Paul Gelb is the Sr. Director and NA Head of Media Activation and Investment at Bayer. In this role, he leads relationships with all major ad marketplace platforms and creates the strategy, tactics, targeting, advanced optimizations, and ad operations process across all media channels and brands. He built and manages the preeminent digital in-house ad-buying function in North America. Bayer’s media activation was recognized by Adexchanger, winning 2021 Best in Show award and the Best In-house Media Team in 2020 and 2021.

Previously, Paul was the Head of Programmatic at Twitter, overseeing the company's worldwide programmatic agency trading desk business. Before that, he was the Head of Strategy and Marketplace Development at MoPub, the largest mobile exchange, which Twitter acquired in 2013. Paul began his digital media career at Razorfish as the Vice President and Founder of the mobile practice, which was ranked #2 by Ad Age for agency mobile revenue. He was the youngest executive to receive Mediaweek's Media All-Star award. Forrester recognized the global mobile practice he founded as a mobile marketing agency Industry Leader, their top rating. Paul's clients included Mercedes, Disney, Samsung, Unilever, Starwood, and Citibank. His innovative work won mobile marketer of the year, luxury mobile marketer of the year, and a Cannes Lion shortlist selection.