Building the last mile data pipelines for Marketing Analytics, Attribution, and Reporting

• Responsible for Data Science and measurement support of all UberEats and Postmates brand marketing and growth initiatives in the US and Canada with a ~ $400M/ year budget• Analyze, optimize, and plan incrementality studies (Brand lift, Conversion lift) for UberEats to improve performance on critical initiatives such as awareness, consideration, conversions, etc.• Perform Market Level Tests (i.e. Geo Experiments) to measure the causal effect of brand marketing on down funnel business metrics such as customer acquisitions, first orders, total orders, and revenue.• Ran regression based MMM models to optimally allocate marketing budgets and maximize incremental gross bookings• Work cross functionally with internal teams (Marketing leadership, Media team, Research) and external vendors (Google, Meta, Twitter, etc)

• Led all 1P and 3P measurement and research initiatives for clients in the Tech vertical. Key clients include Google, Amazon, Microsoft, Samsung, and Spotify.• Performed meta analysis of all tech brand lift studies including regression modeling to find key drivers of brand lift performance. Presented findings to the entire Tech Sales team and key client’s marketing leadership.• Regularly performed new analysis to help improve brand and conversion lift results by writing new SQL scripts and productionalizing analysis in Python notebooks that are used by the larger Marketing Science team for all verticals.• Planned and executed year long measurement learning agendas for key clients that included brand lift, conversion lift,TAR, and location attribution studies.• Led future proofing initiatives such as setting up Snap Pixel, App SDK, and Conversions API for key tech clients.

• Provide analytics and measurement to Roku’s largest DSP clients using first, second, and third party data (Nielsen, Kantar, Kroger’s, etc) through SQL queries and Python analysis.• Generate up $1Million in ad spend from new clients per month with analysis showing incremental effect of OTT advertising alongside linear campaigns.• Commission, analyze, and present incrementality studies (PSA, Audience Holdout, Ghost Ads) to prove the value of Roku’s ad platform and retain existing clients.• Analyze campaign performance for advertisers and optimize for optimal reach and frequency, audiences, channels, etc.• Leverage Roku’s industry leading ACR Panel and DSP dataset to create market level insights and drive conversation with new and existing customers.

• Lead Data Scientist providing market level to user level insights to largest CPG clients through SQL queries and Python analysis.• Secured $1.5 Million in Q4 spend from Estee Lauder after “partner day” analytics presentation to brand’s leadership.• Led brands through full cycle of A/B test from planning and methodology to execution, analysis, and presentation.• Created Tableau dashboards to help agencies monitor accounts from multiple clients simultaneously.• Consulted Criteo’s largest partners (Publicis Groupe, Coca Cola, Nestle Water, etc) on data centric advertising strategy• Shared knowledge weekly through analysis of incrementality, shopper journey, brand affinity, purchase behavior, retail media strategy, co-purchase behavior.

• Increased Reckitt Benckiser’s search budget to $20 million/ year through optimizations based on testing and keyword analysis.• Developed regression model to estimate future ROAS based on spend, seasonality, and ad channels.• Revamped search strategy to fund high potential KW and shift money from poor performers.• Automated monthly dashboards through Python scripts for 22 RB brands to help brand managers review performance.• Define, prioritize and execute various analytics projects including: budgeting, forecasting, and scenario planning as the lone analyst on the RB client team.

• Support client teams (Oxygen, MSNBC, USA, etc.) with measurement focused campaign planning.• Helped the NBC sports teams understand the key drivers of linear tune in and online conversions through statistical analysis of advertising data.• Analyzed data (Search, Social, and Ad server) during and post campaign. Created informative and engaging data visualizations on Tableau and presented findings to internal stakeholders and clients. • Responsible for experimental design and insights during attribution studies with SambaTV.• Created Tableau and Datorama dashboards to help NBC Sports and MSNBC teams monitor spend and performance of digital campaigns.

• Queried database using SQL to analyzed performance of different marketing initiatives and visualized on Tableau. • Helped product and sales managers understand our subscriber base (what drives interactions, how much is one subscriber worth, and how to increase revenue potential per subscriber).• Developed SQL scripts to find core business KPIs and analyze results from A/B tests.• Supported business development by calculating revenue potential of different user bases, websites, and lead generation content.

• Scheduled tweets for Twitter, managed brand’s Instagram page, posted articles to Facebook page, and added recipes to saffronroadfood.com. • Created sales reports and developed shareholder ledgers for CEO, Adnan Durrani.• Completed inventory data preparations for logistics team.• Assisted marketing team in creating and shipping demo kits and other promotional material. • Responded to all customer questions, complaints, and concerns through email and telephone.

• Assisted the Digital Ad sales department including Kids+ Family and Music and Entertainment groups in projects aimed at tracking potential new business and increasing advertising sales revenue. • Created the first of many Daily Opportunity Reports which track prospective clients, how likely we were to close a deal, and revenue potential. • Analyzed the MTV, VH1, and Comedy Central websites to improve In View ratings and increase value for clients; regularly monitored Business on Books reports and Revenue at Risk, and recreated and updated Excel files used to track ad impressions.

• Created a cost analysis on excel for properties in NYC and determined ways to save money spent on outside contractors by analyzing 2012 expense summaries. • Wrote contracts and notices, contacted vendors and superintendents on behalf of managers.• Visited over 1000 units to inspect property and speak to residents about housing issues.