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Lead a team of exceptional professionals who use data to uncover customer insights to continuously improve company performance and acquire and retain loyal and valuable customers.Selected work includes:• Manage development of predictive models that identified customers at high risk of leaving Macy’s with high accuracy (80%) and developed communication, product and store treatment plans for these customers• Identified new customer segment brand preferences that influenced introduction and expansion of two brands into more stores.• Lead creation of acquisition and retention strategies that focus on using customer life events as means of acquisition and prediction models for incremental improvement in customer purchase cadence.

• Lead a group of analysts, data scientists, and ad operations specialists to analyze, tag, report diagnose and develop actionable insights across MetLife global properties. • Introduce digital measurement strategy globally to MetLife approach of online analysis, formalize best practices, and develop measurement guidelines.• Introduce and establish daily use of various measurement systems to MetLife digital measurement arsenal, including tag management solution, digital analytic data warehouse online testing tools, and customer observation solution.

Lead advanced analytics and direct response (DR) group focusing on user level advertising data. Focus on develop customer intelligence to optimize and assess success of marketing and media campaigns.

Establish and expand marketing intelligence group within New York agency. Develop performance assessment and optimization capabilities, including creative/media optimization toolkits and standard tiered report infrastructure for clients in pharmaceutical, consumer packaged goods (CPG), financial services and automotive industry. Create agency marketing intelligence capability and present it during new business pitch process. Develop materials for cross-functional education of marketing intelligence principles.

Marketing, Strategic Planning and Decision Sciences Professor