Analytics Lead | Spin Master Studios | 2024-Present

• Developed a Marketing Mix Model using time series data and past marketing plans across several categories to create an interactive model to estimate incremental impact of changes to marketing spend and estimate weekly fluctuations in sales performance for key items

• Used Python to forecast monthly revenue for Gabby’s Dollhouse and Monster Jam brands, and to understand the relationships between types of marketing, Nielsen viewership data and sales

• Brought together global industry sales data, Nielsen data, inventory and shipment data, pricing and marketing performance to create monthly overview reports for C-Suite and Brand Category Directors

• Built brand and category dashboards in Power BI to monitor and understand weekly changes in sales

Lead Statistician | Lieberman Research Group | 2021-2023

• Developed Machine Learning models using Python to understand the relationship between product characteristics and purchase probability for Bath & Body Works

• Used data analytics techniques for customer segmentation and the development of key performance indicators

• Developed and built simulator tools for pricing and demand forecasting

• Used SPSS and Python to run methods such as regressions, decision trees to understand drivers of brand impressions, segmentations using discriminant analysis, factor analysis and CHAID

• Designed and programmed discrete choice (conjoint) experiments for pricing and product design

• Mentored junior staff and delegated assignments to team members

• Automated & improved message testing methodologies

• Used Git for version control, collaboration, and code management

Market Research Manager | QAD Inc. | 2018-2021

• Responsible for survey design, execution, analysis & presentations to support Marketing and R&D departments

• Used Sawtooth to perform MaxDiff, TURF, Latent Class and Conjoint analysis

• Supported C-Level strategy development, including developing global models estimating the Total Addressable Market for several industries.

• Used Salesforce, SQL, and Tableau to create dashboards for organizational leaders

• Managed multiple research projects, simultaneously, meeting tight deadlines

• Presented strategic analysis to CEO, CMO and VP’s, recommending new lead generation and marketing campaign strategies

Market Research Analyst | QAD Inc. | 2014-2017

• Ran focus groups with groups of executive decision makers in the life sciences and food & beverage industries to better understand their challenges in support of marketing campaign development

• Performed quantitative and qualitative research and analysis to support marketing campaign development, and lead generation

• Used Natural Language Processing (NLP) techniques to analyze open text responses

• Used Salesforce, SQL and Tableau to provide reporting for VP’s of Product Marketing