Lead a talented group of 35+ Data Engineers, BI/Data Analysts, Scientists, and Economists who evolve data management, data pipelines, analytic insights, BI visualizations, data science, AI/ML and A|B testing to maximize the value of data and drive data informed decision-making.*Led and championed the redesign of the data model and infrastructure with 15PB of data across disparate franchises and titles (50+ in 10 years) coalescing disparate data pipelines, sources, and tables significantly improving data quality (30%+), accessibility, resource efficiency, faster BI and analytic product development (50%+) *Led business analytics and data strategies utilizing full-service BI, advanced/predictive analytics, AI/ML, anomaly detection, simulations, forecasting, dynamic visualizations, causal inference, A|B testing, and customer segmentation to enable hyper-personalized experiences, and marketing which has contributed to increases in ARPU (+30%), hours played (3x) and high single-digit OI growth annually.

Led an incredibly talented group of 20+ Data Engineers, Scientists, and Analysts who evolve our data foundations, data modeling, analytics, ML, and visualizations for data-driven decision-making.*Led the integrations and migrations with Google Cloud Platform, Databricks, Adobe Martech stack, and Tableau along with the implementation of and successful compliance with data governance policies.*Designed and co-engineered an AI/ML customer lifecycle segmentation model for 50mm players leveraging transactional history, in-game behavior, survey and trend analysis that enabled personalized, targeted, and timely omnichannel marketing driving incremental +7% revenue and enhanced product development.

Led a team of 9 analysts, engineers and managers responsible for optimizing marketing & analytic products; BI, visualizations, customer segmentation, advanced analytics, data management and omnichannel marketing strategies driving data-driven decisions, and long-term product and retention strategies.*Built the product and marketing analytics teams optimizing development, forecasting and marketing strategies with a data and experimentation-driven discipline.*Architected the redesign of the data model across franchises including streaming content and modernized data solutions significantly improving data quality, accessibility, resource efficiency, faster BI and analytic product development. *Designed and co-engineered a 34mm customer lifecycle segmentation model leveraging transactional history, behavioural analytics, and trend analysis that enabled personalized, targeted, and timely omnichannel marketing driving incremental +7% revenue.*Designed and leveraged A/B tests, predictive behaviour models, BI and customer segmentation optimizing message personalization and delivering +30% ROAS across email, print, digital, search and social channels.

Led a team of 6 responsible for optimizing retention marketing, upsell & customer LTV through data analytics, customer segmentation, Churn & LTV modeling, pricing optimization, marketing ROAS, and evolving data management. *Co-led and co-engineered a data model and infrastructure coalescing numerous disparate customer and transactional data sources significantly improving data quality, accessibility, resource efficiency, faster BI and analytic product development. *Co-architect and engineered a margin-based retention spend model, infrastructure and strategy delivering on customer retention goals and saving ~$100mm in annual retention spend (+200% in marketing ROI)*Engineered, maintained, and managed a 20mm customer segmentation model enabling marketing personalization, timely retention and upsell efforts.

Led business sales, user acquisition & promotions, customer retention, operational efficiency including supply & demand forecasting, pricing optimization, annual planning, P&L, and contracting for 800+ events annually.

Consulting firm specializing in Business Development - Marketing Research - Advertising Creative - Promotions - Public Relations.

Responsible for retention, marketing and product placement analyses, demand forecasting, promotional/event/marketing campaigns, and customer segmentation.

Responsible for Market Analyses, demand forecasting, focus groups, qualitative and quantitative research on project viability.

Responsible for new market research and service opportunities, sales and service forecasting, and marketing analytics.

Donor research for the SMU foundationPollock Gallery Assistant

Product QA