Provide clients with actionable counsel derived from brand, marketing, cross media, Ecommerce evaluations linked to financial performance, design and lead primary research, analytics, and insights solutions, segmentation, competitive marketing & communications landscape analyses, applied statistics, tailored analytics, to improve effectiveness. Demonstrated performance yielding revenue growth for clients from insights solutions that lead to actionable new acquisition and customer retention initiatives. Develop ad hoc white label forecasting & measurement systems.Assist brands, media, ad tech companies, and agencies identify new behavioral economics based opportunity segments, for the development of tailored communications planning and activation solutions spanning all paid & non-paid media channels.Conduct as needed internal brand audits to identify marketing gaps and provide actionable recommendations to achieve desired business outcomes, improved targeting selectivity & achieve desired scale.

Led and grew in size a bi-coastal team providing end to end cross cultural marketing insights with >400 brands, working in association with sales force. Developed a proprietary tools portfolio and designed custom applications across multiple categories, leading collaborations with leading media measurement, third party data, market research, & shopper insights companies. Provided end to end applied analytical & research tools to assist brands size, scope, compare target segments; design effective cross cultural communications; measure performance through tracking, testing, & marketing mix modeling. Initiated new internal brand strength analyses, led development research & analytics for new direct to consumer products, program & genre measurement for future network creation and distribution applications.

Provided leadership for all research and analytics activities on P&G Brands in NA at the AOR with an internal planning-activation team of 300. Provided cross-agency guidelines on applying best practices, selection & stewardship of media marketing research and digital analytics vendors. Developed new cross-media measurement solutions, working in part with Nielsen & ComScore, that integrated measurement of TV, Digital, Mobile, & Social Media. Led research and analytics initiatives, while working in concert with Client’s research and modeling groups. Represented Agency on Client’s internal committees and councils including: Digital, Shopper Marketing and Cross Platform Measurement.

Led a Global Decision Management sector team tasked with developing a new cross platform advertising targeting and measurement practice across Citi’s business units. Designed proprietary measurement scorecard system for determining campaign specific levels of success across seven levels of desired performance. Developed data mining applications from 1st, 2nd, and 3rd party data sources to aid advertising targeting for Digital, TV, & Print Media aligned to best performing and profitable segments. Contributed to targeting & measurement validations for multiple successful product launches, loyalty marketing and CRM programs.