Programmatic Lead, Digital Media Team, Sales and eBusiness Unit, Nestlé
Rachel Mervis is the Global Programmatic Lead at Nestlé on the Sales & eBusiness team. She leads Programmatic Strategy, Operations, Capability Building, and the Enactment of Global Programmatic Framework from Planning to Activation to Measurement and back into Planning. Within her role, she helps to develop programmatic expertise across Nestlé as well as to drive operational efficiencies and effectiveness across programmatic, as well as to shape the future operational model for Programmatic across Nestlé.
Rachel co-ideated, planned, and launched Global Digital Media Center of Competencies (Finalist for Best In-House Media Team, Ad Exchanger 2020) building consistent, high standards for media operations globally across Supply & Trading, Transparency and Accountability, Audience Operations, Dynamic Creative Optimization, Retail Media, and Ad Operations collaborating with local & regional teams aligning on needs, plans, decisions, and deliverables for operationalization.
She partners with the controller team to build value realization methodology and modeling across digital media and programmatic initiatives. She additionally led the ideation and build of customized tool for Programmatic Best Practice Index, a weighted index of over seventy KPIs that automates the measurement of the implementation of best in class execution across all digital media platforms.
Amongst the areas she works on is taking ownership of contracts and direct relationships with key digital media players, such as DSPs, SSPs, and DCO technology empowering Nestlé to adapt to a constantly changing Digital Media landscape. A second area she works on is incorporating audience-first advertising into the brand planning process to reach audiences with tailored messages, leveraging the full power of dynamic creative optimization technology to drive personalization at scale.
Rachel has seven years of media experience, where she worked across multiple disciplines within programmatic. She brings experience from within publisher, agency, and ad tech. Prior to Nestlé, Rachel worked at Merkle, where she managed all aspects of programmatic media and strategy across both Nespresso and Nestlé Waters for the US market. She also brings unique expertise in Retail Media as she supported the launch of the programmatic eBay Audience Platform as well as in an innovative mobile SSP where she managed relationships with DSPs for their campaigns.