• Led the strategy and development of an insights platform to assess impact of Covid-19 on consumer behavior for a Fortune 500 technology company. • Project included assessing public and 1st party data sets to include in the platform. Data sources covered environmental factors related to Covid-19, consumer behavior data, and company performance data.• Final platform provided an automated, online dashboard that provided scores and recommendations for market investment, marketing channel selection, product message approach, and in-store inventory needs across 210 US cities.

• Lead marketing strategy and analytics across a number of industries, including CPG, technology, online retail, consumer durables, healthcare, entertainment, and B2B, with marketing budgets between $100M-1B annually.• Responsibilities include creating marketing & business strategies, consumer insights, paid/owned marketing strategies, consumer segmentation & targeting strategies, and marketing activation & performance optimization across all channels, including digital display/video, SEM, SEO, TV, print, radio, website, CRM, and social.• Currently lead a CPG client’s creative measurement and analytics, including data driven creative personalization strategy, creative segmentation targeting activation, creative performance attribution and analysis, and DCO. Development of the audience creative personalization, activation, and optimization strategy drove increased effectiveness, resulting in ROI lifts ranging between 80-250% depending on the brand’s previous use of data.• Developed the organizational strategy and analytics service offering for the formation of the Publicis Spine, a global entity that was created to deliver best-in-class Data Strategy & Analytics services to clients across all Publicis Groupe agencies.• Clients: Whirlpool, Kimberly-Clark, Mars, Kraft, P&G, MillerCoors, Kaiser Permanente, Sprint, T-Mobile, Starz, Pandora, Lyft, Emerson, TransUnion, and eBay.

• Led a financial services client’s consumer products brand and direct response media strategy, research, and measurement strategy. Delivered a 10% decrease in cost per acquisition and a 5% increase in LTV per acquisition due to segmentation analysis, media targeting, and attribution analysis. • Ran a technology client’s campaign strategy and measurement, including developing and delivering research that informed segmentation, targeting strategies, creative, and marketing programs. Responsibilities also included managing a team of 12 employees that covered all marketing channels. Developed insights from cross-channel attribution, consumer surveys, and campaign performance analysis, which delivered a media mix optimization that resulted in a 7% increase in acquisitions with no spend increase. • Managed a consumer product company’s marketing campaign research and measurement, delivering cross-channel media insights that drove 20% cost efficiency in media buying across all brands.• Managed the analytics department Learning & Development program for North America for three years, which included driving core curriculum and training for more than 400 employees.

• Led a CPG client’s digital media research and measurement. Delivered insights for new consumer targeting strategies and media optimizations resulting in a 10% decrease in spend while maintaining reach/frequency goals. Responsibilities also included managing cross business unit research and global learning agenda tests that drove creative and media strategies across the entire organization.• Managed a healthcare client’s online/offline direct response marketing research, measurement and optimization across multiple lines of business, which accounted for nearly 30% of the company’s annual member acquisition.

• Led a CPG client’s CRM asset and publishing strategy and media measurement, including ad revenue performance for brand.com website, mobile site, and email. Led consumer behavior research that resulted in a 10% increase in ad delivery while managing delivery within 1% of projections.

• Conducted marketing discovery and planning projects that included stakeholder and client interviews, competitive analysis, industry research, user behavior analysis, segmentation development, and consumer journey scenarios across a number of industries, including technology, CPG, online retail, travel, and B2B services.• Led a client’s global research project to identify target segment shopping behaviors across the consumer journey to support the launch of new products, which led to a 15% increases in online revenue for the client.• Led a global discovery project to inform the client’s online marketing strategy, which improved online lead generation by 20% in key markets.• Managed a client’s services sector digital paid media, which efficiently delivered a 10% increase in sales conversions for the sector.• Clients: HP, Jones Lang LaSalle, Red Hat, Hilton, Energizer, Moen, and Cargill.

• Created consumer services and marketing websites from ideation through implementation, including managing business requirements with internal stakeholders and clients.• Led the structure and user experience for the member website, which delivered content on subjects ranging from emotional wellbeing to financial services to insured members.

Designed and developed marketing websites, interactive applications, and online/offline promotional material, which increased revenue for the healthcare marketing division.