* Promoted to Global Head of Marketing Analytics.
* Built out and managed a Global Analytics Marketing team of 8, where we collaborate with global
marketing teams to help build the strategy and scaling their marketing programs. This led to:
o Created marketing strategy and helped with Go-To-Market strategy for different GEOs.
o Optimization of media dollars in remarketing.
o Effectively show return on spend through attribution and market mix optimization.
o Management of end-to-end campaigns.
o Lead reporting and analytics of marketing channels such-as: SEO, SEM, Display, Social, Email
and their role in the customer journey.
* After success as DMP lead and building out analytics team, in prior role:
o Built and executed the global segment modeling framework for the business to better identify,
reach, and target our core segments across the business: Consumer, SMB, and Commercial.
* Lead the consolidation of adtech at Lenovo.
* Saved Lenovo $5M in display advertising annually by leading an algorithmic retargeting project.
* Scaling propensity algorithm to be leveraged globally and utilized across all marketing programs, such as:
Email, SEM, Affiliates, Social (facebook, linkedin and others). Projected to have $20M in savings that
were reinvested back into the marketing programs.
* Led Marketing Pilot, across multiple siloed business units that reshaped how we fundamentally market to
our customers by implementing a single adtech and martech stack.
o Created a framework of true end-to-end experience for our customers.
o We were able to see an 18% lift on our gaming audience and 5% lift on our SMB.