Press & media,
written for journalists
in a hurry.

Iris co-founded AdMatrix Media in 2014 after a decade leading strategy at two Delhi agencies and a brief stint in-house running a Series C category-creation play. She has shipped positioning work for thirty-one SaaS companies, seventeen DTC brands, and four publicly traded firms, and has served as a fractional CMO for twenty-three engagements between three and nine months long. Her work has been cited in Harvard Business Review, Mint, and the Marketing Week annual brand-strategy issue. She teaches a positioning workshop at IIM Bangalore twice a year and refuses to use the word 'synergy' in a deck.

Tomás leads the paid-media practice and has personally managed more than $410M of working media spend over his career. Before AdMatrix he ran growth at two consumer subscription startups and led performance for an enterprise B2B brand through its IPO. He is a published contributor to Search Engine Land and Marketing Land on incrementality methodology, and has spoken at SMX Advanced and Hero Conf on attribution and MMM. His teams have shipped server-side conversion APIs for 47 brands and run formal incrementality tests across every paid channel that supports geo-experiments.

Ren leads search at AdMatrix and is responsible for the agency's GEO (Generative Engine Optimization) playbook — the framework that has earned client content placements in AI Overviews and Perplexity citations at roughly twice the category baseline. Before AdMatrix, Ren spent four years as a technical SEO at a publicly traded marketplace, where they led the migration off legacy server-rendered templates onto a Next.js stack while preserving organic traffic to the dollar. They are a regular contributor to Search Engine Journal on the topic of AI search optimization and llms.txt adoption.

Calla leads brand strategy and naming at AdMatrix. Her work has been recognized by Brand New, the Type Directors Club, and the Society of Publication Designers. She has named seventeen companies and forty-one products across her career, and has rebuilt verbal-identity systems for two publicly traded firms following acquisitions that left their voice in pieces. Before AdMatrix, Calla led strategy at a Mumbai identity studio whose work she still occasionally apologizes for. She writes a quarterly essay on naming at the AdMatrix journal and is regularly cited in Brand New's annual review.