Mission:The Insights & Analytics organization at Scotts Miracle-Gro is at the forefront of shaping a consumer-led, data-driven culture. We drive the company’s business strategy by merging comprehensive market intelligence with in-depth consumer analysis.My Role:In my role as Director of Analytics and Insights, I oversee the synthesis of data-driven market intelligence with deep consumer insights, focusing on: Data-Grounded Consumer Insights, Strategic Behavioral Hypotheses and Experimentation, Optimization Through Testing. My role is pivotal in connecting the dots between what we observe in market data (the 'what') and the deeper understanding of consumer motivations (the 'why'), leading to actionable strategies (the 'how'). This comprehensive approach ensures that each insight is not only grounded in solid data but also tested and optimized for maximum impact on consumer behavior and business outcomes.

Founder of applied behavioral science consulting company that uses behavior change insights in areas of product strategy, marketing, pricing, design, HR and sales. Advise 23 clients across industries including HR, FinTech, and Healthcare, including GoodRx, ZipRecruiter, Monarch Money, Edmunds.com, Amerisourcebergen Lead marketing and product onboarding funnel audits and optimization recommendations based on behavioral insights (including where to reduce friction and where to leave it to maximize LTV) with a focus on user behavior, decision making and motivation using B-MAT and COM-B modelsLead marketing and product content audits based on behavioral science to create a consistent and understandable user experience Lead pricing strategy and presentation audits based on behavioral science to optimize product perceived value and conversionLead interventions & development of A/B testing strategies to change identified customer behaviors

Leader of behavioral science, UX insights at GoodRxGenerate qualitative + quantitative user research to build a cross-functional understanding of the patient and provider customer basePartner with product and marketing to iterate on product. Helped shape product strategy & roadmaps by using behavioral science audits of experience: - Care (2020) onboarding optimation (10+ experiments) which stat sig increased conversion of acute condition care- Core (2021) supported production of successful core features like pharmacy preference which stat sig increased conversion and revenue; - Rewards (2022) helped launch new product and iterate through conducting 17 interviews, 5 surveys (n>1k), and 5 experiments focused on UX which ultimately grew user base to over 100k in just 3 months with 2.5x increase in account creation & 65% 30 day retention lift. - Specialty Brand Drugs (2023) helped develop specialty drug related new product roadmap through leading the execution of surveys, qualitative interivews and discussions with pharma in order to give easier access to discounts through manufacturers to patients.Brief senior leaders on a regular cadence regarding research & experimentation outcomesLaunched and grew large consumer insights panel being used by product & marketing for concept testing

Partnered directly with Dan Ariely to run 5 successful behavioral science driven features increasing usability, growth and retention across product, data, and hr team customers through experimentation.Developed and ran a course on biases, data, and behavioral science for all entering product managers, data scientists, and data engineers tailored to the education experience of datacamp. Course content is still being used today. Additional workshops developed for sales and marketing.Led global launch strategy and user testing for Business Integrity’s first Ads Transparency product, Facebook Ads Manager for Excel (FAME), Facebook’s Dynamic Creative feature

Developed product strategy and roadmap for two internal sales products based on sales needs - Sales CRM Quota Tool and Delivery Debugger. Specifically, put together requirements for MVP and testing. Led internal product launch, marketing, and testing with sales customer.Led and implemented (using Python and SQL) technical solutions to ad tech challenges with lead agency on Hillary for America in 2016, tied to ~$60M in client revenue.

Product, Brand, Insights, & Analytics leader of first all-female team funded by YCombinator B2C product & marketing: Designed, ran, and analyzed A/B and multivariate experiments to optimize user experience and behavior. Grew consistent quality event planner traffic from 0 to 500k daily visitors. B2B product & marketing: Grew national venue search and booking product to more than 8k spaces in 15 U.S. cities including major event hubs like NYC, LA, SF in <6 months. Used well-defined hypotheses based on customer motivation & behavior understanding to optimize the venue owner onboarding & activation flows. Successfully tackled barriers such as trust, repeat usage, willingness to share data, process complexity and pricing. Recruited, hired, managed a team of 11: engineers, product managers, designers, community/publicity managers, interns, and salesLed fundraising for successful angel seed round

1) Condensing and translating research findings on Ripple Effect, Emotional Contagion, Happiness - utilized by professor for course on "Designing Happiness" - http://dl.dropbox.com/u/927908/Happiness%20Course/AllReadingInsights2.pdf2) Act/React study on how people from different cultures, specifically American versus Asian, deal with illness/threat – involved in experimental design, discussion, and analysis of data

1) Testosterone study: Experimental design for analysis of neural and physiological basis of aggressive and risky decision making behavior2) Asset bubble experimental design

- Managed short term cash for 2a7 and securities lending funds (~$70B AUM) based on client guidelines- Worked cross-functionally with operations, technology, and bank custodian teams to increase trade efficiency- Ran weekly strategy meeting for cash management team - Documented manual for managing short term cash for team

- Ran overnight repo financing of securities under management (Treasuries  Equities); developed deep client and broker relationships through daily communication- Used Behavioral Science concepts in market making to increase arbitrage opportunities of repo trading- Developed, researched, implemented, marketed, and presented new financing products for non-standard securities- Worked cross-functionally with sales and technology teams to market products to clients- Traded Eurodollar, Fed Funds futures and Treasury Bills based on market analysis

• Analyzed local markets in Latin America through:1) producing and presenting client presentations for sales and marketing initiatives 2) completing volatility analysis, regressions, and consolidation of country economic data

• Credit Research Team: 1) Analyzed the Energy and Paper & Packaging sectors to make investment decisions: evaluated balance sheets, created models for bond issuances and company comparison sheets2) Completed management compensation correlation study for above sectors