Theorem Appoints New Sales Leader

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Matthew Fogarty to lead sales initiatives as market dynamics create new digital demand

Theorem, an industry-leading digital media and marketing firm, has appointed Matthew Fogarty as Vice President, Sales. Fogarty brings 12 years of sales management experience to Theorem with core expertise in digital media.

Reporting to Theorem founder and CEO Jay Kulkarni, Fogarty will deliver on his proven record of boosting revenue and cultivating strong relationships with players across the digital ecosystem. He will lead expansion of Theorem’s sales team and oversee strategic account planning.

Fogarty brings to Theorem deep ad tech and media experience—key to the organization’s growth strategy. “We couldn’t be more pleased to welcome Matt aboard,” said Kulkarni. “Matt brings with him extensive strategic expertise and business development experience that are essential to Theorem’s continued global growth strategy and continuing efforts to build deeper relationships with our clients.”

Previously, Fogarty served in senior sales roles at Yesmail, AOL, and AppNexus. Most recently, he managed AppNexus’s global strategy and agency development for the company’s Advertiser Technology Group. In that role, he developed operational frameworks, processes, and functional planning tools that enabled him to build a robust sales function and that resulted in triple-digit year-over-year sales growth. At AOL, Fogarty was national sales director for the health category, helping businesses increase efficiency in a digital marketplace. At Yesmail, Fogarty focused on digital marketing by overseeing database marketing efforts for acquisitions.

“I am very excited to join Theorem at such a pivotal time in the digital marketplace,” said Fogarty. “Theorem is uniquely positioned in terms of its expertise, consultancy, and suite of services to help media owners navigate a complex marketplace, and I look forward to helping meet market needs through this transformation.”

About Theorem

Theorem is a full-service digital media and marketing services company that delivers an extensive range of flexible, tailored solutions to help organizations plan, scale, manage, and optimize their digital media initiatives.

Theorem serves more than 200 leading agencies, publishers, networks, technology providers, and brands. The company works with best-of-breed leaders in all categories of the digital advertising technology landscape, including ad networks, exchanges, trading desks, supply-side platforms, demand-side platforms, social and data management platforms, and the technology innovators that fuel online advertising. Serving clients by blending domain specialty and digital best practices, Theorem underpins the digital program successes of such companies as Rocket Fuel, Salesforce, Hearst, Pandora, and Advance Digital.

Headquartered in Chatham, New Jersey, Theorem has offices in New York, London, India, and the Dominican Republic. More information is available at


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