The brand uplift measurement specialist has recruited ex-Meta data science specialist Gareth Lloyd and three other key hires

Global technology company Brand Metrics, which works with publishers to demonstrate the effectiveness of digital advertising, has announced four senior hires as part of its continued expansion.

Ex-Meta lead Gareth Lloyd joins as Head of Research and Data Science. He will be responsible for developing and refining research tools and methods, and leading research into the modelling of predictive brand lift, using Brand Metric’s extensive brand lift database. Gareth is also charged with developing data-driven approaches to address the challenges of advertising measurement in cookieless environments.

Before joining Brand Metrics, Gareth spent just under two years at Meta as Lead UX Researcher, driving organisational strategy using multiple data sources, and providing clear recommendations to improve product design. Prior to that, he was Head of Research and Analytics at Media24 in South Africa.

“Having originally been an end user of Brand Metrics, I was always impressed by their ability to address a real problem in advertising measurement, using innovative tech solutions based on sound research principles,” says Gareth. “I now hope to push this forward, working with the great team here.”

One of the key assets at Gareth’s disposal will be the seven million survey responses Brand Metrics has accumulated since its inception. He will mine this data set to understand how attitudes towards brand and products shift with advertising exposures, and share the learnings with Brand Metrics’ clients to extract better value from their advertising investments.

Gareth also plans to unlock the predictive power of this data to help the company fine-tune upcoming and in-flight campaigns, and will use his research background to play a key role in extending the company’s product offering to new areas like CTV, while advancing the current core product offering.

Meanwhile, Gema Martín Rodriguez joins Brand Metrics as Head of Sales, Spain/LATAM. She will be responsible for publisher business development and building strategic partnerships. She is focused on building Brand Metrics’ publisher partnerships in the Spanish and Latin American markets.

She brings extensive experience in digital advertising, with a strong focus on sales and business development, working across teams, seeking new partners, negotiating deals at all levels and building long-term relationships.

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Before joining Brand Metrics, Gema was Head of Publishers and Partnerships in Spain at instream video solutions provider ShowHeroes Group. She has also held senior positions at PRISA Brand Solutions, Verizon Media and AOL.

Gema says: “I was attracted to Brand Metrics by their vision to turn brand lift measurement into an​ always-on campaign metric​, adding the extra value of proving the effectiveness of past campaigns to increase future sales with a sophisticated, simple, automated, scalable and cookieless technology.”

Brand Metrics has also appointed Bianca Boons as Business Development Manager, NL. Bianca has 20 years of global experience in ad tech, creative production and media. She will be supporting Brand Metrics’ sales organisation across EMEA.

“What attracted me to Brand Metrics, having worked in the industry for many years, is that the platform offers exactly what a lot of advertisers need to improve the effectiveness of their ads in different ways,” says Bianca.

Also joining the customer success team as manager, Emil Sjöstedt will ensure that clients make the best use of Brand Metrics’ software to drive future revenue, highlighting best practice, advising on best use of Brand Metrics data, addressing potential issues, providing training and fostering strong relationships.

Emil says “I was attracted to Brand Metrics by the exciting future of the company and the fast-paced environment of the adtech industry. I am looking forward to using my expertise within the field of managing customer relations, to help deliver successful outcomes to our customers.”

“We are delighted to welcome Gareth, Gema, Bianca and Emil to the team,” said Brand Metrics CEO, Anders Lithner. “With these formidable appointments, Brand Metrics becomes stronger than ever, both as a whole and in the exciting Spanish and LATAM markets. These are exciting times to be investing in brilliant people across the business.”

Brand Metrics provides a market-leading platform to measure brand uplift for digital ad campaigns, including display, branded content and video, even campaigns as small as 50,000 impressions, to ensure publishers have tangible proof of their value for even smaller clients. Simple and powerful, its survey-based SaaS technology calculates brand lift across four key metrics: awareness, consideration, brand preference and action intent, and compares these scores against Brand Metrics’ global benchmarks, allowing full comparability from campaign to campaign. Its SaaS technology is used by over 50 global publishers including The Guardian, News UK, National World, The Ozone Project, Financial Times and Burda Forward, providing them with tangible proof of their sites’ value. More info: https://www.brandmetrics.com/

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