Peter Sohn Email and Phone Number

• Manage analysts in developing B2C & B2B2C data-driven marketing & branding strategies for financial services products• Own the strategy & Implementation process for media & site tracking to support data capture, & build retargeting audiences for equitable.com• Execute brand strategy across key channels: paid search, paid social, display, email, & website campaigns• Create data-driven strategies for media planning process around segmentation, unique messaging, retargeting, channel selection, & UX• Provide forecasting & recommendations for budget allocation• Build dynamic dashboards via data visualization software to provide near-real time updates to monitor performance• Lead strategy for creative development based on data• Direct strategy, media optimizations, & reporting standards, collaborating with media agencies & B2B2C stakeholders to drive awareness, customer acquisition & retention• Establish analytics dashboards to enable senior leadership to track business objectives

Led the LVMH Beauty and Fashion account analytics team, which comprises 10+ brands, overseeing all digital analytics endeavors. Team responsibilities included campaign strategy and measurement planning, implementation leading to multi-channel (social, programmatic, email, search, video, direct buys, site) reporting, and offering recommendations.

• Consult with clients to identify growth areas, which led to implementing custom test designs, and execution.• Oversaw the design and end to end delivery of Test/Measurement plan, reporting, and recommendations. • Championed transition to dynamic ad targeting platform, which improved ad engagement by +35%.

• Championed transition to dynamic ad targeting platform, which improved ad engagement by +35%.• Led the selection & implementation of sports, and weather API vendors to assist in real time audience targeting, and messaging.• Improved display retargeting program (reach +60%, efficiency +20%) by optimizing targeting, and creative testing.

Improve the performance of our clients' online marketing efforts using proprietary real-time optimization technology, applying statistical models to online marketing.

• Conducted collaborative sessions with clients to identify business objectives, and provide feedback on the type of data needed to successfully execute Marketing Mix Models• Transformed large data sets for Marketing Mix Modeling • Assessed impact of marketing vehicles on brand share & sales volume to determine the ROI of all marketing tactics impacting sales• Analyzed output to derive sales contribution factors across tactics that influence marketing strategy, providing data-derived insights to forecast & influence budget