The global marketing science, research, and partnership team leads the industry in privacy safe, holistic, accurate measurement that drives global advertiser ROI.

We drive ads performance across thousands of global and local advertisers leveraging the most sophisticated native ads efficacy solutions, measurement partners, and behavioral analytical techniques. We operationalize ad performance and research through downstream ML/AI research & optimization products, learning agendas, trade groups, and publications. Our team is focused on helping advertisers take advantage of Snap’s unique position in the industry - Gen Z and Millennial user base, AR, and diverse set of engaging ad products to build brands and grow advertiser value.

I led one of most iconic CPG brands in the world through a transformation to get growth back on track through innovation, refreshed positioning, and an edge that excited the Gen Z consumer as much as our retailers. My team led the investment of over $50M in media, culminating in one of the most memorable super bowl campaigns in history featuring Peter Dinklage and Busta Rhymes. It also marked the launch of one of the most successful and unique product launches, Doritos Blaze, adding ~6pts of revenue growth to our run-rate one quarter into launch.

Managed all Frito-Lay domestic brand media investments and measurement for nearly all of the in-market consumer / shopper media. We are directly accountable for the media agency, in house media buying, and CRM activities including customer database, DMP, and performance analytics management. We own and leverage advanced media mix modeling, closed loop shopper analytics, and marketing data sciences to solidify Frito Lay national media as the best investment for PepsiCo, garnering 10%+ increases YoY. We also work closely with agencies, advertising partners, and technology providers to design and scale new solution for targeting, measurement, and analytics.

We leveraged advanced analytics and a leading omni-channel marketing tech stack to deliver personalized advertising to every loyalty and crm customer of Sally Beauty. We built stats and data models to segment, partners to augment, and platforms to deliver relevant messaging in email, SMS, online display, and direct mail. We shape the foundation of modern marketing with customer strategies that are data driven, perfectly measurable, across all customer touchpoints and interactions with Sally.

Developed and executed world-class lifecycle management, loyalty, and acquisition programs. I oversaw all CRM programs, generating $150MM+ in incremental revenue, 60%+ CAGR revenue growth. CRM customers represent over a quarter of all domestic digital sales with over 3x lifetime value of non-members. We continually innovated - testing new digital channels, integrating advanced consumer analytics, and leveraging social data to model optimal spend that drives sustained growth. As the core driver of digital customer experience, we led strong cross-functional alignment and coordinate with IT teams, agencies, and vendors to ensure the brand experience is unified across all consumer touch points.

Led sales forecasting and analysis for all functions including marketing, finance, and operations. My team was responsible for top line financial planning, national marketing and calendar optimization, and supporting over 5,000 domestic stores with intuitive planning tools that drove staffing, inventory, prep, and occasion optimization planning at the store level. In three years we drove over $150MM in incremental revenue through improved store sales forecasting models, overhauled the national planning process and identified key planning opportunities to co-market value + innovation messaging, and launched a sales forecasting and reporting portal that provided over 75% of the domestic system with visibility to store dashboards, reporting, and insights so our franchisees could better plan and manage their markets.