Greater Chicago Area
Marketing Analytics & MarTech Executive with 20+ years driving enterprise analytics & MarTech strategy, financial stewardship, and advanced measurement for global consumer brands. Proven record of enabling $1B+ incremental revenue and optimizing $10B in advertising investments through marketing technology adoption, incrementality measurement, and consumer-driven personalization. Trusted C-suite advisor recognized for shaping data-driven cultures, establishing monetization frameworks, and measuring advertiser value across omnichannel ecosystems (programmatic, CTV, online, and in-store). Award-winning thought leader in marketing analytics innovation and technology adoption, leading global cross-functional teams across five continents. ✨Career Highlights: ✔Enterprise Measurement & ROI Leadership — Delivered $40M incremental sales and 4:1 ROI by embedding Data Clean Room, 1P/3P data, identity resolution, and incrementality testing into McDonald’s $500M media investment strategy and optimization ✔Global Personalization at Scale — Enabled 500M+ loyalty members worldwide to receive tailored offers by leading the design and global rollout of standardized models, KPI frameworks, and CDP-driven real-time activation ✔Consumer Engagement & Growth — Increased digital engagement 15% YoY for McDonald’s USA through data-driven segmentation and cross-channel personalization (app, kiosk, delivery, and web) ✔Cross-industry Growth Acceleration — Partnered with Ulta Beauty executives to integrate CRM, AI-driven programmatic media, and LTV analytics, driving 23% uplift in online sales and scaling innovation-driven investment from $7M to $50M in 3 years ✔Strategic Advisory & Thought Leadership — Recognized industry thought leader and trusted advisor to C-suite, influencing global marketing effectiveness strategies and earning the I-COM Data Creativity Award for innovation in analytics governance and measurement frameworks
I build and scale enterprise analytics capabilities that connect customer data to strategic decision-making and measurable business impact. I lead cross-functional teams across customer insights, lifecycle marketing, marketing analytics, digital analytics, and differentiated services, partnering with senior leadership to drive customer experience, personalization, growth, and marketing effectiveness. My work focuses on embedding data-driven decision-making, advanced analytics, experimentation (A/B testing), and measurement frameworks (incrementality, attribution) into how the business operates. I am passionate about building high-performing teams, scaling customer-centric analytics organizations, and accelerating digital transformation through first-party data, customer 360, segmentation, and performance optimization—ensuring insights translate into actionable strategies and measurable ROI.
• Reported directly to the Head of Analytics & Insights; led a team of 20 + resources (strategists, data scientists, engineers, and analysts) with $10M P&L ownership, accountable for the enterprise innovation roadmap, financial planning, and cross-functional alignment to growth objectives • Led the visioning and creation of McDonald’s end-to-end consumer data strategy, from acquisition to activation, to develop ML/AI segmentation and audience models built on 0/1/2/3-party data • Defined and productized the enterprise measurement strategy, embedding incrementality testing, AI-driven analytics, and third-party data (e.g., Trade Desk, Programmatic Media, Liveramp) in Data Clean Room (e.g., AWS) to optimize $500M+ media investment across digital channels • Spearheaded Customer Data Platform (CDP) and Marketing Cloud (e.g., People Cloud) development with real-time activation and formed a consumer data-driven practice, enabling personalized offers to 500M+ loyalty members globally across consumer journeys • Partnered with C-suite and senior stakeholders to translate insights into incremental revenue growth, personalization strategies, and omni-channel consumer engagement • Established data governance and vendor management frameworks across the MarTech stack, ensuring privacy compliance, operational efficiency, and long-term scalability Key Achievements: • Delivered $40M incremental sales and 4:1 ROI through MMM-validated segmentation and personalized offers • Increased app engagement 15% YoY by integrating 1P/3P data into targeted omni-channel campaigns • Codified global media measurement governance framework, earning the I-COM Data Creativity Award for analytics innovation • Improved consumer identity resolution by doubling match rates to 90%+ through a tokenized POS solution adopted across global markets
Epsilon is part of Publicis Groupe, the global leader in creating customer connections that build brand and business equity. Epsilon is the leader in personalized digital marketing, transforming the industry through AdTech technology, bold creative and a staggering amount of data. • Directed a 10-person analytics and product strategy team managing $80M in client media investments, with accountability for client growth, budget oversight, and innovation adoption across Fortune 500 retail accounts • Acted as a bridge between technical analytics teams and commercial stakeholders, translating data science outputs into client-facing narratives that directly influenced marketing effectiveness and contract renewals • Built incrementality and lifecycle measurement frameworks leveraging CAC, LTV, and retention dashboards to inform long-range planning and investment allocation • Developed future-state analytics product vision including cloud-based marketing platforms, clean integration of syndicated data, and client-facing decision dashboards Key Achievements: • Scaled Ulta Beauty’s media investment from $7M to $50M within 3 years by embedding ROI-focused incrementality frameworks and strategic analytics insights • Increased customer retention by 18% for Bath & Body Works through lifecycle-driven product refresh and segmentation strategies • Secured Epsilon’s first enterprise marketing cloud platform sale, creating industry-leading measurement standards now used across multiple retail clients • Advanced team development and succession by promoting 5 of 10 direct reports into senior roles through structured mentorship and performance planning
• Directly reported to the CMO and created a Marketing Analytics & Strategy team from the ground up, building a team and establishing enterprise-level measurement and reporting capabilities • Built innovation and insights function from scratch to support B2B and B2C growth strategies • Assessed and deployed marketing technology tools to improve cross-channel visibility, optimize performance, and support long-term strategic growth plans • Partnered with senior executives to integrate consumer research into product strategy, guiding positioning and digital transformation Key Achievements: • Increased website and app conversion 30% through analytics-driven optimization of digital experiences • Drove 250M+ organic impressions for brand relaunch by integrating 1P and 3P data into campaign and content
• Directed cross-channel analytics and optimization initiatives for Fortune 500 clients, aligning insights with media strategy and creative execution • Designed and led custom research studies to evaluate advertising impact, audience behavior, and media effectiveness, providing senior clients with actionable recommendations Key Achievements: • Delivered $2.5M annual cost savings for an online education client by implementing geo-based dayparting and optimizing spend allocation • Improved ROAS by 28% through integration of behavioral analytics, A/B testing, and audience-driven creative strategies