Lead a team of data scientists and analysts building innovative modeling and analytics capabilities which will provide insights into the creative performance of the Progressive brand. Optimize creative, segmentation, and marketing attribution. Develop recommendations and build relationships with stakeholders and business partners, as well as vendors to complete analyses, provide data inputs, and interpret performance. Own technical recommendations and attribution methodology.• Enhance advertising effectiveness through strategic utilization of generative AI advertising tools• Develop methodologies to measure sponsorship investments• Manage a team of 4 data scientists and analysts

Led a team of analysts for General Motor's Marketing Investment Optimization (MIO) program with the goal of improving the effectiveness of GM Media and Marketing investment utilizing a Unified Analytics Model (MMM-Marketing Mix Model + MTA-Multitouch Attribution) to maximize sales, revenue, and brand health for Chevrolet, Buick, GMC, Cadillac, OnStar and CCA. • Provided cross-functional coordination with Chevrolet, Buick & GMC brand leads, Global Media Operations, GM IT, and GM’s media buying agency Carat on execution of MIO and model rebuilds.• Partnered with GM Brands on In-Market Experimentation.• Coordinated annual model rebuilds which will produce an estimated $100M in media efficiency benefits to GM each year.• Partnered with Regional Markets on the global expansion of MIO.

Managed day to day operations of General Motor's Media Investment Optimization (MIO) and Incentive Optimization Tool (IOT) programs within the North American Market Analysis (NAMA) group. Drove analytic design to align with business context and strategic priorities. Evaluated analytics to shape model elements and develop findings and insights derived from modeling analyses. Strategically transformed findings from modeling analyses to qualitative insights to unearth business implications.• Improved the effectiveness of GM Media and Marketing investment by providing advanced analytics to maximize sales, revenue, and brand health using a Media Mix Model (MMM).

Contractor for General Motors through a UK-Based text analytics company. Spearheaded critical data-driven and qualitative insights throughout the General Motors organization utilizing Feedback Ferret's proprietary text analytics solution. Identified and expanded value-added services and capabilities. Collaborated with Chevrolet, Buick, GMC, and Cadillac ensuring that stakeholders are leveraging and benefiting from insights derived through text analysis. • Provide insights into product quality issues, customer experiences, and customer feature preferences.• Executed ad-hoc studies addressing client needs: product insights, dealership performance, Cadillac product & service, OnStar, gender insights, etc.• Provide strategic recommendations to impact brand performance on J.D. Power CSI, SSI, IQS, and VDS studies.

Recruited by a colleague to provide leadership on market research products with a focus on automotive quality and vehicle technology. As part of the Automotive Quality and HMI Practice, collaborated with senior management on development of new research products emphasizing technology in the vehicle and vehicle component quality. Wrote marketing pieces promoting new and existing products, and supported business development with U.S. and global automotive suppliers.Key Highlights:• Provided leadership and study direction on J.D. Power syndicated automotive quality customer satisfaction studies, including Original Equipment Tire, Component Quality Reports and Emerging Technology studies.• Developed new products focusing on automotive quality and technology in the vehicle, with a strong focus on HMI and evaluated consumer interest in new and emerging automotive technologies.

• Promoted to lead Audi of America’s “Audi Insight” retail sales and service ongoing customer satisfaction program. Managed this key program as part of Audi’s customer experience continuous improvement process, including survey design recommendations, sampling, reporting, and process monitoring.• Delivered key Customer Experience metrics (Loyalty, CSI, SSI, and Advocacy) to Audi business owners advising plan development that addresses improvement measures to meet objectives.• Served as the SME on Audi Insight Survey, providing actionable insights that helped to propel Audi syndicated rankings in both J.D. Power SSI and CSI studies.• Interfaced with Audi corporate executives, field representatives, and dealer personnel providing insights and recommendations. Key Accomplishments• Developed a key analytical online dashboard highlighting customer satisfaction motivators across dealer sales and service processes driving most impactful strategies. • Delivered key analytical insights that led to Audi initiative “Driving the Test Drive.”• During time of staff transition at Audi, supported client by acting as the de facto Audi Business Owner of the Audi Insight program flying weekly to Audi HQ.• Invited to manage a team of 4 researchers conducting syndicated SSI and CSI “mimics” for clients that included Bentley, BMW, Nissan & Infiniti, and Volkswagen.• Invited to learn “Agile” software development leading to becoming a Certified Scrum Product Owner.

• Primary lead for Bank of America and MBNA Canada research studies. • Supported the proposal/sales process by working with project teams to develop an analytical approach to client problems and assisted with writing proposals.• Led multi-functional team members ensuring project and research design of the studies met client objectives. • Presented findings to key client personnel, confirmed data integrity, monitored quality levels, and managed quality problems. Key Accomplishments• Designed study for Bank of America small business payroll software helping to change the strategic marketing direction of the software.• Led focus groups for MBNA Canada compiling qualitative analysis of credit card satisfaction leading to redesign of questionnaire. • Increased responsible revenue in 2010 from $665k to $1.2M in 2011.

• Recruited by a colleague to lead original proprietary research studies for the Commercial Vehicles and Financial Services sectors, including budgeting, survey development and enhancement, and reporting. • Managed key commercial vehicle research studies for Daimler Trucks and Thomas Built Buses assessing satisfaction with service, sales process, and product quality.Key Accomplishments• Expanded commercial vehicle programs from simple Excel reporting to in-depth analytical reports presented onsite to clients.• Grew portfolio value from $600k to over $1.5M with addition of new projects for Compass Bank assessing satisfaction with retail banking, primary mortgage origination, and small business loans.

• Promoted into a key leadership role in proposal development for a new client, Citigroup. Charged with managing the development of Citigroup projects, which measured satisfaction with retail banking, primary mortgage origination, and small business loans.• Instrumental in aligning Citigroup business requirements companywide which included addressing physical and network security.

• Promoted to lead Ford Motor Company’s Roadside Assistance and Customer Relationship Center client satisfaction tracking studies.• Provided data analysis to pinpoint areas of opportunity for improvement.

• Developed, executed, and reported on voice of the customer projects which guided the Advanced Product Development team. • Presented analysis of qualitative research data which identified consumer preferences managing cargo in the vehicle helping to understand how and where consumers place items. • Conducted focus groups for Ford Motor Company examining how consumers define “luxury” in their vehicle interiors which helped to guide material choices and textures in the vehicle.

• Transitioned from California to Michigan to continue role as key liaison between RDA Group and Ford Motor Company. In this role, provided executive-level analysis on multiple, concurrent Lincoln Mercury dealer relations programs. • Assisted the Lincoln Mercury Customer Viewpoint Manager in developing and executing strategic customer satisfaction initiatives and resource management decisions. • Utilized nationwide focus groups to enhance Lincoln Mercury’s Sales and Service Satisfaction survey.

• Promoted within six months of joining the company and relocated to California to work onsite at Lincoln Mercury headquarters in the Premiere Auto Group building.• Contributed to the development of the “Lincoln Premiere Experience” dealership certification program which measures not only retail sales and service satisfaction, but assesses the dealership facility through onsite evaluations. • Traveled nationwide to all Lincoln Mercury regions to train field staff on the “Customer Viewpoint” online reporting platform.

• Monitored Ford Motor Company’s dealership compliance with the survey process. • Coordinated requests for data analysis; fulfilled them independently and collaborated with statisticians.