Sam Tovmasian

Audible · Robinhood · Coca-Cola  |  Nov 2024 – Present  |  New York

AI Tooling & Enablement

• Led embedded AI enablement program across Audible and Robinhood account teams (40+ marketers): ran live build sessions, deployed a reusable starter-agent library and playbooks, and coached individuals from awareness to self-sufficiency. The cohort has shipped 5 production agents now adopted across 5 functions (strategy, planning, investment, analytics, client services) for competitive analysis, post-campaign reporting, and strategic planning.
• Productized US and Hispanic audience-insight agents over MRI/Simmons data, collapsing a 4-hour analyst task to 30 minutes (–87%) and unlocking self-serve research for 40+ planners previously dependent on strategy-team requests.
• Shipped ideation agent that scores briefs against 4 years of client feedback via weighted scoring, flags pitch overlap, and generates 360 media extensions, now used on every Audible campaign. Drove approval of 2 concepts in a major Audible brand refresh.
• Designed script-matching agent for WPP Motion Entertainment (production arm behind Love Island, The Circle) that pairs client products with hundreds of partner studio scripts and outputs integration concepts, timelines, and budgets. Replaced institutional-memory dependence with systematic opportunity discovery and recovered dozens of team-hours weekly.
• Architected partner-enrichment agent combining MRI/Simmons, two years of briefs, and InfoSum capabilities, collapsing a multi-week analyst project into an on-demand cross-reference and documenting enrichment patterns for global rollout planning.
• Engineered interactive client demos in 2 days using Claude Code + ElevenLabs (working UI, bespoke audio, shareable links), turning passive client reviews into engaged working sessions and securing buy-in for OOH+digital and native-mobile partnership concepts.
• Drove AI strategy pitch to Audible C-suite, aligning planning, content marketing, and Satalia (WPP's AI/data science arm) on a Goodreads-data POC to design custom audience targeting.

Strategy

• Direct $61M annual Audible communications strategy and $55M Coca-Cola Nutrition audience strategy across OESP (Minute Maid, Simply, Simply Pop, Gold Peak), including Minute Maid × WWE debut partnership.
• Established end-to-end audience-planning pipeline adopted as Coca-Cola IAT's strategic standard; led $2M Simply Pop rollout (Coca-Cola's first new brand since 2012) and Gold Peak's $1M inaugural Letterboxd partnership with a $500K incremental extension.

NBCU · Peacock · Universal  |  Oct 2022 – Nov 2024  |  New York

• Led ATV team managing $8M annual addressable and data-driven linear pipeline; eliminated prior 3P investment partner, saving 3.5% in fees.
• Integrated OpenAP via $4M investment to unify audience targeting and frequency management across siloed linear-TV publisher data.
• Negotiated annual Spectrum deal: –10% YoY data-driven linear CPM and –16.4% YoY flat addressable CPM, expanding addressable to broad-reach scale.
• Pioneered audience-sizing method enabling household-level streaming-title targeting within Video Privacy Protection Act limits.

Netflix · Bleecker Street Films  |  Sep 2019 – Jul 2022  |  New York

• Owned $2–5M monthly Netflix pipeline across digital and traditional channels (5–10 campaigns/month).
• Designed creative recommendations that produced custom content partnerships outperforming client benchmarks by 10×.
• Spearheaded new-business pitches that won two clients and $12M in annual revenue.
• Automated routine strategy-team workflows, reducing time on recurring tasks by 93%.