Ruairi has worked in many areas of the mobile advertising ecosystem, spanning a 12-year career which has recently seen him take up his latest role as Managing Partner for leading mobile-first agency Fetch. He got his start with mobile content provider Buongiorno (NTT DoCoMo) where he ran digital marketing for their direct-to-consumer entertainment business. From here he fulfilled an early career ambition and moved agency-side with FCB, where he led search marketing efforts. After a number of years building out growth strategies for gaming developers in the bay area, he finally moved publisher-side with ad-tech leader Criteo. Here Ruairi led the client strategy team for their app business, working with clients such as Expedia, Opentable, Walmart and EA Games.