Mallory Bryant

About Mallory Bryant

I focus on insights, measurement, and ad effectiveness, collaborating with teams across sales, marketing, and operations to design and implement measurement frameworks for digital advertising campaigns. My work emphasizes methodologies like survey-based brand lift, sales attribution, and ROI analysis to align ad strategies with client objectives. I am driven by a commitment to leveraging data-backed insights to enhance campaign performance and ensure alignment with business goals.

Experience

1. Manager, Ad Effectiveness

   Uber

   Dec 2025 — Present · NY, US

   As the manager of Uber\'s global ad effectiveness team, I strategically guide advertising efforts from presale through renewal by designing robust third-party measurement frameworks. I serve as a trusted analytical partner to clients and sales teams, translating complex data into compelling narratives that prove the quantifiable business value of every media investment.• Lead a team of four full-time ad effectiveness analysts and four external consultants across US & Canada, EMEA, APAC and LATAM. • Partner with global sales during the pitch stage to define success metrics and KPIs aligned with advertiser business objectives.• Architect comprehensive third-party measurement frameworks (brand lift, sales lift, attention, reach & frequency, foot traffic), balancing cost and feasibility to ensure measurement-ready campaign structures.• Translate complex data into actionable post-campaign narratives that justify renewals and support upsells for large-scale partnerships.• Identify mid-campaign optimization opportunities to ensure delivery against client benchmarks.• Produce reliable performance reports that empower sellers to prove tangible ROI.• Scale success by developing standardized measurement decks, FAQs, and objection-handling resources for the global sales org.• Create and maintain case studies, vertical benchmarks, and best-practice playbooks.• Train sales teams on measurement products and technical methodologies.• Present performance results to executive stakeholders, providing expert commentary on effectiveness.• Support alpha/beta product measurement in collaboration with go-to-market teams to refine the measurement roadmap.

Education

• Boston University

  Bachelor of Arts (B.A.), English

  2004 — 2008