At EXL I play a dual role, splitting my time as both an embedded client engagement manager for a leading US sports league as well as working in the Business Development space. While working on-site at my primary client engagement, I lead a team of 5 onshore/nearshore and 10 offshore resources across three distinct analytics-focused workstreams: Data Engineering, Business Intelligence, and Data Science; together we support business areas such as Ticketing, O&O Streaming, Content, Marketing, Finance, and more. In my Business Development role, I manage cold and warm outreach to prospective clients, develop and deliver presentations and RFP responses, and assist in the research, writing and publication of case studies and industry whitepapers on key topics.

Under my leadership, the Media Insights & Analytics team has become a trusted, frequently turned-to resource for internal decision making, providing insights on sports and entertainment content across linear television, SVOD and AVOD streaming, and social media industries. The work we do is used to shape programming, content development and marketing decisions while supporting the company’s Media, Finance, Strategy, Sales, and PR teams.I have built and led a diverse team of 4 full-time staff, up to 7 contractors, and seasonal interns through a mix of in-person, fully remote, and hybrid work settings. Using a “have fun but get the job done” mentality with a focus on learning and development opportunities, I’ve retained strong talent through a global pandemic, an unprecedented acquisition, and return-to-work mandates.Over the last decade, I have regularly partnered with C-suite executives to craft compelling brand stories for WWE’s domestic TV, streaming, and content licensing rights renewals, which have led to a 1.7x increase in US TV rights fees in 2014 and a 3.6x increase in US TV rights fees in 2019.I work closely with our Data Technology and Business Intelligence teams to manage cross-departmental projects by ensuring all stakeholders’ needs are met during the development, testing, and approval of dashboards, automated processes & reports.My innate love for solving puzzles often comes in handy: for example, after a previous team left no documentation for a report they produced that needed to be replicated, I worked to reverse-engineer a solution in order to equip our executive team with accurate, timely data.I embody a philosophy of transformational leadership through hands-on collaboration and inspiring others to achieve their best every day, and I am a vocal champion for a culture of authenticity, autonomy, accountability, and achievement.

Lead for Domestic Media (linear, streaming, digital/social) analytics and insightsActive role in ongoing data warehouse and self-serve/automated reporting development, overseeing collection and data structuring processes, along with Tableau dashboard development, from a stakeholder perspective.Refined recurring domestic KPIs for executives, BOD, external investors, providing clear interpretation and industry context.Led service contract renewal negotiations with Nielsen; found $12,000 in annual savings for the company and assisted in redistributing additional contract funds to new data and software products to replace those we no longer use.

US Television, Nielsen and OTT Insights

US TV, Nielsen reporting and insights

Duplicated work is a productivity killer: to combat this, I led counterparts at sister networks TV Land and Comedy Central to produce shared competitive viewership analysis which eliminated 5+ hours weekly of redundant workload across brands.Understanding the importance of social listening, I developed and distributed a weekly competitive social media buzz monitor to provide insight to production, development, and marketing which was used to pivot creative decisions.In addition to monitoring the channel’s existing original programming and special events, I also performed qualitative attitudinal research (through the use of in-person focus groups and online panel research) which was utilized by the programming team to acquire, develop, and launch new programs, and by external production partners to implement and track changes in content.Participant: Maximizing Brand You! (Cohort IV, July 2011-June 2012) – career development and peer mentoring program.

As part of a small but mighty research team, I supported Content Distribution & Partner Marketing (CDM) teams for MTV Networks, BET Networks, and EPIX (upwards of 25 linear networks with a nationwide footprint).During this time I honed my local market analysis skills through tune-in analysis of premieres, finales and tentpole events, and developed a stronger understanding of linear TV distribution by working on DMA-level internal subscriber estimates and reports leveraged for US TV network carriage rights renewals.One of my proudest moments was when an analysis I produced to support a sponsorship pitch led to a partnership between UFC and Harley-Davidson.Sharing knowledge is vital to a strong, collaborative working culture. Using the skills I learned at Nielsen, I drafted three internal Nielsen Arianna operating manuals and various usage guides, ensuring the consistent use of best practices across channel groups in terms of local market reporting for TV viewership.Nielsen Arianna (local Metered Market ratings), StarTrak (3rd Party Provider for Nielsen ratings), Nielsen NPower/National TV Toolbox, MEMRI, Claritas ConsumerPoint, Scarborough PrimeNEXT, Rentrak OnDemand Essentials (VOD data) and TV Essentials (Set-Top Box data), MediaBiz MediaCensus (Programming & Footprints).

Learning from the best and brightest at the core of TV measurement, I began my career producing custom viewership analyses tailored to the individual needs of over 20 broadcast, cable, syndication, financial, and press clients.Not one to settle for “that’s how we’ve always done it,” I streamlined the processes and reduced time required to produce multiple external deliverables including the weekly Prime Averages and numerous public-facing reports, as well as improving resource management for internal projects such as sports typecode mapping.

Brainstorming, researching, and creating promotional materials for existing cosmetics products and new product launches, including three national product lines.Developed design and graphics for cosmetics display seen in over 900 drug stores nationwide.Participated in market research efforts, including identifying and following market trends.