I'm a marketing data and decision science leader with 10 years of experience across diverse industries and agencies, who specializes in scaling analytical capabilities from zero to launch.  I build the systems, teams, infrastructure, pipelines, models, and mindsets that turn complex measurement methods into measurable business profit.

My work focuses on advanced media measurement, optimization, and forecasting.  I specialize in A/B Testing and Experimentation, Marketing Mix Modeling (MMM), Attribution Modeling (MTA), Optimization Modeling, and building custom ML solutions.  I have a proven track record of quantitative impact, including optimizing ad spend and increasing key performance metrics across linear TV, streaming CTV, Amazon ads, and digital advertising for diverse brands.  As the first and only data scientist at several companies, I'm unafraid to experiment, take risks, succeed, and fail with data!

My technical superpower is data visualization and storytelling.  Whether it is an ad-hoc analysis or an automated dashboard, I ensure every insight from my work is clearly translated and persuasively visualized for decision-makers.  Presenting complex data in an accurate, engaging, and aesthetically pleasing way is an enjoyable challenge.  I love how data viz combines data, art, psychology, and storytelling!

As someone whose education and career took a winding path into data, my diverse background is my competitive edge.  I champion this perspective through my LinkedIn posts and by mentoring aspiring data professionals, with a specific focus on supporting individuals from underrepresented groups in tech.