Ryan Herman

About Ryan Herman

I help brands cut through the noise with media strategies that are as efficient as they are effective, turning marketing investments into real business growth.I\'ve spent more than two decades in media, starting in traditional and evolving into the digital and programmatic space. Over time my roles have expanded beyond just building integrated media plans. Today, I work closely with marketing leaders to understand what actually needs to grow, then build strategies and investment approaches to support those plans. My focus is always on the outcomes. Revenue, customer growth, market position. Media only matters if it moves the business forward. I enjoy simplifying complexity. Taking a challenge, no matter if that\'s stalled demand, unclear measurement, or inefficient spend, I translate the data into decisions that can be acted on with confidence. My approach blends analytical data with smart media collaboration. The goal is not just performance, it\'s is building trust and creating momentum. I believe strong growth comes from clarity, disciplined testing, and alignment across team both internally and external with my clients. When everyone understands the objectives and the paths to get there, expansion follows. Beyond my professional work, I’m committed to giving back in life. I contribute to civic initiatives, and actively support programs that strengthen my local community. Leadership extends beyond the workplace, it’s about creating opportunities and investing in the people and places that shape our future.Core Expertise:• Omnichannel Media Strategy (Linear TV, CTV/OTT, Programmatic (TTD, StackAdapt, Nexxen, etc.), Social, Audio, OOH)• Revenue Driven Planning and Media Investment Strategy • Paid Media Optimization & Media Mix Efficiency• Test & Learn Framework - Built for Measureable Lift• Cross-Functional Collaboration across Analytics, Creative and Account Teams• Programmatic Platform Experience including Trade Desk, DV360, StackAdapt, Nexxen, Zeta

Experience

1. Media Director

   Marcus Thomas Llc

   Dec 2023 — Present · Cleveland, OH, US

   Lead media strategy and investment for a portfolio of local and national accounts, serving as the primary strategic partner for omnichannel growth initiatives that drive both brand impact and measurable business outcomes.Develop and execute integrated media strategies across TV, CTV, programmatic, paid social, audio, search, and OOH, aligning channel mix with revenue and customer acquisition goals.Design and implement structured test and learn frameworks that improve efficiency, uncover incremental opportunity, and inform long-term investment decisions.Translate media performance into clear business insights, connecting KPIs to revenue growth, customer behavior, and overall marketing effectiveness.Identify expansion opportunities within accounts through channel diversification, audience strategy, and measurement enhancements.Manage vendor relationships and media budgets with a focus on ROI, accountability, and scalable growth.Collaborate cross-functionally with creative, analytics, and client leadership to ensure media strategies align with broader brand and commercial objectives.Platform Experience: The Trade Desk, DV360, Nexxen, Zeta, Meta, TikTok, Reddit, Google Search, CM360, Looker Studio, Power BI, GTM and additional analytics, martech and activation tools.

Education

• Ohio Center for Broadcasting

  Radio & TV, Broadcasting

  2004 — 2005

• Cuyahoga Community College

  Associate of Applied Business in Marketing

  2011 — 2013

Skills

• Video Production
• Long-Term Customer Relationships
• Advertising
• Public Relations
• Social Media
• Online Marketing
• Digital Media
• Promotions
• Sales
• Sem
• Product Launch
• Broadcast Television
• Project Management
• Event Management
• Customer Service
• Daily Deals
• Social Commerce
• Google Adwords Professional
• Digital Marketing
• Marketing
• Online Advertising
• Sales Support Tools
• Social Media Marketing
• Team Leadership
• SEO