How I Scaled Vox’s Concert Ad Platform to Secure a $25M Partnership with Condé Nast

Challenge

Concert, the joint ad platform from Vox Media and NBCUniversal, needed to demonstrate enterprise readiness and cross-publisher scalability to secure a $25M partnership with Condé Nast. This required defining a clear value narrative, aligning multiple stakeholders across organizations, and delivering new ad products on an accelerated timeline without compromising premium positioning.

Approach

I led product positioning, cross-functional alignment, and go-to-market readiness to translate advertiser needs into scalable ad solutions.

  • Conducted stakeholder interviews with Condé Nast to uncover advertiser expectations, performance benchmarks, and gaps in existing formats

  • Defined KPIs and success metrics with product, analytics, and revenue leadership across Vox and Condé Nast

  • Shaped product direction by aligning technical feasibility with market needs and advertiser value

  • Orchestrated cross-functional execution to deliver three ad formats in 3 months, reducing standard timelines by 50%

  • Built sales enablement materials that translated product capabilities into clear, buyer-facing value propositions

  • Unified product, marketing, and sales around a cohesive GTM narrative emphasizing premium reach and cross-publisher scale

Impact

  • Secured a $25M partnership with Condé Nast

  • Delivered 3 ad formats achieving 35% video completion and 12% interaction rates

  • Reduced development timelines by 50%, accelerating enterprise deal cycles

  • Established a repeatable product + GTM framework for future partnerships

  • Strengthened Concert’s positioning as a premium, scalable advertising platform