Elevated to oversee the Automotive sector and lead teams of Auto Analytical Leads across verticals and geographic locations. Responsible for setting a comprehensive strategy and vision for the evolution of Measurement within the industry and catalyzing a significant shift in focus while promoting stronger collaboration.• Initiated a transformative Measurement vision and strategy for both sellers and clients; drove momentum across the vertical through strategic discussions and quarterly focused plays. • Joined with Analytical Leads to establish a common language within the vertical; facilitated meaningful conversations with senior marketing clients and emphasized the importance of identifying appropriate KPIs, cultivating a culture of testing, and leveraging cross-media solutions tailored for the new digital landscape. • Emphasized focus and rigor in demonstrating and increasing the value derived from clients’ investments; instituted clear plans for video spending and provided effective training for sellers to deliver results, realize augmented resource utilization, and maximize ROI. Subsequently introduced tracking routines used by the Automotive leadership team.• Led the M&A Industry Pillar, which was a strategic initiative for the sector; connected with senior measurement and analytics clients through an external vision, created senior-level programming, and built partnerships with Marketing for events and publications, including participation in events like Cannes. Successfully engaged executives from over 20% of the vertical clients in the first six months.

Transitioned into a role abroad to lead Central Europe (CE) Sales teams and spearhead strategic initiatives aimed at maximizing both online and offline returns for Retailers in Germany. Charged with developing pitches and strategies to introduce new approaches to Retail sales. Created a business culture that promoted collaboration and allowed for discussion and co-building. • Directed and coached a team comprised of Account Managers on customer plans, engagements, and career development; results delivered in-quarter activation and achievement while attaining 130% revenue targets• Developed the European Micropeak Pillar; capitalized on demand peaks during key shopping days throughout the year and delivered successful multi-million cross-market activations. • Enhanced communication with the teams; conducted storytelling training for both Managers and Sales team members. Trainings empowered groups with improved insights and structures that increased pitch wins. • Acted as a mentor within the Google Women Coffee Club in support of career and professional development. • Introduced Pitch Sprints, which turned industry insights into actionable strategies and equipped Account Managers to create pitches based on customer behavior observations. • Sponsored the CE Holiday team and formulated a new strategy that met clients’ needs, encouraged earlier revenue planning, preemptively boosted the Holiday Pipeline, and led to enhanced accountability within the Sales team. Results additionally helped Retailers navigate COVID-related challenges by staying ahead of consumer behavior.

Promoted to strategize with Sector leadership to establish key business strategies while activating the team through tactical initiatives such as crafting innovative C-level pitches, narratives for pivotal sales moments, and new approaches within Retail categories. Partnered with Sales teams to bring customer-focused strategies to Retail executives by developing new market insights, managing industry research, leading innovation sessions, and influencing storytelling. • Attained consistent quota achievement six consecutive quarters. • Spearheaded industry insight development across Retail categories, including apparel, grocery, furniture, and sporting goods; identified valuable shopper-driven opportunities for clients• Initiated third-party research studies tailored to business needs; oversaw vendors in the execution of studies centered on deriving actionable insights. Results created scorecards that were used to assess sophistication vs. competitors. • Contributed as an active member of the Research Center for Excellence.

Recruited to the organization to tailor client media strategies and leverage insights from industry trends, customer research, behavioral data, and rigorous media measurement techniques to enhance ROI and overall business outcomes. Optimized clients’ analytics accounts by aligning goals and metrics with behaviors that drove short-term and long-term impact for ecommerce and in-store success. Planned and created data-driven materials for clients.• Served as the Principal Industry Analyst within the Retail sector and advised clients on measurement strategies, including cross-device analysis and attribution modeling; designed and implemented varied testing methodologies such as A/B testing, geographical analysis, and causal impact studies. • Collaborated with internal teams to develop compelling media pitches that synced seamlessly with client marketing objectives; successfully engaged in a groundbreaking approach for forecasting annual budgeting, which analyzed demand and identified opportunities across varied media properties.

Led Strategy and Analytics teams, including management-level professionals and off-shore resources, dedicated to crafting innovative strategies and assessing performance across Automotive leader’s digital platforms, including the website, mobile apps, social media, CRM, and advertising channels. Utilized behavioral data, demographics, surveys, and UX research to create customer-centric strategies. Delivered comprehensive reports to senior leadership within GM’s Brand and Marketing teams. • Recipient of multiple performance-based promotions during tenure with the organization. • Drove strategy development and deployment for newly redesigned mobile and PC websites through the utilization of consumer research, user experience evaluation, and other pertinent insights; results generated substantial increases in high-quality site activity while promoting team collaboration.