Grace Yeung Email & Phone Number

New York, Ny, Us

New York, Ny, Us

• Spearhead the analytics and product team (20+ analysts & data scientists and 10+ product managers & engineers) by owning and driving the roadmap to deliver business results for all digital activation channels (search, social, programmatic) in both media buying and measurement across various verticals, with an emphasis on financial, CPG, and QSR clients, which amount to ~$1.5BN in billings• Build and pitch holistic measurement frameworks and create test & learn agendas for clients ranging from director to C-Suite level, including incrementality testing, creative testing, audience testing, and omnichannel testing; as an example, planned and executed the agency’s first CTV incrementality test for a DTC client, which led to a 300% increase in client investment from $6MM to $26MM over two years• Develop both optimization-based and operation-centric products to generate better performance and to increase efficiency and effectiveness in our buys, notably built Caliper (https://www.mediacaliper.com/), Horizon’s proprietary digital media measurement and optimization platform, with the main purpose of helping marketers make rapid and accurate budget allocation decisions and obtain directional measurement reads (adoption is >90% for internal Search team and ongoing for other channels now; drove 23% ROAS lift for a healthcare client)• Advise both internal stakeholders and clients on real-time buying optimization and measurement strategy through the extraction of insights from our custom-built dashboards, using DSP, ad server, third party verification and measurement partners (retail and other), and client-side data• Serve in a consultancy capacity within the agency for topics related to identity solutions and privacy management, particularly the more technical aspects related to measurement and attribution as signal loss continues to plague the industry, and also help to vet strategic ad tech partners such as predictive contextual vendors and retail measurement partners

Head of product and analytics teams covering all digital activation channels (Affiliate, Programmatic (HX), Search, Social)

Greater New York City Area

• Built a department from the ground up (from a team of 3 to 30+ analysts in the present day, from <$50MM to >$350MM in billings), starting with strengthening our programmatic analytics capabilities to support our buyers and planners; unlike most agency analytics teams, we are programmatic experts with experience working with DSPs, SSPs, ad servers, MTA/MMM partners, data partners, and brand safety partners• Created the vision and strategy to streamline the expansion of the division via best practice documents and automated workflows • Led the programmatic buying team in conjunction with the analytics team for over a year due to internal personnel transitions; drove pivotal initiatives such as conducting comprehensive audits of the buying team, leading DSP evaluations, and analyzing SSPs for supply path optimizations

- Develop and present tailored brand strategy to Fortune 500 clients by leveraging the Brand Asset Valuator®, the world’s largest brand database, to analyze market trends that directly impact clients’ marketing decisions- Manage leading accounts (~70% of team’s revenues) on multiple domestic and international projects involving Fortune 500 companies in an end-to-end project capacity; the process starts with identifying the clients’ needs, to drafting and selling proposals, to survey design and managing the data gathering process, to planning and running the analyses, to ultimately presenting customized solutions to the clients- Generate new business by overseeing and executing on numerous sales pitches, with an expertise on financial services companies- Perform statistical analysis including factor analysis, multivariate regressions, and correspondence analysis (perceptual mapping) to extract and interpret insights from multiple data sources- Analyses include but not limited to brand positioning, imagery diagnosis, consumer segmentation, brand valuation, and partnership analysis; notable analysis includes but not limited to the below:Telecommunications company: Analyzed and presented an overall state of the industry to a newly appointed CMO; conducted benchmark tests on the brand within its competitive landscape before the client launched a multi-month advertising campaign; tracked brand health during the campaign and reported to the client any areas that it was leading and lagging among different targeted constituencies; presented highly tangible recommendations on how to acquire and retain aforementioned constituencies

- Performed fundamental and technical analysis on investment grade, high yield, and distressed companies including healthcare, financial (i.e. banks, insurers, monolines, mortgage insurers), and REIT companies- Developed trade ideas across asset classes for internal books and external clients via financial modeling, analysis of industry data, and conversations with company management, rating agencies, and/or buy-side analysts, which generated substantial P&L- Presented trade ideas and research updates to sales force and sector traders; advised traders on risk, from monitoring their positions to dispensing relevant information and analyses in a timely manner- Produced research commentary for distribution to approximately 800 external clients and pitch ideas to clients via phone calls, meetings and conferences

Piscataway, New Jersey, United States

• Spearheaded a project that accounts for water usage in the plant by coordinating with consultants and contractors that I selected and hired.• Upgraded the manual tracking system to an electronic system while maintaining an ongoing water balance to adhere to environmental standards.• Eliminated errors regarding past water balances, reduced manpower, and convinced the company that this new electronic system will set the baseline for compliance and allow for continuous improvement.

Raritan, New Jersey, United States

• Accelerated data analysis and the development of metrics by 90 days through the use of Process Excellence tools.• Provided immediate compliance support during FDA inspection by constructing Standard Operating Procedures and Guidelines, tracking old documentation, and providing vital feedback on problems in the electronic storage system.