Experienced analytics leader and champion for data driven personalization, optimization, audience activation and insights in digital advertising, retail, CPG, telecom and software industries. Excels in applying problem solving skills and exploratory data analysis to bring clear recommendations to business colleagues, partners and clients. Skilled in leading analysts, engineers and scientists in the art of machine learning, data visualization, storytelling and analytics product design. Leads through action, combined with coaching, to enable team members to work through problems creatively and efficiently.
Jan 2018 to present
SVP, DIRECTOR OF DATA STRATEGY
Implemented the intelligence evolution, a re-imagined analytics process across C-K’s offices, where the analytics team was positioned as consultants helping clients achieve their data utilization goals. The new positioning of analytics helped the agency get a seat at the table with client business intelligence teams (CRM, eCommerce and IT) alongside consultancies.
Revamped our reporting and insight process across the agency’s global accounts. The new process created tighter integrations with activation teams and IT. The new process streamlined reporting timelines and reduced our time to delivery – creating more analytics value for our clients.
Installed innovative new analytics products and services designed to meet client needs, including a continuous creative optimization program. Lead the organic growth of existing clients to adopt these new services, generating additional revenue for the agency – funding 12 FTEs up from 8 FTEs in 2018.
Led the positioning of analytics in new business pitches. The new positioning gave us strong consideration from consultants which is currently paying dividends in 2019.
Jan 2014 to Dec 2017
VP, DECISION SCIENCES
MOXIE (ZENITH MEDIA)
Responsible for all work produced to support digital media, creative, CRM and web analytics supporting Moxie’s Verizon Wireless, Kohl’s, Atlanta Braves and eBay accounts; provided leadership for a team of 20-25 analysts
Led the creation of a personalization solution that leverages the Oracle BlueKai DMP, AWS, Redshift, Redis and Databricks to identify and message modeled audiences in real time. The solution reduces production costs and generated over $4MM in incremental revenue for Verizon
Led the development of analytics products and services including DecisionIQ (personalization leveraging big data, machine learning and DMP orchestration), Astral (machine learning and AI driven natural language insights platform) and Lightsaber (audience analytics and discovery). These processes were used in agency new client pitches to showcase Moxie’s analytics expertise
Participated in and won new business with heavy analytics inputs including eBay, Hulu, Delta, Atlanta Braves, Diageo, Kohl’s and JP Morgan Chase (among others)
Aug 2012 to Jan 2014
TRIAD RETAIL MEDIA
Led and developed a team of 5 senior analysts, 1 manager and 2 off shore analysts to support digital analytics projects to support account management, retailers, publishers and supplier teams
Responsible for the design and execution of digital analytics solutions that leverage ecommerce analytics, marketing research, online research and secondary sources in order to deliver actionable business insights to shopper marketers
Project leader of a team of BI Engineering and analysts developing a holistic reporting solution in Tableau that delivers real time campaign success metrics and attribution to shopper marketing teams
Represent Triad’s analytics function and present actionable insights during key business reviews for partners like L’Oreal, Kimberly-Clark, Wal-Mart, Nestle-Purina, Procter & Gamble among others representing over $200MM in Triad Retail Media annual revenues.
Jul 2010 to Aug 2012
MANAGER, MARKETING RESEARCH
Support executives with healthcare market insights based on results from primary research. Key internal customers include product management, software R&D, customer support, sales and operations
Led the development of the Vitera Intergy Electronic Health Records iOS application by using primary research to understand customer and prospect needs. Worked with software developers to prioritize the research informed product roadmap and software features developed in agile processes; worked with product marketing to set optimal pricing and packages based on research
Use database mining skills to analyze the physician customer database and the American Medical Association database to understand market share, market opportunity and product lifecycle
Manage the corporate research budget to ensure projects were completed on time, with quality and within budget
Designed, activated and analyzed the Net Promoter Score initiatives at Sage Healthcare Division
Jun 2009 to Jul 2010
MANAGER, CLIENT ANALYTICS
TRIAD RETAIL MEDIA
Define online metrics implementation and reporting for supplier marketing campaigns on retail websites including cvs.com; walmart.com; and dell.com
Provide insights behind consumer behavior on supplier brand pages including visit frequency, length and interaction; Track online influence on in-store consumer behavior
Supervise three junior and mid-level analysts as they produced reports following the completion of customer digital advertising campaigns
Support a digital advertising sales force by incorporating powerful selling arguments into marketing proposals and multimedia presentations
Aug 2005 to Jun 2009
SR. MARKETING ANALYST
MEDIA GENERAL (THE TAMPA TRIBUNE)
Develop, execute and analyze primary consumer research to evaluate the potential success of new product launches or gain insights on consumers of existing products and services
Utilize syndicated and custom research to develop multimedia presentations of market segmentation, consumer behavior and media effectiveness for internal and external decision makers with a variety of business functions (finance, hr, marketing, editorial)
MASTER OF BUSINESS ADMINISTRATION
University of South Florida - Tampa, FL
Finance and Marketing
3.98 GPA, Beta Gamma Sigma Honor Society
BACHELOR OF ARTS
University of South Florida - Tampa, FL