• Oversaw modeling & analytics and leveraged predictive modeling, copy testing and other analytical approaches to define the health and effectiveness of advertising strategy.• Advised message and media strategies that helped clients drive significant increases in sales and profit.• Led consultants to measure campaign ROI and supervised day-to-day relationships with clients and media/research vendors.• Drove innovation in methodology to measure the effectiveness of marketing and trade promotion in a B2B environment.• Granted "BBDO Founder's Award" for commitment to and achievement on behalf of the agency (highest award for BBDO employees).

• Led Marketing Mix Modeling projects for clients across 6 industries. Insights drove strategies and tactics across consumer segments to increase sales and profit.• Developed statistical tools and managed initiatives targeting at advertising investment and impact, specifically in the area of marketing budget simulation, ROI analysis, price elasticity, and media flighting and spend optimization.• Translated analytical model results to business insights and communicated to non-technical marketing/business executives, decision makers and internal teams.• Designed social engagement reports to help clients measure digital word-of-mouth impact on sales, promotion effectiveness, product performance and brand perception.

• Developed and implemented Structure Equation Models (SEM) for different clients.• Led a team of 3 analysts to develop KPIs and monitored GRP in order to provide client alternative solutions, and to facilitate clients in allocating marketing resources.

• Gathered industry information to analyze market conditions, industry trends, competitive landscape, and consumer demographic, geographic, and psychographic specifications.• Recommended strategic marketing actions based on brand health study, copy testing, segmentation analysis, key driver analysis, decision tree and structural equation model.