Katherine _ Email & Phone Number

Washington, Dc, Us

Remote

• Hone deep understanding of individual shopper or household level data. At Catalina, custom insights directly support the design and optimization of marketing campaigns (promotions and/or media).• Clear eyed on the balance of art and science in statistical modeling. Expert in exposed vs. unexposed measurement design for all media channels. Relentlessly scrutinize methodology and internal processes to improve validity and reduce high touch analyst hands-on time.• Support Catalina’s nascent measurement as a service business. Our first client has renewed with us for 3 additional years, citing my work as “best in class.”

Chicago And Remote

• Led Marketing Mix and Matched Panel Analysis projects to evaluate impact of advertising and promotions for several Fortune 500 CPG manufacturers.• Influenced brand managers to take action based on data-driven storytelling. Earned praise for clarity of presentations and quality of insights from multiple clients.• Project responsibilities included managing relationship with client, facilitating data collection, collaborating across Nielsen to add context, presenting results, and quantifying opportunity size. • Revised lecture-based training into an active learning curriculum and planned training events for 200+ person department. Mentored project teams of 3-4 analysts, teaching model interpretation and fundamentals of CPG industry.

Chicago

• Worked as a delivery analyst and gained project management skills. Planned for, organized, and coordinated measurement for both digital and linear TV, earning recognition from sales team for finding resources and delivering sales lift models with very difficult deadlines. • First to deliver custom measurement using Nielsen-Catalina ID graph and purchase data.• Effectively communicated team standards through formal and informal training. Reviewed modeled results and decks, providing feedback to analysts. Managed one direct report.

Chicago

• Analyst serving CPGs buying media through Yahoo!, AOL and Google. Constructed custom purchase-based target audiences. Measured post-campaign sales impact via Homescan Panel.• Simplified processes by documenting modeling practices, leveraging an internal database to automate aspects of project management with partners, and creating automated reports on resource allocation across analysts.

M.S., Statistics

Activities and Societies: Alpha Phi Omega

B.S., Business Administration, Marketing

Activities and Societies: Alpha Phi Omega