Smart Taps Three Top Execs; Trish Lemley Joins Fosina; Jessica Ulin joins DWA San Francisco


Experienced CMO, CRO, Global Operations Director and CQO Guide International Programmatic Growth

Smart (formerly known as Smart AdServer) announced that it has made three key hires to drive international growth and client support, as it has extended its footprint into ten countries and expanded its offering to a full-stack ad-tech platform for premium publishers. The global operation has brought on a Chief Marketing Officer based in the U.S., a Chief Revenue Officer plus a Director of Global Operations. Smart has also appointed a Chief Quality Officer with global responsibility for marketplace quality.

CMO Michael Nevins (pictured left) joins the company from Taboola, where he was the VP of global product marketing and previously held leadership roles at Undertone and Spongecell.

CRO Sylvain Piquet (pictured left) spent seven years at Criteo, where he led a team of analysts and account managers across Europe and rose to the rank of VP of email. Global Operations Director Joseph Carlos was most recently the director of worldwide customer service at Parrot; before that, he spent four years as an escalation manager at Microsoft.

Gorka Zarauz (pictured left) , who before joining Smart worked at 24/7 Real Media, Xaxis and AppNexus, is responsible for all the Quality Operations. His team is committed to ensuring the highest Quality marketplace for buyers and sellers..

“Smart has aggressive plans for global expansion and adding experienced international executives is a key component of those plans,” said Smart CEO Cyrille Geffray. “Michael, Sylvain and Joseph are working closely with me to accelerate our growth and client support in key markets.”

“One of our top priorities is ensuring high levels of quality and transparency on both the buy side and the sell side,” Geffray continued. “It’s the right time to create the role of Chief Quality Officer. Gorka is a thought leader on this important topic and is uniquely qualified to lead our Quality commitment.”

Nevins, Piquet Carlos and Zarauz have already begun to lead the company’s international expansion, and led Smart’s activities at DMEXCO.


Trish Lemley Joins Fosina Marketing Group As Senior Vice President Of Client Services

Fosina Marketing Group (Fosina), a leading digital marketing services agency with a focus on optimizing direct-to-consumer acquisition and customer retention for highly recognized brand clients, announced today that Trish Lemley (pictured left) joined the company on September 25th as Senior Vice President of Client Services. Lemley will be responsible for managing all aspects of current and potential client relationships.

Lemley brings more than 15 years of experience in advertising sales operations and client services, with a focus on linear and digital. Prior to joining Fosina, she was the Senior Vice President of Sales Operations and Client Services at Turner. During her tenure at Turner, she was instrumental in radically restructuring the entire sales support team from roles and responsibilities through new systems, policies and procedures that established best practices not just for Turner but for the entire cable industry.

“It is a pleasure to join the Fosina team and I look forward to executing the company’s growth strategy through client relationships and services,” says Trish Lemley. “Fosina’s strong focus on optimizing client acquisition and retention has made the company a leader in the direct to consumer marketing industry. I am looking forward to working with the executive team to position the company for continued growth and success.”

“We are delighted to welcome Trish to our executive team,” said Jim Fosina, CEO of Fosina Marketing Group. “We are confident her experience in advertising sales operations and client services will be instrumental in taking Fosina to the next level.”

Fosina provides a wide array of services to leading brand clients, including the following: Consulting, Creative Design, Website Development/Hosting, Order Transaction, Subscription CRM, Merchant Processing Options, Media Planning/Procurement, Customer Service Management and Warehouse/Shipping execution.


Former UM media leader Jessica Ulin joins DWA San Francisco to lead media team

DWA, an independent media and marketing agency, announced that it has tapped Jessica Ulin (pictured left) to serve as SVP of Media. Jessica will be based in the San Francisco office.

Jessica’s appointment follows several executive announcements: Recently, Steve Jones was named Chief Commercial Officer, Izzie Rivers was promoted to President of EMEA, and Jeremy Tate was hired as the new GM of Boston. This also follows DWA’s being recognized as one of Inc. Magazine’s fastest-growing companies for the fourth year in a row.

“Jessica’s extensive background lends itself to our continued focus on building a B2B digital-first media agency,” said Roland Deal, DWA’s President, Americas. “As media continues its transition to addressable, data-driven solutions, our mission of delivering performance through people-based media is increasingly critical. I know Jessica shares this vision and will help bring it to life via our San Francisco media team.”

Jessica has enjoyed a distinguished career in media in the San Francisco, New York and Chicagomarkets, most recently running the media team for Charles Schwab’s Trading Services division at UM Worldwide. There, she contributed to operationalizing Charles Schwab’s DMP, which allowed for more advanced programmatic practices by using first-party data and other targeting tactics.

Prior to UM, Jessica was a VP at Optimedia where she led the digital media team responsible for driving brand impact and increased business results for travel clients Princess Cruises and Qantas Airlines. Before Optimedia, Jessica was a media director at AKQA, Digitas, and other agencies, where she oversaw and engaged with accounts like Autodesk, Walgreens, Coca-Cola, J&J, and EA.

“I love building brands and leveraging big data to drive and optimize acquisition for my client’s businesses,” said Jessica. “I look forward to advancing DWA’s overall media practice and capabilities by enhancing the value brought to new and existing clients.”



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