Lead the newly created Customer Experience and Tech/Digital Consumer Insight teams to inform strategic development and project prioritization.• Establish new team and guide senior leaders across the new WDW customer experience ecosystem, identifying and developing customer needs and KPIs, continuously evolving our collective insight and prioritizing initiatives.• Closely partner with Tech/Digital executives to evaluate and improve customer and guest product experiences that impact the broader WDW experience and commercial initiatives.• Created and implemented a new digital/tech and customer experience measurement ecosystem that provides ongoing measurable and actionable insight to inform strategic and tactical direction.• Leverage newly created quantitative and qualitative data analytics to create insight that established and quantified Guest experience and return intent impact.• Developed new metrics for tracking and performance assessment used to measure effectiveness of system, business rules, and digital feature implementations.• Identified Guest and business impacts that helped justify multi-million dollar improvements to the tech/digital ecosystem.

Lead multiple high-performing, analytical market research teams to curate and synthesize consumer-based insight that quantifies and guides revenue demand driving and experiential opportunities for senior executives.• Lead and integrated weekly evaluations of revenue demand indicators and audience level insights as part of a commercial council that informed strategic marketing and commercial investments to meet business objectives.• Tracked and synthesized consumer data from a variety of sources, to provide holistic perspectives and recommendations that identified new business opportunities, evaluated existing programs, and provided forward-looking projections.• Quantified audience level trends and developed scenario models to evaluate five year plan risks and opportunities.• Establish team as the consumer experts, advising commercial executives on audience and creative advertising direction providing deep insights that help maximize WDW marketing and ad strategies for specific business objectives.• Identified and tracked the consumer path to visitation demand recovery brought on by pandemic disruptions including intentionality, barriers, and expectations, used to help balance WDW’s re-opening and commercial strategies.• Quantify demand drivers of Resort Guests that provide actionable guidance to leadership, including holistic research support for Star Wars: Galactic Starcruiser through development, testing, and launch.• Partner with executives to deeply understand, measure, and improve high affinity consumer needs and experiences such as Annual Passholders, Club 33, Worldphiles, and DVC members.• Source, analyze, and report foundational central Florida and WDW Guest visitation behavior to partners and commercial leaders, advising on macro trends and causes of change that inform opportunities for future strategies and tactics.

Promoted to lead multiple high-performing teams responsible for analytical insight and strategic planning support of distribution channels and leading indicators of all domestic Disney Experiences.• Created a market assessment framework that enabled faster measurement, insight, and knowledge for strategic and tactical decisions as well as influencing revenue forecasts and when/where to shift marketing & sales investments.• Identified causal factors that drove revenue performance through statistical analysis and provided guidance on future risks and opportunities inclusive of promotional offer justification, M&S budgets, and growth planning.• Advised senior executives on all aspects of the distribution strategies, across Disney Experiences, creating, and evaluating multiple change options with probabilistic impact ranges so measured risks could be taken.• Optimized net and commission rate structures across all experiences, products, and sales channels resulting in over $20M annual savings without negatively impacting revenue production.• Quantified international in-bound growth opportunities, helping justify an additional $9M in marketing and sales funds that helped drive 9% attendance growth within two years.

Promoted to lead a team of analytical professionals that evaluated and established room and ticket pricing strategies and tactics for Walt Disney World and Disneyland international, local, and non-leisure markets.• Assessed, created, and implemented annual & promotional products & pricing, generating more than $10M annually.• Directed price elasticity models, incrementality measures, and ROI calculations to assess and influence decisions.• Optimized Disneyland annual passholder pricing resulting in over $15M annually while achieving the strategically identified optimal mix of passholder types and volume.

Promoted to lead a team of analytical professionals in predictive analytics, long term and annual plans, explanatory forecasts, and causes of change for Walt Disney World and Disneyland revenues.• Constructed and lead regression models in SAS that identified and quantified key revenue drivers, increased forecast accuracy and provided business insights for future revenue streams.• Developed consistent standards and alignment between site KPI, processes, tools and methodologies resulting in increased efficiency, error reductions, and more accurate and insightful analysis.

Consulted with executive leadership using analytical backed methods to improve revenue production, quality, and operational efficiency for commercial operations including Disney Central, the primary Guest contact center.

Optimized Space Shuttle processing operations to improve timeliness, efficiency, and quality. Identified opportunities, developed optimization models, and implemented new processes and procedures. Silver Snoopy Award recipient (awarded to less than 1% of all space employees in recognition of significant contribution to the space program).