Director - Analytics
Current+ Direct a team of Marketing Analysts with respect to all facets of work: standards, methods, deliverables, priorities, timing, content, etc.+ Oversight across all accounts for budgeting, targeting and event tracking to trim costs and optimize ROAS of print and digital ads. Our key clients: Walmart, The Home Depot, Sobeys, Safeway, Metro, Rexall, Princess Auto and The Source+ Conduct lead analytics and client liaison for onboarding all new accounts+ Apply machine learning and DNNs (Python) to develop predictive sales models to gauge the effect of varying marketing inputs and quantify greenfield market potential+ Apply and set standards for an array of statistical and spatial techniques, including AB testing design, lift analysis, sample size and confidence limit requirements, spatial interaction modeling, cluster analysis, regression, missing value imputation, etc.+ Create and present Decks to clients detailing analytic processes and results+ Develop programs to automate standard reporting and QA procedures to maintain and improve analytic quality+ Created geodemographic cluster system used to profile and target Canadian geography (GeoCluster) against our client’s sales data
