Anthony Santi

VP, Head of Insights & Analytics @Townsquare Media

Marketing Director💸 MarketingBrand Marketing ManagerMarketing Analytics Manager👍 Sales & BizDev🧨 ConsultingCustomer Success ManagerPolitical ConsultantBusiness AnalystAdvisorCustomer ResearcherAssociate

I'm a seasoned market research and analytics professional with over a decade of experience in leading data-driven strategies across top media firms. Currently, as the Vice President of Insights & Analytics at Townsquare Media, I oversee a team responsible for analyzing and segmenting diverse audiences across 75 markets. My expertise lies in synthesizing complex data into practical insights that drive significant revenue growth and shape strategic marketing efforts. Well-versed in a wide range of market research methodologies, including qualitative and quantitative approaches, I have successfully led projects involving consumer surveys, focus groups, and advanced statistical analyses like conjoint and cluster analysis. My background in political consulting further sharpens my ability to analyze voter behavior and craft data-driven strategies. In addition to my extensive media experience, I'm proficient with a comprehensive suite of market research tools, such as Kantar, Mintel, Placer.ai, eMarketer, and Suzy Insights. This access to top-tier tools, combined with industry expertise, enables me to deliver reliable, data-driven recommendations that align with business objectives and directly contribute to business success.

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Work Background

Townsquare MediaVice President, Insights & Analytics

Oct. 2021

Townsquare MediaDirector, Insights & Analytics

Apr. 2019New York, New York- Leading Townsquare Media’s insights and analytics group, leveraging both proprietary and syndicated data sets to drive national and local sales, media buying and audience monetization opportunities. - Driving growth and revenue with insights across 67 markets, supporting 600 account executives. FY2019 generated $10M in revenue, FY2020 $12M, and FY2021E $19M - Overseeing ongoing analysis, development and segmentation of Townsquare’s audiences across web properties, mobile apps, CRM, social media, and streaming platforms. - Designing and executing complex qualitative and quantitative research to uncover key market and consumer trends impacting the media industry, as well as business verticals nationally, and across Townsquare’s 67 operating markets - Synthesizing research findings into insightful observations with clear, actionable business implications and strategic recommendations, working closely with company stakeholders and key clients. Insights have helped to inform consumer targeting, creative and messaging strategies across a client-base consisting of SMBs, to Fortune 500 companies. - Maintaining relationships with media, research and data science partners. (Factual, dstillery, Salesforce, Inmar, Neustar) - Serve as a source of knowledge and expertise for cross-functional groups, including executive leadership, client success/sales and media buying operations. - Managing a team of 4 analysts based in the Charlotte area. Reporting into SVP of Analytics.

Involved Media USADirector, Research and Strategy

Jun. 2018 - Mar. 2019New York, New York- Developed strategic insights decks on consumer/ industry trends, landscape changes, and competitive threats – these analyses were used to drive new business and organic growth - Contributed to strategic account management – worked with clients using both 1st and 3rd party data to define business/KPI goals, discover new targeting segments and develop media strategies that drive customer acquisition - Supported business development initiatives by creating prospect dossiers, tailored pitch decks and RFPs - participated in pitches directly by reviewing pertinent research material with prospects - Generated thought leadership material to educate agency staff and clients – this led to stronger client relationships and increased media investments - Supervised a 2-person team of research analysts within our New York office Featured project – Built out and monetized Mercury’s market research/ad effectiveness capabilities: - Formed strategic partnerships with select market research tech/panel vendors which gave us the ability to conduct a multitude of studies while maintaining 25 to 35% profit margins - Trained account managers on how to effectively pitch our offerings to clients - positioned our capabilities as complementary measurement exercises to help increase overall campaign effectiveness

Involved Media USAManager, Research and Strategy

May. 2017 - May. 2018New York, New York

KantarSenior Client Analyst

Aug. 2015 - Apr. 2017New York, New York- Served as the day-to-day point of contact for the following flagship clients – Facebook, Verizon Media Conde Nast and ABC - Planned and executed digital and cross-media measurement studies to increase marketing effectiveness and drive brand growth – measurement areas include desktop, social media, mobile/tablet web, mobile/tablet app, TV, print, radio, cinema and OOH - Led all necessary aspects of project planning and execution including – initial setup consultation, research solution implementation, questionnaire design, final data analysis and presentation to key stakeholders - Provided clients with strategic advisory focused on real-time and future campaign optimization, messaging and communications implementation, brand positioning, consumer insights and ROI - Supported business development initiatives by pitching standard and custom research solutions to potential and existing clients – this includes upselling current projects

WPA IntelligenceResearch Analyst

Oct. 2013 - Jul. 2015Washington, District Of Columbia- Responsible for quantitative and qualitative market research studies including questionnaire/screener design, banners, sampling, field management, data checking and analysis of data/findings - Analyzed quantitative data from telephone and online surveys, to reveal strategic communication and messaging themes, while creating actionable recommendations in final form memorandums and PowerPoint presentations for clients