Lyle’s professional goal is to connect people around the world through technology and storytelling.

He believes in enacting change through the travel & tourism industry, applying the entrepreneurial skills with which he built two new teams at his first job. Lyle has loved problem solving since before he majored in mathematics in college, and brought the same analytical mindset to his early career in digital marketing, where he started on the ad buying team before progressing to media planning and later the strategy team. Back to his days playing college football and on to recent projects at school, Lyle is a team player who wants to find the best outcome for all players involved.

“Travel is fatal to prejudice, bigotry, and narrow-mindedness”
– Mark Twain, The Innocents Abroad

Lyle’s first professional experience came during high school, when he worked as a Host at the Hackney’s Printers’ Row restaurant in Chicago.

During college, he interned at a startup, Spring Rewards, in Chicago. Spring offered consumers an easy-to-use loyalty program for their favorite local businesses and offered merchants a data-driven marketing platform. Lyle added value by finding insights via SQL & Excel that allowed Spring and its merchants to grow revenue, improving internal operations such as the billing process and database taxonomy, and marketing the Spring brand for instance by handing out flyers on the streets.

Upon graduating from college, Lyle worked for five years at the digital marketing firm PMX Agency, which later became a part of Assembly Global. There he began on the Programmatic Team, where he learned the ad tech landscape and mastered the use of digital ad buying platforms such as Google and Amazon. After growing the team from the ground up to a point where he personally managed over $10M in annual media spend and shaped the agency’s audience strategy, Lyle shifted to the Strategy Team in search of a more holistic role. There he defined the agency’s new cross-channel media planning process and helped clients translate customer insights into making their mix of media channels more strategic, thus helping many grow their business.

While in the agency world, Lyle contributed various forms of thought leadership such as appearing on a panel discussing the future of Amazon advertising, a MediaPost article on Apple’s role in ad buying, and advice on how marketers should navigate trends such as the covid pandemic and increased privacy regulations.

As a student at the UCLA Anderson School of Management, Lyle studied Entrepreneurship and led the Travel & Hospitality Association. He spent the summer between school years interning at the travel startup Modern Adventure, where he launched their paid advertising program and has since been retained as a consultant. Through that experience he learned the importance of helping to create more mindful travel experiences. In his second year in the program, he focused on learning about nascent technologies such as blockchain and AI.

After graduating with his MBA, Lyle began his current role as a Senior Technical Account Manager at Super.com, where he supports the Growth team within the Travel vertical to help more people unlock better savings while booking travel.

What’s next? Stay tuned on LinkedIn!