Led Global Sales Analytics (GSA) team of 9 supporting multiple functions in Meta's global advertising business.

• Updated goaling frameworks for Monetization Partnerships driving greater alignment between the partnerships GTM teams and monetization product strategy.

• Led a cross functional workstream focused on improving our data infrastructure delivering forecast and goaling SLA, data engineering prioritization principles, and a structured communications and escalations process.

• Team currently developing a proof of concept AI Agent using Meta’s internal AI infrastructure.

Provi is a $1.5B B2B marketplace that facilitates the purchase of alcohol and beverage products by licensed retailers across the three-tier system

Created Provi Insights, a new DaaS product focused on delivering actionable insights to clients across the three-tier system in the Alcohol & Beverage industry:

• Designed the data architecture, built the DBT/Snowflake models, and created the Tableau visualizations for our alpha supplier product. Alpha product included customer journey analytic, competitive intelligence, and market performance.

• Built out the DAAS team including dedicated data scientist and product management accelerating our GTM efforts in Q4'2023.

Took over and led Provi's internal analytics team enabling the team to:

• Develop an executive leadership dashboard and established rhythm of business reporting driving senior leadership alignment.

• Drove critical ads analysis that demonstrated that our addressable market was 2x larger.

• Rebuild the ads attribution and reporting infrastructure creating more confidence in the data we use.

• Established data governance principles and drove strategic alignment enabling Provi to migrate off DOMO and deprecate redundant Tableau instances saving hundreds of thousands of dollars.

Created new function focused on partner value and led global analytics team supporting a portfolio of partner facing business in ads, SAAS, creators/content, and the Metaverse.

• Established the mandate, vision, and executive buy-in for the new function, and expanded its remit from publisher monetization products to a broad portfolio or partner facing businesses and growing the team from 12 to 20.

• Team employed observational causal inference and propensity modeling to demonstrate value creation for creators and developing a set of best practices for driving offline conversions with organic content.

• Team used graph analysis to develop a scaled value framework for our Workplace (SAAS) clients leading to a material increase in customer retention.

• Personally led Business Product Marketing engagement with external constituents on the impact of the metaverse on existing creator, developer, and advertiser businesses. Presented findings to the Advertiser Research Foundation.

Led Data Analytics and partnered with product, engineering, and publisher sales teams to launch and grow the Audience Network (Facebook's 3rd party ad network) to over a $2B annualized run rate.

• Developed quality system to ensure that incentives between Facebook, Advertiser, and Publishers were aligned. This increased advertiser adoption and allowed the Audience Network to grow at 200+% CAGR.

• Scaled the analytics support for the Audience Network by hiring and developing team of 6. Team employed ML, causal inference, and modeling to support the launch of our rewarded video ad unit (growing revenue 2x) and the transition to bidding (50% increase in adoption in 6 months).

• Analytics and ads auction SME for200 person global sales packaging highly complex analytics concepts into easily sales enablement content that was critical to sales onboarding, go-to-market product launches and client growth strategies.

• Performed initial sale planning, forecasting, market sizing analysis, KPI development, and operating goal setting to grow business to a $1B annualized run rate in ~20 months.

Business Operations Manager supporting the global business marketing team (2012-2014)

• Finance lead in cross-functional team driving the launch of Facebook's feed (mobile) advertising products. Responsibilities included revenue tracking, channel & region opportunity analyses, and product performance. Feed revenue increased more than 10x to ~50% of Facebook's revenue.

• Analyzed the performance of our Creative Strategist team, which works 1:1 with top clients to drive strategic advertising on Facebook. Identified multiple opportunities to invest in and reprioritize activities contributing to ~$50M in incremental revenue.

Business Operations Manager with a team of three providing financial and operational analysis and planning for 300+ person global online operations team (2010-12)

• Constructed a metric to measure the quality of the user experience for applications on the Facebook Platform and built out the backend data structures. Metric was positively correlated with distribution success and was incorporated into the feed algorithm.

• Built staffing models for operations support of new platform product launches allowing the team to quickly assess and staff up to changes in policies, products, and processes.