Senior IC / Manager experienced in marketing analytics and effectiveness roles at Meta. Have supported advertisers in their measurement journeys improving their Meta performance and also challenging how they measure and value their marketing. Ultimately driving them to better holistic measurement across a variety of methodologies including incrementality experimentation, MMMs and attribution. Have worked with billion dollar clients across a variety of industries including retail, ecomm, Telecoms, travel and FinServ.In my previous role at Expedia I built code to test the incrementality of different marketing channels, working with senior leaders in the business to better operate their channels to maximise the return to the business. I lead a team working across our Programmatic, OLV including Youtube, Coupons and Cashback informing senior directors in how to make their capital allocation decisions.In previous roles I have worked in the B2B area analysing geographical mobile data to find trends in movement and journeys, and also in B2C roles at dunnhumby as the analytical resource to help support their biggest market, the UK, in numerous areas including customer insight, Pricing insight, Promotions insight and the Digital personalisation area. Key skills include tracking down, manipulating and analysing data using numerous coding languages including SAS, SQL, R and Python across a variety of data sets including location based, click-stream and web tracking data, in both retail and product based environments. I am also comfortable developing end user reports within Tableau, and Excel to help support the client in getting to their insights. I have applied experience in a range of programs and techniques, including:• R, Python, Google BigQuery, Git, SAS, SQL, Python, Hive/Hadoop, Excel, Tableau, Omniture Discover, Business Objects, Qlikview,• Random Forests, Logistic regression, clustering, PCA/factor analysis, segmentation building