Employment History

2025 - 2021 | GoldenHippo Inc. - Director, Technical Advertising Operations

2018 - 2014 | Advertise.com - VP Publishers Services & Strategic Development

2013 - 2011 | JMI Equity / Business.com - Monetization Consultant

2009 - 2005 | Business.com - GM of Network Distribution, VP of Business Development

2005 - 2001 | Business.com - VP Engineering

2001 - 2000 | eCompanies L.L.C. / Business.com - Director of Product, Web Development

2000 - 1999 | XDrive - Art Director & Lead Web Producer

1999 - 1998 | LFP Inc. - Executive Director of Multimedia

Accomplishments
2025 - 2021 at Golden Hippo
Director, Technical Advertising Operations

• Revamped Tracking Setups: Overhauled and created 1,000+ tracking configurations within Google Tag Manager (GTM) across multiple containers and brands, including:
  • Activated You (Maggie Q)
  • City Beauty
  • Dr. Marty Pets
  • Beverly Hills MD
  • Badlands Ranch (Katherine Heigl)
  • Gundry MD (Dr. Stephen Gundry)
  • Roundhouse Provisions (Chuck Norris)
  • Ultimate Pet Nutrition
  • Kintsugi Hair
  • LCR Health
  • Nucific
  • Power Life Nutrition
  • Princeton Nutrients
  • Probiotic America
  • SirtLife Nutrition
  • Unify Health Labs


• Identified Industry-Wide Issue: In my first week I uncovered the company's largest attribution mystery, revealing a significant bad-faith practice by Google that was impacting the entire ad industry.
• Enhanced Tracking & Attribution: Implemented numerous dataLayer improvements to optimize tracking and attribution across platforms such as Google, Meta, Taboola, Outbrain, and dozens more, using my own custom strategies.
• Full ROAS & Hashed User Data Passback: Successfully integrated full Return on Ad Spend (ROAS) and hashed user data passback to ad platforms via both client-side (pixels) and server-to-server (s2s) SDK integrations for Meta, Everflow, Awin, Taboola, Outbrain, Perform Media, and others.
• Attribution Gap Solutions: Addressed complex attribution gaps across hundreds of sales funnels, working with diverse technologies such as PHP, Angular, SPAs, and WordPress.
• Cross-Domain Fingerprinting System: Co-developed and deployed a custom cross-domain fingerprinting system for last-touch attribution and analysis, implemented across thousands of domains and funnels.
• Custom Security Feature for Credit Card Forms: Built and deployed a custom security feature to safeguard checkout pages from credit card fraud, sending violation payloads to an internal database for compliance with PCI standards.
• Marketing ROI Optimization: Enhanced marketing ROI and reduced costs by delivering accurate tracking data and signals to all ad platforms, ensuring optimized spend allocation. This resulted in a significant boost to the company's gross profit by streamlining ad spend efficiency and improving overall campaign performance.
• Split Testing & Custom Solutions: Supported A/B testing via VWO (AB tests, Split URL tests, Heatmaps), and developed additional custom solutions in JavaScript for improved performance and user experience.
• Mentorship & Support: Mentored 50+ media buyers on strategic and tactical conversations with platforms like Google, Meta, Taboola, and Outbrain. Solved their challenges quickly and kept operations moving consistently.
• QA Department Mentorship: Trained the QA team on funnel testing, SPA development, dataLayer implementations, testing methodologies, and a wide range of technical topics.
• SEO Team Collaboration: Provided expert support and guidance to the SEO team, leveraging my 20+ years of experience to improve strategies. Successfully executed complex Criteo setups for multiple brands in GTM.
• City Beauty Team Support: Assisted City Beauty in solving s2s integration issues, tracking challenges, Meta catalog integrations, and various other technical and operational obstacles, often under tight deadlines.

Accomplishments
2018 - 2014 at Advertise.com
VP Publishers Services & Strategic Development

• Assisted senior management to formulate and drive sales, product, and network strategies.
• Coordinated with Engineering teams to develop dozens of new products for market syndication
• Delivered production-ready front-end code for all products
• Educated and managed a sales team focused on syndicating Javascript based ad products to hundreds of online web publishers
• Created dozens of data driven marketing landing pages for a variety of business endeavors
• Made significant contributions to office efficiency, cost control, work atmosphere and culture

Accomplishments
2013 - 2000 at Business.com
GM of Network Distribution, VP of Business Development

• As part of the senior executive team and in cooperation with Credit Suisse, I assisted with the sale of Business.com in 2007 to RH Donnelly Inc.
• Initiated, managed, and optimized a mutually rewarding Adsense relationship with Google, and grew it to $36 million annually
• Primary architect for Business.com's PPC business model in 2001, and helped grow the business unit from zero to $70 million annually
• Managed the technology, syndication, and optimization of proprietary paid content to over 50 publishers, generating $20 million in combined annual revenue.
• Co-developed and utilized various APIs, XML, JSON, JS, and other on-boarding techniques to get content live and earning money
• Managed publisher relationships with premiere brands like Forbes, BusinessWeek, WSJ, Entrepreneur, Hoovers, and many more, totaling hundreds of implementations
• Directed a team of managers that handled mid-level publishers, on-boarding, optimization, reporting, issue resolutions
• Key driver for both client and partner reporting systems, as well as personally developing UI's and other key front-end interfaces
• Key driver for defining and developing traffic quality systems and internal processes to combat click fraud
• Managed a team of cross-functional Directors tasked with monetization growth and continual optimization of the Business.com and Work.com platforms.
• Played a key role in optimizing profit margin for a multi-million dollar monthly SEM buying program
• Drove all site design, architecture, engineering, and QA for all areas of the business from 2001 to 2005
  

Strong Skills

• Javascript, HTML, CSS, jQuery
  
• Graphic Design for both Web and Print
  
• Google Tag Manager
  
• S2S & Browser Tracking
• Ad Networks
  
• APIs, XML, Network Distribution Agreements
  
• Business Development
  
• Product Development
  
• SEO, SEM, Marketing
  

Medium Skills

• SQL, ASP, PHP
  
• WordPress
  

Other Skills & Hobbies

• Science Education
  
• Classical Piano
  
• Oil Painting
  
• Fine Metal Work
  
• Astronomy & Cosmology
  

Education

• Bachelor of Science, Business Finance, CSUN