Stephen H.

Experience

• 

  PGA TOUR

  Senior Manager, Audience Activation

  May 2022 - May 2026

  The PGA TOUR is a premier global sports organizer that engages over 100 million fans worldwide through high-scale digital platforms, live broadcast distributions, and immersive tournament experiences. Leveraging vast ecosystems of fan data and advanced martech, the organization drives hyper-targeted advertising operations and personalized content execution to maximize global viewer loyalty and brand partnerships.

  • Architected the PGA TOUR’s 360-Degree Fan “Golden Record” of 12M+ individual fans, unifying fragmented data into a standardized taxonomy to power personalized, privacy-safe audience activation.
  • Developed the enterprise Composable CDP, aligning technology to unify identity resolution, segmentation, and governance, enabling real-time Reverse ETL across D2C, social, and programmatic.
  • Designed a Data Clean Room strategy on Snowflake & LiveRamp (Habu), establishing a privacy-compliant Partner Data Hub that allowed for data collaboration high-value enterprise co-marketing partnerships (Disney, NFL, and FedEx).
  • Drove a +163% increase in audience data monetization revenue by creating scalable 1st-party data products, automating distribution pipelines, and expanding the availability of high-value attributes for commercial activation.
  • Optimized ID resolution and addressability match rates by 38% through A/B testing of enrichment vendors, LiveRamp ATS/identity resolution configuration, and Reverse ETL pipeline integrations.
  • Reduced audience vendor OpEx by 34% by directing RFP evaluation and technology stack redesign across data activation, identity resolution, and ad quality, all while improving platform scalability.
  • Pioneered Generative AI workflows for enterprise data procurement, leveraging generative AI to define business requirements, automate RFP evaluation, and score 250+ pages of technical responses across 7 enrichment providers.
  • Engineered data activation strategies across $20M+ in annual paid media (The Trade Desk), optimizing incremental reach of CTV tune-in messaging and Ticketmaster fan conversion loops.
  • Architected enterprise data activation strategy across $20M+ in annual paid media), connecting 1st party CDP segments to ad platforms to optimize identity match rates, drive conversions, and maximize tune-in reach.
  • Expanded programmatic data monetization yield by 43% across CTV, video, and display inventory by deploying supply path optimization (SPO) and predictive yield forecasting models.
• 

  Equibase Co

  Advertising Operations Manager

  Jan 2018 - Jun 2022

  Equibase Company LLC is a subsidiary of the Thoroughbred Racing Associations of North America (TRA) and The Jockey Club. Formed in 1991 to provide North American thoroughbred racetracks with a uniform, industry‑owned database of racing information and statistics.

  • Led advertising operations team to execute direct sales agreements and streamline order fulfillment processes.
  • Scaled programmatic sales and optimized exchange partnerships (Google AdExchange, Open Bidding, Amazon TAM, Prebid) to maximize yield across inventory sources.
  • Developed and launched a first‑party data strategy using the BlueConic CDP to create targeted marketing products and new revenue opportunities.
  • Designed and produced custom advertising units (HTML/CSS) and Clipcentric rich media to support higher‑value direct and programmatic buys.
  • Collaborated with sales to translate technical capabilities into packaged products and pitch materials for advertisers.
• 

  Equibase Co

  Advertising Operations Supervisor

  Jan 2016 - Jan 2018

  • Founded the Advertising Operations function by creating company policies, order workflows, and operational standards.
  • Implemented and administered Salesforce Sales Cloud to support sales operations, order management and reporting.
  • Partnered with Confiant to introduce creative verification and block high‑risk channels, improving programmatic creative quality and brand safety.
  • Monetized a network of six endemic partner publishers and coordinated publisher product improvements and yield optimization.
  • Expanded programmatic channels to include real‑time bidding and implemented page‑speed and Google Search best practices to improve user experience and ad viewability.