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lysander rodriguez
Senior Programmatic Sales & Business Development Leader specializing in CTV and performance media
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Paid media and programmatic specialist (CTV + programmatic audio) who has scaled test budgets into multi-million-dollar quarterly buys using forecasting, media mix modeling, and attribution/foot-traffic KPIs. Has experience running performance-based campaigns across DSPs and full-funnel platforms (Meta/Google/TikTok) and supporting large renewals via strong client communication and cross-functional coordination.
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Key Strengths
- Scaled paid media spend from $60K initial buy-in to $3M per quarter for La-Z-Boy (CTV-led, then expanded to mixed media)
- Managed high-spend campaigns (e.g., Lexus programmatic audio scaled from ~$50K test to ~$500K annual)
- Data-driven channel allocation using historical data and media mix modeling to forecast CPL by channel
- Multi-KPI performance measurement (CPL plus foot-traffic/store visit tracking)
- Retention/renewal execution on large accounts (e.g., $3M Town Square Media renewal) through value-based communication and cross-functional follow-through
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