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Professional Summary

Client-centric Digital Advertising Director with 11+ years of experience delivering measurable performance and strategic growth for global brands including McDonald’s, Warner Bros., Mercedes, Activision, and more. With deep platform expertise across top advertising platforms, I translate insights into actionable strategies that improve ROI and drive long-term success. Skilled in building and nurturing client relationships and collaborating cross-functionally to deliver seamless, award-winning campaign executions.

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Now based in the U.S., I launched www.workwithkayli.com, a self-led, multi-platform campaign combining paid and organic tactics to increase recruiter visibility and showcase my expertise in action. It has helped me round out my paid media background, gain hands-on experience with new and emerging platforms, and demonstrate creative problem-solving, strategic content development, and performance storytelling in real time.

Work Experience

Director, Programmatic

OMD Canada | 2016 - 2024

  • Led programmatic strategy across display, video, CTV, audio, native, and in-app for McDonald’s, Warner Bros., Mercedes, Canva, and Activision, overseeing $30M+ in annual spend.

  • Acted as client-facing lead for programmatic efforts - delivering QBRs, performance reviews, and strategic recommendations that influenced budget growth and optimization strategies.

  • Boosted ROAS by 18% through AI and machine learning integrations

  • Restructured audience targeting strategies, resulting in a 22% lift in conversions and 48% increase in LTV.

  • Partnered with DSPs and creative teams to launch high-impact, custom formats, achieving 2x engagement and a 17% lift in brand recall.

  • Transitioned $3.5M to Programmatic Guaranteed, increasing efficiency by 25% and securing premium inventory.

  • Rolled out in-app targeting and measurement capabilities, improving mobile engagement by 30% and in-app sales by 14%.

  • Built internal processes and SOPs that improved QA accuracy and reduced onboarding time by 30%.

  • Presented QBRs, strategic roadmaps, and campaign insights to senior stakeholders, supporting multi-quarter renewals.

  • Launched “Sharefest,” a monthly forum that accelerated cross-team innovation and knowledge sharing.

  • Named OMD Canada’s Employee of the Month (Jan 2024) for leadership, innovation, and cross-functional impact.

Social Media Buyer (Freelance)

Fenntessa Swimwear | 2019-2020

  • Partnered with founders to launch Meta campaigns that increased traffic by 40% and ROAS by 28%.

  • Translated brand assets into high-performing creative and executed ongoing optimizations through custom reporting dashboards.

  • Integrated Shopify with Ads Manager to track performance and scale successful campaigns.

  • Created custom dashboards and led reviews that drove ongoing creative and targeting optimizations.

Instructor, Programmatic Advertising

IAB Canada, The RED Academy, Pepperdine University & BCIT |  2017– 2020

  • Led 50+ workshops across North America, training 500+ professionals and students on programmatic strategy, bidding, targeting, and optimization.

  • Built custom decks and real-world case studies that reflected current trends, tech shifts, and platform changes.

  • Guided learners in data storytelling and performance reporting to help translate insights into strategy.

  • Known for clear, engaging delivery of complex concepts in both academic and corporate settings.

Programmatic Media Manager

Wasserman & Partners | 2015- 2016

  • Launched the agency’s programmatic practice, introducing DV360 and vetting 10+ DSPs and publisher partners to build a preferred vendor library.

  • Led education, platform evaluations, and cross-team adoption of new buying methods.

  • Executed and optimized 150+ campaigns across display, video, and mobile, improving key KPIs by 20% through iterative testing.

  • Ran structured A/B tests that increased campaign efficiency and client ROI by 15%.

  • Created custom reporting templates and frameworks that clarified results and supported renewal conversations.

Digital Media Campaign & Account Manager

Speed Shift Media | 2013-2015

  • Built and optimized 100+ dynamic display and video campaigns for automotive and retail clients, integrating live inventory via API and custom data feeds.

  • Led end-to-end creative and technical execution - from template design and audience targeting to bidding strategies and dynamic creative deployment.

  • Helped dealerships increase qualified leads by 30% and vehicle sales by 22% through hyper-targeted, data-driven strategies.

  • Translated technical performance into clear client-facing insights that supported renewals and incremental testing opportunities.

Education

Marketing Communications | British Columbia Institute of Technology (BCIT) | 2011 – 2013

Bachelor of Arts in Psychology & English Literature | The University of Western Ontario | 2004 – 2008

Skills

  • Full-Funnel, Cross-Channel Strategy

  • Client Partnership & Strategic Account Management

  • DSP Mastery & Technical fluency (DV360, TTD, Yahoo, Amazon, Verizon, LinkedIn, Meta)

  • Audience Targeting & Segmentation

  • Performance Optimization & A/B Testing

  • Workflow Efficiency & SOP Implementation

  • Creative Collaboration & High-Impact Execution

  • Management & Team Development

  • Measurement & Attribution Strategy

  • Thought Leadership & Internal Enablement

  • QBRs, Strategic Planning & Data Storytelling

  • Building & Nurturing Relationships

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