Dabay Villarin

About Dabay Villarin

With 16 years in marketing, I bring extensive expertise in digital marketing and advertising operations, with a deep working knowledge of ad management platforms including LinkedIn, Meta, YouTube, Reddit, DV360, The TradeDesk, and CM360. I lead the creation and implementation of data-driven digital ad campaigns, especially within the brand realm, ensuring alignment between brand awareness and performance objectives. By collaborating with external agency partners and cross-functional teams, our efforts focus on precise campaign execution and continuous optimization. My commitment to leveraging data insights and testing methodologies enables impactful advertising strategies that drive measurable results in a competitive digital landscape.

Experience

1. Ad Operations Program Manager

   ServiceNow

   Mar 2022 — Present · Santa Clara, CA, US

   Manage $20M+ annual investment across paid social, CTV and display platforms (LinkedIn, Meta, YouTube, Reddit, DV360, TradeDesk, GCM), ensuring budget pacing and performance alignment, primarily targeting IT decision makers• Develop and execute digital ad ops strategies and testing frameworks with external agency partners and internal executive stakeholders, aligning brand awareness and performance objectives while championing a culture of testing across creative formats, targeting tactics, and emerging placements, to inform future investment decisions• Analyze performance trends WoW, MoM, QoQ, and YoY, partnering with strategy and analytics teams to implement data-backed optimizations, and presenting insights to internal stakeholders• Pilot 40+ tests within programmatic DSP’s and social platforms (CTV, High Impact, Takeovers, Linear TV, Reddit, YouTube, Instagram, LinkedIn), and help develop playbooks to scale learnings globally • Build and activate audience segments and tracking across AEP, Bombora, LiveRamp, and Marketo to ensure full campaign measurability• Leverage AI platform marketing (Claude, Copilot, ChatGPT) to streamline postmortem workflows and operational processes • Notable: International Effie Award for B2B Campaigns (Bronze 2024), work featured on LinkedIn Case Study (2025)

Education

• San Jose State University, School of Journalism and Mass Communications

  Bachelor of Science, Public Relations; Communications

  2010

Skills

• Project Management
• Salesforce.com
• Event Management
• Recruiting
• Leadership
• Brand Marketing
• Sales
• Online Marketing
• Account Management
• Data Analysis
• Omniture
• Social Media
• Corporate Events
• Training
• Toastmasters
• Management
• SEO
• Marketing
• Strategic Planning
• Sem
• Event Planning
• Business Development
• Google Adwords
• Digital Marketing
• Team Leadership
• Facebook Marketing
• Customer Service
• Dart for Advertisers
• Google Analytics
• Media Planning
• Team Management
• Advertising
• Product Marketing
• Social Networking
• Social Media Marketing
• Online Advertising
• Lead Generation
• Budgets
• Mobile Advertising
• Analytics