# Matt Scharf

> Matt Scharf is VP of Growth Marketing Performance at Adobe, where he has spent over a decade turning marketing measurement from a black box into a competitive weapon. He led the creation of what became Adobe Mix Modeler, an AI-powered platform combining media mix modeling, multi-touch attribution, and experimentation - delivering an 80% higher return on media spend over five years and a 75% increase in media's share of Adobe's subscription growth. An ANA Genius Award winner and Ad Age Trailblazer, Scharf is one of the sharper minds in performance marketing analytics.

- **Role:** VP, Growth Marketing Performance at Adobe
- **Organizations:** Adobe, Razorfish, Universal McCann Worldwide
- **Nationality:** American
- **Education:** Bachelor of Arts, Economics, University of Washington
- **Known for:** ANA Genius Award 2015 for Pioneering Analytics (Project Iceberg), Ad Age Trailblazer recognition, Led creation of Adobe Mix Modeler, now a commercial Adobe product

## Career timeline

- **pre-2010** — Early roles in digital media at Universal McCann Worldwide and CRG Events
- **2010** — Joined Razorfish as Associate Director of Advertising Services, San Francisco office
- **2013** — Joined Adobe as Manager of Display Media Operations & Analytics
- **2014** — Led Project Iceberg - pioneering viewability-adjusted attribution model, partnering with MarketShare and DoubleVerify
- **2015** — Won ANA Genius Award for Pioneering Analytics; promoted to Senior Manager, Display Media Operations & Analytics
- **2016** — Promoted to Group Manager of Integrated Marketing Analytics
- **2017** — Promoted to Director of Integrated Marketing Analytics
- **2021** — Promoted to Senior Director of Integrated Marketing Analytics
- **2022** — Promoted to VP, Growth Marketing Performance; oversaw development of what became Adobe Mix Modeler
- **2025** — Speaker at Adobe Summit 2025 on marketing measurement transformation from last-touch to incrementality

## Achievements

- ANA Genius Award 2015 for Pioneering Analytics (Project Iceberg)
- Ad Age Trailblazer recognition
- Led creation of Adobe Mix Modeler, now a commercial Adobe product
- Drove 80% higher return on media spend over five years at Adobe
- Achieved 75% increase in media's share of Adobe Digital Media subscription growth globally
- Pioneered viewability-adjusted attribution modeling via Project Iceberg (2014)
- Built Adobe's Global Media Center of Excellence

## Latest updates

- **2025-03** — Spoke at Adobe Summit 2025 on 'Revenue Metrics That Matter: Uniting Marketing's Measurement' alongside Lily Chiu-Watson
- **2024-12** — Published LinkedIn post on how Adobe is transforming marketing and operations
- **2024** — Adobe Mix Modeler - the AI-powered measurement platform his team pioneered - achieved results of 80% higher ROI on media and 75% increase in subscription growth contribution

## Links

- Website: https://blog.adobe.com/en/authors/matt-scharf
- LinkedIn: https://www.linkedin.com/in/mattscharf/
- Twitter/X: https://twitter.com/Matt_Scharf

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Profile page: https://yespress.io/matt-scharf
Published by YesPress — https://yespress.io
Last updated: 2026-05-31