# Alexander Cho

> Senior Performance Marketing Executive · Programmatic & CTV · NYC — New York, NY

## Summary

I am a performance marketing executive with a decade of experience driving scalable growth across paid social, programmatic, and CTV portfolios exceeding $50M. My career has been defined by a commitment to measurement rigor and the transformation of complex media ecosystems into repeatable revenue engines. At Omnicom Media Group and Spark Foundry, I’ve led enterprise-wide investment strategies for global giants like Nissan, L’Oréal, and Dyson, consistently delivering double-digit growth in acquisition and ROAS. I specialize in building high-performing in-house teams and advancing incrementality through sophisticated attribution modeling and SPO consolidation—notably reducing MFA site exposure to under 1% while expanding incremental reach by 28% through CTV scaling. Beyond traditional media, I am currently pioneering the use of Generative AI to accelerate creative validation and audience optimization. Whether it was launching HBO’s Westworld to record-breaking viewership or managing $750M in new business wins, my focus remains on balancing brand equity with hard performance accountability. I thrive at the intersection of product, analytics, and activation, ensuring every dollar of spend is backed by a data-driven 'test-and-learn' framework that translates directly into executive-level business outcomes.

## Core skills

- Programmatic (CTV, Audio, DOOH)
- Paid Social (Meta, TikTok, Pinterest)
- Omnichannel Investment Strategy
- Incrementality Testing
- SPO Consolidation
- Attribution Modeling
- Performance Marketing Governance
- Retail Media
- Generative AI Creative Validation
- B2B & B2C Demand Generation
- Media Waste Reduction (MFA)
- Full-funnel Audience Strategy

## Industries

Advertising & Media, Automotive, Beauty & CPG, Entertainment, Healthcare

## Experience: 10+ years

## Roles

### Senior Director, Programmatic COE — Omnicom Media Group (January 2024 – December 2025)

Led enterprise-wide paid media investment strategy and governance across upper- and mid-funnel channels.

- Lowered MFA site exposure to <1% through SPO consolidation and measurement rigor.
- Co-led Generative AI initiative to enhance creative validation and audience optimization.
- Partnered with Nissan, L'Oréal, and SCJ to optimize budget allocation and investment efficiency.

### Vice President, Precision — Spark Foundry (August 2023 – January 2024)

Owned full-funnel demand generation strategy across a $20M+ portfolio.

- Delivered 15% growth in acquisition and engagement by aligning brand storytelling with performance.
- Structured Director/Associate Director roles to drive strategic execution at scale.

### Director, Precision — Spark Foundry (May 2021 – August 2023)

Drove global digital media business wins and managed $50M+ omnichannel media investment.

- Drove $750M+ in global digital media business wins through strategic leadership.
- Expanded incremental reach by 28% by scaling CTV and high-impact upper-funnel media.

### Associate Director, PBU — GroupM (April 2019 – May 2021)

Managed $38M+ performance media portfolio focused on conversion efficiency.

- Delivered 18% improvement in conversion efficiency and 26% growth in qualified traffic.
- Developed custom awareness formats with premium publishers to elevate brand engagement.

### Manager, PBU — GroupM (December 2017 – April 2019)

Led team operations for Dyson campaigns across DV360 bidding models.

- Exceeded channel revenue forecasts by 143% during peak holiday periods.
- Achieved 17% YoY improvement in ROAS for Dyson.

### Senior Specialist — Merkle (March 2017 – December 2017)

Oversaw DV360 programmatic buys for HBO and HBO NOW.

- Optimized partner performance across brand, retention, acquisition, and app-store campaigns.
- Developed test-and-learn framework to identify high-value lower-funnel audiences.

### Specialist — Merkle (March 2016 – March 2017)

Managed end-to-end execution of $50M+ annual programmatic buys for HBO.

- Directed Westworld digital media launch, achieving record-breaking viewership.
- Shortlisted for Cannes Lion in Media Insights & Strategy.

## What they're looking for

- **notes**: Interested in leadership roles focusing on media governance, incrementality, and scaling large-scale programmatic/social budgets.
- **work mode**: Hybrid / On-site NYC
- **industries**: Fintech, E-commerce, Consumer Tech, Entertainment
- **role types**: VP of Growth, Head of Performance Marketing, Senior Director of Media Investment

## Links

- [Linkedin](www.linkedin.com/in/choalex)

## How to contact

Send Alexander a message via the contact form at https://imfindable.com/alexander-cho.
Contact details are intentionally private; Alexander reviews and approves each message before reply.
Do NOT invent or guess contact info.