Led the GroupM Canada Insights & Analytics team (13 members) that supported GroupM advance analytics, data product development, Xaxis Canada & GroupM [m]Report reporting, and development of GroupM cloud computing.➤ Spearheaded the creation of a globally recognized, cookieless advertising solution, a finalist in Xaxis' 2020 global product innovation competition. The solution optimized digital media buying strategies and measured the impact on offline sales, enhancing overall campaign effectiveness by improving campaign performance on average by 13% depending on the campaign KPI.➤ Innovated automated programmatic campaign setup and optimization, reducing setup time by 20% and eliminating human errors. Automated model-led optimization overcame programmatic media management limitations, enhancing operational efficiency and campaign performance.➤ Identified a marketplace measurement gap and led the development of a framework that assessed digital media's impact (Lift) on offline sales in targeted areas. Recognized by GroupM for its innovative campaign measurement sensitivity, the framework was a finalist in the GroupM Nexus 2023 Global Product Innovation competition.

Member of Xaxis Canada management team. Created the Xaxis Canada Insights & Analytics function (8 analysts) including: client needs assessment, recruiting of talent, formulating service level agreements, implementing advanced analytic solutions, and developing automated campaign & financial reporting.➤ Continuous transformation of campaign performance reporting with enhanced workflow including: auto-mapping data streams and improved dashboard visualizations. These changes resulted in greater reporting efficiency while yielding more effective insights of campaign performance.➤ Automated the month-end client billing process with the SaaS-based reporting solution, while enhancing workflow efficiency and accuracy. This automation reduced team deliverable timelines from two days to four hours, eliminated data troubleshooting delays, enabled timelier financial reporting and campaign actualizations leading to improved operational efficiency.

Established Xaxis Canada's Analytics function: assessed needs, recruited talent, formulated service level agreements, and developed advanced analytic solutions, enhancing data-driven decision-making for advertisers.➤ Overhauled campaign performance reporting with a SaaS-based solution as well as streamlined reporting operations to scale to meet the clients’ needs, reduced reporting and campaign setup errors, and facilitated real-time data-driven business decisions. Increased analyst reporting productivity by ~2x.➤ Engineered an insights program for American Express that yielded media valuation at the cookie level and campaign insights to enable campaign optimization that netted ~85% improvement in campaign KPIs and campaign performance exceed AMEX campaign objectives.➤ Led the creation and implementation of an in-house algorithmic attribution framework. Collaborated with advertisers to use the in-house solution or leverage solutions like Google's Data-Driven Attribution for campaign attribution and optimization.➤ Advised Tier 1 advertisers (Ford, L’Oréal, American Express) on media measurement frameworks and analytic solutions, supporting programmatic advertising investments.

Delivered consumer insights plans and budgets that helped Yahoo! grow its reach and engagement with consumers, capture its fair share of advertising dollars and develop new property and content concepts.➤ Developed Yahoo!’s trade research capability and shaped go-to-market insights strategies that resulted in Yahoo! being recognized as a thought leader and its research being presented at key industry events.➤ Fostered a ‘buddy’ program between analysts and sales account executives to foster incremental revenue and long-term advertiser engagement.➤Implemented an in-house campaign measurement capability that measured the performance of in-house digital display and email campaigns to better allocate Yahoo! Marketing budget to better performing tactics.

Built and managed the Insights function including the creation of and coaching of the Insights team to utilize different data sources and methods to grow Yahoo’s audience and B2B sales.➤The Yahoo! Canada's Insights program that consisted of brand tracking, thought leadership, audience research, sales support and product research.➤Implemented proprietary web analytics and business intelligence tools to enable Yahoo! Canada to track campaigns and audiences in near real time to measure effectiveness of Yahoo! Canada Marketing campaigns.

Managed the consumer insights program for Home Improvement, Canadian Tire Financial Services, PartSource and lighting businesses.

Led AIR MILES marketing research function.➤Developed a data solution that integrated attitudinal segmentation with GIS and transactional data that improved direct marketing campaign performance. ➤Created a shared cost consumer survey and database analytics program for grocery clients to cost efficiently address their business objectives.

Led key corporate research initiatives and developed one of the largest Canadian e-panel that was used on key corporate and client projects.

Managed Levi’s Canada marketing research function including brand tracking, consumer segmentation, store and mechanizing research, and creative development.