Professional Experience

SOLVE(D)

Director, Data & Analytics (Hybrid)

October 2026 - Present

Leading measurement strategy across four pharmaceutical brands, overseeing a small team of Data and Analytics professionals, and serving as the strategic measurement lead for HCP and DTC accounts.

CMI Media Group

Director, Business Insights (Hybrid)

April 2025 - October 2026

Led measurement strategy across fifteen pharmaceutical brands, oversaw a team of six Business Insights professionals, and served as the strategic measurement lead for HCP and DTC annual media investments ranging from $1MM to $500MM.

• • Lead measurement strategy across 15 HCP and DTC pharmaceutical brands, aligning KPIs, reporting frameworks, and learning agendas with client strategic priorities.

  • Partner with executive client stakeholders during annual planning to integrate agency and client Marketing Mix Modeling insights into media investment strategies and campaign optimization.

  • Serve as a strategic advisor to Media, Data Science, Client Services, and senior client stakeholders by developing enterprise measurement roadmaps and translating performance insights into actionable business recommendations.

• • Lead cross-channel measurement across linear TV, digital media, and healthcare attribution for campaigns representing $1MM–$500MM+ in annual media investment, leveraging iSpot, Crossix, media platform reporting, and partner data.

  • Design enterprise measurement frameworks and scalable reporting methodologies that enable consistent performance evaluation and inform executive media investment decisions across pharmaceutical brands..

• • Lead, mentor, and develop a team of six Business Insights professionals through performance coaching, career development, and succession planning.

  • Standardized measurement methodologies adopted across 15 pharmaceutical brands, improving reporting consistency and establishing a scalable analytics framework across the Business Insights organization.

  • Foster a consultative, insight-driven culture centered on strategic thinking, executive storytelling, and trusted client partnership.

SOLVE(D)

Associate Director, Data & Analytics (Remote)

October 2023 - April 2025

Led measurement strategy across seven pharmaceutical brands while managing a team of analysts responsible for performance measurement, strategic insights, and client reporting.

• • Partnered with Media, Strategy, and Client teams to develop measurement frameworks, KPIs, and learning agendas aligned with campaign objectives across seven pharmaceutical brands.

  • Translated complex campaign and customer performance into strategic narratives, executive recommendations, and audience segmentation strategies that informed client decision-making.

  • Guided audience targeting and campaign optimization through analysis of first- and third-party performance data.

• • Served as the analytics lead for a portfolio of seven pharmaceutical brands, overseeing performance measurement, cross-channel reporting, and executive business reviews that translated campaign performance into strategic recommendations for client leadership.

  • Directed the development of cross-channel reporting by integrating website, campaign, and marketing performance data while establishing reporting standards and analytical best practices that improved data quality and consistency.

  • Partnered with clients and creative teams to optimize website performance using behavioral insights from Google Analytics.

• • Managed and mentored a team of analysts through individualized development plans, performance coaching, and skill development in strategic thinking, analytical storytelling, and data analysis.

  • Fostered collaboration across Analytics, Media, and Strategy teams to strengthen knowledge sharing and elevate client deliverables.

Tinuiti

Director, Business Insights & Analytics (Remote)

September 2023 - October 2023

Elevated to Director to lead Business Insights & Analytics across a portfolio of 20+ enterprise brands spanning retail, CPG, healthcare, and financial services. Managed a remote organization of 20+ analytics professionals while driving measurement strategy, client consulting, operational planning, and business development.

• Directed Business Insights and measurement strategy across 20+ enterprise brands, partnering with Client Strategy, Media, and Executive Leadership to optimize marketing performance through data-driven insights.

• Oversaw client scoping, resource planning, staffing, and financial forecasting to ensure profitable client delivery and operational excellence.

• Served as the executive analytics lead for client escalations, strategic initiatives, and cross-functional decision-making while advising senior client stakeholders.

• Represented the Analytics organization during new business pursuits by developing measurement strategies, creating executive presentation materials, and delivering client pitches.

• Standardized reporting frameworks and analytical methodologies that improved reporting consistency, scalability, and operational efficiency across the Business Insights organization.

• Presented executive business reviews and strategic recommendations that translated complex analytics into actionable marketing and media investment decisions.

• Led and developed a remote organization of 20+ analytics professionals, establishing department competencies, career development frameworks, and performance goals.

• Designed and delivered a department-wide insights storytelling and strategic communication training program that strengthened analytical consulting capabilities across the organization.

Associate Director, Business Insights & Analytics (Remote)

May 2022 - September 2023

Led Business Insights across a portfolio of 20 enterprise brands while managing a remote pod of four direct and 17 indirect reports ranging from Coordinators to Senior Managers. Partnered with cross-functional leadership to drive measurement strategy, client consulting, team development, and operational excellence.

• Led measurement strategy for a client’s first $3.5MM Super Bowl television campaign and subsequent integrated digital media initiatives.

• Directed analytics and measurement programs across a portfolio of 20 enterprise brands, partnering with Media and Client Strategy teams to optimize marketing performance through data-driven insights and strategic analysis.

• Oversaw client scoping, resource planning, and staffing to ensure efficient team utilization, profitable client delivery, and successful execution across the portfolio.

• Served as the primary analytics lead for client escalations, staffing decisions, and strategic initiatives while partnering with senior stakeholders to deliver executive-level reporting and business recommendations.

• Standardized reporting frameworks, Tableau visualizations, and analytical methodologies that improved reporting consistency, operational efficiency, and scalability across the Business Insights team.

• Presented monthly and quarterly business reviews to executive client stakeholders, translating campaign performance into actionable marketing recommendations.

• Led and developed a remote pod of four direct and 17 indirect reports through coaching, performance management, career development, and promotion planning.

• Partnered with leadership to establish department goals, role competencies, and career progression frameworks while leading team communications through periods of organizational change.

• Designed and delivered a department-wide insights writing and data storytelling training program that strengthened analytical consulting capabilities across the organization.

CMI Media Group

Associate Director, Business Insights (Remote)

October 2021 - May 2022

Promoted to Associate Director to lead Business Insights across a portfolio of 25 pharmaceutical brands while managing a remote team of five direct and three indirect reports. Partnered with Media, Data Analytics, and executive leadership to drive measurement strategy, operational excellence, and client success.

• Directed measurement strategy across a portfolio of 25 pharmaceutical brands, partnering with Media teams to leverage proprietary Marketing Mix Modeling (MMM) insights that informed campaign optimization, KPIs, and media investment decisions.

• Managed client scoping, resource planning, and team allocation to ensure profitable delivery, operational efficiency, and successful execution across a diverse client portfolio.

• Partnered with senior leadership to support companywide growth initiatives and OKRs, translating strategic priorities into actionable objectives for the Business Insights team.

• Led analytics delivery and executive reporting across 25 pharmaceutical brands, presenting strategic performance reviews and business recommendations to client stakeholders.

• Developed scalable reporting frameworks using Tableau and PowerPoint while standardizing analytical methodologies that improved reporting quality, consistency, and operational efficiency.

• Collaborated with Data Analytics teams to oversee analytical deliverables and ensure best-in-class reporting across Business Insights engagements.

• Led and developed a remote team of analysts and managers through performance coaching, career development, and succession planning in partnership with Human Resources.

• Designed and delivered onboarding and technical training in Adobe Analytics, Report Builder, and Business Insights methodologies, strengthening analytical capabilities and accelerating employee development.

Manager, Business Insights (Hybrid)

August 2019 – October 2021

Led Business Insights across a portfolio of 15+ pharmaceutical brands while managing a team of Associate Analysts through Senior Analysts. Partnered with Media and Data Analytics teams to develop measurement strategies, deliver executive reporting, and build analytical capabilities across the organization.

• Directed measurement planning and KPI development across a portfolio of pharmaceutical brands, partnering with Media teams to translate proprietary Marketing Mix Modeling (MMM) insights into campaign optimization strategies.

• Managed analytics delivery across 15+ pharmaceutical brands, ensuring high-quality reporting, client satisfaction, and successful execution of measurement initiatives.

• Developed scalable Tableau reporting frameworks and standardized analytical processes that improved reporting consistency and operational efficiency across client engagements.

• Presented monthly and quarterly business reviews, translating campaign performance into actionable insights and strategic recommendations for client stakeholders.

• Partnered with Data Analytics teams to oversee analytical deliverables and ensure best-in-class reporting across Business Insights engagements.

• Facilitated weekly Analytics team meetings to align priorities, share best practices, and drive successful execution of client objectives.

• Mentored and developed a team of analysts through performance coaching, career development, and individualized growth plans in partnership with Human Resources.

• Designed and delivered onboarding and technical training in Adobe Analytics, Report Builder, and Business Insights methodologies, accelerating new hire development and strengthening team capabilities.

ISM Connect

Marketing Analytics Manager (Hybrid)

April 2019-August 2019

Led analytics supporting Digital Out-of-Home (DOOH) advertising, sales operations, and business development initiatives, partnering with cross-functional stakeholders to optimize marketing performance and drive strategic decision-making.

• Developed and managed executive dashboards that measured marketing effectiveness, sales performance, and business pipeline health, providing leadership with actionable insights into campaign and organizational performance.

• Spearheaded the reimplementation of Salesforce CRM, integrating sales activity, marketing collateral, and customer data to improve pipeline visibility, sales opportunity tracking, and progress toward 2019 fiscal objectives.

• Designed reporting frameworks and advertiser insights that informed campaign planning, audience targeting, and Digital Out-of-Home (DOOH) venue selection for network partners.

• Partnered with Sales, Marketing, and Operations teams to deliver strategic analyses that supported network optimization, business planning, and operational decision-making.

• Developed search performance strategies that increased website visibility, improved organic search rankings, and supported lead generation initiatives.

Destination Maternity

Analytics Manager (On-Site)

August 2017-April 2019

Led analytics supporting Destination Maternity’s omnichannel ecommerce and marketing initiatives, partnering with executive leadership to optimize marketing effectiveness, forecasting, and strategic business decisions.

• Developed strategic analytical frameworks and KPI measurement programs to evaluate marketing effectiveness across ecommerce, digital marketing, and promotional initiatives.

• Designed executive dashboards and performance reporting that provided daily, weekly, monthly, and quarterly visibility into marketing performance for senior leadership.

• Partnered directly with the CEO to develop a conversion funnel dashboard that identified daily customer attrition points and informed optimization opportunities.

• Led quantitative and qualitative analyses of customer behavior, marketing performance, and competitive trends to inform brand strategy and promotional planning.

• Developed KPI planning, budgeting, and revenue forecasting processes for digital marketing channels, partnering with cross-functional teams to support investment decisions and business planning.

• Created monthly ecommerce business reviews that translated cross-functional performance data into strategic recommendations for senior leadership.

• Provided strategic analytics and ad hoc decision support for executive leadership across marketing, merchandising, and business initiatives.

SPENCER SPIRIT HOLDINGS INC.

Promotions & Analytics Manager (On-Site)

July 2016-August 2017

Led promotional strategy, ecommerce analytics, and email marketing for Spencer Gifts and Spirit Halloween, partnering with merchandising, marketing, and executive leadership to optimize promotional performance, customer engagement, and revenue growth across both brands.

Spencer Gifts

• Partnered with Ecommerce and Merchandising teams to align digital promotions with in-store marketing initiatives through website merchandising, promotional testing, and targeted email marketing campaigns.

• Developed performance reporting and strategic analyses that informed merchandising decisions, optimized promotional effectiveness, and enhanced the online customer experience.

Spirit Halloween

• Directed promotional and email marketing analytics supporting the annual Spirit Halloween retail season, ensuring digital campaigns aligned with nationwide marketing initiatives and seasonal business objectives.

• Developed executive reporting and seasonal performance analyses that guided promotional planning and campaign cadence throughout the Halloween season.

Enterprise Responsibilities

• Developed executive dashboards and reporting frameworks measuring promotional performance, ecommerce sales, customer engagement, and merchandising effectiveness across both brands.

• Integrated data from email marketing platforms, Adobe Omniture, MicroStrategy, and internal reporting systems to deliver comprehensive performance insights and inform future marketing strategies.

• Managed the enterprise promotional calendar by aligning ecommerce and in-store promotional initiatives, providing strategic planning support and executive reporting for the Vice President of Ecommerce.

• Designed business intelligence reporting that consolidated multiple data sources to support merchandising, marketing, and operational decision-making across the organization.

• Led a team responsible for email campaign execution, promotional code management, and website merchandising, ensuring successful delivery of ecommerce initiatives supporting annual sales objectives.

CATHERINES

Digital Analytics Specialist (On-Site)

January 2015-July 2016

Supported ecommerce and digital marketing optimization through customer analytics, performance reporting, and website experimentation, partnering with cross-functional teams to improve marketing effectiveness and business performance.

• Developed executive reporting across ecommerce performance, product sales, promotional effectiveness, website usability, and customer behavior, delivering actionable insights to support strategic business decisions.

• Leveraged SQL (Teradata), Adobe Omniture, and Excel to integrate customer and website data, uncover behavioral trends, and identify opportunities to optimize digital marketing performance.

• Designed A/B testing strategies using Monetate to evaluate website enhancements, improve the customer experience, and increase acquisition and retention.

• Developed reporting and analytical frameworks—including device, browser, and promotional performance dashboards—that informed testing priorities and ecommerce optimization initiatives.

• Partnered with Marketing, Ecommerce, Merchandising, and Technology teams to develop new reporting solutions and evaluate business performance across key initiatives.

• Managed daily ecommerce reporting and regularly led executive ecommerce recap meetings, ensuring stakeholders had timely visibility into website performance and sales trends.

Online Marketing Specialist (On-Site)

May 2013-January 2015

Supported ecommerce growth through email marketing strategy, campaign execution, and performance analytics, partnering with Marketing, Creative, and Operations teams to optimize customer engagement and revenue.

• Developed targeted email marketing strategies and automated lifecycle campaigns based on customer relevance, promotional strategy, and industry best practices.

• Designed an automated customer renewal program that doubled Catherines Perks Card renewals compared to the previous campaign within the same timeframe.

• Leveraged Adobe Omniture and Responsys Interact to evaluate email campaign performance, delivering weekly reporting and insights that informed future marketing strategies.

• Managed the ecommerce email calendar and coordinated promotional campaign execution across Marketing, Creative, and Operations teams to ensure successful campaign launches.

• Developed creative briefs defining campaign objectives, messaging, and customer experience while partnering with Creative teams to deliver cohesive email and website promotions.

• Performed quality assurance for email campaigns, website content, and promotional assets prior to launch, ensuring accuracy and a seamless customer experience.

CHARMING SHOPPES

Ecommerce Intern (On-Site)

June 2012-August 2012

• Audited brand websites to identify and document marketing assets, promotional content, and brand consistency across digital properties.

• Developed tracking tools and reporting in Excel to catalog brand assets and support marketing and merchandising initiatives.

• Performed website quality assurance testing to identify graphical issues, promotional inconsistencies, and user experience defects prior to campaign launches.

• Collaborated with a cross-functional intern team to develop a customer migration marketing strategy supporting the transition of Fashion Bug customers to sister brands.