Ryan Spalding

About Ryan Spalding

In 10 years in the dynamic world of digital marketing, I\'ve gained a wide range of skills in media sales, client success, advertising operations and management roles. I use my balanced perspective to drive digital growth within my company by improving our offerings and workflows. My coworkers see me as- a driving force behind process and platform innovation- a key member of software implementation/development project teams- a subject matter expert in each of our digital platforms- a problem solver and project manager- an optimistic and capable leader, managing with compassion and purpose through- a pandemic - a Chapter 11 restructure and the sale of the company - transitions to new Order Management, Project Management and Campaign Reporting systems - migrations to new media buying platforms/vendors and consolidation of existing ones - introduction of offshore teams and shifts to more strategic responsibilities - growth, reductions, and growth againI am a Christ follower, Tar Heel, swimmer, musician and home-brewer.

Experience

1. Director, Platform Monetization

   McClatchy Media

   Oct 2022 — Present · Raleigh, NC, US

   Managing McClatchy\'s suite of on-network advertising products, including developing rate structures, leading go-to-market strategies for new products and capabilities, and executing change management plans for phasing out unprofitable products• Collaborating with Engineering team to enhance capabilities, ensuring seamless integration for sales and efficient management by fulfillment resources• Developing compelling, data-driven narratives to effectively communicate the value proposition of each product• Providing strategic advice to sales leadership on promotions and initiatives aimed at improving sell-through rates and eCPM of onsite inventory in scalable and repeatable ways• Launching a new business line in data sales by creating a taxonomy of segments sold through DSPs and Data Marketplaces such as LiveRamp• Establishing third-party data partnerships to enrich McClatchy\'s onsite data with demographic, affinity, and purchase behavior insights• Leading the rollout of Amplitude Digital Analytics software to Advertising department, including developing dashboards for readership statistics, our 1st party audience catalog, and tools for niche insights• Partnering with developers to create innovative data properties, including an AI content tagging program, real-time user data tags for tracking segment membership over time, and the cleanup of existing properties• Developing methodologies for delivering non-subscriber experiences such as Paywall, 48-hour free access prompts, and content recommendations based on predictive modeling, user behavior, and Rate Per User of each outcome• Leveraging data to identify top content verticals as opportunities for section creation and devising a marketing segmentation strategy to promote and grow new sections• Building McClatchy Ad Manager, a self-service platform allowing clients to purchase and manage Print, McClatchy Digital Display and 3rd Party Digital campaigns directly without facilitation from sales or fulfillment

Education

• The University of North Carolina at Chapel Hill

  Bachelor's Degree, Advertising

  2011 — 2015

Skills

• Facebook
• Public Speaking
• Design Thinking
• Powerpoint
• Microsoft Excel
• English
• Admall
• Google Analytics
• Photoshop
• Tenor Saxophone
• Google Adwords
• Digital Marketing
• Customer Service
• Salesforce.com
• Teamwork
• Microsoft Word
• Microsoft Office
• Singing
• Music Theory
• Social Media