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 prove its adaptability and enterprise readiness to win a $25 million partnership with Condé Nast. The project required balancing multiple stakeholder priorities, defining measurable KPIs, and delivering new ad products on a compressed timeline while maintaining Concert’s premium reputation.

Approach

I led cross functional research, product definition, and GTM alignment to position Concert as the premier ad platform for enterprise publishers.

  • Conducted client interviews and discovery sessions with Condé Nast stakeholders to identify unmet advertiser needs and performance goals.

  • Defined success metrics and target KPIs in partnership with product, analytics, and revenue leaders from Vox and Condé Nast.

  • Collaborated on product direction to determine technical requirements, creative specifications, and validation benchmarks for new ad formats.

  • Drove cross team development cycles that delivered three fully realized ad formats in three months, cutting standard timelines by half.

  • Developed sales enablement materials that translated product capabilities into clear value propositions for enterprise buyers.

  • Aligned marketing, product, and sales teams around a unified GTM narrative that showcased Concert’s premium reach and cross publisher scalability.

Impact

  • Secured a $25 million partnership with Condé Nast, expanding Concert’s network and market credibility.

  • Delivered three innovative ad formats that achieved 35 percent video completion and 12 percent interaction rates.

  • Reduced ad format development time by 50 percent, improving Concert’s speed to market for enterprise clients.

  • Established a repeatable product innovation and GTM process that scaled across future partner integrations.

  • Reinforced Concert’s position as the industry standard for premium, cross publisher advertising solutions.