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my resume photo Scott Maison
my resume photo

Scott Maison

Digital Advertising, Marketing & Business Development

Leesburg, Virginia
P: (240) 463-3667
E: smaison@scottmaison.com
W: www.scottmaison.com

Professional Profile

 

I am a Digital Advertising, Marketing, and Business Development leader with over 20 years of experience in growing revenue. I’ve been successful by leveraging a unique, broad, and cross discipline set of skills developed throughout my career. My initial education as a designer led to the development of my solution design expertise in both UI as well as systems architecture. This resulted in being positioned as team leader where I grew my budgeting and forecasting skills which ultimately led to my people management skills. Today, my experience has positioned me as a strategic leader with strong people/change management skills, a leader in designing solutions to complex problems from design and development all the way through to legal review and financial accounting.

Over my past 11+ years at AARP, the world’s largest publisher and membership association in the world, I have leveraged these skills to lead new revenue generation opportunities that have resulted in a 1,600% increase in ad revenue, a 46% increase in remnant revenue and a 190% increase in overall eCPM. In order to achieve these successes, I’ve had to personally lead and support several projects including ground up system integration redesigns, website and application redesigns, internal reorganizations, and consensus building.
1600% Ad Revenue increase
over 10 years

46% increase in Remnant Revenue
over past 7 years
(despite an 80% decrease in unsold impressions)

190% increase in eCPM
over past 7 years

 

Core Competencies

  • Digital Advertising & Website Monetization
  • Big Data Strategies and Product Development
  • Digital Marketing & Campaign Optimization
  • Programmatic / Remnant Monetization
  • Inventory Analytics and Yield / ROI Management
  • Audience Extension / Network Development
  • Strategic & Operational Planning and Management
  • Privacy & Data Protection
  • Product Design and Development
  • Sales Engineering
  • Systems Design, Architecture & Integrations

Work experience

Director, Digital Advertising Services

AARP: Washington, DC

05/2012 – current

Leads the strategy, development and execution of digital advertising offerings on AARP’s digital properties. Leads teams of Media Planners, Client Services, Yield Management and Ad Operations in order to help guide and support digital ad sales activities. Decides strategic priorities and direction for the business as well as partnerships and contract negotiations with outside vendors and third parties.

  • Designed and leads execution of AARP’s Native Ad offerings
  • On-boards online and offline data (multimillion record sets) for digital ad monetization on and offsite while maintaining privacy and data protection
  • Leads design and execution of data driven / audience product sets – 16% of annual website revenue
  • Leads the 75% (and growing) YOY revenue increase in Programmatic/Indirect/Remnant Monetization
  • Oversees an Email advertising program of over $10M in revenue
  • Designed and maintains entire digital advertising infrastructure

Manager, Interactive Advertising

AARP: Washington, DC

09/2006 – 05/2012

Defined, led and managed the architecture and oversight of the entire digital ad operations foundation for AARP (team structure and resource decisions, process development and technology infrastructure and vendor decisions)

  • Led a 6 month effort to simultaneously launch 4 new system integrations in conjunction with a complete re-architecture of ad code during a complete a site redesign. (Salesforce, DSM, DFP, Collective/AMP)
  • Created the AARP Audience Extension offering leveraging both online and offline 3rd party and proprietary data to extend AARP's reach to the 50+ online populations beyond the AARP.org domain
  • Worked within a quality/policy sensitive environment resulting in the first ever monetization of unsold inventory (Indirect / Programmatic) – resulting in the creation of a multimillion dollar revenue stream.
  • Developed methodologies, analytics/calculations, tools and process to provide revenue projections, data mining/trending, inventory forecasting and billing/invoicing/discrepancy resolution.

Independent Contractor/ Freelance

(NeatChi Design, LLC)

01/2001- 08/2006

Created LLC company as self employment / contracting vehicle to provide graphic design, marketing, website design and development / systems integration and administration services.

Technical Producer: U.S. News & World Report in Georgetown, DC
10/2005 - 05/2006

Responsible for the front end development of the usn.com website

  • Facilitated several migrations including: ad server from Atlas to Double-Click; table based layout to CSS and modularization
  • Implemented MovableType as content management system allowing Editorial Producers to create ad hoc Blogs and Splash pages
Web & Graphics Manager @ Terabeam Wireless in Falls Church, VA
03/2005 - 08/2005
  • Design, develop and administer multiple public websites including the eCommerce platform, email and web servers
  • Develop presentations, product marketing, posters, trade show booths & supporting displays/posters, mailings and mailing lists
Senior Web Designer/Technical Lead@ IQ Solutions, Inc. in Rockville, MD
05/2002 - 08/2004 (As Full Time Employee)

Manage the Web Design group and Web Developers on several projects including the National Institute on Drug Abuse (NIDA) and SAMHSA Web sites and web applications

  • Technical Lead, Senior Web Designer, and eventual Project Manager on SAMHSA's Drug Abuse Warning Network (DAWN) initiative developing their Web presence, data mining applications, and computer-based training materials. Grew the original 900K/7 year contract into over $3MM of additional business in my 2 1/2 years on the contract.
Lead Designer @ SymRx, Inc. in Rockville, MD
01/2001 - 10/2001

Contracted to lead the "Design Transition" during acquisition of CornerDrugstore

  • Synced working relationships between designers and developers through consensus building and process implementation
  • Implemented the “Health Center" - Strategy and implementation of a major third-party content provider
  • Development of marketing site, info-graphics development for investment/business plan
Additional Major Projects
  • National Geographic .COM, CRANE (Content Registry And Navigation Engine) Interface: Design and implement front end interface for data entry into existing database - new intelligent search engine
  • MedContrax, CPN Web Application: Assist in development of an online pharmaceutical purchasing application providing interaction between GPOs, Manufacturers, and Wholesalers
  • FedEx Pilots: Design and development of FedExPilots.com site (Union site) during contract negotiations
  • Drug Fair (now Walgreens): Design and development of Drug Fair website including health content, online prescription refill, store profiles and online advertising

Web Designer

Concept Five Technologies in Vienna, VA

10/1999-12/2000

Responsibilities included Interface design and development, requirements development, Web site usability management, and Marketing Site Management.

Graphic Designer

Compusearch Software Systems Inc. in Dulles, VA

09/1997-10/1999

Responsible for "Total Image Management" - All marketing materials both print and digital (e.g. logo design, web design, print collateral, etc.)

 

Education

Ringling College of Art and Design

Sarasota, FL

1993-1997

BFA Graphic Design, Minor: Photography

Best of Ringling

1995, 1996, 1997

Eagle Scout

Boy Scouts of America

1984-1993

Eagle Scout is the highest rank attainable in the Boy Scouting program of the Boy Scouts of America. It is only achieved by 2% of those who participate in scouting and earned by individuals who demonstrate leadership, dedication to volunteerism, and quality of character.

Achievements

Professional Honors / Awards

AARP Media Sales: Trail Blazer Award

2016
Recognized as a main contributor to breaking new ground in order to secure a new industry client through innovation and cooperation across business lines.


Krux Data Innovator

2014
Recognized as an industry leader "whose hard work and imagination are letting marketers and media companies transform the practice of data-driven marketing ...fostering a new age in marketing, and blazing a trail for the rest of the industry to follow."


2003 WWW Health Awards

2003
Recognizing the best health-related Web sites for consumers and professionals.
  • Association/Professional Society Division: SILVER Award for the Adults & Children Together Against Violence Web site (highest award in division)
  • Government Division: SILVER Award for SAMHSA's Drug Abuse Warning Network (DAWN) Web site (highest award in division)


InfoWorld Top 90

2000
  • InfoWorld Top 90 companies creating innovative e-business for eCommerce redesign of the Cadillac Plastic e-Commerce Site

Skill Sets

Digital Advertising

Digital Advertising, Mobile Monetization, Responsive Design, Native Advertising, Data Management Platforms (DMP), SSP, DSP, First Party Data, Third Party Data, Second Party Data, Data On boarding, Data Matching, Audience Extension, Programmatic Advertising, Viewability, Multi-screen (Cross screen) Monetization, Cross Device Attribution, Self Service Advertising, Email Monetization, Brand Awareness Studies, Data Protection, Retargeting, Remarketing, Social Marketing, Facebook Instant Articles

Software / Vendors / Platforms

Google / DoubleClick (DSM, DFP), DART Sales Manager, Collective, Krux, Operative, Adobe Omniture Suite, Google Analytics, DAY/CQ, Google Search Appliance, Brightcove, Salesforce, AdChoices, PageGauge, AdJuster, Google Publisher Tags (GPT), Acceleration, ExactTarget, LiveIntent, Merkle, LiveRamp, Comscore, Datalogix, YieldEdge, YieldEx, Rubicon, AppNexus, Criteo, ADMARC, Microsoft Office Suite, AIQ, JIRA, Outbrain, AdExchange (AdX), AdSense (AdS)

Technology / Development

HTML, CSS, HTML5, Agile, Waterfall, Data Transfer Files, API, Javascript, Cloud, SaaS, Systems Integration, Excel Pivot Tables and formulas, Salesforce Administration, DataLoader

Contact me

LinkedIn

LinkedIn: www.linkedin.com/in/scottmaison

Direct Contact

Leesburg, Virginia
M: (240) 463-3667
E: smaison@scottmaison.com
W: www.scottmaison.com

 

 

 

 

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