The Talented Team That Drives the ARF
Executive Leadership Team
CEO & President
Scott McDonald became the CEO and President of the Advertising Research Foundation on March 1, 2017. With over 30 years of research experience solving pressing business issues, Scott is an ardent champion of high-quality standards. He has held senior research positions at leading global media companies, including 10 years at Time Inc., and 14 years Conde Nast. He also served as Chairman of the ARF from 2001 to 2002. His innovative work at the intersection of advertising research, traditional media, and the digital revolution reflects his roots in academia. Namely, McDonald earned his PhD in Sociology from Harvard University and has taught courses on media measurement, media economics, and monetization strategies at Columbia Business School for the past 18 years. CEO & President Member Newsletters
Chief Research Officer
Paul Donato joined the ARF as Chief Research Officer in October 2017. Paul is a highly-regarded leader in media and advertising research with more than two decades of industry experience. Earlier in his career he co-founded WPP’s Media Research Business Unit, served as CEO of Kantar Media, and Technical Director of IBOPE Latin America. He was the EVP and CRO for The Nielsen Company for more than a decade, overseeing Nielsen retail, consumer, mobile, and media measurement methodologies. Upon leaving Nielsen, Paul founded Jatopond, a media and market research firm. He also has led business units at Simmons, and at Audits and Surveys Worldwide. He currently sits on the Future State Committee of the National Air and Space Museum. In addition to leading the research team, Paul will also play an active role in overall ARF leadership, helping to guide our future direction.
SVP, Events Program Producer
Rachael is the SVP, Events Program Producer at the ARF where she leads a team responsible for all program content and attendee experiences. This includes conceptualizing and executing programs, building judging committees and activating board involvement in events. Rachael also spearheads the ARF Women in Analytics Group, a series of events and community-building initiatives, throughout the country.
EVP, Member Needs & Value
Michael Heitner is responsible for member relations at the Advertising Research Foundation. As Executive Vice President of Member Needs and Value, Michael leads the ARF’s executive team in building and activating membership through special initiatives, events, and conferences. Additionally, he serves as an external networking resource, connecting members with each other directly to advance mutual business needs.
Chief Operating Officer & Chief Financial Officer
Tom joined the ARF as Chief Operating Officer and Chief Financial Officer in 2015 after a successful career as a partner in a New York City public accounting firm and as chief financial officer of an internationally recognized educational membership not-for-profit organization. In his current role, Tom has oversight responsibility for the ARF’s finance, technology and human resources functions.