Anthony Rinaldi is SVP, Media Activation at Essence, overseeing Essence's activation practice in the Americas.
An expert in advertising technology with a detailed understanding of digital media strategy, planning, buying, optimization and measurement Anthony believes in enabling data driven decisions and scalable optimization solutions, through a continuous process of analyzing, testing and implementation via productizing.
Anthony has been part of the GroupM family since 2013. He first worked in product development for Xaxis and was the first member of the team that built Xaxis's in-house optimization solution Co-Pilot. In 2017 he became Head of Performance Analytics for GroupM before joining Essence in 2020. Prior to working in the media industry, Anthony worked in Finance at a volatility hedge fund.