Kayla Miller, MD of Performance Media, PHD US

Kayla Miller, PHD US’ Managing Director of Performance Media, made Business Insider’s list of advertising stars shaking things up on Madison Avenue and beyond. The list is based on agency and peer nominations, their awards and campaigns, their influence on their companies and their potential to be industry leaders.

In 2019, Miller led holding company Omnicom’s effort to make data a more intrinsic part of the account and media planning.

She oversaw the migration of 200 performance and marketing science specialists from Omnicom Media Group’s search and data divisions to PHD’s account teams, and ensured that those teams used data to inform media spending.

She also created a model that uses first-party data to reduce advertisers’ programmatic ad spending. That strategy cut the cost of Carnival Corporation’s ad rates by up to 30% and reduced the cost per acquisition of its online booking by 12%.

Additionally, Miller helped Delta grow its consumer prospect pool by driving website visits and engagement that helped the airline beat its sales goals, resulting in 108% revenue pacing for the year.

This year’s trailblazers are under age 36 and represent a variety of roles and backgrounds, including media and creative, but also strategy, account management, talent, neuroscience, and inclusive design, from traditional ad agencies as well as consulting companies.

See the full list of trailblazers on Business Insider.