Laurie Riahi
About Laurie Riahi
Laurie Riahi is a Senior Insights Manager for Advertising Formats at The New York Times, where she oversees ad format testing and leads research projects across various media channels. She has extensive experience in insights and research roles at organizations such as Undertone, Newsweek, and WebMD.
Current Role at The New York Times
Laurie Riahi serves as the Senior Insights Manager for Advertising Formats at The New York Times since 2021. In this role, she plays a key part in shaping product roadmaps and launching plans for new advertising experiences. Riahi oversees the ad format testing process, leading research projects across digital, audio/podcast, and print channels. She runs alpha and beta testing processes to evaluate ad formats, ensuring that the advertising strategies align with consumer engagement goals. Additionally, she translates client needs into business opportunities and product requirements, collaborating with vendors to develop advertising research solutions.
Previous Experience at Undertone
Laurie Riahi held multiple positions at Undertone, starting as Manager of Insights from 2014 to 2016, followed by Senior Manager of Insights from 2017 to 2019, and later serving as Director of Insights for eight months in 2020. During her tenure, she focused on developing insights that informed advertising strategies and product development. Her experience at Undertone contributed to her expertise in advertising formats and consumer engagement.
Career at Newsweek
Riahi worked at Newsweek from 2005 to 2010, where she held several roles including Senior Research Analyst, Research Manager, and Senior Research Manager for Integrated Media. Over five years, she contributed to research initiatives that supported editorial and advertising strategies. Her work involved analyzing market trends and consumer behavior, which enhanced her skills in data-driven decision-making.
Education and Expertise
Laurie Riahi earned a Master of Science degree in Advertising with a research focus from Syracuse University. She also holds a Bachelor of Arts degree in English, Philosophy, Politics, and Law from Binghamton University. Her academic background provides a solid foundation for her work in market research and advertising insights, enabling her to effectively analyze consumer engagement strategies across various media types.
Research and Analysis Skills
At The New York Times, Laurie Riahi conducts analysis across different media types to identify effective consumer engagement strategies. She develops benchmarks, reports, and best practices using data to enhance client relationships. Her collaboration with Ad Sales helps in developing assets and creative tactics that drive consumer engagement, showcasing her ability to leverage research for practical applications in advertising.