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Data Social Media

Location:
Glen Allen, VA
Posted:
October 09, 2021

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Professional Summary

Analytics, Data Strategy and Measurement professional with more than 12 years in complex multi-disciplinary consulting and agency models. A PhD degree in applied modeling, with extensive experience in data mining, data insights, predictive modeling, forecasting, data visualization, and the connecting of structured and unstructured data. Skilled in the development of actionable insights to strategically and functionally lead a business that is based in database marketing principles, anchored in data and insights at the core.

Facile in a wide range of analytic tools including Tableau, SQL, R, Python, Statistics, Power BI, Google Data Studio, Modeling, Regression, Search, SEM, PPC, Google Analytics, Mobile Analytics, Adobe Site Catalyst, Omniture, Conversion Optimization, e-Commerce, and Data Science.

Clients included top Fortune 500 brands, such as, American Express, Citi,, Morgan Stanley, Discover Card and E*TRADE, 20th Century Fox, WarnerMedia, Xandr, Warner Bros, NBCU, Comcast, Kantar, Ford, BMW, VW, Mercedes, Saab, Toyota, Kaiser Permanente, CTCA, Pfizer, Biogen, McNeill, Boehringer Ingelheim, AT&T, Verizon, Nestle, Ferrero, Starbucks, J&J, P&G, Walmart, Kohl’s, Food Lion, Microsoft, FedEx Office, UPS, GEICO, Liberty Mutual, and Allstate.

Key Areas of Expertise

Leadership and Management Skills

Technical and Analytic Skills

Coaching and Mentoring High Performing Teams

Data Science, Statistics

Strategic Analytics Implementation

Modeling, Forecasting and Optimization

CRM and Loyalty Program Development

Attribution, Zero Based Budgeting

Program and Project Leadership

Analytic Dashboards and Visualizations

Experience

INTEGER 2021 to present

Global SVP Growth Science

Responsible for the deployment of Growth Science and Advanced Analytics for all Integer offices in the US and globally. Focused development of Advanced Analytics and AI products and service.

Building out Data Fabric Strategies for clients, which includes data warehousing, governance, privacy and data visualization.

Developed of a first of its kind approaches for Retail Media Allocation, What If Creative Optimization as well as Marketing Mix AI solutions that can operationalized within Audience Activation Platforms.

Accomplishments:

Developed 12 analytics products that are being Trade Marked and are being reviewed for patent approval

Developed AI based Attribution & Marketing Mix models using scalable ML approaches

Developed a Data Fabric approach for clients such as Michelin, Pella, FedEx Office and AT&T Retail

Built out an AWS Platform that pulls in 1st Party and 3rd Party data in real time to drive an Insights Playbook that can activate optimized audiences into the Audience Platforms.

IBM 2019 to 2021

Associate Partner/Managing Consultant, Telecommunications, Media, and Entertainment

Responsible for the development and deployment of Advanced Analytics AI, Attribution Modeling, development and delivery of analytics platforms. AdTech and MarTech solutions. Focused service lines include data warehousing and data analytics, data strategy, IOT analytics, and data governance & data management.

Actively recruiting staff and partnerships to expand the team’s data strategy, governance, and management capabilities while enhancing the practice’s data and analytic delivery capabilities.

Developed of a first of its kind Deep Learning RNN Return on Ad Spend Investment model, which measures ROI at ad spot level.

Developed bespoke Analytics Insights visualization platforms and led Design Thinking Session to help clients better understand how to visualize their data and reporting

Accomplishments:

Developed a first of its kind Deep Learning Model to Measure ROI at the individual ad level that can scale to multiple tens of models in a matter of weeks while ingesting data from multiple source systems and delivering over 2,400 reports

Developed log level Attribution & Marketing Mix models using Deep Learning and ML approaches

Worked with offshore teams in India to develop dynamic bespoke visualization tools

Sold into client and managed team that developed Deep Learning model to measure return on ad spend investment. Built model and generated UI interface to visualize results. Utilized both onshore and CIC teams.

Managed teams that developed ML models to extract information and classify entities to predict the success of shows and films based on a set of success criteria. Connected the insights and outputs from these models to Watson Discovery to understand which news stories trending could have success as scripts.

ASSEMBLY MEDIA 2014 to 2019

Chief Intelligence Officer/EVP – Head of Analytics and Data Science

Managed Data Intelligence Team of 26 at Assembly Media, across a range of areas of specialization including Advanced Analytics, Reporting, Media Mix Modeling, Attribution Modeling, Forecasting, ROI and Efficiency

Data teams managed data capture from multiple sources including client data and the building of databases, dashboards and data visualization.

Clients include Expedia, CTCA. Elevate, BI, Galderma, E*TRADE, 20th Century Fox, and Food Lion.

Accomplishments:

Built an analytic and reporting environment from inception in one year - ingesting over 400 tables from various source systems and delivering over 200 analytic products, reports, and dashboards across the mobile and PC platforms. Users of the solutions my team developed tracked sales and marketing trends and delivered strategic analytics to team executives.

Developed log level Attribution & Marketing Mix models for all channels (TV, Digital, E-mail, DM & OOH).

Worked with a university in Australia to develop a data arena in which we could visualize and analyze data in 3-D while standing in the middle data and moving with a joystick

HAVAS DISCOVERY 2012 to 2014

Managing Director – Data and CRM

Managed a 30-person office which is the CRM, database, data management, analytics and insights hub for Havas Discovery and Havas Worldwide.

Manage database for major clients including Citi, Liberty Mutual, Sony PlayStation and AARP

Developed propensity, attrition ad forecasting modeling

Managed reporting and account management teams to host, model, and build CRM and e-commerce communications for Citibank, BMW, VW North America, Liberty Mutual, Sony PlayStation, AARP, and Biogen

Managed the translation and execution of the requirements and strategies, as well as the development of products, solutions, and services into solutions to advance the client’s strategic business efforts.

Accomplishments:

Solution delivered over $10M in incremental client revenue by initiating and executing an industry-leading micro-transaction-based strategy among the largest game companies.

Architected and deployed consumer insights and a forecasting driven “next best offer” and “you might be interested in…” offer program for a leading entertainment client (Sony PlayStation) through the connection of web environment to inventory management, which increased inventory for slow-moving items and customer lifetime value.

Advocated for Sony PlayStation on appropriate customer acquisition and retention strategies

THE MARTIN AGENCY 2003 TO 2012

Richmond, VA

VP of Advanced Analytics and Research

Development of Integrated Campaigns for US and Global clients

Development of Customer Behavior Modeling, Media-Mix Optimization Modeling, Media Planning Scenarios, Data Visualization, Segmentation Analysis, and New Business Development.

Developed advanced forecasting, multi-channel mix sales response and media efficiency contribution models.

Consult with clients on database problems, measurement development and modeling issues.

Development of Survey Questionnaire Design, A/B Protocol Testing Design, Focus Group Analysis, Social Media Analytics Segmentation Design Data Visualization, and Project Management

Clients include, Mercedes, Saab, Morgan Stanley, Discover Card, Sun Life Financial, GEICO, Wal-Mart, Pizza Hut, American Cancer Society, Expedia, UPS, and Alltel

Education

UNIVERSITY OF ILLINOIS, Urbana-Champaign, IL

Ph.D. in Applied Mathematical Modeling of Urban Systems. Minors in Econometrics and Urban Planning

NATIONAL UNIVERSITY OF IRELAND AT UCG, Galway, Ireland

Master of Arts

NATIONAL UNIVERSITY OF IRELAND AT UCG, Galway, Ireland

Bachelor of Arts

PROFESSIONAL ACTIVITIES

06/08-04/12 Judge of the Direct Marketing Association Judging Academy for the DMA Echo Awards

04/10 Judge for the NCDM Database Excellence Awards

04/09 Conference Organizing Committee for the NCDM (National Conference for Database Marketing)

05/07 Member of ARF Committee of Cross-Media Communications

PRESENTATIONS

09/11 Going Beyond Traditional Modeling — New Directions to a Channel Optimization, presented at DMA Analytics and CRM Council Speaker Series, NY Sept 2011

12/10 Nation of Go: A case of community and relevance, NCDM conference in Miami, Dec, 2010

PUBLUCATIONS

10/16 Big Data Challenges and Solutions – An Attribution Approach – DMA Journal of Analytics, 2016



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