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Adara Global Announces Liz Coddington as CFO, Melissa Stein as VP of Product

Senior Executives To Support Adara’s Continued Worldwide Growth - A Leader in Helping Brands Connect to Travelers Through Targeted Marketing.

Friday, March 07, 2014
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Adara Global, a leader in helping marketers reach and monetize targeted customer audiences worldwide, further bolstered its rapid growth, by appointing two senior executives – Liz Coddington as Chief Financial Officer, and Melissa Stein as Vice President of Product.

Both executives are based out of the company’s Silicon Valley headquarters, and bring more than 30 years combined of senior management experience at innovative, rapidly growing technology companies.

Coddington and Stein join Adara after a year in which the company significantly expanded its global footprint and added dozens of new data partners, including major international airline, hotel and other travel brands. Adara has grown quickly to become a leader in helping connect travel companies with the customers they wish to reach -- in real-time, and globally.

Adara’s Chief Executive Officer Layton Han said, “With our rapid growth in advertising clients and data partner relationships, Adara has become the leader in helping travel companies target, and reach, their most profitable audiences.” He concluded, “We welcome Liz and Melissa, two accomplished and dynamic professionals, who will help lead our growth, enhance our existing suite of products, bring new products to market, and manage our business in the months ahead.”

Adara now has more than 225 million monthly unique travel profiles and more than 70 data partner relationships including some of the most recognized names in the travel business. It is building momentum in the deployment of proprietary technology that makes data actionable to execute personalized marketing campaigns.

About Liz Coddington
Liz is a seasoned finance, strategy and business analytics executive, who brings to Adara more than 15 years experience in helping companies improve both top and bottom line business performance. She is ardent about leveraging data and analytics to drive better business decisions and improve efficiency.

Prior to joining Adara, Liz was the VP, Finance and CFO for Walmart.com. She also headed up the FP&A function for Netflix and was a management consultant at multiple firms including The Boston Consulting Group. Liz holds an MBA from UNC Chapel Hill’s Kenan-Flagler Business School and a Bachelor of Science degree in Chemical Engineering from MIT.


About Melissa Stein
Melissa Stein brings more than 15 years experience running product management and product marketing teams. She thrives on bringing industry-leading products to market, to excite customers.

Previously, Melissa held the title of VP of Product for AdMobius, a first of its kind mobile data management platform, and at Velti, an international mobile advertising and marketing firm. Prior to Velti, Melissa was Senior Director, Product Management at Yahoo!. In that role, she ensured that Yahoo! had a pipeline of innovative advertising solutions to create sustainable growth; led product management for its suite of display ad serving products, and worked in search marketing and local monetization.
Preceding her work in the digital advertising industry, Melissa spent more than a decade working on storage management and enterprise software solutions in product marketing, market research and product management roles at both established and startup companies.
She received a B.A. in Economics from University of California, Santa Barbara and an MBA from the University of Southern California, Marshall School of Business.
About Adara

Adara is a global leader in helping consumer brands find new customers using advanced precision-targeting technology powered by Big Data sourced from the world's leading travel and hospitality companies. Adara has partnered with many of the world's largest airlines, hotels, and travel distributors to help them monetize their website data while protecting consumer privacy, personal information and purchase data.

Adara's partners gain new revenue streams and the ability to deepen customer relationships through highly targeted marketing programs. Adara's unparalleled access to first-party data combined with proprietary technology enables advertisers to execute and optimize highly effective display, mobile, video, and social media ad campaigns. Adara was founded in 2005 and is headquartered in Mountain View, CA.

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