MINNEAPOLIS, MINN. June 5th, 2024—Ten Ovative Group team members were recently honored as winners of AdFed Minnesota’s annual ‘32 Under 32’ Award, accounting for more than 30% of all winners. Chosen from 177 total nominees and 34 Ovative nominees, these technologists, strategists, and media experts were named winners: Abi Spethmann, Erik Jacobson, Faradawn Yang, Farid Sani, Firdows Dayib, Libby Koch, Luoyu Shen, Mara Koons, Michelle Tang, and Susan Nitschke. 

This year’s award theme was ‘Best in Bloom.’ Shared by AdFed, “Best in Bloom is a vibrant celebration honoring 32 of the most outstanding young professionals who are leaving their mark on the marketing and advertising landscape. These are the changemakers who are not only making an impact today but setting the stage for tomorrow.” 

Ovative stood out in the field of blooms, receiving more nominations and winners than any other company. Its 34 nominees spanned different areas of business, including data engineering, paid social, product marketing, and more. Winners were crowned through an anonymous scoring process by local marketing and advertising experts. 

Abi Spethmann, Manager of Reporting and Data Management, was nominated for transforming complex data into scalable, high-impact solutions. She leads with precision, heart, and accountability—standardizing processes and advancing search and creative reporting. 

Erik Jacobson, Senior EMRge™ Full Stack Engineer, was nominated for bridging code and strategy. A key architect of Ovative’s EMRge™ platform, Erik brings order to campaign chaos and leads with humility—mentoring teammates and connecting complex engineering to business outcomes. 

Faradawn Yang, EMRge™ Data Engineer, was nominated for embedding AI into Ovative’s tech stack. He builds purposeful tools that streamline workflows and teaches others through internal sessions, making AI more accessible across the org. 

Farid Sani, Senior Analyst of Video and Programmatic Media, was nominated for pairing strategic thinking with calm, clear leadership. He drives transformation by navigating complex challenges for large clients and mentors others while raising the bar for excellence across the agency. 

Firdows Dayib, EMRge™ Product Operations Analyst, was nominated for accelerating reporting and operational efficiency. She’s a key problem solver driving operational improvements through her drive, curiosity, and efficient collaboration across the EMRge™ product team. 

Libby Koch, Senior Manager of Client Services, was nominated for transforming marketing programs with data-driven innovation. She balances impact with advocacy—advancing client results while championing DEI and a culture of belonging. 

Luoyu Shen, EMRge™ Senior Data Scientist, was nominated for developing models that advance holistic measurement and drive growth. She translates complex data into client-ready insights, building trust through clarity and technical expertise. 

Mara Koons, Director of Paid Social, was nominated for her competitive edge and innovative leadership. She manages high-performing teams, leads multi-million-dollar budgets, and played a key role in Ovative’s expansion—winning 90% of her pitch opportunities.

Michelle Tang, EMRge™ Senior Data Visualization Engineer, was nominated for designing scalable reporting solutions. With a calm and collaborative spirit, she simplifies complex data, mentors junior teammates, and helps marketers make confident, data-informed decisions. 

Susan Nitschke, EMRge™ Product Manager, was nominated for reimagining how clients use marketing data. She built a centralized, user-friendly platform from the ground up, enabling smarter decisions and mentoring future tech leaders along the way.

Ovative’s 24 additional nominees include: 

• Adam Thomas, Senior Full Stack Engineer, EMRge™ 

• Alex Berg, Senior Analyst, Reporting and Data Management 

• Brandon Bever, Senior Manager, Reporting & Data Management 

• Brie Zellmer, Product Operations Lead, EMRge™ 

• Carly Richardson, Manager, Client Service 

• Chelsey Lang, Director, Retail Media Measurement 

• Chris Boyle, Director, Client Services 

• Cora Li, Senior Analyst, Feeds 

• Courtney Peter, Manager, Affiliate 

• Ellie Brockman, Senior Manager, Client Services 

• Esther Chan, Senior Analyst, Strategic Projects 

• Grace Williams, Product Manager, EMRge™ 

• Jade Seguchi, Analyst, Reporting and Data Management 

• Jordyn Joens, Director, Paid Social 

• Lindsay Merrigan, Senior Manager, Retail Media Consulting 

• Maya Gorr, Director, Media Strategy 

• Molly Tully, Manager, Paid Social 

• Morgan McLinden, Senior Manager, Measurement Solutions 

• Nick Fredrickson, Manager, Reporting and Data Management 

• Omar Ahmed, Lead Full Stack Engineer, EMRge™ 

• Sadie Hinrichs, Senior Analyst, Paid Social 

• Sid Paari, Manager, EHR Template Team 

• Valentina Lopez, Manager, Paid Social 

• Zac Beck, Senior Manager, Measurement Solutions

See the full list of winners here. 

ABOUT OVATIVE GROUP 

Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging our deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.

At Ovative, we don’t just track data, we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™ helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We’re all about raising the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land. For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter. 

ABOUT ADFED 

The Advertising Federation of Minnesota (AdFed) is a non-profit, professional trade association that has served the Minnesota advertising community including agencies, advertisers, suppliers, and students, since 1906. AdFed is a part of The American Advertising Federation (AAF), the nation’s oldest national advertising trade association. To learn more, visit https://adfed.org/.