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Work Background
Leprechaun CapitalFounder and President
May. 2024Los Angeles Metropolitan AreaLeprechaun Capital is a holding company focused on e-commerce fulfillment and early stage startups.
InitiativeHead of Analytics (CIA) at Rufus, Powered by Initiative
Apr. 2023 - May. 2024Los Angeles Metropolitan Area• Manage a team of 30 data and analytics experts across 12 lines of business who provide analytics and insights services to our clients to help optimize their media strategy, reporting to the Chief Analytics Officer.
• Accountable for campaign performance analytics and business intelligence functions across the entire agency
• Driving innovation in analytics such as AI and ML
• Marketing Science – Modeling and attribution, customer lifetime value analysis, MMM
• Collaborating with other sub-crafts within CIA US- Audience Acceleration and Media Operations to ensure best practice processes are followed by the BI team in the delivery of integrated insights.
• Represent CIA in winning new business for the agency and proactively pursue innovative and breakthrough data and analytics ideas to expand existing and sell new business to clients.
• Converted all manual reporting to automated data feeds into Snowflake with Tableau reporting front ends
• Successfully integrated AI into reporting workflows to enable on-demand insights and natural language querying
Spark FoundrySenior Vice President, Group Director Data, Technology, Analytics & Insights (DTAI)
Dec. 2021 - Mar. 2023Los Angeles Metropolitan AreaPractice lead for the data architecture service line with a focus data strategy solutions, consulting and audience platform operations on behalf of Spark clients.
• Manage a team of 40+ data and audience experts across strategy and technology implementations reporting into the President of Data Technology Analytics & Insights group.
• Integral in driving ad/mar tech and data integration conversations and strategies on behalf of our clients, and then implementing these strategies with the activation and operations teams.
• Acting as an in-house expert in the data advertising landscape consulting with internal teams and clients on partner/vendor selection, data onboarding, platform integrations, audience activation and testing frameworks, and audience reporting/insights.
• Lead many new business pitches driving audience-first strategies for large global brands
• As the In-house administrator for global audience development and activation platform
• Launched and lead Center of Excellence for internal audience platform growing adoption 3x
Point BPrincipal Consultant - Digital Data & Analytics
Apr. 2019 - Dec. 2021Mission Viejo, California, United StatesLeader and consultant for the data and analytics service line with a focus on digital analytics, data strategy, digital transformation, and digital marketing. - Hired to lead the strategy for the firm's expansion into digital and marketing analytics and strategy.
- Developed go-to-market strategy, created service offerings, provided thought leadership, and drove skill development of people.
- Drove revenue growth for key clients with digital and marketing analytics-based services by building the team of data scientists, analysts, and marketing SMEs to deliver several new projects worth approximately $ 1.5 M in revenue.
- Orchestrated several digital strategy, data strategy, digital transformation, and marketing analytics projects across a broad array of industries and companies. Technologies leveraged: Adobe Experience Cloud, Google Analytics 360, Tealium, AWS, Braze, Salesforce, Optimizely, as well as a variety of CDP, marketing automation, and personalization tools depending on client needs.
EYBusiness Development Executive & Pre-Sales Architect – Digital Data & Analytics
Aug. 2016 - Apr. 2019Greater Seattle AreaDrove the growth and tactical execution of the Data & Analytics service line through consultative selling and subject matter expertise in digital and marketing analytics, digital strategy and transformation.
- Acted as subject matter expert in digital analytics, MarTech, and media analytics to help scope and price solutions for client engagements for digital practice.
- Leveraging my network, established the firm’s presence in the gaming industry by leading the technical and project development team to land 3 of the top gaming clients and drove those projects to rapidly grow revenue from $ 0 to $ 11 M.
- Led many engagements across verticals including gaming, media & entertainment, technology, and eCommerce with a focus on digital strategy and transformation leveraging a variety of marketing automation and technologies. - Spearheaded 30+ person digital transformation projects for major cruise line as well as professional sports franchise. Technologies leveraged: Adobe Experience Cloud, Google Analytics 360, Optimizely, as well as a number of CDP, marketing automation, DMPs, social listening, and personalization tools depending on client needs.
Society ConsultingDirector Business Development – Digital Data & Analytics
Sep. 2014 - Aug. 2016Greater San Diego AreaLead company expansion of the digital practice into the Southern California market through business development and project delivery leveraging digital subject matter expertise to build client base.
- Partnered with the CEO to build go-to-market plan and develop offerings for the S. California market through consultative selling, solution development and project delivery.
- Built the practice from the ground up, including landing new clients, hiring and managing delivery teams and offering SME oversight to project delivery.
- Partnered with Adobe to drive go-to-market efforts and grew the revenue from 0 to 3M in the first year.
- Expanded the Adobe partnership by closing several joint deals that drove revenue of 7M over 18 months.
- Built and mentored the local delivery team including solution architects, analysts, project managers, and data scientists. Technologies leveraged include: Adobe Experience Cloud, Adobe Marketing Cloud, Google Analytics 360, Optimizely, LiveRamp, and Tealium.
MEDIASHIFT Technologies, Inc.Director, Data Product Management
Mar. 2013 - Sep. 2014Glendale, CAManaged monetization strategy of data assets and optimization of digital campaigns by leveraging first party data from public Wi-Fi installations with third-party data sources.
- Responsible for driving revenue utilizing data collected from first-party users utilizing free Wi-Fi in airports, and other travel locations.
- Implemented internal data strategy including building internal BI tools as well as customer facing analytic portals.
OpenXDirector, Product Management - Business Intelligence
Jul. 2012 - Mar. 2013Pasadena, CASpearheaded key BI product initiatives for external and internal stakeholders focused on data accessibility for leading AdTech and marketing services.
- Developed 2-year roadmap for internal BI tools titled “NorthStar” to enable users to report on campaign performance and financials.
- Built product plan to build out customer facing BI portal to manage and report on demand and supply campaign performance.
MicrosoftSr. Product Manager
Sep. 2011 - Jul. 2012Bellevue, Washington, United StatesPromoted to Senior PM of Data Strategy for Yahoo!/Bing Search Alliance which was a search partnership between Microsoft and Yahoo established in late 2010.
- Initiated the rollout of integrated search experience into 6 new markets and drove the development of new tools for Yahoo to utilize Bing’s data to manage clients and Yahoo operations. - Performed multiple data audits which uncovered data quality issue that resulted in a decrease in royalty payouts to Yahoo by 45M annually. - Accelerated the joint operations by helping deliver a suite of new tools for Yahoo and increased an additional 2% market share for Bing by stretching the scope of the deal to international markets.
MicrosoftSr. Product Manager
Dec. 2009 - Sep. 2011Bellevue, waSr. PM on BI/CI supporting Bing and MSN for all strategic partnership BI needs. • For newly signed deals to distribute Bing toolbars, formulated a system with a unique method for counting installed toolbars and revenue share.
• Demonstrated our new user tracking methodology across the Microsoft enterprise and successfully landed 22 distribution deals that resulted in a 2.5% market share lift for Bing with 150M searches per month.
MicrosoftManager, Business Analysis
Apr. 2008 - Dec. 2009Seattle, Washington, United StatesLed nationwide analytics team driving insights for digital advertising sales and performance.
• Drove data-based decision making via proactive reporting and analysis in the form of scorecards, time trending analysis, revenue forecasting, and market share analysis
• Streamlined entire organization’s reporting process by unifying data sources and standardizing reports.
Yahoo!Director Business Intelligence - Yahoo News & Information
Jan. 2007 - Apr. 2008Santa Monica, California, United StatesManaged a cross-functional team of analysts providing web analytics and product performance analytics for Yahoo! Finance, Yahoo! Sports, Yahoo! News, and Yahoo! Lifestyle.
• Led all analytic efforts in site redesign including A/B testing and experimentation. • Guided my team to leverage a matrixed model and work with each property to look for areas of optimization resulting in:
o Yahoo! Sports analytics-driven site redesign moved the site into #1 on Comscore sports audience, beating ESPN.com
o Yahoo! Finance traffic flow optimization resulted in increased revenue by 23% and user engagement grew by 36%.
o Yahoo! News site optimization project drove additional monetized traffic to front door pages that had a revenue lift of over 20%.
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