Measurement and commercialization lead with 8 years across Google, TikTok, and gaming media. I turn measurement into decisions the C-suite acts on — and now build consumer and AI products of my own.
// Google · TikTok · Super League Gaming · Rez The Giant
Advertising measurement, product marketing, and go-to-market — built to travel across regions.
I do two things that usually live in different jobs. I design the measurement — incrementality tests, brand lift, MMM, attribution — that proves whether advertising actually worked. Then I commercialize it, so the people who need to act on it actually can: sellers, agencies, and the executives writing the budget.
That combination took me from gaming media, where I built in-game brand measurement before the category had a name, to TikTok, where I ran measurement strategy for the Growth organization, to Google, where I owned global go-to-market for YouTube's brand measurement portfolio across AMER, EMEA, and APAC. Today I build products with the same instinct — ship it, measure it, iterate.
What I Do
Incrementality, geo lift, MMM, and brand lift designs that isolate causal impact instead of flattering correlation.
Global commercialization of measurement products — positioning, launch readiness, enablement, and adoption.
Branded activations across Roblox, Minecraft, Fortnite, and Call of Duty — measured like media, not like stunts.
Creator marketplaces, talent representation, and partner programs built as repeatable systems.
Shipped a consumer iOS app and build agentic AI workflows end to end — product strategy through App Store release, no team required.
At Google I owned global go-to-market for YouTube's brand measurement portfolio and launched the Attributed Brand Search framework. At TikTok I owned measurement strategy for 100 strategic accounts, trained ~250 sellers, and built a 30-person SME network so specialist coverage didn't depend on me.
Now building at Rez The Giant — I shipped What's the Vibes, a consumer iOS app live on the App Store, and design agentic AI systems for small business clients. Also co-founder at Slight Group and running Trade with Rez.
Six disciplines. One through line — prove it works, then make it usable.
I design the measurement that proves advertising worked — incrementality tests, brand lift, MMM, attribution — and then commercialize it so sellers and advertisers actually adopt it. A study nobody acts on isn't measurement, it's a document.
Owned global go-to-market and commercialization for YouTube's brand measurement portfolio across AMER, EMEA, and APAC — Brand Lift, Search Lift, Attributed Brand Search, Store Visitation, Enhanced Attribution, and MMM. Launched the Attributed Brand Search framework, giving sellers a causal bridge from upper-funnel video exposure to downstream search demand. Owned the advertiser feedback loop — roundtables, client summits, and alpha/beta dogfooding sessions — converting customer input into product recommendations, launch guidance, and seller enablement.
Owned measurement strategy for 100 strategic accounts representing $2B+ in cumulative platform spend. Built and tracked 600+ advertiser action plans addressing performance gaps and unadopted measurement — advertisers acting on them grew Q4'23 spend by $40M+ within 90 days of delivery. Ran 22 incrementality meta-analyses across gaming, travel, and dining.
Built the seller measurement curriculum from scratch and trained ~250 sellers through formal sessions and twice-weekly office hours — materials were adopted beyond Growth by Key Accounts teams. Built, selected, and functionally managed a 30-person Measurement SME network, extending specialist coverage across verticals and reducing dependence on direct consultation.
I build products end to end — product strategy, UX/UI, agentic AI development, QA, positioning, and release — without waiting on a team to hand me a spec. Same instinct that made the measurement work: ship it, measure it, iterate.
Conceived, built, and shipped What's the Vibes, a consumer iOS app live on the App Store — owning product strategy, UX/UI, agentic AI development, QA, brand positioning, and release end to end without a product or engineering team. Designed the app's advertising framework, defining how brands, venues, and local businesses could reach users by activity, location, and interest.
Design, build, and deploy agentic AI systems for small business clients — automating marketing, reporting, research, and customer management so small teams operate like much larger ones. Alongside it, I run measurement engagements for brand and agency clients, designing incrementality, MMM, Brand Lift, and attribution approaches and converting findings into media investment decisions.
Designed and built an AI measurement support bot on ByteDance's Coze platform, automating measurement support across the Growth organization.
I ran branded in-game advertising across the biggest gaming platforms — and built the brand measurement for it before that category had a name.
Branded in-game advertising across Roblox, Minecraft, Fortnite, and Call of Duty. Owned 27 branded gaming campaigns as commercial and delivery lead, from pitch and pricing through production, launch, and reporting. Led programs for Disney, Nickelodeon, Paramount, Logitech, and Sony Pictures — including the MTV VMAs Metaverse Remix, Twitch Olympics 2021, and Samsung Superstar Galaxy. Improved campaign margin from ~30% to 47% through pricing discipline and delivery execution.
Designed post-campaign measurement for in-game activations, quantifying brand impact through player engagement, sentiment, retention, and in-game purchase behavior — building the measurement layer for a channel that didn't have one yet. That work is the direct ancestor of everything I later did at TikTok and Google.
Coordinated live gaming productions including The Experience at San Diego Comic-Con and Activision Blizzard's Hearthstone: Boomsday pre-release, and grew organic social engagement 7x in six months.
I've built creator partnerships from both sides — the marketplace infrastructure that makes them repeatable, and the agency that represents the creators themselves.
Owned creator campaigns for Verizon, Fireball, Schneider Electric, and Cooler Master end to end — creator selection and execution through link tracking and performance reporting. Defined and drove the build of an automated creator-data pipeline across Twitch, YouTube, and Mixer, replacing manual sourcing with data-driven selection. Created the Powerspike Partner Program to reward completed branded integrations and build reliable supply of campaign-ready talent.
Co-founded a creator management and brand partnership agency supporting 50+ creators across TikTok LIVE, branded content, and influencer partnerships. Built and scaled the agency's Discord community to 1,000+ members — an owned channel for creator acquisition, education, and opportunity distribution.
I run an educational investing community sharing high-conviction stock and crypto trades backed by technical analysis, market structure, sentiment, and macro catalysts — blending disciplined risk management with AI-powered strategy analysis.
Built and scaled Trade with Rez — real-time investing community delivering actionable trade ideas across equities and crypto. Wins across OKLO, MSFT, NVDA, Google, CoreWeave, AMD, Tesla. Crypto wins across Solana ecosystem and XRP.
Custom AI-powered analytics platform analyzing trading strategies, evaluating historical performance, and surfacing high-probability setups via backtesting, pattern recognition, and sentiment modeling.
I build and grow streaming content by competing, collaborating, and entertaining as RezTheGiant. Focus on live performance, community engagement, and content formats that travel across platforms.
Competing in live tournaments and high-intensity gameplay, using performance, personality, and consistency to build audience engagement and community momentum across all platforms.
Creating short-form clips, skits, and collaborative content designed to entertain and educate. Focus on timing, humor, and converting live energy into shareable content that travels.
Eight years across Google, TikTok, and gaming media — building the measurement, commercializing it, and now building products of my own.
Conceived, built, and shipped What's the Vibes, a consumer iOS app live on the App Store — owning product strategy, UX/UI, agentic AI development, QA, brand positioning, and release end to end without a product or engineering team. Designed the app's advertising framework, defining how brands, venues, and local businesses could reach users by activity, location, and interest. Own measurement engagements for brand and agency clients end to end, designing incrementality, MMM, Brand Lift, and attribution approaches and converting findings into media investment and campaign decisions. Design, build, and deploy agentic AI systems for small business clients, automating marketing, reporting, research, and customer management.
Co-founded a creator management and brand partnership agency supporting 50+ creators across TikTok LIVE, branded content, and influencer partnerships. Roster creators generated 2B+ views in 2025 across TikTok LIVE, branded content, and partnership campaigns. Built and scaled the agency's Discord community to 1,000+ members, creating an owned channel for creator acquisition, education, and opportunity distribution.
Owned global go-to-market and commercialization for YouTube's brand measurement portfolio across AMER, EMEA, and APAC, spanning Brand Lift, Search Lift, Attributed Brand Search, Store Visitation, Enhanced Attribution, and MMM. Launched the Attributed Brand Search framework, connecting upper-funnel video exposure to downstream search behavior and giving sellers a causal bridge between video investment and search demand. Built the global seller enablement program for 4,000+ sellers, authoring the market playbooks, training, case studies, and executive narratives and running the sales contests that drove double-digit YoY growth in Brand Lift adoption. Owned the operating cadence for Brand Measurement and served as the escalation point across Engineering, Product, PMM, Sales, and Legal, clearing launch dependencies and resolving adoption barriers across the portfolio.
Owned measurement strategy for 100 strategic accounts representing $2B+ in cumulative platform spend. Built and tracked 600+ advertiser action plans addressing performance gaps, competitive pressure, and unadopted measurement; advertisers acting on these plans grew Q4'23 spend by $40M+ within 90 days of plan delivery. Architected incrementality test designs, running geo lift studies with holdout groups to isolate causal impact from baseline performance, and ran 22 incrementality meta-analyses across gaming, travel, and dining. Built the seller measurement curriculum from scratch and trained ~250 sellers; built and functionally managed a 30-person Measurement SME network. Designed and built an AI measurement support bot on ByteDance's Coze platform, saving 350 working hours in Q1'24.
Branded in-game advertising across Roblox, Minecraft, Fortnite, and Call of Duty. Owned 27 branded gaming campaigns end to end as commercial and delivery lead, from pitch and pricing through production, launch, and reporting. Led programs for Disney, Nickelodeon, Paramount, Logitech, and Sony Pictures, including the MTV VMAs Metaverse Remix, Twitch Olympics 2021, and Samsung Superstar Galaxy. Designed post-campaign measurement for in-game activations, quantifying brand impact through player engagement, sentiment, retention, and in-game purchase behavior. Improved campaign margin from ~30% to 47% and drove 400% revenue growth from H1'21 to H2'22.
Creator marketplace connecting brands to Twitch and YouTube streamers. Owned creator campaigns for Verizon, Fireball, Schneider Electric, and Cooler Master end to end, from creator selection and execution through link tracking and performance reporting. Defined and drove the build of an automated creator-data pipeline across Twitch, YouTube, and Mixer, replacing manual sourcing and enabling data-driven creator selection. Created the Powerspike Partner Program to reward completed branded integrations and build a reliable supply of campaign-ready talent; drove 309% Q2'20 revenue growth.
Coordinated live gaming productions including The Experience at San Diego Comic-Con and Activision Blizzard's Hearthstone: Boomsday pre-release, and grew organic social engagement 7x in six months.
The methods, disciplines, and tools I work in — across measurement, commercialization, and product.
Measurement consulting, product and AI builds, or creator partnerships — let's talk.
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