Experience

Circana

• Market Research
• 700 & Above Employee

• Marketing Mix Modeling Team Lead

  • Mar 2023 - Present



IRI

• United States
• Market Research
• 700 & Above Employee

• Marketing Mix Team Lead, Solutions Architect

  • Apr 2022 - Mar 2023



(m)PHASIZE

• United States
• Advertising Services
• 1 - 100 Employee

• Director - Client Insights and Analytics

  • Apr 2019 - Apr 2022

  Client Account Management - manage all aspect of client engagement, including leading meetings and communication, understanding client needs and expectations, project transparency, results delivery, and encouraging project development/scope enhancementsTeam Management - coordinate across various internal groups to ensure the best client delivery, including: data team to ensure data is processed appropriately for data review and for modeling, modeling team to ensure models meet statistical integrity and will address client questions, development team in the event the client desires custom tools, and client team to help interact and support client engagementLead SAS and R-based Bayesian marketing mix modeling project responsibilities with various clients across CPG, pharma, QSR, and telecom industriesEnhanced project efficiencies by automating many areas using Tableau, Power BI, and VBABuild and maintain Tableau and Power BI dashboards that dynamically showcase modeling data and marketing mix results concisely that are published and shared with clientsClient service lead on our proprietary simulation and optimization tool and work on development and custom enhancementsRegularly run media plan simulations and optimizations at the behest of the clientYears of historical travel for client meetings and presentations

• Associate Director - Client Insights & Analytics

  • Apr 2017 - Mar 2019

• Senior Manager - Client Insights and Analytics

  • Dec 2014 - Mar 2017



Nielsen

• United States
• Technology, Information and Media
• 700 & Above Employee

• Global Category Manager - Marketing Mix Modeling (client: Procter & Gamble)

  • Jun 2013 - Dec 2014

  Leads all marketing mix project functions for P&G’s billion dollar global Olay skin care brand, including regression modeling, client interactions, media agency communications and optimization of multi-million dollar media plans.Manages between three and five analysts per project. Prioritizes project demands and timelines, allocates tasks, and maintains work transparency for all stakeholders. Conducts regular check-ins with project analysts to ensure flawless execution of responsibilities and milestones. Promotes a collaborative team environment to improve work effectiveness and morale and coaches direct reports with adequate on-going training for skill improvement and career growth.Delivered marketing and distribution performance results for Olay’s recently launched Fresh Effects boutique. Optimized the Fresh Effects marketing plan going into the following fiscal year via plan simulations, which helped increase product sales fivefold in one year and delivered above average ad copy.Developed an Olay brand performance analytical tool that resulted in a greater understanding of long-term marketing, distribution, and pricing shifts. This tool allowed the Olay team to refocus distribution efforts to regain market share within Olay’s core products. Personally recognized by P&G brand teams and insights group for the tool, which has been requested for other brands.

• Senior Analyst - Marketing Mix Modeling (client: Procter & Gamble)

  • Nov 2011 - May 2013

  Lead analyst for four marketing mix projects that spanned multiple categories and countries. All projects were completed on time with insightful and actionable recommendations.Successfully generated over 60 regression models prior to becoming a manager.Validated junior analyst models, interpreted outputs into insights, and presented to the client.Traveled to Toronto, London, and Geneva to present final results to brand teams.Assisted other teams that were falling behind on projects to ensure on-time delivery.Worked on Gillette, Head & Shoulders, Pantene, Mr. Clean, Comet, and Olympics studies.



Octagon

• United States
• Advertising Services
• 700 & Above Employee

• Senior Account Executive - Insights & Strategy

  • Feb 2011 - Nov 2011

  Led primary marketing research studies, which entailed survey design, on-site execution, results validation, statistical interpretation, story building, and client consulting. Utilized syndicated research databases to give quick insights and recommendations for on-going clients, including Coca-Cola, Home Depot, and BMW. Developed dynamic Excel tools for client use to examine numerous situational outputs for various scenarios. One such tool for BMW utilized probability to maximize revenue during a private closed-course test drive event for prospective affluent targets.



Sports Business Journal

• United States
• Spectator Sports
• 100 - 200 Employee

• Research Assistant, Resource Guide & Fact Book

  • May 2010 - Dec 2010

  Internship that focused on updating the database for the Resource Guide and Fact Book. Internship that focused on updating the database for the Resource Guide and Fact Book.



Yodle

• United States
• Technology, Information and Internet
• 200 - 300 Employee

• Marketing Operations Project Specialist - Intern

  • Dec 2009 - Apr 2010

  Internship with responsibilities to implement an Ad Copy database to help streamline online advertising services used by Yodle's hundreds of marketing specialists to its thousands of clients. This included analyzing tens of thousands of current online ad copy, creation of thousands of ad copy templates, and other ancillary marketing operations to roll out the project smoothly throughout the company. Internship with responsibilities to implement an Ad Copy database to help streamline online advertising services used by Yodle's hundreds of marketing specialists to its thousands of clients. This included analyzing tens of thousands of current online ad copy, creation of thousands of ad copy templates, and other ancillary marketing operations to roll out the project smoothly throughout the company.



Sports Media Challenge

• Intern

  • Aug 2009 - Dec 2009

  I did contract research for ESPN SportsCenter. This included working on its Blog Buzz segment. I did contract research for ESPN SportsCenter. This included working on its Blog Buzz segment.



Chittenden Bank

• Banking
• 1 - 100 Employee

• Senior Credit Analyst

  • Oct 2006 - Nov 2008

  Underwrote commercial loan requests ranging from $100,000 to $20,000,000 for account managers to present to committee for approval. Analyzed business and personal financial statements, tax returns, credit bureau reports, projections, and current business/market activity to determine feasibility of timely loan repayment. Became senior analyst by the time of my departure. Underwrote 135 approvals during my Underwrote commercial loan requests ranging from $100,000 to $20,000,000 for account managers to present to committee for approval. Analyzed business and personal financial statements, tax returns, credit bureau reports, projections, and current business/market activity to determine feasibility of timely loan repayment. Became senior analyst by the time of my departure. Underwrote 135 approvals during my



State Street Corp

• Securities Finance Control Officer

  • Jan 2006 - Oct 2006

  One of three in charge of calculating daily market value changes in clients' mutual fund total net assets, worth hundreds of millions of dollars. Set up new funds for clients. Completed any lender/borrow requests in regards to the funds they invested in or had set up with the bank. One of three in charge of calculating daily market value changes in clients' mutual fund total net assets, worth hundreds of millions of dollars. Set up new funds for clients. Completed any lender/borrow requests in regards to the funds they invested in or had set up with the bank.



University of Vermont

• United States
• Higher Education
• 700 & Above Employee

• Head Teaching Assistant and Case Writer

  • Jul 2004 - Jun 2005

  Acted as head teaching assistant for over 250 freshmen and 100 seniors. This entailed correcting term papers, scoring exams, and holding office hours to help students on assignments. Prepared five case studies with real world situations concerning business ethics for use in a general mandatory freshmen business course and one case study for use in the capstone senior business course. Acted as head teaching assistant for over 250 freshmen and 100 seniors. This entailed correcting term papers, scoring exams, and holding office hours to help students on assignments. Prepared five case studies with real world situations concerning business ethics for use in a general mandatory freshmen business course and one case study for use in the capstone senior business course.



Red Bull

• Austria
• Food and Beverage Services
• 700 & Above Employee

• Student Brand Manager

  • Sep 2002 - Dec 2003

  Marketed the Red Bull product at UVM during the school year. Independently developed and executed unique methods of generating awareness of the product for students. Performed a successful large independent statistical project to determine who drinks Red Bull on campus. Marketed the Red Bull product at UVM during the school year. Independently developed and executed unique methods of generating awareness of the product for students. Performed a successful large independent statistical project to determine who drinks Red Bull on campus.