• Measurement lead for U.S. B2C media campaigns. Outlined strategic measurement framework, defined KPIs & benchmarks, and reported actionable insights from 1st party and competitive data. • Partnered with data engineering and stakeholders to redesign enterprise Tableau reporting dashboard incorporating three additional data sources and reducing weekly processing time by 33%.• Grew new partnership with reach & frequency measurement solution by automating data ETL process and analyzing CRM audience media consumption.

•Built and presented monthly and quarterly business reviews in collaboration with cross-functional teams identifying data-driven insights and opportunities. •Conducted analysis for Hulu Originals correlating marketing budget and show viewership to establish optimal budget tiers, resulting in incremental media budget to achieve viewership goals.

•Developed roadmap to test, implement and measure paid media effectiveness to improve subscriber engagement & retention and reduce churn, resulting in incremental media budget.•Handled strategic media planning for 10+ Hulu Originals.