Advertising ROI pioneer TRA, Inc. has announced additions to its executive team and advisory board. Among them, media industry veteran Steve Walsh joins as Senior VP of Sales, and former IRI exec Frank Lizza joins as Vice President of Services.
Walsh will be responsible for closing new accounts. He has spent more than two decades selling to and managing relationships with executives at clients such as ABC, NBC Universal, and FOX and has held senior level sales and management positions at IMMI, Experian Research Services, IAG Research and Nielsen Media Research.
Lizza joins as Vice President of Services, to support the custom analyses of TRA’s growing single source database. He was previously VP of Business and Consumer Insights at Information Resources, Inc. (IRI) where he was in charge of product development, research and management of internal teams.
The firm’s advisory board, established last year, now has a Chairman, Merrill Brown. Brown’s previous roles include Senior VP of RealNetworks’ RealOne Services and Editor-in-Chief of MSNBC.com in 1996. Media industry veteran Rick Sirvaitis also joins the Board - he runs media and marketing consultancy RS Media Marketing, and previously worked as President and COO of General Motors’ consolidated media buying unit GM Mediaworks.
CEO Mark Lieberman comments: ‘It’s hard to believe we launched less than a year ago, and it’s an understatement to say that the growth we’ve realized has exceeded our expectations. We’re excited about the positive direction we’re heading in...’ He adds: ‘Rick Sirvaitis will be a tremendous addition to the existing team of advisors. Merrill Brown has brought remarkable business acumen and market knowledge since he came on advisory board a few months ago.’
TRA (True ROI Accountability for Media) offers a patented analytical solution which ‘matches the ads that people actually receive with the products people actually buy’. The firm was founded
by Mark Lieberman, Chairman and CEO, and ad industry measurement pioneer Bill Harvey, President, and is online at www.traglobal.com