Developing bespoke data & audience strategies to help brands reach the right consumers, with the right message.

Responsible for successful commercialization, launch, and adoption of new products and partnerships developed by the Global Innovation TeamClient engagements: Tesco; L'Oreal; Rogers; BBVA; Unilever; Dyson

Audience strategy consultant across GroupM agency clients.Engagements: Allergan, an Abbvie Company; Signet; Mars Developed a six-phase process for Audience-First planning & activation - shifting Allegan’s media investment approach from Media planning to Audience planning.Implemented a Cross-Channel client facing “Audience Grid’ which outlines the allocation of each of the strategic audiences by channel, allowing for a holistic understanding of audience performance, optimizations and investment across audiences/channels. These documents have been shared across Mindshare as proof of concept across various accounts.Led the expansion of the Audience Strategy team’s scope across three additional brands under the Allergan portfolio – which subsequently led to incremental investment managed by Mindshare.Worked with the Chief of Product to enhance our TV insights tool for upfront planning and cross-discipline understanding and utilization.Sold the use case of Allergan 1st party data within [m]Insights - amplifying the value of [m]Insights and in turn GroupM’s integral role in Allergan deployment of successful audience strategies. Consolidated all managed service programmatic activation, to sole investment through Xaxis in 2020. Eliminating the investment in managed service partners and reallocating the funds to Xaxis, leading to an increase in investment for GroupM’s programmatic arm, YoY by 120%.Vetted data partners and developed a strong relationship with leading pharma health propensity activation partner, Swoop. Measured by Crossix as having achieved $500K in savings for our client and resulted in an increase in targeting against our desired audience by over 400%.

Lead team of 7 analysts in all reporting and analytical functions for 34 live campaigns across Novo Nordisk diabetes portfolio.Identified primary KPIs as they relate to our client’s business objectives unique to each brand’s stage in the marketing life cycle and across their patient’s consumer journeyDeveloped cross-channel measurement plans with strategy teams, clients, and vendors to determine attitudinal and behavioral success metrics over long-term, multi-phase campaigns.Guided team in the creation of all reporting dashboards, analytic tool POVs, conversion forecasting, KPI development, social measurement & conversion forecastingInfluenced the restructuring of the Crossix DIFA Interface in order to properly measure in-house programmatic investment, satisfying our client’s needs & positioning our Precision team for successDeveloped and implemented processes for media execution to ensure appropriate nomenclature and utm parameters are utilized for accurate data population across GA, Adobe Analytics & DCMAgency point of contact for the Publicis Media mandated nomenclature transition across all Spark Foundry accounts – identifying necessary parameters for cross-industry client accountsAs Analytics consultant for the transition of the Morgan Stanley account from Chicago to New York: Identified client pain points and proposed and implemented solutions regarding reporting structure, insight development, data integration, and advised on media best practices related to MSAI launch

Bristol-Myers Squibb AccountOversaw a team of three in development of biweekly reports which incorporated tactical optimizations based on attribution modelling with audience insights from our research studies.Evaluated and presented 12 monthly client reports on campaign performance across BMS brands for paid media, including search, display, online video, TV, OOH social.

AstraZeneca AccountLead analyst on all AstraZeneca brandsSupport the media planning and buying teams through creating strategic recommendations based of insights gleaned from data analysis, utilizing Omniture, DCM, Datorama and Excel.Deliver campaign performance analysis reports to client on a monthly cadence.Handle all adhoc client requests related to analytics.

Import, clean, transform, validate and model data in order to present to upper management for decision making purposes related to R&D investments, sales team expansion and content production. Regularly meet with internal team members to understand priorities, goals and recommend best practices in line with the business's growth objectivesProduce weekly and monthly status reports, dashboards, scorecards, and trend analysis utilizing Adobe SiteCatalyst, Google Analytics, SalesForce reports and SQL queries.

Collaborated within product development team to develop an innovative Business to Business research product offering market research and investment analysis targeted towards Real Estate Investment Trust clientsAnalyzed and vetted data from various sources related to retail, consumers and marketers via financial analysis and secondary market research by amalgamating company reports, research firms, trade groups and government databasesIdentified ways to improve existing processes and built new tools to streamline the process of data collectionEstablished and nurtured relationships with information sources and company representatives of the retail industry

Completed Private Equity Office (PEO) training, which entails updating investor related information onto an audited central database that is utilized to streamline client resource management Responded to queries, from an investor base of over 450 institutions, regarding distributions, capital calls, net asset valuation statements and current account balances for co-mingled private equity vehicles the firm managed

Reported directly to Her Royal Highness, Princess Katherine KaradjordjevicRaised money by planning and executing the Lifeline charity gala held in London, England, including vendor selection and management intended to minimize cost while ensuring quality on-time deliveryStreamlined three decade’s worth of Royal families’ records of correspondences and donations onto a digital platform

Researched and applied for grants to organizations such as the European Union FP7 programDrove execution of preliminary web portal for the University of Belgrade by documenting portal use cases, business requirements and meeting with IT to ensure completionTranslated and edited grant proposals and all outgoing English correspondence

Drafted press releases for exclusive properties valued in the top one percent of the real estate marketDeveloped highly confidential marketing packages and dealt with exclusive clienteleAssisted with website development, built proposals, took part in international conference calls

Contributed to multiple complex projects and developed a DNA algorithm for virus detection of West Nile and Yellow Fever - published in Columbia University Science Journal for extensive work on molecular computing based bio detection system