Doug Watson Email & Phone Number

Seattle, WA, US

Seattle, WA, US

Seattle, WA, US

Cincinnati, Ohio, US

• Enabling a performance marketing mindset across P&G NA brands by designing and implementing real-time conversion-based media optimization capabilities and leading P&G’s consumer data strategy for mass-precision media.
• Developing mutually beneficial 2nd party and 3rd party consumer data partnerships for media targeting.
• Transforming P&G’s media optimization capabilities to enable conversion-based optimization in real time.
• Maximizing the value and growing P&G’s 1st party consumer database through consumer facing programs.
• Leading the analytics and insights surrounding P&G’s first ever rewards program, P&G Good Everyday.

Cincinnati, Ohio, US

• Enabling a performance marketing mindset across P&G NA brands by designing and implementing real-time conversion-based media optimization capabilities and leading P&G’s consumer data strategy for mass-precision media.
• Developing mutually beneficial 2nd party and 3rd party consumer data partnerships for media targeting.
• Transforming P&G’s media optimization capabilities to enable conversion-based optimization in real time.
• Maximizing the value and growing P&G’s 1st party consumer database through consumer facing programs.
• Leading the analytics and insights surrounding P&G’s first ever rewards program, P&G Good Everyday.

Cincinnati, Ohio, US

• Accelerating the merger of retail & media for P&G, including:
• Optimizing P&G’s e-commerce search and iMedia investments through measurement standardization.
• Determining the BIC go-to-market strategy on all e-commerce platforms via data & analytics
• Enhancing the role of media for shopper marketing through measurement and optimization
• Identifying the most optimal retailer media partnerships for the future

US

• Created new business processes within developing markets that increased the group’s global connectivity and ultimately lead to superior deliverables in developing markets
• Investigated the overall MMM landscape within foreign markets to seek opportunity areas for Nielsen and our clients
• Drove integration across Nielsen by collaborating with internal teams about the potential to utilize analytics on a broader set of clients.

US

• Managed and led the partnership with Procter & Gamble on their largest MMM analysis conducted, the global Sochi Olympics MMM analysis
• Delivered the Sochi Olympics MMM results directly to the P&G Olympics marketing team and recommended an optimized marketing campaign.
• Executed a global digital meta analysis to evaluate P&G’s overall digital landscape and provide potential opportunities to grow the business through digital
• Managed North America and global media meta analyses that provided total P&G media recommendations through the aggregation and analysis of MMM results
• Conducted a meta analysis that evaluated and optimized P&G’s North America couponing strategy
• Managed a group of 15 analysts over a six month period to successfully complete the Olympics MMM analysis

US

• Managed a team of 5 analysts to assess the performance of the London P&G Olympics campaign in 3 countries
• Executed MMMs on 30 P&G brands to illustrate the sales impact and ROI of multi branded marketing campaigns
• Delivered future recommendations for multi branded marketing campaigns to the client business partners
• Developed an automated calculation sheet that reduced the project cycle time by 2 weeks

US

• Decomposed brand sales to understand the effectiveness of marketing, pricing and distribution strategies for brands across North America and Europe
• Optimized marketing plans by recommending certain marketing mixes based on the MMM results
• Forecasted future sales and ROIs based on media plans and historical MMM results
• Organized and processed data into SPSS format
• Manually wrote code in SPSS to perform multiple linear regressions on the P&G brand sales

Master Of Science - Ms, Data Science

Bachelor Of Science (B.S.), Finance, General

Education record