Shivan Durbal | Performance Marketing Leader | Trusted Advisor | Entrepreneur | Investor

Shivan Durbal

Performance Marketing Leader | Trusted Advisor | Entrepreneur | Investor

United States, Florida, Bradenton

Trusted advisor, facilitator, maker, and builder of world-class marketing and analytics teams across the gamut of agencies, early-stage startups, brands, and private and public companies.

About Me

Digital Marketing Executive & Servant Leader with almost two decades of industry expertise. Proven results in performance marketing, building and leading teams, digital transformation, stakeholder management, MarTech & AdTech stack optimization, machine learning applications in marketing, building strategic and external partnerships, and innovating to meet the evolving needs of businesses and customers.

Industry Served

Marketing, Advertising & PRMedia, Communications & Writing


digital marketingleadership communications crmmarketing product managementc-levelexecutive


Managing Director, Performance Marketing, Data, & MarTech

Black Glass Consulting LLC
10 Nov 2020 - Present 3 years
Leads the Performance Marketing, Data, Machine Learning/AI applications, Web3, and Marketing Technology Transformation practice across a roster of clients, including GM B2B, Lego, KDP, and BMW; Developed and spearheaded the department, overseeing P&L, and leading and coaching a team of Directors, Analysts, Contractors, and PR Agency to align with organizational objectives; Partnered with peer MDs and CEO to deliver 400% growth from 2021 to 2022 despite the softening market; Co-developed and directed Product Development and Marketing strategy on CMO House, an advisory service and community of the top CMOs across the Forbes 500

Chief Marketing Officer (Fractional CMO)

Short Par 4
07 Jan 2021 - 13 Sep 2021 8 months
Bradenton, FL
Led marketing teams, including daily operations, strategic initiatives, and a $5M budget, and oversight of CRM, Paid Media, Social & Reputation Management, SEO, Website, Loyalty, Partnership Marketing, and Sponsorship; Charged with building and leading an enterprise-grade marketing team of 5 direct reports and several contractors/agencies/vendors across different time zones, coaching the team to meet and exceed; Audited marketing resources, technology, and media expenses; Identified and redistributed cost savings into growth areas to drive subscription & e-commerce businesses and launched 4 new lines leading to over 30% revenue growth in 7 months; Implemented the first-ever Machine Learning and Statistical Modeling to create custom Granular & Targetable Segments, Custom Multi-Touch Attribution, & RFM models; Leveraged custom segmentation models to deepen relationships with customers through marketing personalization, and to acquire net new audiences accretive to the bottom line

Vice President of Global Paid Advertising, Data, & Analytics

Feld Entertainment
23 Sep 2019 - 31 Dec 2020 a year
Palmetto, FL
Directed vision and strategy for Digital Customer Acquisition, Data & Analytics, and Relationship Marketing, consisting of a team of 17 direct reports and a budget of $50M in the US, Europe, Asia, and the Middle East; Supported business lines, including Disney on Ice, Monster Jam, Super Cross, Jurassic World, and Trolls Experience, which ran concurrently across 50 cities per year; Ahead of COVID-19, modernized traditional Advertising, brought thought leadership to Brand initiatives & PR, built a Conversion Rate Optimization practice, and brought on ML/Advanced Analytics to measure & optimize advertising investment, achieving cost efficiency savings and scaling the program to earn additional revenue per show; In response to COVID-19, stepped into a dual role (Commercial Finance Support & Marketing) to rebuild processes & resource methodology for the re-launch arena and stadium show experience platform, while supporting forecasting, cost analysis, and allocations with the finance team

Head of Marketing Sciences

Audley Travel
03 Nov 2017 - 30 Sep 2019 2 years
Sarasota, FL
Built and scaled the US Marketing Strategy, Global Data & Analytics, and Data Science functions overseeing a team of 13 across the US and UK and a $15M marketing budget; Leveraging machine learning lead scoring, attribution, and analytics, clawed back $1M in marketing spend waste, drove a 10%+ increase in online lead-to-sale conversion rate, and scaled the program to achieve revenue growth of 30% at a Gross Operating Profit increase of 10%; Introduced and built first ever Data and Machine Learning strategy, including building a composable Customer Data Platform, Reporting Dashboards, Lead Scoring, Customer Segmentation, and Natural Language Processing to fine-tune sales lead routing, customer personalization, targeting and advertising investment allocation improvement

Senior Director of Media Buying & Yield
09 May 2017 - 27 Nov 2017 7 months
St. Petersburg, FL
Led a team of 10+ direct/indirect staff, scaling to a $25M budget within a short time, with a focus on revenue and margin growth, lead generation tactics across all paid digital channels, web journey conversion optimization, A.I. applications, and single customer view (LTV measurement) to maximize post/publication efficacy for consumers; Accelerated the revenue growth strategy through channel diversification, creative strategy, and building client partnerships and a cohesive team, implementing performance improvements and business intelligence (Datorama), which boosted conversion, decreased media cost to legacy channels, and achieved revenue growth of 60% YoY; Diversified channel mix into a ‘video first’ approach, through PPC SEM/Display, SnapChat, Native Advertising, and Online Magazines

Head of Marketing, Operations, & Activation

18 May 2016 - 03 Jun 2017 a year
Fort Lee, NJ
Led daily operations for all Digital Marketing functions for Trivergance and the organization’s investments, including Advertising Operations, Strategic Partnerships, AdTech, MarTech Automation, and Digital Strategy, with oversight of 5 direct staff, many indirect headcounts at the portfolio companies, and multiple budgets ranging from $100K to $20M; Generated millions in revenue through ROAS, Lead Generation, and Sales Enablement activities; Built and developed a team of digital marketing innovation specialists, and along with a nimble agency roster, accelerated the firm’s investment portfolio and launched new brands such as Kazaam, a Party City Company; Advisor to the fund’s board, investors, and its portfolio offering guidance on marketing & advertising capability

Director of Digital Media

23 Jan 2013 - 31 May 2016 3 years
New York, NY
Led Performance Media strategy for the Capital One and Canon USA relationships, accountable for a team of 42 direct and indirect reports and $150M+ and $10M+ in media billings respectively per year; Developed, implemented, and spearheaded performance marketing initiatives, successfully influencing close to $1B in annual media billings for the agency during the tenure; Served as a regular consultant, trusted advisor, thought leader, and project lead on other special projects, company blog, and projects related to Viewability/Fraud and Media Workflow Optimization & Ad/MarTech Procurement; Built and managed teams to support client engagements across paid channels, including High Impact Display, Co-built Programmatic Buying practice, Native, and PPC; Oversaw agencies' largest vendor relationships and partnerships across AdTech, MarTech, and Publishers, including Meta, Google, MSFT, Yahoo!, AOL, Ampersand, Synacor, and Twitter negotiating favorable terms

Director of Performance Media

13 May 2011 - 14 Jan 2013 2 years
New York, NY
Hired as first Performance Marketing Leader to develop and manage Digital Marketing Strategy and Execution across an array of clients (ADT Security (B2C, B2B), Uniqlo, & JP Morgan Chase), managing resources in NY, ATL, CHI, and India; Oversaw a team of 10+ direct and indirect staff, a budget of $50M, and integrated Programmatic Advertising, Paid Search, Paid Social, 3rd Party Data, and Analytics teams, which resulted in 3x-5x positive ROAS

Director of Search |Senior Strategy Director

Reprise Media
16 Jan 2008 - 13 Oct 2011 4 years
New York, NY
Led the Home Depot Account consisting of a team of 20+ and a budget of $250M across the US and Chile, building annual plans, campaign strategies, test plans, and innovation roadmaps for clients and teams, creating integrated strategies that resulted in 3x-5x positive ROAS; Developed, grew, and managed SEM/SEO, Social, Display, and Programmatic initiatives for US Navy, SharpUSA, Economist, CA (formerly Computer Associates) with total media billing at $20M+ per year

Co-Owner | Head of Performance Marketing & Analytics

Intuitio Labs
26 Feb 2020 - Present 4 years
Designs performance marketing strategies, advising businesses on tactics to drive sales, while delivering the highest ROI

Account Manager (AOL)
16 Jun 2006 - 31 Jan 2008 2 years
New York, NY
Managed multiple advertiser’s client accounts across Financial Services, Big Box Retail, CPG, Travel, and Entertainment, including launching a partnership with AOL Canada and developing programs that drove 2x-4x ROAS


Bachelor of Arts, Economics

Marist College
03 Jan 2000 - 16 Jun 2004 4 years
Poughkeepsie, NY