Account Executive - Florida Territory

Overview

You're selling StackAdapt's DSP (demand-side platform) to agencies and direct-to-consumer brands in Florida. This is full-cycle—you source your own leads, run demos, negotiate contracts, and close deals. You're building a territory from the ground up, which means lots of cold outreach to media buyers, digital directors, and CMOs who are already using competing platforms.

Role Snapshot

Company Context

Stage: Late-stage private (1,600+ employees, established product)

Size: 1,676 employees globally

Growth: Actively hiring and expanding while competitors consolidate

Market Position: Challenger brand in programmatic advertising—competing against The Trade Desk, Google DV360, Amazon DSP, and legacy platforms

GTM Reality

Pipeline Sources:

• 30% Inbound - Marketing generates some leads from content, webinars, and trade shows, but quality varies widely. Many are tire-kickers or existing customers of competitors doing annual reviews.
• 65% Outbound - You're cold calling, LinkedIn outreach, and email sequencing to agencies and brand marketers. Florida territory is yours to build, so expect heavy prospecting.
• 5% Referrals - Occasionally existing customers introduce you to sister agencies or portfolio companies.

SDR/AE Structure: Self-sourcing. No dedicated SDR support for territory roles. You handle your own prospecting and qualification.

SE Support: Shared Solutions Engineer pool. You'll get SE support for technical deep-dives and demos with larger accounts, but you need to run first calls and basic platform overviews yourself.

Competitive Landscape

Main Competitors: The Trade Desk (market leader), Google DV360, Amazon DSP, Yahoo DSP, Basis Technologies

How They Differentiate: Machine learning-driven optimization, multi-channel reach (display, video, native, CTV, audio), and more white-glove service than self-serve platforms. They position against TTD's higher pricing and Google's walled-garden approach.

Common Objections: "We're already using The Trade Desk," "Our agency handles programmatic for us," "We need to see proof it performs better than our current setup," "What's your CTV inventory quality?"

Win Themes: Better performance at lower CPMs, more hands-on optimization support, machine learning that adapts faster than rules-based bidding, easier creative management.

What You'll Actually Do

Time Breakdown

Prospecting (40%) | Active Pipeline (35%) | Internal/Admin (25%)

Key Activities

• Cold Outreach: 30-50 calls/emails per day to agencies, DTC brands, and in-house marketing teams. You're interrupting people who already have a DSP, so expect low response rates. Spanish fluency helps with Miami's LatAm-focused agencies.
• Platform Demos: Running 4-6 demos per week showing campaign setup, audience targeting, reporting dashboards. First calls are qualification and basic overview; second calls bring in the SE for technical questions about integrations and data onboarding.
• Stakeholder Management: Chasing down media directors, getting buy-in from VPs of Marketing, looping in procurement for contract review. Deals stall when the champion goes dark or budget gets reallocated.
• Proof of Concept Campaigns: Setting up small test campaigns ($5-10K) to prove performance before they commit to switching platforms. This means coordinating with customer success to ensure the test runs smoothly and creates compelling results.
• Contract Negotiation: Working through MSAs, insertion orders, payment terms. Larger deals involve legal review on both sides, which adds 4-6 weeks. You'll negotiate CPM floors, volume commitments, and performance guarantees.
• Internal Coordination: Weekly pipeline reviews with your manager, quarterly business reviews with leadership, Salesforce hygiene (they will ask why deals slipped), coordinating with marketing on regional events.

The Honest Reality

What's Hard

• Displacement selling is a grind: You're not selling to people who need a DSP—they already have one. Every deal requires convincing someone to switch platforms, migrate campaigns, and retrain their team. Inertia is your biggest competitor.
• Long, multi-threaded cycles: Agency deals involve the media buyer (user), media director (budget holder), and sometimes the client if it's a large account. Brand-direct deals add CMOs and procurement. Coordinating all these people takes months, and deals slip constantly.
• Spanish requirement matters: Miami agencies often service Latin American clients. If you don't speak Spanish, you'll struggle to build relationships with key decision-makers and miss out on cross-border opportunities.
• Test campaign pressure: Prospects want to see proof before committing. If the test campaign underperforms (could be creative, targeting, or just bad timing), the deal dies. You're dependent on Customer Success to deliver results during the trial.
• Platform complexity: DSPs are technical. You need to understand programmatic auction mechanics, audience segmentation, attribution models, and data integrations. First few months have a steep learning curve.

What Success Looks Like

• Booking 8-10 qualified meetings per week from your outbound efforts
• Closing $200-300K in new annual commitments per quarter
• Building a pipeline that's 3-4x your quarterly quota (so $600K-1M+ at any given time)
• Getting 2-3 test campaigns running each month to keep deals progressing
• Winning competitive displacements where prospects switch from TTD or Google to StackAdapt

Who You're Selling To

Primary Buyers:

• Media Buyers/Programmatic Traders (agencies): Day-to-day users who care about platform ease-of-use, reporting, and optimization tools
• Media Directors/VPs of Marketing (agencies and brands): Budget holders who care about CPMs, performance ROI, and account support
• Digital Marketing Managers (DTC brands): In-house teams managing programmatic for ecommerce brands, often former agency folks

What They Care About:

• Performance data: CPA, ROAS, conversion rates. They want proof you'll beat their current platform's performance.
• Inventory quality: Access to premium publishers, CTV reach, fraud prevention. They've been burned by low-quality exchanges.
• Support level: Will they get a dedicated CSM or are they calling a support line? Agencies managing 20 clients need responsive help.
• Ease of migration: How painful is it to move campaigns over? Can you bulk-upload creatives and audiences?
• Reporting flexibility: Can they white-label reports for clients? Do dashboards integrate with their BI tools?

Requirements

• 3-5 years selling DSP, programmatic advertising, or AdTech platforms (they want people who understand the space, not career-changers)
• Proven track record of net-new business development and outbound prospecting (this isn't an account management role)
• Experience selling to agencies and/or DTC brands in a consultative sales motion
• Spanish fluency strongly preferred (Miami market has significant LatAm business)
• Comfortable with technical product demos and explaining programmatic advertising mechanics
• Based in or willing to relocate to Florida, with preference for Miami (territory ownership means being on the ground)