Experience

Market Fusion Analytics

• United States
• Market Research
• 1 - 100 Employee

• Senior Vice President & COO

  • Jan 2009 - Present

  Built and led the current modeling analytics practice for key clients (PepsiCo, SC Johnson, American Airlines). Developed modeling approach to ensure all cross-channel impact on sales measurement (digital and traditional media on brick-and-mortar and online sales). Organized the internal company structure to produce analytical output more efficiently through a mix of automated computer programs and experienced analysts. Led all hiring, grouping and training efforts as well as HR incentives and… Show more Built and led the current modeling analytics practice for key clients (PepsiCo, SC Johnson, American Airlines). Developed modeling approach to ensure all cross-channel impact on sales measurement (digital and traditional media on brick-and-mortar and online sales). Organized the internal company structure to produce analytical output more efficiently through a mix of automated computer programs and experienced analysts. Led all hiring, grouping and training efforts as well as HR incentives and benefits. Planned, directed, and executed outsourcing operations in Latin America for data processing, and modeling for US clients. Built and led the current Latin American modeling and data analytics practice from a team of 12 to 35 data scientists improving company’s ROIs by three times. Developed a solution system for Arcos Dorados’ (McDonalds) media budget optimization (through marketing mix modeling) that grew from one country to six: Argentina, Brazil, Chile, Mexico, Colombia, and Puerto Rico. Built the digital and advanced analytics practice to support Unilever Mexico, Brazil and Argentina across all food and beauty categories using best-in-class multivariate methodologies that merged syndicated media (digital and traditional), POS (online, and offline) and client data (Account Sales). Led the development of Software Solutions: Server-client based for internal company complex work (including data expert merge for all sources for Self-serve BI); and Web-based (AWS) for Pricing Optimization and Media Optimization for clients’ direct output. Build and led Pricing Practice (key clients: Frito Lay US and Canada and Unilever). Show less Built and led the current modeling analytics practice for key clients (PepsiCo, SC Johnson, American Airlines). Developed modeling approach to ensure all cross-channel impact on sales measurement (digital and traditional media on brick-and-mortar and online sales). Organized the internal company structure to produce analytical output more efficiently through a mix of automated computer programs and experienced analysts. Led all hiring, grouping and training efforts as well as HR incentives and… Show more Built and led the current modeling analytics practice for key clients (PepsiCo, SC Johnson, American Airlines). Developed modeling approach to ensure all cross-channel impact on sales measurement (digital and traditional media on brick-and-mortar and online sales). Organized the internal company structure to produce analytical output more efficiently through a mix of automated computer programs and experienced analysts. Led all hiring, grouping and training efforts as well as HR incentives and benefits. Planned, directed, and executed outsourcing operations in Latin America for data processing, and modeling for US clients. Built and led the current Latin American modeling and data analytics practice from a team of 12 to 35 data scientists improving company’s ROIs by three times. Developed a solution system for Arcos Dorados’ (McDonalds) media budget optimization (through marketing mix modeling) that grew from one country to six: Argentina, Brazil, Chile, Mexico, Colombia, and Puerto Rico. Built the digital and advanced analytics practice to support Unilever Mexico, Brazil and Argentina across all food and beauty categories using best-in-class multivariate methodologies that merged syndicated media (digital and traditional), POS (online, and offline) and client data (Account Sales). Led the development of Software Solutions: Server-client based for internal company complex work (including data expert merge for all sources for Self-serve BI); and Web-based (AWS) for Pricing Optimization and Media Optimization for clients’ direct output. Build and led Pricing Practice (key clients: Frito Lay US and Canada and Unilever). Show less



PM Group

• Senior Vice President

  • Jun 2001 - Dec 2008

  Latin America MMM: obtained contract with Toyota Argentina, and Unilever Latam. Managed and conducted Marketing Mix Modeling for Toyota, Unilever, PepsiCo in Mex, Arg and Bra. Designed and directed off-shoring capabilities improving cost efficiency of Modeling through opening and training of analytical offices in Buenos Aires and Sao Paulo. Project Management and Sales: Directed and conducted multiple Pricing and Marketing Mix Modeling projects for Frito Lay (category, portfolio, and brand… Show more Latin America MMM: obtained contract with Toyota Argentina, and Unilever Latam. Managed and conducted Marketing Mix Modeling for Toyota, Unilever, PepsiCo in Mex, Arg and Bra. Designed and directed off-shoring capabilities improving cost efficiency of Modeling through opening and training of analytical offices in Buenos Aires and Sao Paulo. Project Management and Sales: Directed and conducted multiple Pricing and Marketing Mix Modeling projects for Frito Lay (category, portfolio, and brand projects). Evaluated effectiveness, cost-efficiencies and ROIs of all marketing activities for multiple brands, and portfolio across regions and time-periods. Developed simulations, forecasted volume projections, and presented results of Marketing Optimization across geography and brands to the CFO, CMO, and other senior managers. Pursued and obtained contract with P&G International. Conducted Marketing Mix Modeling for P&G Australia. Directed and collaborated with various projects for PepsiCo and Unilever Foods. Innovation: Helped design, test, and run “Simultaneous” modeling approach (for multi-level concurrent and simultaneous-equation modeling for portfolio/brands or category/brands) based on Attraction Model Theory. Designed and developed in-house automation for marketing mix models through association with programmers, and state-of-the-art simulation and forecasting tools for clients. Operations Management: Led, trained and hired analysts; designed and developed system automations for linear and non-linear, category and brand models. Show less Latin America MMM: obtained contract with Toyota Argentina, and Unilever Latam. Managed and conducted Marketing Mix Modeling for Toyota, Unilever, PepsiCo in Mex, Arg and Bra. Designed and directed off-shoring capabilities improving cost efficiency of Modeling through opening and training of analytical offices in Buenos Aires and Sao Paulo. Project Management and Sales: Directed and conducted multiple Pricing and Marketing Mix Modeling projects for Frito Lay (category, portfolio, and brand… Show more Latin America MMM: obtained contract with Toyota Argentina, and Unilever Latam. Managed and conducted Marketing Mix Modeling for Toyota, Unilever, PepsiCo in Mex, Arg and Bra. Designed and directed off-shoring capabilities improving cost efficiency of Modeling through opening and training of analytical offices in Buenos Aires and Sao Paulo. Project Management and Sales: Directed and conducted multiple Pricing and Marketing Mix Modeling projects for Frito Lay (category, portfolio, and brand projects). Evaluated effectiveness, cost-efficiencies and ROIs of all marketing activities for multiple brands, and portfolio across regions and time-periods. Developed simulations, forecasted volume projections, and presented results of Marketing Optimization across geography and brands to the CFO, CMO, and other senior managers. Pursued and obtained contract with P&G International. Conducted Marketing Mix Modeling for P&G Australia. Directed and collaborated with various projects for PepsiCo and Unilever Foods. Innovation: Helped design, test, and run “Simultaneous” modeling approach (for multi-level concurrent and simultaneous-equation modeling for portfolio/brands or category/brands) based on Attraction Model Theory. Designed and developed in-house automation for marketing mix models through association with programmers, and state-of-the-art simulation and forecasting tools for clients. Operations Management: Led, trained and hired analysts; designed and developed system automations for linear and non-linear, category and brand models. Show less



Ipsos-ASI

• Director of Operations and Research

  • Jan 2000 - Jul 2001

  Directed, supervised and managed all operations in advertising research (copy testing, tracking, brand equity) in Latin America. Managed, hired, and trained an international team of 20 researchers in five countries. Coordinated all studies within the region and with ASI USA. Improved timeline and cost efficiency of Next*TV (copy test) in Latin America. Managed and re-organized the Latin American copy-testing database. Supported client services with original research applied to client needs… Show more Directed, supervised and managed all operations in advertising research (copy testing, tracking, brand equity) in Latin America. Managed, hired, and trained an international team of 20 researchers in five countries. Coordinated all studies within the region and with ASI USA. Improved timeline and cost efficiency of Next*TV (copy test) in Latin America. Managed and re-organized the Latin American copy-testing database. Supported client services with original research applied to client needs. Supported copy-testing results through validation analysis with client sales data. Temporary client service for P&G Latin America. Automated DP and database data collection through better computer processes. Maximized efficiencies and adjusted timing for best output. Developed first stages of a tracking awareness model. Helped developed Next*Idea (storyboard testing). Researched and proved correlations between ASI pre and post copy testing measures. Show less Directed, supervised and managed all operations in advertising research (copy testing, tracking, brand equity) in Latin America. Managed, hired, and trained an international team of 20 researchers in five countries. Coordinated all studies within the region and with ASI USA. Improved timeline and cost efficiency of Next*TV (copy test) in Latin America. Managed and re-organized the Latin American copy-testing database. Supported client services with original research applied to client needs… Show more Directed, supervised and managed all operations in advertising research (copy testing, tracking, brand equity) in Latin America. Managed, hired, and trained an international team of 20 researchers in five countries. Coordinated all studies within the region and with ASI USA. Improved timeline and cost efficiency of Next*TV (copy test) in Latin America. Managed and re-organized the Latin American copy-testing database. Supported client services with original research applied to client needs. Supported copy-testing results through validation analysis with client sales data. Temporary client service for P&G Latin America. Automated DP and database data collection through better computer processes. Maximized efficiencies and adjusted timing for best output. Developed first stages of a tracking awareness model. Helped developed Next*Idea (storyboard testing). Researched and proved correlations between ASI pre and post copy testing measures. Show less



MMA (Marketing Management Analytics)

• United States
• Advertising Services
• 700 & Above Employee

• Account Executive

  • Apr 1999 - Jan 2000

  Market-level marketing mix modeling for brands. Obtained return of investment, profitability and effectiveness of different marketing vehicles at the market and regional levels. Provided optimization of marketing mix among markets, portfolio of brands and marketing vehicles helping clients maximize their returns with a better budget allocation. Produced simulations for different TV deliveries to maximize TV effectiveness and return of investment. Managed client services and presented results. Market-level marketing mix modeling for brands. Obtained return of investment, profitability and effectiveness of different marketing vehicles at the market and regional levels. Provided optimization of marketing mix among markets, portfolio of brands and marketing vehicles helping clients maximize their returns with a better budget allocation. Produced simulations for different TV deliveries to maximize TV effectiveness and return of investment. Managed client services and presented results.



Ipsos-ASI

• Senior Research Analyst

  • Apr 1998 - Mar 1999

  Conducted research, development and delivery of comprehensive marketing mix models. Obtained return of investment, profitability and effectiveness of different marketing vehicles through time-series pooled multiple regression using syndicated scanner data (IRI, Nielsen), media and consumer promotion data. Measured the impact of TV and print advertising on volume sales for different CPG products. Compared effectiveness and cost efficiency of individual advertising executions and different media… Show more Conducted research, development and delivery of comprehensive marketing mix models. Obtained return of investment, profitability and effectiveness of different marketing vehicles through time-series pooled multiple regression using syndicated scanner data (IRI, Nielsen), media and consumer promotion data. Measured the impact of TV and print advertising on volume sales for different CPG products. Compared effectiveness and cost efficiency of individual advertising executions and different media plans and campaigns (day-part, media delivery type, and length). Created simulations to maximize advertising efficiency in media planning. Contrasted results with copy-testing and tracking measures of advertising recall and persuasion. Presented results to brand management. Show less Conducted research, development and delivery of comprehensive marketing mix models. Obtained return of investment, profitability and effectiveness of different marketing vehicles through time-series pooled multiple regression using syndicated scanner data (IRI, Nielsen), media and consumer promotion data. Measured the impact of TV and print advertising on volume sales for different CPG products. Compared effectiveness and cost efficiency of individual advertising executions and different media… Show more Conducted research, development and delivery of comprehensive marketing mix models. Obtained return of investment, profitability and effectiveness of different marketing vehicles through time-series pooled multiple regression using syndicated scanner data (IRI, Nielsen), media and consumer promotion data. Measured the impact of TV and print advertising on volume sales for different CPG products. Compared effectiveness and cost efficiency of individual advertising executions and different media plans and campaigns (day-part, media delivery type, and length). Created simulations to maximize advertising efficiency in media planning. Contrasted results with copy-testing and tracking measures of advertising recall and persuasion. Presented results to brand management. Show less



The LUNTZ Research Companies

• Project Director

  • Sep 1995 - Feb 1998

  * Performed detailed statistical analysis of survey research for market segmentation and modeling, including OLS and logistic regression, factor and cluster analysis for corporate clients (e.g. Merrill Lynch, Playboy, AT&T). Developed an in-house data processing system through SPSS macros and MS Word for automated production of top-lines and tables. Specified and designed samples and weighting. * Instant-Response Focus Group: Organized second-by-second electronic audience reaction… Show more * Performed detailed statistical analysis of survey research for market segmentation and modeling, including OLS and logistic regression, factor and cluster analysis for corporate clients (e.g. Merrill Lynch, Playboy, AT&T). Developed an in-house data processing system through SPSS macros and MS Word for automated production of top-lines and tables. Specified and designed samples and weighting. * Instant-Response Focus Group: Organized second-by-second electronic audience reaction sessions for political and corporate research. Produced four consecutive sessions at the Republican Convention in San Diego, broadcast by ABC's Nightline; a session at the Presidential Debate in Hartford, broadcast by NBC News and published in Newsweek. * Puerto Rico's 1996 Gubernatorial Election Campaign: Predicted final election results and Governor Rossello's victory by a one-percent margin. Designed, conducted, and supervised a last-month tracking study that produced daily survey results from San Juan Show less * Performed detailed statistical analysis of survey research for market segmentation and modeling, including OLS and logistic regression, factor and cluster analysis for corporate clients (e.g. Merrill Lynch, Playboy, AT&T). Developed an in-house data processing system through SPSS macros and MS Word for automated production of top-lines and tables. Specified and designed samples and weighting. * Instant-Response Focus Group: Organized second-by-second electronic audience reaction… Show more * Performed detailed statistical analysis of survey research for market segmentation and modeling, including OLS and logistic regression, factor and cluster analysis for corporate clients (e.g. Merrill Lynch, Playboy, AT&T). Developed an in-house data processing system through SPSS macros and MS Word for automated production of top-lines and tables. Specified and designed samples and weighting. * Instant-Response Focus Group: Organized second-by-second electronic audience reaction sessions for political and corporate research. Produced four consecutive sessions at the Republican Convention in San Diego, broadcast by ABC's Nightline; a session at the Presidential Debate in Hartford, broadcast by NBC News and published in Newsweek. * Puerto Rico's 1996 Gubernatorial Election Campaign: Predicted final election results and Governor Rossello's victory by a one-percent margin. Designed, conducted, and supervised a last-month tracking study that produced daily survey results from San Juan Show less