Director, Consumer Strategy, Research and Analytics at Cadreon
With a background in TV Buying and Media Analytics, Sarah is now responsible for developing screen agnostic data-driven consumer and activation strategies with advanced measurement across all Advanced TV campaigns. Sarah also works closely with Mediabrands data and marketplace teams to leverage data sources and automation within the agency to continue to improve audience based buying and analytics. Prior to Cadreon, Sarah spent 9 years at Initiative Media, most recently as Associate Director of Research and Analytics. In this role, she supported all media business across the agency to understand brand consumers, determine media channels with optimal viewer consumption and engagement, measure campaign performance and provide insights and recommendations for future investments in order to drive further ROI and meet business objectives. She also evaluated and onboarded data sources and syndicated tools while facilitating the development and training of proprietary automation products. Before transitioning to Research, Sarah was a National Television Buyer working on behalf of Bayer Pharmaceutical Company where she negotiated and managed investments across all dayparts and media partners. Sarah earned her B.A. from The University of Scranton and currently resides in Manhattan.