Sandra Kang Email & Phone Number

Oakland, Ca, Us

Oakland, Ca

Creator and leader of Consumer Data Enablement; building capabilities around the strategic curation and disciplined management of consumer-level data including Data Strategy, Data Operations, Data Quality, Taxonomy and Governance.Key Contributions:- Built a world-class consumer-level data organization from nothing – first ever for Clorox and unparalleled in CPG or digital. Early identifier of the strategic opportunity, paved critical paths and priorities, created the team, removed barriers from doing the work, created excitement for data throughout the organization – all within my first 3 months.- Creating a unique competitive advantage in Data Strategy through the systematic assessment of digital data quality – first in the market, and bringing this opportunity to some of our largest strategic tech partners (Oracle, Google).- Applied strategic and critical thinking in a highly ambiguous space – created data principles, leading to major business improvements on data quality, costs and ROI impact (to be quantified in the back half of FY18).

Oakland, Ca

Lead incubator for GI, responsible for evolving broad range of capabilities (across Insights, Analytics and Data Science) that aim to help Clorox achieve the 2020 mission of the right message to the right person at the right time.Key Contributions:- Incubated methodologies (e.g. Real-Time Measurement, Digital Out-Of-Market Testing, Audience Machine Learning) that produced insights at an unprecedented level of granularity (down to the consumer-level), and decreased the time to learnings by 50%+ – both long-standing challenges in CPG insights and analytics.- Brought on Clorox’s first ever data management platform, which was a significant first step toward having better access to rich data that produced actionable insights and better hypotheses. As a result, businesses were able to test and learn into new growth vectors, find new microtargets and experiment with new messaging.- Created a robust experimentation practice for all of Marketing, unlocking the ability to continuously test and learn vs. Clorox’s traditional big batch learning approach. Businesses now able to effectively test and learn quickly, and feed learnings back into the plans instead of being overwhelmed by complexity and large volumes of data or analysis.

Oakland, Ca

Developed and integrated key consumer digital insights to drive business results and growth across the Cleaning brands. When possible, incubated new insight approaches that leveraged emerging methodologies, technology and/or data. Key Contributions:- Identified incremental household penetration target for Clorox Clean-Up via test and learns – started with a nugget of an insight, pre-tested various messaging camps, executed test vs. control and measured the incremental sales lift.- Enhanced Clorox2 digital campaign effectiveness prior to launching by surfacing new messaging camps (via social and search analysis) and optimizing key drivers of digital creative performance (emotional power, human imagery).- Informed FY15 touchpoint investments, messaging and content through an innovative, consumer-centered analysis that quantified the interconnectedness of different touchpoints as well as the relative incrementality (for reach and impact) of each touchpoint (for Liquid Plumr, Clorox Disinfecting Wipes, and Pine-Sol).

San Francisco, Ca

Co-lead the Analytics department, increased responsibility for overall department growth in addition to prior duties.Key Contributions:- Drove top-line growth by identifying new revenue opportunities on new as well as existing accounts while enhancing the bottom-line through operational optimizations (e.g. report automation, database creation).- Designed and implemented AKQA’s proprietary analytics database, resulting in operational efficiencies (resources and time) and ultimate value-creation for clients (spending more time on analysis vs. report building).- Continued growth of the Analytics department (up to 30 total team members by early 2014) and proactively managed turn-over in what is normally a highly competitive space.

San Francisco, Ca

Analytics lead for AKQA’s top billing and highest profile client (first and only CPG client). Responsible for overseeing the broader team while delivering thought leadership and best practices in analytics and insights. Proposed innovative methodologies based on emerging analytics trends, and piloted when appropriate (e.g. data management platforms). Key Contributions:- Elevated AKQA Analytics – transitioned from a team that primarily reported on impression delivery to a strategic analytical team that consulted with clients, helping them identify which metrics matter most to their business.- Unlocked key drivers of digital media performance for top client after decades of not knowing because their existing analytics tools were unable to diagnose (Media Mix Modeling, KPIs, etc.).- Strong leadership resulted in significant departmental growth, scaling from 5 to 21 team members. Coached and managed analysts, both in their client work as well as career growth.

Day-to-day Strategist for various clients – up to 5 existing clients as well as 10+ potential new clients. Responsible for designing and implementing strategic cross-channel marketing plans, driven by research (qualitative and quantitative), data mining, customer analysis and insights, emerging market trends and innovation.Key Contributions:- Revamped customer segmentation for major insurance company – identified primary and secondary targets based on client product portfolio, conducted segmentation analysis, developed customer personas and recommended optimal communication and messaging strategy.- Completed large national qualitative research (across 4 major cities) which aimed to garner greater insight with various Oncologists for potential pharma client’s new product launch.

Strategy and Analytics lead on multiple accounts (typically ranged between 3 and 5). Ensured client’s marketing programs were appropriately measured and optimized.Key Contributions:- Successfully managed the largest Strategic Services team of 7 members on a $5M account. Actively managed, trained and motivated junior team members while retaining great talent in a very competitive space.- Led marketing analytics for range of online media campaigns, totaling nearly $3M in budget, including the development and presentation of holistic insights and recommendations derived from media and site analytics.- Built forecast models to estimate responses driven by expected consumer response rates and paid media budgets.

Managed P&Ls from gross sales to profit ($231M in net sales). Regularly presented business review packages to Senior leaders and cross-functional partners. Responsible for delivering excellence and integrity with all financial reporting.Key Contributions:- Maximized financial opportunities by analyzing various financial data (risks and opportunities, inventory management, COGS, revenue and promotions).- Trained all Professional Products Division Finance teams on corporate reporting tools and analytics.- Analyzed cost of goods sold on all SKUs and established guidelines for new product launches.

Synthesized data from multiple sources (market conditions, manager performance, portfolio allocations) and made investment recommendations and forecasts, and created reports for clients, senior investment and marketing teams.