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Abraham Song

Director-level Programmatic & Ad Operations leader specializing in performance and commerce media

Decatur, GADirector of Programmatic Commerce30 years experienceDirectorAdvertising & MarketingAdTechMedia & Entertainment
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About

Performance marketer with hands-on ownership of large Coca-Cola programmatic/retail media spend across The Trade Desk, Amazon DSP, and Walmart DSP, focused on ROAS and sales outcomes. Experienced in validating incrementality and attribution by benchmarking retailer first-party measurement against third-party partners (Foursquare/InMarket), and has delivered measurable lifts (e.g., 2x ROAS on Core Power; 1.5x–2x sales/ROAS recovery on Fairlife after audience + creative/video refresh).

Experience

Director of Programmatic CommerceMars United (Publicis)
Associate Director of PerformanceTeads Inc.
Associate Director of TAAGSpark Foundry
Associate Director of Data ArchitectureSpark Foundry
Director – Consumer ConnectionsCardlytics
Director – Advertising Operations, Measurement and Custom AudiencesCardlytics
Director – Advertising Operations, Managed ServiceCardlytics
Director – Media OperationsMoxie Interactive
Director – Business Intelligence and Data AggregationMoxie Interactive
Director – Ad OperationsMoxie Interactive
Traffic ManagerMoxie Interactive
Ad Inventory AnalystCox Interactive Media
Ad Inventory CoordinatorCox Interactive Media
Ad Traffic CoordinatorCox Interactive Media
Data Integrity CoordinatorThe Kroger Company
Customer Service RepresentativeNational Business Furniture

Education

Emory Universitybachelor, English (1995)

Key Strengths

  • Owned high-spend paid media for Coca-Cola across The Trade Desk, Amazon DSP, and Walmart DSP
  • Drove a 2x ROAS lift on a Coca-Cola Core Power campaign via Amazon DSP audience strategy and retargeting
  • Strong measurement rigor: compared retailer first-party measurement vs third-party partners (Foursquare/InMarket) and accounted for lookback-window differences
  • Disciplined testing approach (avoids early false positives; uses ~4-week windows and monitors performance decay over time)
  • Turned around declining performance (Fairlife) by restructuring audiences and refreshing creative/adding video, yielding ~1.5x–2x lift in sales and ROAS
  • Client-safe communication cadence: weekly updates, monthly recaps, and quarterly/half-year business reviews

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Contact

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Languages

English

Skills

Programmatic advertisingCommerce mediaDigital advertisingPerformance marketingProgrammatic activationCampaign managementCampaign executionCampaign optimizationBudget managementMedia planningMedia forecastingAudience targetingAudience segmentationFirst-party dataThird-party data