I'm a digital media professional with over five years of experience across the Omnicom group, working with some of the world's most ambitious brands across programmatic, digital direct, and integrated media campaigns.
My career started in Melbourne at OMD Australia, where I spent three years cutting my teeth across digital planning and campaign management, working across a broad portfolio of clients and developing a deep understanding of programmatic execution and the operational machinery behind it.
From there I joined Initiative Melbourne as Digital Manager before relocating to Initiative UK in London, where I've been embedded in some of the agency's largest global accounts — including major enterprise technology brands running complex, multi-market European campaigns.
A single programmatic trafficking sheet for a multi-market European campaign takes 3 to 4 hours to complete manually — pulling creative specs from the CMM, matching placement names and IDs from Prisma, cross-referencing CPM rates and impression volumes from the media plan, checking TRK codes, validating ad sizes, constructing ad names to taxonomy.
That's before the back-and-forth with Ad Ops teams when something doesn't match — a creative name with underscores versus spaces, a misaligned placement name, a missing TRK code. Each error means a delay. Each delay means a campaign goes live late, and late launches cost clients real money.
The honest truth is that most mistakes happen not because people don't care or don't know what they're doing — they happen because we're stretched impossibly thin, juggling multiple live campaigns, and spending hours on a manual process that should take minutes.
I built TraffiqGen because I know this problem from the inside. I've sat in the same seat, at 6pm, staring at three spreadsheets trying to reconcile placement names across a 22-country campaign with 40 creatives and a hard launch deadline the next morning.