Erik Ford

Business DevelopmentProduct Development

BI + Insights ReportingAdvising + Consulting

EXECUTIVE SUMMARY

An ad:tech executive with over 9 years of experience in managing teams, clients, vendors and agencies over the most dynamic period the industry has seen in history. With a focus on performance based marketing, he worked closely with sales at Triad Retail Media to provide insights and strategy behind programs generating $150MM+ in revenue from 800+ advertisers for some of the top publisher sites on the web. In driving strategy, he created a suite of Advertising Analytics Products over the course of 10 months, generating approximately $500K in revenue.

Today, he leads Operations at BoostCTR, an online creative & optimization platform that optimizes over $300MM in synced spend across Search, Social, Display and Mobile. He has been trusted as an consultant and advisor to startups, Capital Firms and Fortune 500s.

The following slides provide a glimpse into a successful track record in business development, product design / development, and analytics insights.

Please note that materials included may be confidential and proprietary for informational purposes only.

Product Analytics Consulting + AdvisingBusiness Development

PRODUCT DEVELOPMENT, ANALYTICSPROCESS DESIGN, IMPLEMENTATION, REVENUE GROWTH

› At Triad Retail Media Erik was challenged with developing a solution to equip account teams and suppliers with greater analytics insights and value. He designed the TRM Analytics products from scratch.

› These products helped align advertiser objectives and success metrics up front, to maximize program evaluation and optimization.

› The products were developed, workflow process mapped and company wide integration implemented so the program was up in running in less than 90 days.

› Deemed a success, the products have generated over $600K in analytics revenue in just 12 months› Reporting now drives over $2.2 Million in revenue annually due to these initiatives.

Primary Analytics Products

PRODUCT DEVELOPMENT, ANALYTICSBUSINESS DEVELOPMENT, ADVANCED ANALYTICS & MARKETING

› Over the course of the last six months, Erik has designed, developed and is launching the industry standard in SEM Account Analysis.

› Partnering with Marin Software, the leading SEM Software Platform, Erik has been able to lead not only the very best account analysis product in the industry, yet also be able to partner on a business development front with the #1 business in the industry.

› Erik leveraged his network of the very best in the business, including Frederick Vallaeys, Head of Product at Google AdWords and former AdWords Evangelist to drive the best analysis product in the industry.

The Industry Standard SEM Account Analysis Partnered with Marin, the #1 SEM Software Platform

BI: FINANCIAL MODELING & DASHBOARD DEVELOPMENT

› Below exemplifies an Earnings Per Impression Rev-share Profitability Model formulated, designed and implemented as a web dashboard in tableau server for all advertising clients for SEM and Display campaigns

› This allows for predictive revenue, performance based campaign management utilizing statistical confidence and a BI feedback loop to perpetually drive better platform / product operations for optimization

ADVISING + CONSULTING

› In addition to driving digital media strategy and campaigns for top Fortune 500 clients, Erik has also advised and consulted for the top research and capital firms in the business

› Below is a partial list of advising and consulting clients he has worked with over the years to drive significant decisions on investments, direction of the industry and overall functional impact.

APPENDIX

Addressing: Relevant case studies and partial client lists

Partial Advertising Client List: Advertisers & Publishers

Advertisers Publisher Sites & Retailers

Erik roots his work in performance driven strategy, where he stands by the mantra of his three year SEM firm Tropik Media: Intelligent Exposure. By understanding the balance necessary to seamlessly integrate analytics insights and user-centric strategies, he has been able to amplify marketing results and monetization for clients such as McDonald’s, Kraft, P&G, Geico, Nestlé, Samsung, Walmart, eBay, Dell and more.

CASE STUDY: WALMART.COM | IN STORES NOW

› As a publisher partner, Walmart commissioned Triad Retail to create a seasonal and category focused microsite called In Stores Now that delivers relevant brand, retailer and user experiences to help elevate engagement with the Walmart shopper

› The microsite program offers a rich and dynamic experience for advertisers to maximize the online shopper marketing experience through the following focuses:

› Seasonal: Holiday programs & Game Time (Sports seasonality)

› Auto Care› Fashion/ Beauty + Health & Wellness› Celebrations› Food & Recipes› Home/ Outdoor Living / Family / Baby / Pets› Special Coupons, Samples & Savings

› Analytics, creative, production, content/ editorial and development synergistically work to constantly evolve the 15+ subsections of this large Walmart.com offering

› Data-driven strategy and production refreshes are constantly implemented based off of past user behavior metrics, search interests and brand/ product seasonality insights year-round

› The experience constantly delivers users a place to interact with Walmart as a retailer both online and offline, as well as provide advertisers with a conduit to increase brand awareness and engagement in a highly interactive setting

CASE STUDY: KRAFT FOODS ON WALMART.COMINSIGHTS THAT DRIVE BUSINESS DEVELOPMENT & REVENUE

› Erik was in charge of data driven strategy for a Kraft Foods multimillion dollar program on Walmart.com

› Kraft first launched the Kraft Foods Quest (upper right) to engage customers, drive new product awareness, promote incentives, coupons, samples and influence user/ brand engagement

› After a successful launch, Erik was charged to develop strategy to drive further enhanced user engagement through conversion metrics, time spent and increased interaction rates

› The result was the new Kraft Foods Every Day Delicious showcase, leveraging strategic recommendations made by Erik to integrate coupons and incentives across the showcase within multiple tabs, a new user friendly layout that diminished page load while increasing user interaction and engagement

› The result:› Interaction rates increased 400%+ over the

previous production› Time spent increased 46%› An Incremental $2 MM in advertising budget

unlocked YoY

CASE STUDY: EBAY EXTRAS!

› As a publisher partner, eBay wanted to work with Triad Retail to replicate the success of the In Stores Now experience created for Walmart.com

› Capitalizing on analytics yielding user behavior, search trends, engagement response and more, our analytics team drove production strategy to maximize the microsite experience

› Built for monetization, the experience delivers high user engagement and advertiser participation by marrying users’ interests for incentives and advertisers’ campaign objectives, creating a win/win initiative

› In addition to extras!, Erik has worked to facilitate analytics data and subsequently advertiser strategy across millions of dollars in campaigns for brands like Kia, Toyota, Honda, Kabbage, Geico, American Express, All State, State Farm and more across eBay core and motors.

CASE STUDY: DELL BAGS BOUTIQUE

CHALLENGE: Triad Retail Media was tasked with aggregating the many laptop-bag offerings that were dispersed across Dell.com into a single destination that: provided easy navigation for consumers to find the bag that fits their needs and individual style; showcased all the bag brands offered on Dell.com; provided both a functional and fashionable message about the bags Dell.com has to offer.

EXECUTION: Triad Retail created the Dell Bag Boutique, a stylish execution that presents the user with a branded experience that goes far beyond a standard e-commerce shelf page. The colors and imagery provide a fashionable presentation of a category that is often viewed as purely practical. Copy works in tandem with the images to further the fashion-forward and aspirational messaging.

RESULTS: The Bag Boutique won two Silver Addy Awards at the local and regional level and is included in the 2010 Oprah.com gift finder. The microsite provided a significant increase in sales for Dell's laptop-bag offerings. The execution was so successful that Dell commissioned Triad Retail to produce six more consortium stores for other product categories.

"Triad Retail has produced some of the most interactive and compelling partner creative ever featured on Dell.com. Nobody delivers a better customized, co-marketed online experience. True brand champions; true professionals. Fabulous work!" – Jody Hubbard, Dell.com Consumer Global Online

Source: Triad Retail Case Studies; Dell Bags Boutique