Strategic AI Transformation:
Maverick AI for Media Sellers

I led the design strategy for an AI-powered suite to unify a fragmented AdTech ecosystem post-merger, transforming a manual 8-step proposal process into a high-conversion 4-step intelligent workflow. Maverick AI is now Madhive’s most visible monetized product line, used by top US broadcasters including Hearst and Nexstar.

A media seller's day is a high-velocity balancing act between strategic consultation and manual data entry. They must translate an advertiser’s vague marketing goals into a technical media plan.

Reps were struggling to hit aggressive KPIs. They lacked a “single source of truth” for complex ad-tech product knowledge and real-time objection handling. Following the two companies’ merger, our product faced a steep hurdle: I was tasked with defining how Generative AI could bridge this knowledge gap without disrupting existing high-pressure workflows.

The SmartProposal feature automates the creation of media proposals by utilizing historical campaign data to suggest specific ad tactics, geographic targeting, and budget distributions. The tool functions as an integrated research and planning assistant that replaces manual data entry with recommendations based on previous successful local and national outcomes. Once a strategy is selected, the platform allows the user to convert the digital proposal directly into a live campaign order, streamlining the transition from the sales pitch to technical fulfillment.

I architected a three-pillar design roadmap that allowed us to test, learn, and scale AI capabilities while maintaining user trust.

Instead of handing off static mocks, I built React prototypes with Claude Code, wired to real data, so PMs, engineers and sellers could react to real AI output early.

I also shipped front-end PRs myself to keep the merged legacy systems visually consistent, and worked with engineers on streaming UI states so AI responses feel fast and trustworthy.