Oversee team to lead Nestle USA’s marketing analytics across social, owned and CRM.Marketing Performance Measurement and Optimization--Oversee analytics team’s key activities of social media analytics & listening, owned brand site analytics, CRM reporting and consumer insights generation from internal and external data sources--Inform and advise on Nestle digital marketing strategy through data-driven insights, wholistic campaign measurement and creation of full suite of multi-channel analytics tools--Create a culture of performance-based marketing by leading the development and ongoing management of testing, learning and optimization for CRM, media and owned channel marketing activities --Enhance reporting capability across Nestle marketing by establishing the Business Impact Performance Scorecard, Digital Transformation Scorecard, and several other monthly and quarterly reporting initiatives--Support programmatic readiness and strategy participation, in collaboration with paid media and consumer insights teamsData Strategy and Capability Development--Evaluate analytics capabilities and shape analytics roadmap to drive improved audience creation, activation and performance measurement--Advise on the Nestle MarTech stack and evaluate vendor solutions to drive operational efficiency--Deepen 1st party data capture and ability to harness insights for audience building, sales lift studies and communication strategies--Advocate for additional data sources and tools to enable in-house ROI measurement and improve integration of analytics across Nestle digital marketing--Implement the Social Media Engagement tool to identify and promote high engagement social content--Develop the Social Media Brand Equity tool to measure and track full-funnel consumer sentiment

Lead team of analysts within Marriott’s Customer Experience (CX) department to design, execute and optimize corporate marketing initiatives across Marriott's 30 brands and 130 million-member loyalty programMarketing Measurement: Assist in the creation of Marriott’s Marketing Strategy Framework measurement playbook. Identify and outline KPIs across all paid marketing initiatives and align metrics with Marriott’s lifecycle stages (browse/shop/buy) and audience segmentation framework. Produce comprehensive scorecards to assist in multi-channel performance attribution and channel spend optimization.Channel Incrementality: Design and execute test & learn plans aimed at understanding the incremental lift from upper and lower funnel marketing initiatives, including paid search, display prospecting/retargeting, email marketing, mobile ads and paid social.Social Measurement: Oversee social media listening and reporting during COVID-19 crisis, including sentiment analysis, share of voice, and topic volume measurement. Apply business context and assist in the creation and dissemination of report to senior leadership.Propensity Marketing: Assist in roll-out of luxury customer use case, creating foundational capability to identify and target specific segments based on observable behaviors. Implement luxury voice strategy to drive incremental luxury stays by high propensity customers via relevant category-specific marketing (digital, paid social, email) and messaging.

Oversee the analytics and insights practice in the Washington, DC office of a global Omnicom communications agency. Work within Omnicom network to leverage third-party data, client analytics and primary and secondary research to develop insights, inform new business responses and help direct client programming around paid, earned, owned and social channels. -- assist in new business responses by analyzing and profiling target audiences, and providing strategic direction on creating effective and cost-efficient communication plans.-- inform campaign planning by conducting quantitative and qualitative research on consumers and businesses to identify motivations, biases, preferences and attitudes. Help shape campaign strategy that allows for relevant communications sent to the right person at the right time through the right channel.-- create audience segmentation and communication strategies based on perceptual mapping, preference regression, predictive modeling and other analytic techniques.-- inform media planning through evaluation of available mediums and mapping of media consumption patterns. -- produce succinct and compelling dashboard reports that help client teams to manage and optimize communication campaigns. Distill data into actionable recommendations and create and deliver persuasive presentations and POV documents to senior marketing managers.Provide analytics and research support to St Louis, North Carolina, Dallas and Miami offices, including on Spanish-language accounts. Serve as a champion of analytics and insights, and promote best-practices throughout DC office and across FH global network by delivering presentations, seminars, and sharing of educational resources.Client experience: Visa, Samsung, AT&T, Philips, Hallmark, Univision, Tide, Clairol, USDA, Panera, NAIA, Corn Refiners Association, Chamber of Commerce

RTC Agency is a full-service advertising and marketing agency, part of the Wunderman / WPP networkOVERVIEWManage marketing intelligence, consumer analytics and campaign measurement across multiple large accounts, including TD Ameritrade, BlackRock Investments, Novo Nordisk, Biogen Idec, Windstream and Audi.AWARDS/ACTIVITIESWinner of the Spark Award, Summer 2010 (quarterly award given to rising employee demonstrating leadership potential)Speaker, Direct Marketing Association (DMA) conference, 2010. "Monetizing the Value of Your Marketing Investment."Speaker, ePatient 2010 Conference. "Leveraging the Power of Social Media with Relationship Marketing."DUTIES--Build and maintain engaging dashboard reports that provide both executive-level and deep-dive analytic capabilities. Ensure reports are “client-facing”, and produce and present reports to senior managers.--Leverage digital media, consumer response, and transaction-level data to identify key business insights. Create POV documents and presentations to communicate strategic/operational recommendations to clients. --Manage account planning by developing performance projections and pro-forma financial analyses.--Construct market forecasting models for print, direct mail, email, banner, SEO and other tactics to evaluate optimal timing, method and communication strategy with target markets.--Profile target segments based on demographic, psychographic, geographic, and lifestyle characteristics.--Construct geotargeting models, predictive response models and market segmentation models to optimize campaign effectiveness and maximize marketing ROIRepresent Marketing Intelligence capabilities for new business presentations and RFPs.Provide Marketing Intelligence input during creative concepting sessions, project scoping discussions and media planning/buying.

Member of AA.com Strategy and Customer Relationship Marketing (CRM) team.-Supported 6 AA marketing groups on issues related to e-commerce, consumer insights and customer analytics.-Utilized SQL, Access and Epiphany to query customer data and design strategies for increasing customer acquisition and loyalty, crafting digital marketing communications and driving cross-sell/up-sell opportunities.-Created 20-page dashboard report to measure/analyze performance of 40M-member online customer base. Disseminated report to managers, taught users how to query data and create own reports.-Analyzed trends in consumer behavior and proposed revisions to business-customer segmentation strategy, resulting in targeting of top 100K customers in AA’s 2008 small/medium enterprise marketing campaign.-Wrote queries to extract response data from Citibank/AA email promotion. Modeled data and identified statistical predictors of positive response, leading to more effective email campaigns.

-Board of Governors, Washington DC (2002-2004)-Federal Reserve Bank of Boston, Boston, MA (2004-2005)-Utilized advanced knowledge of statistics, finance and economics to carry out academic studies in the areas of investments, portfolio analysis, risk analysis, derivatives and labor economics. -Acquired experience in regression analysis, data modeling, hypothesis testing, data sampling, analysis of variance. Developed experience in data management, querying and database architecture. -Designed comprehensive training program for incoming RAs. Supervised training and development of 3 incoming RAs. Served as mentor and advised on projects. Oversaw RA recruiting for 3 rounds of career fairs, including interviewing. Served on Diversity Team.

-Oversaw marketing activities for 1-product start-up company, including forecasts of market size, market share and growth. Conducted competitor analysis and pricing strategy. Constructed pro forma Profit & Loss statements.-Produced project valuation models that incorporated financial statements and schedule of project risk levels. Generated financial reports and presentation materials depicting cash flows and other valuation metrics used in negotiations with investors. Efforts led to the purchase of the company in May 2002.

-Assisted in risk management of foreign cash balances. Improved and maintained sophisticated models for detailing foreign currency exposures and revenue impact.-Coordinated multiple HP Services capital budgeting processes. Reviewed divisional funding requests and provided detailed cost projections of expenditures exceeding $200 million. Assisted Treasury department in determining timing and magnitude of short and long-term external funding requirements.