Ad Ops Team Lead (digital marketing and strategy), Simpli.fi
New York, NY
Bobby works for an advertising technology (Ad Tech) company called Simpli.fi. The company enables brands, agencies, and media buyers to run digital advertising campaigns across a wide array of channels like digital, video, connected tv/streaming, audio, and more. Bobby says, “As the Ad Ops team lead, my primary responsibilities include supporting our clients in achieving and exceeding their performance goals through training and consulting them on opportunities to optimize their campaigns. I strive to grow and advance our partnerships by fostering client relationships and providing valuable expertise to help them exceed benchmarks and KPIs.
“An integral part of my role is interpreting client data and transforming it into a powerful story. This is where my history major has helped me in my day-to-day role. Studying history requires you to analyze various historical accounts, sources and view-points to establish a narrative. This same skillset can be used when evaluating various advertising data points to identify trends and themes to drive new business.”
Like other alumni profiled in this issue of Connections, Bobby’s path to his current position was not linear. “After graduating in 2011, the job market was not where I thought it would be, so while working some more part time jobs, I applied to many different roles in a variety of industries. My first experience with advertising was when I joined Adfonic as an intern in 2012. I jumped at the chance to work for Adfonic, as I was always intrigued by advertising and technology, and even though it was a low paying internship I knew if I could just get myself in the door, I could be adaptable and be a sponge to learn all that I could about the industry.
“It was at Adfonic that I realized a lot of business is about being able to connect with people, both your colleagues and clients. I also always enjoyed gaming, so the technology aspects such as monitoring ad trackers, tags and pixels came easy to me. I created lasting relationships throughout my career that would lead me to two other companies before joining Bidtellect which was eventually acquired by Simpli.fi.”
Bobby reflects on the ways his college experience helped set up life-long habits and skills that serve him in his current professional role. “I recall many times in college as a history student having to really plan out my week from a schoolwork perspective: having to schedule and find time to do the required reading, then retain that information to complete the required assignment. Like all other history majors, I spent hours upon hours in the library and across campus writing my senior thesis. It isn’t something that can be done in one sitting. It’s the culmination of many courses, projects, and ideas. The same can be applied in professional careers. There are many crucial meetings where you have to retain key information and takeaways, then begin a project based on the data you have, then more data pops up you need to factor in, maybe it changes things, maybe it does not, but being able to listen, find, read, then re-read data, documents, and insights and transform them into a story is powerful and is something I initially learn while a history major.”
Bobby’s perspective for current students? “Being a history major gives students a leg up because of their ability to retain and recall information and to effectively communicate ideas. My advice to history students is to think outside the box when it comes to your career. Your skills are transferable across a variety of industries, and nothing is off limits. I would encourage you to take advantage of the career center and alumni network at Catholic, as this is a great way to understand what roles would be a good fit for you, and to potentially get you in the door. I wish I had been more proactive in leveraging all these resources and networks. I also feel it is valuable to start early, and try interning in the summers during your college experience to see what industries may be a good fit for you. I also feel that even if you start in one industry that does not mean you have to spend a career there. Find what fits best for you, your skillset and your personality.
“Diversity of thought and educational background is not only helpful for organizations but is valued. It is not often that when talking to someone about their day-to-day role they attribute their business performance to a course in college. Being successful in any industry is about being capable of retaining new information, being adaptable and building strong relationships with those around you. Even though I may not use my knowledge of history in my current role, the skills I learned as a history student have stayed with me. Additionally, this major differentiates me from other candidates and is something I am passionate about. When asked about my major it displays not only my ability to learn but also opens up conversations about my passion for history. Similarly to how history is constantly being written and evolving, so is the advertising and technology space.”