Tech lead and senior product data scientist for the Instagram TV and Creator Monetization teams. Mentored other data scientists on the team. Drove complex simulation and sizing modeling of different ads revenue share strategies that underpinned our long term investments in creator monetization. Led thought leadership behind our investment in creator affiliate programs and the attribution process behind this. Conducted deep ad hoc analysis to drive ecosystem understanding, align on goal setting, enable complex experimental analysis, and prioritize investments.

Managed a team of three on Facebook ads, and then built up and managed a team from one to eight data scientists eventually supporting all of the Instagram ads team. Led company wide adoption of a new monetization efficiency measurement framework and metric critical to setting ads strategy across IG and FB. Hiring, performance managment and mentorship for a diverse team of high performing data scientists.

Built a production ready decision tree based model trained on hundreds millions of records to predict ad video views, which was later deployed. Simulated the complex impact of budget aggregation changes on advertiser ROI using existing raw data, leading to 6 months engineering investment in this new product. Designed experiments which proved out the gains to advertisers post launch. Conducted ad hoc analysis to understand the economic dynamics of Facebook ads market, inform new product and feature development, and understand advertiser behavior. Built complex new metrics, frameworks, and goals for measuring product progress and success. Managed an intern, recruited new team members, and acted as team lead and mentor for other data scientists.

Managed a team of two analysts with responsibility for all analytics around the Ancestry member experience.

Supported the launch of key new product features with tracking, launch group selection, test design and analysis, and kpi reporting.Managed a senior level analyst and took responsibility for all ancestry core site analytics. Led analytics, ran simulations, and drove product design for our Big Tree initiative.Mined family tree data to understand healthy tree growth and structure, and how this correlates to customer retention and early engagement.Drove requirements and QA for multiple big data logging initiatives to begin tracking and storing large amounts of new data in Hadoop.

Led and managed all analytical functions for the Archives.com business.Hired, trained, and managed a graduate level intern. Created a lifetime value model at the marketing placement level, fully automated the calculation in SQL, and integrated this with our SEM bidding solution. Significantly increased our understanding of customers through site usage analysis, customer segmentation, and statistical modeling of engagement vs. retention in RSupported split testing from design and set up through to the final analysis and decision making.Designed dashboarding and reporting using Tableau and Powerpivot to support marketing decision making, test analysis, and product management.

Partnered with the marketing teams to design and lead our initial EU television advertising testing strategy and measurement methodology. Owned analytical support and campaign testing strategy for the UKIE market, including test analysis, spend allocation, ad hoc SQL queries, and marketing efficiency. Worked closely with Search managers to optimize campaigns and understand marginal efficiency through our SEO partner Efficient Frontier. Provided analytical support and guidance for the quarterly marketing planning process, as well as helping to set the overall marketing spend strategy for the UKIE market. Drove analytical thinking and SQL/excel based reporting behind a new customer lifetime value marketing initiative for the European market.

Conducted econometric analysis in STATA on a variety of different academic research projects relating to finance and development of small businesses.Worked closely with professors from Harvard, MIT, and the Indian School of Business to discuss development goals and refine analysis. Met with chit fund mangers and officials at ICICI bank to form partnerships, discuss data requirements, and developed research strategy. Managed a data entry team and maintained and cleaned large survey datasets.

Acted as the primary analyst for the new Barcelona office with expanded responsibilities to include all types of analytics, using SQL, SAS and Excel to conduct ad hoc analysis; served as an analytics liaison with the US office. Led the European customer segmentation effort from the analytics side. Created logistic regression models in SAS to classify customers, conducted additional cluster analysis and designed a testing strategy to asses the value of the splits. Prepared reports and led meetings for a cross-functional team designed to drill down into marketing difficulties and opportunities generated by inter-country differences. Interviewed candidates and trained new analysts hired for the Barcelona office.

Designed queries in Microsoft SQL Server to organize, format, and pull data from large databases related to the website, product performance, and website optimization tests. Analyzed data in SAS and Microsoft Excel to look at trends and provide recommendations to marketing department.Worked closely with site optimization team, and presented analysis and recommendations every three weeks to the VP of Retention Marketing and other managers.