Own the Benelux Marketing Science strategy for Large Customer Sales, expanding the earlier remit to lead measurement and experimentation for the full market’s advertisers.

• Led measurement strategy for top EMEA advertisers building structured learning agendas across web DR, app

and brand campaigns that informed 8-figure annual media investments, in a deep partnership with sales, client and agency stakeholders

• Acted as a trusted measurement advisor to marketing and analytics leaders, shaping how sophisticated advertisers interpret performance, make investment decisions and socialize results internally

• Owned Geo testing strategy for EMEA, enabling and consulting market leads on strategy, test design and readouts, including enabling a third-party provider from initial concept and vendor evaluation to proof-of-concept

• Delivered rigorous custom analysis and deep-dives, including conversion lift investigations, revenue-at-risk analyses, and studies on campaign performance, signals and modelling methods, in deep collaboration with Sales, Product, Data Science and Engineering to improve future measurement outcomes

• Owned data clean room measurement strategy (Snowflake), roadmap and query design for a flagship advertiser,

coordinating execution across internal teams and the client to integrate DCR into measurement strategy

• Partner closely with Sales, Product and Engineering to translate client and agency needs into clear product requirements, influencing roadmap priorities for experimentation tooling, signal engineering and ad products

• Led measurement education and upskilling for internal Sales and cross-functional teams as well as clients and

agencies, raising the bar on measurement approach, experiment design, and incrementality mindset

• Led development of a continuous Marketing Mix Modelling (MMM) platform to optimize campaign performance, improve ROI, and support data‑driven decisions for advertisers

• Led go‑to‑market strategy, working with sales and marketing on positioning, packaging, and client enablement

• Acted as a trusted advisor to top advertisers, supporting sales and leading delivery of measurement and consumer insight projects directly influencing advertising strategies across multiple verticals

• Owned and executed the product roadmap for measurement solutions, prioritizing features based on market trends and client feedback, and reporting directly to the CPO.

• Led marketing research projects on advertising effectiveness and brand alignment owning research design, analysis, and results delivery (incl. MMM, segmentation, campaign effectiveness etc.)

Tools used: Python, R

• Translated complex research into clear narratives and actionable recommendations for stakeholders across industries including retail, finance, and tech.

• Managed client relationships and presented insights to CMOs and senior leaders of largest European advertisers, guiding advertising and communication strategies

• Designed and led quantitative marketing and consumer behavior research projects

• Applied advanced econometric modelling, causal inference, and A/B testing to large datasets using SQL, R, and SPSS, generating insights relevant to business strategy.

• Co‑authored peer‑reviewed marketing science articles and publish in major journals of the field (ex. Journal of Service Research , The International Review of Retail, Distribution and Consumer Research)

• Presented findings at major European and US conferences including EMAC, American Marketing Association etc