Team Spotlight

Dave Adler, Search Director, recently celebrated 15 years at Harmelin Media. To mark the occasion, we caught up with him to hear his thoughts on the ever-evolving media industry and to get to know him a little better. 

What are some of the notable changes you have seen in the industry since you started at Harmelin? 

Most aspects of my job, including managing, optimizing, and reporting, were completely manual when I started; now, this is nearly all automated. While the way things are now is effective and efficient, I feel fortunate to have started when I did as you develop a stronger understanding of a platform when you are pulling the levers and managing the data yourself at a granular level.  As manual processes became automated, this experience gave me a much stronger understanding of what to look for when analyzing data, as well as an understanding of what potential unintended consequences a high-level automated optimization strategy may have; this has been invaluable in making informed strategic decisions and in understanding what happened and how to adjust if things don’t quite go as planned. 

How have emerging technologies and AI influenced the industry and your daily work? 

The rapid impact and evolution of AI have made an extremely hot topic for conversation, news, and POVs, which makes it difficult to add much value that hasn’t already been said. Building on the last question, AI may enable us to do things we were not previously capable of, and it may accomplish tasks that we are capable of exponentially faster than we could ourselves. But the more we rely on it to do these tasks, the less we understand how to do them ourselves. At face value, it is easy to say that it really won’t matter if we understand how to do these tasks as we won’t ever need to do them ourselves again, but it really isn’t that simple; that understanding is what gives us the ability to plan strategically and write effective prompts based on unique client nuances, circumstances, and goals. Scaling back the use of AI could potentially help combat this, but that isn’t a viable option as its capabilities continue to grow. As such, it is on us to put in the effort to maintain these skillsets, even if they may start to fall outside of the regular day to day, and to continue to adjust our training to get the most out of the tools available to us, with an extra focus on strategic thinking and situational awareness. In this way, we can maintain our high level of expertise and continue to apply it to get the most out of the tools available to us. 

Where do you see the industry in the next 1 year / 5 years / 10 years? 

In the next year, AI will continue to evolve, transforming how we work, what we are capable of, and simultaneously consumer behavior. With how rapidly things are changing, it is very hard to predict what things will look like 5 or 10 years from now, but I’m sure the monetization of AI products, including ads showing in AI search results, will be a driving factor. 

Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. Where is your favorite place to be? 

There’s a lot to see out there; I prefer exploring someplace new over going back to a place I’ve already been to. I’ve been to 24 countries, all 50 states (43 of them twice or more), 48 US National Parks, and have gone to 500+ breweries and 400+ concerts. 

What is your favorite movie, TV show, song, or book that you never get tired of? 

Similarly, I generally prefer watching something new over rewatching something. Living in walking distance of a movie theater, I have been able to really take advantage since they started having unlimited monthly subscriptions; I saw 124 movies in theaters in 2025. I’m sure I’m missing a few, but some favorites that I’ll go back and rewatch every few years: 

• Movies: Donnie Darko, In Bruges, Pig, Scream, and American Beauty 
• TV: Mr. Robot, Game of Thrones, Maniac, Fargo (S1 & 2), Banshee, Severance, Braindead, Party Down, Letterkenny, and Community 

How do you usually like to start your day before work? 

I like to get right into it, start working as quickly as possible and spend at least half an hour being as productive as possible. When working from home, the first thing I typically do when I wake up is log on and start working.  When I get off to a quick, efficient start, I immediately feel mentally sharp and productive, and am able to maintain that throughout the day. If I take my time and relax first thing in the morning, I have a harder time reaching the same level of mental focus. 

Reflections from the Harmelin Community 

Tim O’Malley, Search Senior Director, shares “On my first day at Harmelin 13 years ago when I first met Dave, I could see his commitment to his clients and to the team right away. Since then, I have seen him grow into a leader on the search team in driving our operational and measurement success. He has been key to helping our growth to over 20 search professionals and guides multiple team members as their manager. Dave has made his mark as not just a talented professional, but as a trusted friend who you can count on to speak his mind and to always have your back. Congrats Dave on 15 incredible years!” 

Ryan Wood, Reporting & Analytics Manager, also adds: “Dave Adler has been a key pillar to my growth here at Harmelin Media and I’m extremely grateful to have worked with him. He’s helped bring structure to junior members’ growth in paid search by providing working sessions to help new employees understand the platform. For me, specifically, he has provided a level of discipline working together, showing me the ropes on how to structure presentations and interact with clients. Most importantly, Dave has shown immense patience and understanding. He is stalwart in his efforts to do things right and to make sure you know how to do things right as well, while not being hard or overly critical. Lastly, Dave is just an awesome person to be around and to work with, providing great conversation and always prepared to bond with his fellow co-workers whether junior or senior. Dadler truly is the best.” 

Heather Shields, SEO Manager, reports, “Dave is one of those people who instantly makes the office feel easier to navigate — thoughtful, steady, and always ready to help figure something out. He’s also the regular recipient of my completely unplanned ‘Heather face’ pop-ins, which I suspect he both expects and dreads in equal measure. Either way, the search team wouldn’t be the same without him.” 

Congratulations, Dave! Thank you for your 15 years of commitment to Harmelin and our clients. 

For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.  

Wendy Rumer, Local Broadcast Senior Director, recently celebrated 30 years at Harmelin Media. To mark the occasion, we caught up with her to hear her thoughts on the ever-evolving media industry and to get to know her a little better. 

How have emerging technologies and AI impacted our industry since your last interview? 

Technology helps planners find the best way to reach precise audiences in relevant and timely ways, whereas we used to rely on broader targeting and instinct. However, technology hasn’t replaced the human side of our work, as it has made experience and judgment more important. With the amount of data available, we need to know what to trust, when to question, and how to best use our resources. 

What are some consumer trends or behaviors that have shifted in our industry in that time? 

In my early career, cable posed a major challenge. Back in 1996, we were frustrated by how much it fragmented viewership. It’s funny to look at that now, in 2026, when consumers have virtually unlimited ways to access entertainment and experience advertising. 

Where do you see the industry in the next 1 year / 5 years / 10 years? 

That is a difficult question because I would not have been able to predict the past 10 years. We now have an incredible amount of consumer data, yet many people actively pay to avoid advertising. Over the next decade, I believe human creativity combined with data and technology will play a major role in addressing that challenge and creating more meaningful ways to connect with audiences. 

Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. What’s your favorite way to spend time off? 

I’m a crafter; it’s how I unwind and recharge. I love making things and enjoy working with fabric, paint, paper, and beads. Lately, I’ve been especially into marker and pencil coloring. I would recommend it to everyone; it’s the perfect creative outlet when you want to relax without committing to a big project. 

What’s a piece of advice you live by? 

Stay positive. I try to find something good even in difficult situations and avoid dwelling on things I can’t change. Do things that make you happy to create your own happiness. 

Are there new skills or areas you’re currently focused on improving? 

I’ve been primarily a broadcast buyer for the past 15-20 years, but recently, I’ve been given the opportunity to expand my role. I’m still using my broadcast expertise, but I’m also doing account work and planning. I’ve enjoyed diversifying myself with new challenges and experiences, and I’m focused on continuing to grow in these areas. 

Reflections from the Harmelin Community 

Chris Bruno, Local Broadcast Director, shared: “I started here over 14 years ago and one thing has never changed: if you have a question about work, whether it’s about our internal systems, reporting, buying strategy, or negotiation, Wendy is one of the first people to go to. On top of her extensive media knowledge, Wendy is always one to keep things on the lighter side and make everyone laugh. I can’t tell you the number of times in a week where I think to myself, ‘she’s got to be so tired of me asking questions, but I have to figure this out,’ and of course she helps without any problem.” 

Pam Gulotta, Local Broadcast Director, also reflected: “I have been honored to work at Harmelin Media for over 20 years and have looked up to and admired Wendy from day one. I have often said that Wendy has an uncanny ability to be the most knowledgeable person in the room, yet the most approachable. Her knowledge of our industry is unmatched. But beyond that, Wendy is simply fun to work with and be around! She could light up any room with her laugh, and she is first to praise or acknowledge a coworker’s hard work. I am eternally grateful to have her as a supervisor and am lucky to have learned from her.” 

Congratulations, Wendy! Thank you for your 30 years of commitment to Harmelin and our clients. 

For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.  

Noelle Siaplay, Media Director, recently celebrated 15 years at Harmelin Media. To celebrate this milestone, we sat down with her to ask her thoughts on the ever-changing landscape of the media industry and to get to know her better. 

What are some of the notable changes you have seen in the industry since you started at Harmelin? 

Over the years, I’ve watched the media industry transform in ways that felt almost unimaginable back in 2011. When I first started at Harmelin, media channels were far more defined, and each had its place and its purpose. Since then, the way we engage with media, and the role each channel plays in our everyday work, has evolved dramatically. 

The biggest shift I’ve seen is the evolution of social media. When I started, social media platforms were still a place for grainy Instagram/Facebook posts, status updates, and sharing moments among close friends and family. It felt personal, casual, and relatively simple. Fast forward to today and social has grown into a powerful world of its own that drives culture, discovery, commerce, and business outcomes. 

We’ve gone from casual posting to highly-produced content, from everyday users to full‑fledged creators and influencers, and from organic sharing to sophisticated monetization models. Social has become one of the core channels in our media recommendations, and in many cases, it’s a client‑mandated must‑have because of its scale, precision, and impact. 

What’s most notable is how social has expanded beyond its original purpose. It’s no longer just “social” it’s where people learn, get entertained, shape opinions, and increasingly discover (I search for everything on Instagram!). Platforms now function as search engines, educational resources, news providers, and shopping sites all at the same time. That shift has changed how we think, plan, and activate on social media. 

How have emerging technologies and AI influenced the industry and your daily work? 

New technologies, particularly AI, have significantly transformed both the industry and our daily work. As media continues to evolve rapidly, the demand for deeper insights, and more creative media solutions has increased just as quickly. This shift has changed how we collaborate internally, making cross-team and cross-channel cooperation more important than ever. We are now sharing information more seamlessly, working more collaboratively, and addressing problems with a broader, more connected perspective. 

AI now plays a significant role in my daily workflow, from efficiently analyzing data to assisting with creative tasks, such as generating visual mockups to bring media recommendations to life. AI also helps with smaller tasks, like locating that random document from two years ago that you know exists but just can’t find. I’m looking forward to seeing how AI continues to evolve our industry and make daily work even more efficient. 

Where do you see the industry in the next 1 year / 5 years / 10 years? 

In the Next 1 Year 

As I mentioned, AI is seamlessly integrated into my daily workflow. I believe the coming year will highlight not only AI’s efficiency but also the critical role of collaboration, demonstrating that AI is here to enhance, not replace, our work. 

In the Next 5 Years 

As marketers increasingly demand deeper and faster insights, I believe AI will play a more significant role in planning and optimization. I envision it becoming the teammate that seamlessly connects dots across channels, making collaboration smoother for all of us. 

In the Next 10 Years 

It’s hard to say, but I can attest to how much this industry can transform in a short time. Looking ahead, I foresee a shift toward more personalized content and the complete integration of AI into everything we do. AI influencers will likely continue to grow in popularity, influencing both preferred content consumption and marketing strategies. 

Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. Where is your favorite place to be? 

With family and friends, enjoying a great meal and a perfectly mixed cocktail. These get-togethers, which can sometimes stretch out for 10-12 hours (I’m serious), are filled with laughter, shared stories, and even a few tears now and then. These are the moments when I feel truly at peace. 

What is your favorite movie, TV show, song, or book that you never get tired of? 

Seinfeld is without a doubt one of the funniest and most relatable shows. I can reference it in any situation. My sister and I are both obsessed. 

What’s a small thing that instantly improves your mood? 

Hugs and kisses from my 2-year-old son, CJ. 

Reflections from the Harmelin Community 

Lisa Rothmiller, Senior Director, has known Noelle since the beginning and remarked: “I’ve had the pleasure of knowing Noelle for 15 years and worked alongside her for almost half that time. I’ve seen her incredible drive, her natural leadership, and her unwavering commitment to her team and to Harmelin. She sets the bar high in everything she does, not just through her work, but also through her involvement in various Harmelin Employee Resource Groups and the positive impact she’s had across the company. Beyond that, Noelle is an amazing wife and mom and balances her work/home life effortlessly. I’m so grateful to call her not just a colleague, but also my friend. Noelle, here’s to continued success, happiness, and all the blessings you deserve!” 

Victoria Sculli, Associate Director, shared: “I have had the pleasure of working with Noelle for more than half of my tenure at Harmelin Media, and she is without a doubt one of the best managers I have had in my career. Noelle consistently takes the time to teach, guide, and support me. She shows up not only for her team, but also for her peers and clients, always leading with professionalism and dedication. Her deep knowledge of the industry has made her someone I truly look up to as a role model. Beyond being an exceptional manager, Noelle has also become a great friend. That kind of chemistry is rare to find in a manager, and I feel very fortunate to work under her leadership and learn from her example. Congratulations, Noelle! I look forward to continuing to see you excel in your career.” 

Congratulations, Noelle! Thank you for your 15 years of commitment to Harmelin and our clients. 

For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.  

After 23 years of dedicated service at Harmelin, David Moore will be retiring on October 31, 2025. David has been a cornerstone of our Broadcast Team as a fierce negotiator, a passionate market specialist, and a true team player. 

From Philadelphia to Miami, Boston to Las Vegas, David’s expertise has shaped countless campaigns for clients. Before joining Harmelin, David brought his talents to major brands like McDonald’s, Volkswagen, Converse, and Citizens Bank during his 17-year career in Boston. 

We’ll miss David’s humor, insight, and unwavering commitment, but we’re thrilled to celebrate this next chapter of his life. Please join us in congratulating David on this well-earned milestone and in thanking him for the lasting impact he’s made. 

Brendan Murtha, Associate Director, shares: “I’ve had the pleasure of working closely with David on the broadcast buying team for over a decade now. His dedication, negotiation skills, and deep industry knowledge have made him a valued mentor to our team. I’ve learned a lot from David over the years and will truly miss our conversations. Wishing you all the best in this exciting new chapter. Congratulations on a well-earned and well-deserved retirement, David!” 

Chris Bruno, Director, adds: “Working with David over the last 14 years has been an experience to say the least. Never at a loss for words, David made every day an adventure. He was always available and willing to help someone struggling with their workload, while taking on a large amount of work on his own. He was always there for coworkers on a professional and personal level, and I will miss working with him.” 

Kathy Coyne, Senior Vice President, remarks: “David has been a steady force in this business for 40 years. He was a true professional — smart, strategic, and always tough at the negotiating table. He worked on some of the biggest accounts and most recognizable brands, and his impact was felt across the industry. David was one of the first people to train me as a media buyer here at Harmelin. I’ll always be grateful for the knowledge and skills that he shared with me. He will be missed!” 

David, your legacy lives on! We wish you happiness, adventure, and plenty of well-deserved relaxation in retirement! 

For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.