Sarah Potemkin

I provide advisory experience to start-ups who are in ad tech/mar tech or advertiser data platforms, as well as other media companies who see advertising as a major revenue model. I can help you figure out product strategy (is it sell-able), strategies for working with advertiser clients as well as agencies -- with a particular area of expertise in large agency holding companies, and global process operationalization.

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  Building a team

  I have been building teams for over 20 years. In that time, I have grown from being a manager to a manager of managers to a leader of leaders. I have learned that there is tremendous value in communicating a clear vision to the broader organization, while meeting each individual within the organization where they are. I am also proud to have managed many individuals through PiPs, with them coming out as successful employees on the other side.

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  Customer success

  I have built three different customer success organizations, both agency as well as within ad tech/SaaS. In that function, I designed and implemented playbooks and processes for things like alpha/beta product operationalization, internal/external global ways of working, comprehensive internal/external training plans, as well as soft skills development.

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  Growth marketing

  I have 15 years of experience in growth marketing, including creating the performance marketing function for one of the world's largest tech companies. In that role, I led a team of over 500 people in driving globally-consistent approaches to growth strategy and programmatic execution across 9 different product areas.

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  Product market fit

  I have been in ad tech before it was called ad tech, starting nearly 25 years ago. I have helped build a tool that was sold to DoubleClick, and led product implementation within complex agency organizations. If you have an ad tech product or have advertising as a revenue stream for your product, I can help you figure out who the right customer is (agency or client direct), as well as strategies for selling in to that customer.

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  Product marketing

  I have been in ad tech before it was called ad tech, starting nearly 25 years ago. I have helped build a tool that was sold to DoubleClick, and led product implementation within complex agency organizations. If you have an ad tech product or have advertising as a revenue stream for your product, I can help you figure out who the right customer is (agency or client direct), as well as strategies for selling in to that customer.

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  Technology and tools

  I believe that for a product to be successful, it needs a thorough commercialization plan that goes beyond training and documentation, and that's what I have done for the past 10 years. Products that I've rolled out include a bespoke budget forecasting tool for performance marketers, Google UAC and PMAX across global teams, an incrementality measurement framework impacting 600 FTEs, and a programmatic platform best practice compliance tool.

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  Venting frustration

  In business, I often repeat the line, "It all happened before and it will all happen again." For the past 15 years, I have become branded as the turnaround expert in any organization I am a part of (for good or for bad). I have seen a lot of challenges, and know that at their core, they are largely human ones. Humans with each other, and humans wrestling with insurmountable tech and process debt. There's a good chance I've seen a similar problem to yours, and I'm here to talk it through.

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  Google Ads

  9 years of experience

  I led a global operation of over 600 FTEs accountable for the successful implementation of Google Ads (SA360, UAC, PMAX, DV360) and YouTube, and go deep on programmatic best practices.

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  Youtube

  9 years of experience

  I led a global operation of over 600 FTEs accountable for the successful implementation of Google Ads (SA360, UAC, PMAX, DV360) and YouTube, and go deep on programmatic best practices.