A selection of commercial and data initiatives I've led — from first-party data strategy to platform rollouts and cross-agency integrations.
Led the first-party pixel integration via AdFixus, enabling intelligent audience creation and privacy-compliant attribution modelling for automotive OEM advertisers. First OEM client onboarded to the platform.
✦ First OEM client onboarded to Carsales CAPI
Coordinated PII matching between client datasets and Carsales first-party data to create bespoke, high-intent audience segments for OEM and financial services campaigns.
✦ Unlocked bespoke OEM audience targeting at scale
Coordinated with Publicis, OMG and GroupM trading desks alongside Index Exchange to deliver seamless programmatic data integration across CTV, BVOD and Digital Audio advertising contracts.
✦ Cross-agency data integration across three major media groups
Championed the rollout of Ignition, Carsales's self-service advertising platform. Onboarded agencies and direct clients, and served as a product champion and internal training lead.
✦ Internal training lead for agency and direct client adoption
$15.5M
Total media sales at Carsales
105%
Revenue target achievement in 2025
100%
Behavioural KPI achievement 2021–present