Built and led the Data Science and Research team for an D2C telecommunications incubation at Sony with projects spanning marketing, product development, customer experience, infrastructure and geo-spatial planning. The program was discontinued in April 2024.Drove data-driven customer and market planning approach through ML-driven propensity modeling and customer segmentation, mixed methods B2B and B2C research, and marketing and revenue volume forecasting. Built approach for business KPI measurement and tracking.Led new product pricing strategy through quantitative pricing analysis (Conjoint & Gabor-Granger) and deep competitive tracking. Employed geo-spatial analytics and mapping techniques (ArcGIS) across four of the top-10 US cities to drive both market selection and block-level infrastructure planning for new connectivity service, utilizing variety of publicly available, internal, and modeled data sources.

Grew and led a team of 14+ Data Scientists, including managers, supporting analytical & strategic evaluation of product-market fit for Facebook & Instagram app monetization and advertising products, enabling product launches that drove incremental business value for our customers and faster monetization for Meta properties.Drove key research and strategic development efforts in the launch and growth of key monetization solutions for Meta, including in Stories, Video, Reels, Lead ads, Shop ads, and Creators with focus in ensuring solutions drive true business value for customers across lifecycle stages. Developed data driven Meta-wide strategies for Brand building solution & measurement development, new ad surface monetization, video monetization, brand safety and suitability, and creator monetization. Partnered closely with leaders across Product Management, Engineering, User Research, Product Marketing, Sales, and other analytic functions to develop data-grounded product roadmaps, goaling & growth strategies, industry perspectives, and outbound go-to-market programs.Employed large scale experiments (RCTs, A/B tests), causal inference and predictive modeling, Bayesian and frequentist statistics methods, consumer and survey-based research, and biometric and neuroscience research (eye tracking, EEG) to aid in product decisioning.Passion for developing motivated high-impact teams - led personalized mentorship, strengths-based coaching, skill development & education programs, and built culture of strong feedback and growth mindset. Consistently high team member sentiment and retention.

Led performance consulting relationships with top US and Global CPG clients, partnering closely with heads of marketing leadership to identifying client needs to feed into broad learning agendas, and drive knowledge and business growth through rigorous experimental test design and global coordination of measurement execution.Drove key efforts on scaling brand measurement to more, closely partnering with Product and R&D teams to launch APIs to 3rd party measurement vendors and engaging managed and unmanaged CPG clients & sales teams to accelerate learning using good measurement. Led broad education initiatives focused on measurement fundamentals, solutions, and brand strategy to help internal teams improve client consultation. Developed solution training, creation of comprehensive testing playbooks, measurement POVs, and detailed resource guides.Broad quantitative research project work on brand marketing effectiveness, including applied statistical analysis, experimental test design and data analysis. Partnered closely with advertisers, ad agencies, vendors, and academia on deeper research methods to understand how digital/mobile first brands grow, including creation of external white papers.

Analytics point of contact for the development, deployment, tracking and measurement of digital advertising campaigns across display, affiliate marketing, mobile, social and rich media channels for two large advertisers (Financial and Entertainment verticals).Statistical modeling organizational lead; developed highly custom Digital Attribution statistical models using DFA log data. Performed multivariate data analysis techniques as well as built forecasting models on a variety of media, cross channel, and transactional data. Led deployment and analysis of advertising research studies including A/B testing, brand lift measurement, and cross media impact. Experience developing questionnaires, performing survey analysis, and utilizing panel and 3rd party research data sources. Deployed and managed large SQL databasing, automated data and reporting visualization tools

Utilizing statistical and and machine learning techniques to develop research topics in the medical imaging and computer-aided cancer detection field.