# Eric Gomels

> SVP, Media Investment & AI Transformation | GTM leader — New York, NY

## Summary

In Eric's most recent role he managed +$350M in annual spend for Mars and Colgate, replacing standard bidding logic with custom algorithms to drive $5M in value. While at Wavemaker and Mindshare, he didn't just 'manage' teams; he restructured offshore resourcing and drove negotiations to stabilize 15% churn in resource margin. If your programmatic spend is fragmented and your cookie-less transition has stalled, he has the custom bidding algorithms and identity resolution framework to resolve.

## In their own words

> I lead large cross functional teams to drive media growth for F500 brands. 

## Core skills

- Media Investment Governance
- Supply Path Optimization (SPO)
- Programmatic Strategy (TTD/DV360)
- Retail Media (Amazon DSP/Walmart DSP)
- AI Implementation & Optimization
- Cross-Channel Activation
- P&L Management
- Identity & Cookie-less Strategy
- Biddable Media
- Audience Strategy
- Direct Media Negotiation
- Brand Suitability & Safety

## Industries

CPG, Fintech, Automotive, Retail, Healthcare

## Experience: 19+ years

## Roles

### Group Director, Investment Practice Lead — WPP Media (April 2023 – April 2026)

Lead a team of 60 integrated media specialists and client managers for Mars and Colgate, managing over $350M in annual media investment.

- Architected enterprise workstreams for cookie-less future and AI custom biddable strategies.
- Drove $5M+ in value through AI optimization across biddable channels.
- Secured +$30M incremental portfolio growth YoY through direct platform and OEM negotiations.
- Unified activation and analytics into a single operating model powered by offshore resourcing.

### Group Director, PBU — Wavemaker (October 2021 – April 2023)

Managed the L’Oréal portfolio, focusing on brand and retail media talent development and governance.

- Established cross-channel governance frameworks for standardized activation and reporting.
- Built forward-looking testing roadmaps tied to platform and identity shifts.
- Scaled trading teams for TTD, DV360, and Amazon DSP.

### Partner Director, PBU — Mindshare (June 2018 – October 2021)

Led trading teams across diverse sectors including Banking, Tech, and CPG, delivering $65M+ in channel revenue.

- Applied regulated-industry media frameworks to financial and CPG categories.
- Introduced structured planning cadences to bring consistency to campaign scaling.
- Ensured strict brand safety and compliance across high-stakes client accounts.

### Director, Precision — Zenith (November 2015 – June 2018)

Led the Precision trading team (formerly Audience Solutions Group) managing $40M+ in revenue for Auto, Insurance, and Pharma clients.

- Scaled agency-wide teams by shaping talent acquisition and retention strategies.
- Translated complex messaging constraints into effective media strategies for regulated brands.
- Managed performance-driven media for clients like Toyota and Farmers Insurance.

## Case study: Incremental value derived from AI efficiency & negotiations

I drove $5M+ in value through implementation of AI optimization across biddable channels and negotiated directly with platforms, supply partners, MVPDs & OEMs to secure pricing, access, and scale - driving an additional +$30M in portfolio growth YoY. 

## What they're looking for

SVP agency or client side, Media partnerships lead 

- **notes**: Interested in senior leadership roles overseeing large-scale media investments and AI-driven marketing transformation.
- **work mode**: Hybrid / On-site NYC
- **industries**: CPG, AdTech, Fintech
- **role types**: Head of Media, VP of Investment, Group Media Director

## Not a fit for

Start ups, fledgling companies

## Logistics

- Work authorization: US citizen 
- Earliest start: 1-2 weeks
- Languages: English

## Links

- [LinkedIn ](https://www.linkedin.com/in/eric-gomels)

## How to contact

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