Adtech firm Simpli.fi is beefing up its executive bench as competition in programmatic advertising heats up. The company announced the appointments of Michael Schoen as Chief Product and Technology Officer (CPTO) and Susan Rothwell as Chief Revenue Officer (CRO)—two seasoned industry leaders with resumes that read like a who’s who of modern advertising tech. Both will report directly to CEO Cali Tran.

The hires aren’t just about filling roles—they signal Simpli.fi’s intent to double down on innovation, revenue growth, and large-scale advertiser solutions as brands demand more precision and accountability from programmatic platforms.

Neustar to Simpli.fi: Schoen’s Next Act

Schoen brings serious credentials to the table. At Neustar, he was instrumental in expanding the company’s ad tech and identity capabilities, a move that ultimately helped set up its $3.1 billion acquisition by TransUnion in 2021. His career also spans leadership roles at IPG’s Cadreon and early digital player LookSmart.

Beyond the corporate titles, Schoen is plugged into the industry’s forward-looking conversations—he sits on boards for MMA Global and AI 2030. For Simpli.fi, that means a leader with both operational chops and a voice in shaping the future of adtech.

From Epsilon to Efficacy: Rothwell Joins as CRO

On the revenue side, Rothwell’s track record is equally strong. At Epsilon, she managed a massive $1 billion revenue portfolio, while at Vericast she helped steer a $2.5 billion global operation to double-digit growth. Her specialty: helping brands, agencies, and publishers maximize programmatic impact at scale.

In her own words, Rothwell is laser-focused on helping Simpli.fi clients “reach new audiences, expand their impact, and deliver authentic, effective campaigns.” Translation: she knows how to keep the revenue flowing while programmatic undergoes its next round of upheavals—privacy restrictions, AI-driven targeting, and the cookieless future.

Why This Matters

The timing isn’t accidental. With programmatic spend expected to keep climbing, adtech vendors are under pressure to prove measurable impact and ROI in a noisy, privacy-first market. Rivals like The Trade Desk, Magnite, and MediaMath have all made executive moves in recent years to sharpen their positioning.

By adding Schoen and Rothwell, Simpli.fi is signaling it intends not just to keep pace but to set the pace in proximity-based and precision-driven advertising. If the hires pan out, expect the company to push further into territory where performance marketing, workflow automation, and data-driven media buying converge.

The Bottom Line

Simpli.fi’s new C-suite duo brings a combined four decades of adtech experience—and more than a few billion in managed revenue—to the table. It’s a bet that seasoned leadership will translate into sharper products, smarter strategy, and stronger client growth.

For agencies and brands navigating programmatic’s shifting terrain, that could be a welcome sign that Simpli.fi isn’t just staying in the game—it’s aiming to play offense.

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