AdMonsters Staff Contacts

Bowen Dwelle, Founder & CEO
San Francisco Office
(office) 1.415.420.1447
(email) bowen AT admonsters.org

Matt O'Neill, President
London Office
(office) +44 (0) 203 286 6677
(mobile) +44 (0) 7725 553 368
(email) matt AT admonsters.org
(skype) tmattoneill

Jennifer Siegel, Vice President, Sales
New York Office
(office) 1.646.201.9832
(mobile) 1.404.441.9061
(email) jen AT admonsters.org

Rob Beeler, Vice President, Content & Media
New York Office
(office) 1.646.201.9832
(mobile) 1.908.415.9713
(email) rob AT admonsters.org

Geerte de Ridder, Director, Events
London Office
(office) +44 (0) 203 286 6677
(mobile) +44 (0) 7877 665 400
(email) geerte AT admonsters.org

Martin Belk, Events Coordinator
London Office
(office) +44 (0) 203 286 6677
(mobile) +44 (0) 7901 763 905
(email) martin AT admonsters.org

Organization

Bowen Dwelle: Founder & CEO

Mr. Dwelle founded AdMonsters in 1999 as the only professional association exclusively dedicated to online advertising operations and technology. AdMonsters produces more than 60 highly regarded conferences, events and training seminars each year in the U.S. and Europe. Under Mr. Dwelle's leadership, AdMonsters has grown from an informal group of early pioneers in online ad operations to a global network of senior leaders in the field, including more than 400 member companies.

From 1998 until late 2001, Mr. Dwelle served as Senior Director for Technology Strategy and Director of Advertising Technology for Terra-Lycos, following Terra's acquisition of The Lycos Network. From 1996 to 1998, Mr. Dwelle was Director of Engineering for Wired Digital, leading the technical development of HotBot and other early online media properties. Mr. Dwelle began his career in software as a software developer, project manager, and application architect at Compuware in 1995.

Mr. Dwelle's key areas of expertise include online ad operations and technology, online media, and publishing, internet application and product development, and technology strategy and architecture.
Bowen is a rare, proud San Francisco native.

Matt O'Neill: President

Matt O’Neill joined AdMonsters in September 2005 after nearly 6 years at Yahoo!, Inc.. During his time at Yahoo!, Matt focused mainly on inventory management, yield management, and pricing.

Between 1999 and 2003, he served as project manager for Yahoo!’s in-house inventory management system (IMS). He also led Yahoo!’s exploration of online Reach & Frequency advertising delivery between 2000 and 2003, presenting on the topic at AdMonsters VI. Concurrently, Matt led an industry-wide initiative including agencies, ad serving companies, and publishers to explore the feasibility of a universal ad measurement system that would allow agencies and advertisers to plan, schedule, and deliver their online campaigns using traditional metrics such as GRP.

In July 2003, Matt moved to the UK to lead Yahoo!’s Pricing & Yield Management team in Europe. This involved developing company-wide policies to enforce pricing best practices, systems to generate quarterly rate cards across five countries, and reports and metrics to measure individual sales teams’ performance. While in Europe, he continued to leverage his interest in industry initatives by helping to launch AdMonsters Europe in July 2003.

Matt lives in North London with his wife Bethan and their dog Ouzo.

Jennifer Siegel: Vice President Sales

Jennifer Siegel joined AdMonsters in July 2006 after serving as President of Madison, NJ based Sensor Products Inc, a world leader in the technology sector related to surface pressure mapping sensors. Jennifer has more than twenty years of business experience, during which she has placed a particular focus on start-ups, small to mid-size businesses, e-business and online marketing. During Jennifer's tenure with Sensor Products, the firm saw revenue grow 100%, staff 40% and profit margins improved by 10%.

Prior to joining Sensor Products, Ms. Siegel founded J'Endeavor, an Atlanta-based marketing, efficiency and strategic consulting and event planning company. Preceding launching her own business in November of 2000, Siegel served as Director of Marketing for Atlanta-based Definition6, an Internet consulting firm.

Jennifer currently resides in Manhattan with her dog, Max.

Rob Beeler: Vice President, Content & Media

Rob Beeler joined AdMonsters in October 2008 after nearly 10 years at Advance Internet, a leading creator of local news and information web sites across the United States. At Advance Internet, Rob started as the only Ad Operations person and developed a department of 15 people in 8 locations across the country responsible for operations, project management, business development, web analytics and financial reporting, becoming Executive Director of Ad Operations and Analytics in early 2007.

Prior to Advance Internet, Rob held a number of positions related to advertising and publishing ranging from electronic prepress to an ad agency multimedia specialist. Rob graduated from Syracuse University in 1990 with a dual major in Producing for Electronic Media/English.

Rob currently resides in Hazlet, NJ with his wife Nancy and their three children.

Geerte De Ridder: Manager, Conferences & Events

Geerte has been a consultant for regional tourism authorities and small privately held European firms attempting to redefine their business models, marketing strategies and operations to adapt to the changing competitive landscape and take advantage of the unparalleled opportunities offered by the net. She holds a Bachelors degree in Business Administration from the Erasmus University in Rotterdam (NL) and is terminating her Masters Degree in International Management.