Now that Mike has settled in at Measured, we thought it was a great time to get to know him. Mike has spent his career aligning marketing and sales, scaling high-growth teams, and proving that marketing isn’t a cost center — it’s a revenue engine. Now, he’s bringing that mindset to Measured, where he’s leading marketing efforts for a team that helps enterprise brands turn media measurement into their unfair advantage.
We sat down with Mike for a candid Q&A about his leadership philosophy, what drew him to Measured, and how he sees the future of marketing measurement.
What inspired you to join Measured, and what excites you most about leading marketing here?
What drew me to Measured is simple: Marketers have a $420 billion measurement problem, and this team is actually fixing it. I’ve built my career around aligning marketing and sales on data-driven growth, so leading marketing at a company that lives and breathes causal truth felt like a perfect fit.
Anytime you get the chance to help rewrite the playbook for how brands prove impact, and have some fun doing it along the way — that’s exciting.
How has your past experience shaped your approach to building and scaling marketing teams?
I learned early that inspiring people beats ordering people, every time. Teams that value creativity, rapid innovation, cross-functional alignment, and data-driven decision-making don’t just adapt, they thrive. That mix, combined with a team that enjoys working together, is what differentiates high-performing marketing teams. Sprinkle in some speed and agility, and you have a fantastic recipe for success.
What is one unexpected skill or hobby your colleagues might be surprised to learn about?
I’ve been a beekeeper (or “apiarist” if you want to get fancy) for close to a decade. It’s strangely relaxing, though the bees may not agree. Outside of that, my happiest place is on the water, fishing with my son while my wife applauds every catch my son makes. That’s where I reset.
The ad tech landscape is evolving quickly. What do you see as the biggest challenges marketers face right now?
The widening gap between the science of measurement and the business decisions that depend on it. Signal loss, black-box AI channels, and platform-reported metrics have left brands flying blind, making it substantially more difficult for today’s marketers to separate correlation from true causal impact.
As marketing budgets come under intense scrutiny from CFOs, relying on outdated attribution models or guesswork simply doesn’t hold up. Marketers need a way to translate complex, fragmented data into trusted, boardroom-ready answers about what’s really driving incremental growth.
The marketers who win in this environment will be the ones who move beyond vanity metrics and embrace incrementality-first measurement that connects media spend directly to business outcomes.
Where is media measurement falling short today, and how should the industry evolve?
For most marketers, measurement is still disconnected. Teams are stuck with a patchwork of tools that all tell a different story. On one side, you’ve got models that are too slow and opaque to drive action. On the other, you’ve got platform dashboards offering surface-level optimism without real accountability.
Neither delivers answers you can take to the boardroom. So teams end up stitching things together manually, second-guessing assumptions, and reverse-engineering the truth. The intent is good, but it’s not scalable, and it’s not something finance will ever trust.
The problem isn’t a lack of data. It’s the lack of integration and alignment across methods. Measurement has to be causal at the core, continuous in practice, and credible with finance. That’s the only way marketers can make confident decisions and defend their budgets.
This is exactly what Measured was built to solve.
Measured talks a lot about “triangulated measurement.” How do you explain that to marketers and execs?
Think of it like using three GPS signals instead of one. Triangulated measurement means not relying on a single source or method to measure performance. Instead, it combines three distinct approaches to get one clear, trusted answer rooted in causality.
Measured deploys an agile MMM to measure performance across the full media mix. Always-on geo testing calibrates that model with causality. Platform attribution fills in the gaps with speed and tactical granularity.
Each method complements the others and results in a single, trusted answer. MMM gives coverage, testing gives proof, and platform data gives detail. When they align, marketers get answers they can act on and finance teams can trust.
It’s not just more measurement. It’s a smarter system that delivers confidence.
If you had to pick a real or mythical animal to represent your leadership style, what would it be?
I’d say a sheepdog. Their role isn’t about being the loudest or the flashiest; it’s about protecting the team, guiding with purpose, keeping everyone moving in the right direction, and delivering results. That resonates with how I lead: putting the team first, stepping in with strength when it’s needed most, and focusing on the goals that matter.
If you had to give CMOs one piece of advice for navigating the current wave of change in ad measurement, what would it be?
Don’t mistake shiny dashboards for business truth. Your CFO won’t. Anchor your strategy in causal measurement so every dollar comes with proof of incremental impact. Leave room and budget for testing, but with the goal of it leading to optimization. Lastly, this should all be fun, so let your team have some creative cycles to drive innovation.
Looking ahead, what role do you see AI and automation playing in measurement?
AI can take the grind out of measurement by crunching numbers, updating models, and surfacing insights. But without the right foundation, it just automates guesswork. Like any good model, it has to start with quality data.
The real breakthrough is AI that actually does the work: cleaning data, running “what if” scenarios, or turning insights into business-ready answers. Fused with causal measurement, it gives marketers speed, confidence, and the freedom to focus on growth instead of spreadsheets.
If you weren’t in marketing, what career would you see yourself in?
Sales. If I had not moved from sales into marketing, I would have remained on the sales path. I love the chase. I’m motivated by the pressure, and I truly enjoy helping customers solve business problems. The great news is that in my role at Measured, I get to stay close to prospects and customers, so I still get the best of both worlds.
What’s the best piece of career advice you’ve ever received?
“How you achieve is always more important than what you achieve.”
There is an opportunity for all of us to leave a lasting impact on everyone that we come into contact with. Our business relationships are an excellent way to pay it forward to others on their journey. As leaders, it is our responsibility to help our teams achieve their personal and professional goals, while building future leaders.
Admiral William McRaven discusses how one person changing the lives of 10 people can have a profound impact on the world. Always be on the lookout for your 10.
What can the measurement ecosystem expect from you in the next 60-90 days?
In the first 60-90 days, my focus is twofold: alignment and amplification.
I’m spending time listening — to customers, to sales, and to our product teams — to ensure marketing is amplifying what matters most. At the same time, we’re laying the groundwork for scalable programs in demand gen, ABM, and partner marketing so that we’re not just creating noise, we’re creating pipeline.
We’re also putting Measured’s voice front and center in the industry. That means doubling down on thought leadership, building community through events like MeasureUp Summit, and speaking the language of CMOs and CFOs to make the value of causal measurement impossible to ignore.
The goal is simple: tighten the connection between our story, our sales motion, and our customers’ biggest measurement challenges, and spark more boardroom conversations about moving past guesswork.
For more information on Measured, get in touch with one of our measurement experts today for a demo. You can also reach Mike directly via LinkedIn.