I lead the Analytics and Data Engineering functions for Blizzard's Global Growth Marketing team. We provide decision-making support to market our PC, Console and Mobile games across paid media and CRM channels. Listed below are some of the products/capabilities shipped by the team.- Developed full funnel measurement frameworks to determine the return on marketing investments across paid media and CRM channels- Implemented an MMM solution to measure the impact of marketing on business outcomes- Led a team of analysts to drive customer acquisition and retention through KPI deep dives, marketing efficiency analysis, A/B testing, and customer journey analysis- Acquired datasets to enrich Blizzard's 1st party customer datasets- Built Data Protection capabilities to comply with privacy laws and regulations across the globe (GDPR, AADC, ...)- Implemented Datahub as our internal data dictionary and catalog solution; enabled our business stakeholders to lookup definition for marketing performance and audience datasets- Implemented dataform as our preferred data modeling solution; it enabled the analysts to source-control business critical queries and data transformation patterns- Introduced Reverse ETL solution to create, manage and distribute first party audience data to martech providersExperience:Digital Asset Management (DAM) | MMM | Emails, Push, In-App (SFMC,Braze,Swrve) | Audience Management (mParticle) | Push Message (Swrve) | Mobile UA | MMP (Appsflyer) | Reverse ETL

- Provided decision-making support to the Marketing team at Ancestry. Supported marketing budget setting, budget allocation, product launch measurement, commercialization tests,...- Owned the overall data and measurement strategy for Paid media channels (Brand + Performance), CRM (promo + lifecycle programs), and Product Marketing.- Partnered with Martech and Data Engineering to enrich consumer data by ingesting marketing performance data and 3P consumer-level data for measurement purposes- Owned the deployment, validation, and testing of marketing measurement solutions (iSpot, Data plus Math, Neustar MMM + MTA)- Partnered with the Data Science team to operationalize data science models (Customer Lifetime Value, Churn model) for marketing use-casesSFMC/CRM | CDP | MMM/MTA | Experimentation

- Design and develop comprehensive measurement plans, learning agendas and mar-tech roadmaps for clients in retail, consumer electronics, automakers, services, consumer electroncis and fintech verticals- Develop test and learn initiatives to identify which combinations of media mix, marketing channels and tactics are working (matched market tests, quasi-experiments,...)- Collaborate with research partners to measure and track clients' brand equity- Develop statistical models to forecast marketing and business measures such as sales, leads, site traffic,...- Mentor and lead a team of analystsExperience: Marketing Research | Marketing Analytics | Media Mix Modeling | Multi Touch Attribution | Experimental Design | Time Series Forecasting | Budget Optimization | Brand and Performance Measurement | Brand Trackers | Brand studies

On assignment at Facebook

Provided Analytics advisory services to companies and organizations in Greater Atlanta Area. Listed below are some projects I completed at Aspirent - - Developed an data science solution to predict the service life of mining equipments using sensor data housed in a Cassandra/Spark Analytics cluster- Conducted ROI study by comparing pre vs post service installation data for an electronics asset management device- Built custom visualization solutions using R, leaflet and other open source toolsExperience: Lifetime Prediction | ROI Study | Reporting & Visualization

- Provided executive management with data driven insights to develop Go to Market routes across products and geography, market segmentation, Sales Rules of Engagement, Geographical/Product coverage models, and promotional programs- Supported senior leadership team in executing Infor's channel strategy- Improved channel operations by transitioning 500+ legacy partner agreements to standard agreements, by tracking partner recruitment life-cycle, and by monitoring program compliance- Developed metrics to measure critical KPI of the channel business and dashboards that reflect the health of the channel partner community- Maintained and analyzed partner data in CRMExperience: Channel Partner Management | Sales Compensation | Sales & Marketing Operations | Channel Strategy

- Supported CFO in filing annual and quarterly reports- Analyzed the company’s financing history and presented findings to company shareholders- Conducted quarter-end book closing process for Common Stock, Equity Warrants, Stock Options, Notes Payable, Intangible assets.- Optimized new and existing spreadsheets, and simplified management & financial reporting by migrating data to Access database, by developing canned SQL queries, and by automating report generation- Supported the marketing team by analyzing the effectiveness of company’s website

Developed enterprise applications including business process management software, business intelligence applications, dashboards, and portal applications. These applications were part of industry leading Service Desk & Project management CA solutionsExperience: Business Process Management software | Workflow Software