiences.
● Collaborate with legal and privacy teams to ensure compliance with data privacy regulations and manage consent frameworks.
● Conduct quarterly presentations to senior leadership, showcasing product performance metrics and strategy updates.
● Successfully implemented a customer data platform that increased audience match rates.
● Onboarded new tools to reduce dependencies on the web team and automate workflows.
● Collaborated closely with UX, engineering, rev ops, growth marketing, omnichannel, and other cross functional teams on the platform and various projects.
● Managed marketing technology budgets and contracts across several platforms and managed vendor relationships.
● Hands on experience with html, various api integrations and led meetings with engineering teams.
Advertising Technology and Integrations Manager
ServiceNow, Remote/San Francisco, CA March 2021 – August 2022
● Oversaw the integration and management of third-party data vendors to enhance audience targeting capabilities.
● Developed data pipelines and streamlined reporting processes to create a unified view of marketing performance.
● Collaborated with the digital acquisition strategy and operations teams to optimize digital acquisition strategies and improve the customer journey.
● Conducted multi-variant testing to refine audience targeting and creative strategies for global campaigns.
Lead Solutions Architect, Marketing Solutions
Neustar, San Francisco, CA May 2017 – October 2019
● Led the deployment of advanced marketing measurement solutions, focusing on multi-touch attribution and customer journey analytics.
● Acted as the SME for digital advertising strategies, advising clients on optimizing audience targeting and personalization efforts.
● Designed and automated workflows for data modeling and visualization to support marketing performance assessments.
● Enhanced client marketing strategies by developing custom multi touch attribution platforms that improved ROI measurement by 40%.
● Conducted training sessions for clients and internal teams, fostering a deeper understanding of audience segmentation techniques.
Product Solutions Manager
VDX.tv (formerly Exponential Interactive), Emeryville, CA June 2015 – May 2017
● Managed digital product solutions and technical support for ad platforms, including troubleshooting and refining ad product features.
● Collaborated with engineering and sales teams to develop and enhance advertising solutions that support customer acquisition and engagement.
● Project-managed new ad features and digital product lines to expand audience targeting capabilities.
● Successfully launched new ad formats that increased engagement rates by 15%.
● Developed a client-facing demo strategy that boosted sales team effectiveness in pitching new products.
Sr. Project Manager, Creative Services
RhythmOne (formerly YuMe, Inc.), Redwood City, CA January 2012 – June 2015
● Managed digital video campaigns and creative projects from concept to completion for high-profile clients.
● Partnered with internal teams to optimize creative assets and digital advertising strategies for maximum impact.
● Led cross-functional teams in the execution of new product launches and digital ad campaigns.
● Improved campaign delivery timelines through process optimization and resource management.
● Spearheaded the launch of new video ad products from inception to launch.
Campaign Manager (Contractor)
Meebo (acquired by Google), Mountain View, CA September 2011 – January 2012
● Managed post-sale creative processes and ad campaign execution, ensuring smooth delivery and optimization.
● Coordinated with internal teams to enhance campaign performance and drive customer engagement.
● Improved campaign performance metrics by optimizing ad delivery and targeting strategies.
● Led weekly performance reviews that identified key opportunities for campaign enhancement.
Ad Operations Specialist (Contractor)
Electronic Arts, Redwood City, CA September 2010 – April 2011
● Managed online advertising campaigns across multiple EA properties, including dynamic in-game advertising.
● Analyzed ad performance data to optimize inventory utilization and enhance campaign effectiveness.
● Increased campaign efficiency through strategic optimization of ad placements and targeting.
● Developed a standardized reporting process that improved visibility into campaign performance metrics.
Ad Operations Manager
Miniclip America, San Francisco, CA February 2010 – September 2010
● Led the execution of ad campaign configurations and setups, ensuring accurate delivery and tracking.
● Collaborated with sales and marketing teams to enhance ad operations and drive customer satisfaction.
● Successfully managed ad campaign configuration and performance tracking.
Program Manager, Revenue Operations
CBS Interactive (formerly CNET Networks), San Francisco, CA July 2008 – February 2010
● Managed the trafficking and optimization of digital ad campaigns across multiple CBS Interactive properties.
● Collaborated with cross-functional teams to ensure seamless campaign execution and performance tracking.
● Increased ad revenue by optimizing ad placements and enhancing audience targeting strategies across CBS properties.
● Bachelor's Degree in Business - Marketing, San Francisco State University (Graduated 2007)
● Certified Scrum Product Owner, Scrum Alliance (November 2020)
● Certified Adobe Customer Data Platform Business Practitioner (2023)
Experience
Education
Marketing Projects
I've worked on various projects from developing new ad products to product strategy and roadmap development for the Customer Data Platform. Below are some examples of projects and initiatives that I've worked on to drive impactful results through data-driven insights and collaboration.
Marketing Attribution
Led the technical development and data strategies for Neustar's MTA solutions to enhance business growth and efficiency for various clients in financial services, entertainment, and retail.
Technology Optimizations
Spearheaded technology integrations for marketing data transfers across various marketing systems to improve team productivity, enhancements, and workflow automation.
Technical Experience
Hands on experience writing SQL, HTML, API integrations, Chrome developer tools, Omni bug, tag management systems, pixels, tag governance and tracking frameworks, ml/ai knowledge. I am also familar with the adtech ecosystems and popular marketing platforms like Google and Adobe.
Data Insights
Utilized analytics to drive strategic marketing decisions by hands on troubleshooting and working closely with the advance analytics and rev ops teams and have shared insights with cross functional teams.
"Kelly has been a phenomenal stakeholder representing AdTech - Marketing for Digital Technology. During our collaboration, she reflected her expertise of LiveRamp and Marketo systems and her sound understanding of Robotic Process Automation. She reflects professionalism, has clarity on requirements, and is great to have on team and work with."
- Krisha Wali, ServiceNow
★★★★★