Leaders have more data than answers.The work is closing that gap.

For more than 20 years I've turned competitive, media and customer data into the decisions executives make, then built the teams and systems that keep the answers coming.

I started as a designer and spent seven years in-house in web, email/CRM and UX before leading analytics and intelligence work at agencies for advertisers in automotive, telecom, consumer goods, retail, energy and higher education. I'm relocating to the Seattle area.

Where I focus

What I do

Competitive and market intelligence

Tracking what rivals spend, say and sell, and turning it into a clear read for the people setting plans.

Marketing measurement

Mix modeling, attribution and testing that leaders trust enough to move budget on.

AI-enabled decision support

Governed AI workflows that cut reporting time and leave more room for judgment.

Building teams and products

From analysts to PhD data scientists; more than ten people who reported to me were promoted. Two analytics offerings taken to market.

Career

Where I've done the work

2023–2026
Innocean USA · Media intelligence. Built a competitive-intelligence system for a global automaker's three brands and an AI decision-intelligence prototype on Microsoft Copilot.
2019–2023
Mindshare · Advanced analytics. Business lead for a series of machine-learning modules in Mindshare's Synapse platform.
2017–2019
Hearts & Science · Marketing sciences. Measurement, attribution and creative research for a national telecom.
2015–2017
POSSIBLE · Media and analytics. Audience research and website testing programs.
2011–2015
Sq1 and Adaptive Audience · Optimization. Co-founded Adaptive Audience, an analytics business sold with Sq1 to Ansira in 2015.
2009–2011
ZAAZ · Optimization. Led a global A/B testing team across seven markets.
2001–2009
Earlier · Vertis Communications, SuperPages.com (Verizon), Cox Communications and Tyler Junior College: web, email/CRM, UX and digital marketing.

Writing

Selected writing

Psycho-Social Seduction: 5 Triggers for Consumer Persuasion, Ad Age, 2017
How Data Can Bridge Retail's Digital Divide, Total Retail, 2014
The CMO's Guide to Data-Driven Marketing (ebook)

Case studies

Detailed case studies are shared privately with hiring teams. The best way to reach me is on LinkedIn.

Casebook (invited access) →