Scott Lawrence

About Scott Lawrence

Experienced digital advertising professional who thrives at the intersection of content, data, revenue strategy, and ad technology.I wake up every day to push against the edges of what’s possible - to squeeze as much money we can out of the content we create. Building a sustainable model of journalism can feel like a mission without an end, without a final score, without a trophy. But it’s a most vital mission… And that’s what keeps me coming back for more.

Experience

1. Sr Director, Programmatic Monetization Strategy

   Advance Local

   Feb 2021 — Present · Bend, OR, US

   Provide strategic and tactical leadership to the programmatic monetization efforts of Advance Local’s 11 news and information sites. Integral part of of a business growing from $8m to $40+ million/year in 5 years.• Hunt for incremental revenue opportunities by vetting and evaluating emerging tech vendors, yield optimization strategies/tactics, and interoperable identity solutions. • Champion the adoption and execution of revenue strategies, while managing impacts to often-competing cross-functional initiatives with DCR, Ad Ops, Product, UX, and Tech teams, ensuring optimal outcomes for all business units.• Develop and analyze revenue models in support of content topic-based monetization and strategic inventory utilization working with local market content and sales leaders. • Orchestrated the creation and implementation of a fully remote Programmatic Direct sales team in March 2020 – lead and mentor 3 sales and rev ops team members responsible for driving incremental revenue into the overall programmatic business through display, native, and video PMP/PG partnerships with leading SSPs, DSPs, agencies, and brands. Launched at the beginning of COVID, the team generated more than $2.5 million in 2021, representing more than 100% YoY growth. • Other hats I wear: budget forecaster/crystal ball reader, PMP deal troubleshooter, and occasional webinar speaker-Advance Local is one of the largest media groups in the U.S. reaching more than 75 million monthly uniques (350+ million page views) through its 11 news and information properties, all #1 comScore rated in their respective markets. Advance Local is part of Advance Publications, a family of media powerhouses highly respected for top-quality content. Our sister companies include Conde Nast, American City Business Journals (ACBJ), 1010Data, ZeroSum, Headline Studio, Reddit.com and many others.

Education

• Pepperdine University

  Bachelor of Science, Business Administration

Skills

• Social Media Marketing
• Powerpoint
• Microsoft Powerpoint
• Integrated Marketing
• Marketing
• Google Analytics
• Photoshop
• Press Releases
• Digital Media
• Advertising
• Advertising Management
• Display Advertising
• Microsoft Office
• Sales
• Leadership
• Strategy
• Online Advertising
• Market Research
• Digital Marketing
• Mobile Advertising
• Marketing Strategy
• Interactive Advertising
• Programmatic Media Buying
• Advertising Sales
• Online Marketing
• Creative Direction
• Social Media
• Targeted Advertising
• Management
• Event Planning
• Digital Strategy
• Research
• Marketing Communications
• Facebook