Patrick Toland
Education
San Francisco State University
Bachelor of Science (B.S.), Marketing -
San Diego State University
, -
Menlo School
High School Diploma, -Work Experience
Proper Lever
Current
Proper Lever
PlusUp
Current
PlusUp
Centro
2015-09-01 - 2015-11-01
Centro
Brand Networks
2013-10-01 - 2015-06-01
Brand Networks
OptimalSocial
2012-07-01 - 2013-10-01
OptimalSocial
TBG Digital
2010-05-01 - 2012-05-01
TBG Digital
Incentive Networks (Acquired by WebLoyalty)
2000-06-01 - 2010-05-01
Incentive Networks (Acquired by WebLoyalty)
Schoolpop
1999-07-01 - 2000-06-01
Schoolpop
Digital River
1998-08-01 - 1999-07-01
Digital River
CNET
1995-08-01 - 1998-08-01
CNET
Skills
Summary
I’m the founder of Proper Lever, a digital marketing agency purpose-built for multi-location and franchise businesses. Drawing from a career supporting brands like McDonald’s, Inspire Brands (Arby’s, Dunkin’, etc.), Yum Brands (Pizza Hut, KFC), and Orangetheory Fitness, we help solve the complex challenges of scaling local marketing. Previously, I founded PlusUp to elevate paid social performance. With offices in Atlanta and San Francisco, we supported brands like Carter’s, Reebok, and Allstate, delivering measurable results through media strategy and execution. Before that, I served as EVP of Business Development at Brand Networks, a leading provider of social ad solutions for Fortune 500 clients and their agencies. Brand Networks had acquired Optimal, where I led sales and client services, transforming it from a niche player to a top-five Facebook and Twitter media buyer within 18 months. Earlier in my career, I launched North American sales and operations for TBG Digital, a UK-based Facebook Ads API partner and pioneer in social media buying. TBG was later acquired by Sprinklr. I also co-founded Incentive Networks (formerly Loyalty Ventures), an operator of merchant-funded online loyalty programs across the U.S., Canada, the U.K., France, and Germany. The business was acquired by Webloyalty in 2008. Across my career, I’ve led high-growth teams across business development, sales, client services, marketing, and product—helping build and scale category-defining internet businesses.
