As VP of Data Analytics at FanDuel, I manage FanDuel's data strategy focused on being a data driven organization by centralizing data, ensuring data quality, enhancing data, facilitating data to the right technology/teams and strengthening analytics for decision making. My team partners across the company to provide business leaders with data strategies, data models, insights and approaches to measurement that help drive business results. • FanDuel's Analytics teams focus on helping partners future-proof their business through adoption of technologies, data modeling to uncover new opportunities and bringing transparency and accountability to 1P and 3P measurement solutions. • FanDuel's Data Science teams enhance our data with sophisticated data models to solve our most critical business challenges. • FanDuel's Data Product team has created a data architecture and continually enhances our tech infrastructure to drive our vision of being a data driven organization.

• Accountable for driving growth within a $8.5B business by focusing on measurement and analytical initiatives which has driven +27% growth y/y for the last 5 years.• Supported our US region and global sales team with strategy, planning, operations and reporting to ensure alignment on priorities and accountability on delivering against the plan.• Lead Measurement and Analytics Team focused on driving client business outcomes and future-proofing business with a data and analytics strategy.• Developed solutions to help partners better make decisions for their business with signals from the market and business intelligence focusing on driving profits and lifetime value of a user.• Team has created advanced data models focused on driving client outcomes through propensity models, market response models and predictive forecasting. • Thought leader in MMM (Marketing Mix Model) and MTA (Multi-Touch Attribution) - consulted partners on correct approach to measurement processes to fairly evaluate various platforms.• Developed date driven approach to content creation, sequential messaging and modernizing digital execution, decreasing cost/acquisition (-40%) and increasing website actions (+30%).• Advanced measurement across the Auto industry by partnering with C-level executives on how to value marketing across platforms (TV, Video, Search, Social).• Lead strategy to advance our partners data-driven strategy through the development of processes to derive insights and measurement, bringing additional business clarity to client portfolios (especially mobile and audiences).• Managing diversified teams, across markets, while focusing on driving client education to deliver their marketing goals though product innovation and studies to prove the value of media.

• Direct ownership of $120MM annual budget including forecasting fixed and variable OPEX, headcount and CAPEX for a 500 person team in 22 locations across 9 countries. • Lead a team of Global Regional Controllers to ensure compliance of accounting policies.• Lead monthly and quarterly global and regional reviews which includes bridging spend against budget, review units processed versus plan and productivity against improvement goals. • Develop annual headcount and hiring ramp for 9 global markets and lead monthly reviews to ensure team is executing against plan.• Collaborate with senior management to evaluate and build 3 to 10 year financial models for strategic business initiatives such as space expansion, launching new products and developing automation processes. • Lead the team in reporting and communication of financial performance of the global organization by managing the preparation of monthly, quarterly and annual business metrics and financial reviews with 140+ global business teams. • Creating and maintaining efficient, automated processes for tracking business metrics. • Driving cross-business analytic projects for senior management including financial modeling, data mining and presentating to VP level stakeholders. • Developed methodology for allocating monthly OPEX to business teams across 9 countries. • Direct the process and execution with accounting to book monthly accruals for fixed and variable costs across all global imaging teams.

• Led marketing team on setting goals and executing against marketing KPIs across channels Directed $2.5 million-dollar international SEM/SEO initiatives, increased ROI (+90%) and customer usage (+20%) while maintaining loyalty • Developed CRM strategy and implementation roadmap to build customer relationships, develop the Smilebox brand and increase customer acquisition.• Drove implementation of a new business model that increased customer satisfaction 30%, revenue 25% and generated incremental sales over a lifetime of a customer.• Worked with the board of directors and executive team on business strategy and product optimization which led to evolving a new brand strategy and creation of a new company website. • Used customer segment analysis to develop marketing strategies based on path of entry and user behavior within the website and the Smilebox program.

• Developed framework to enhanced student experience focusing on career development and leadership skills within the MBA program.• Partnered with Seattle University's career consultant to focus on intersecting the academic process with career road-mapping.

• Provided marketing strategy and implementation recommendations based on competitive market research, market trends, customer needs, and developing solutions to achieve competitive advantage.• Gained customer insights through informational interviews and surveys that influenced product offering and marketing strategy.• Compile and interpret data from analysis of competitor's core competencies and competitive advantages to support marketing processes.• Present marketing analysis, assessment, strategy and recommendations to executive team.

• Measured and analyzed global marketing initiatives in over 70 markets for Windows Live to ensure business segments attained their goals. • Increased analytical rigor across reporting team, gained reporting efficiencies and reduced team SLAs through process development/improvement.. • Led monthly Business Reviews that provided Leadership with visibility into how business drivers were trending against goals, maintaining alignment to the business strategy. • Continuously reported on multi-variant success metrics by market, business segment, website and campaign level and developed strategic initiatives to optimize GTM marketing campaigns. • Accountable for data quality, relevance, timeliness, and strategic analysis for internal and external partners.

• Provided complete marketing and analytic support as strategic counsel by proactively optimizing entire account to reach business goals on over 120 customer accounts. • Exceeded team goals, by consistently generating over $300,000 in monthly revenue by prioritizing client’s business objectives and proactively optimizing their marketing initiatives. • Designed multivariate reporting processes on client specific business drivers and performance goals.• Worked within cross-functional teams to improve client experience by testing and developing future releases. • Implemented creative initiatives to target customer ROI and consulted customers on how to approach leveraging all advertising products on various platforms. • Focused on building strong long term relationships with all customers by focusing on their goals and address how I could support them in achieving those metrics.

• Managed go-to-market of product mix based on local using various macro and micro-economic indicators. • Developed workflows and enabled clean guidance of customers through complex purchasing processes. • Worked with cross-departmental teams to develop more efficient business processes by proper forecasting and streamlined execution of marketing initiatives, which increased sales by an average of 20% YoY. • Managed project workflows including budgeting, cost structure, planning, team coordination, and GTM success. • Utilized multivariate analysis to evaluate positioning of current products against the competitive marketplace.

• Increased gross sales by 17.24% and improved customer retention by focusing on client service. • Incorporated new clients and strengthened market strategy by creating and implementing new marketing applications that increased revenue in B2B sales from $1,200,000 to $3,000,000 annually. • Developed team camaraderie by helping implement team performance metrics.