Bio

Proven GM of digital businesses & marketing revolutionary – Since '93 successful exits in the billions & an IPO in addition to forever changing marketing. Led legacy-making changes in marketing industry; highlights include: ** Led global effort for the Digital Ad industry's underlying global measurement standard, which included the first-ever census-based measure of actual ad delivery (and not just 'content' measures via sampling methods, as occurs on TV, Print, Radio). That 1st-ever Global Internet Impression measurement guideline (now called Viewability), released via WSJ Nov '04. Five other previous industry efforts at this critical industry standard had failed. ** Led industry acceptance, including funding support for the genius researcher (Rex Briggs) in creating Multi-Touch Attribution (MTA) measurement. Raised $7M for public studies via 24+brands (Ford, McDonald's, Unilever, Colgate, etc.) that established MTA as best-in-class marketing measurement. The book, What Sticks, chronicles this change. ** Identified principal and collaborated with Dr. Omar Rodriquez (Emory) defining Modern Marketing Organization frameworks, which are proven to align marketing org decisions to financial performance. Work featured in HBR late-2020. ** And more, supporting Neuroscience research on cognition ('19), created first set of IAB Ad Unit standards (from 100s of ad units to 85% in four – '03), supported a new Growth-oriented planning framework that is 50% better than decades-old approach, etc. Currently, CEO of MMA Global, serving CMOs and CDOs at Unilever, GSK, GM, Coca-Cola, Facebook, Google, and others in 15 countries. Grew revenues 7x. Former CEO of Interactive Advertising Bureau (IAB) - grew IAB 5x. Both were desperate turnarounds. Board Member & Angel Investor for ~10 company exits totaling over $5.5 billion, often at 10x revenue. Companies backed by KPCB, TimeWarner, Greylock, Spark, DFJ, Greycroft, Union Square Ventures, First Round, Oak, etc. Return on personal equity of 1450%. Ad Age identified my book, ''What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,'' as ''#1 book you should have read''. Recognized by Adage as ''1 of 10 Who Made Their Mark'' in '06 (alongside Jay-Z & Chad Hurley). Member of National Speakers Association & speaker - Istanbul, Israel, Germany, Mexico City, Jakarta, Sao Paulo, Switzerland, Shanghai, Sydney, Barcelona, Tokyo, Buenos Aires, more. Lives happily in Brooklyn and Bridgehampton, NY, with wife, twin daughters & son.