NEW YORK--(BUSINESS WIRE)--Light Reaction, a mobile-first performance advertising business that is part of Xaxis, announced today it has named Rosa Markarian as VP of global business operations and promoted Jennifer Lucas to senior global marketing manager. Markarian joins from Xaxis where she was director, product and training, EMEA. Lucas has been with Light Reaction from its early development stage, serving in the role of global marketing manager. Markarian will be based in Dusseldorf, Germany; Lucas works out of Light Reaction’s New York headquarters.
In her new role, Markarian will be responsible for business metrics, product enablement, training, community and new market support for Light Reaction. She brings a wealth of experience in the digital marketing space from her work at Xaxis where she was instrumental in building the company’s business and products in the German and European markets. She also built out the Xaxis e-Academy online learning platform for GroupM agencies, expanding it to 2,500 participants worldwide. Prior to Xaxis, Markarian worked for United Internet Media, Germany’s largest online publisher, where she introduced the very first audience targeting products to the German market. Markarian is a regular speaker at industry events and a published author, contributing articles to ad trades such as The Drum and Video Ad News.
Lucas has been an integral part of Light Reaction from the beginning, leading development and execution of global marketing strategy. Beginning with her work helping to define market positioning and developing the brand’s visual identity prior to launch, Lucas has overseen all aspects of communications for the business. Previously, Lucas served as marketing manager at Xaxis where she managed the company’s social media presence, supported overall marketing efforts and assisted in growing the business from 13 markets to 40.
“Both Rosa and Jen have been incredibly effective in scaling new digital businesses and capabilities across global markets and will be key members of our leadership team as we continue to grow the Light Reaction client base and geographic footprint,” said Paul Dolan, general manager of Light Reaction. “Rosa’s deep digital product knowledge, strong training background and experience implementing breakthrough advertising technologies for the world’s biggest brands will be a great complement to our team. Jen has played an integral role in guiding communications for the Light Reaction brand and we are pleased to promote her to this senior position.”
Light Reaction’s response-oriented methodology and model is designed to maximize the volume of outcomes a brand is able to achieve. In addition to leveraging robust audience data, high-performing media inventory and real-time programmatic technologies, Light Reaction is developing tools that tap the emerging field of perceptual science to help advertisers stand out amidst the crowded digital real-estate of consumers’ mobile devices.
About Light Reaction
Light Reaction is a programmatic performance advertising business that sells clearly defined customer outcomes. Part of Xaxis, the world’s largest programmatic media and technology platform, Light Reaction’s mobile-first approach to performance combines scientific insight with the data resources and scale of Xaxis to deliver highly measurable results for global advertisers. Light Reaction is available in 20 markets across North America, Europe, Asia and the Middle East. For more information, visit Light Reaction at www.lightreaction.com.