INDEPENDENT CONSULTANT, NYC, OCTOBER 2020 - PRESENT
● MEDIAWIRE / BRAND.CO
○ Growth audits to maximize marketing spend, optimize CRM & minimize CPA
○ Segmentation, Targeting & Measurement
○ E-commerce, DTC, Marketing Mix
● THEDBMETHOD.COM, NYC, Head of Data Science,
○ Leading all advanced analytics and forecasting for growth—forged a pathway to grow sales up to 3X higher with same ROAS + Increase Prices

Head Performance Marketing MetLife Latin America Consumer Direct start-up: managing $2 million ad
budget for Insurance E-Commerce: Reduced Cost Per Lead 10X, CAC 25X
● Optimized > 3X acquisition, retention and revenue in US and LATAM call centers
● Globally Led Data Science, Business Intelligence, Digital Analytics and Digital Marketing resources in US, India, Brazil and Argentina
● Directly managed Digital Media in Facebook & Google, Criteo

Horizon Blue Cross-Blue Shield, NEWARK NJ, Manager, Consumer Segmentation, 2012 – 2013
Developed models that accurately estimated health risk: at least $400 million difference in health claims for members with highest risk and lowest risk
Developed customized healthcare market segmentation for 8.7 million NJ residents for member acquisition and retention: Up to 40% greater marketing efficiency
Developed models that accurately predicted lack of insurance.
Models helped Horizon launch OBAMACARE marketing to the hardest to reach segment, the healthy uninsured.

OSI Restaurant Partners, TAMPA FL, Director, Analytics & Modeling, 2011 – 2012
Developed customized retail market segmentation for a national restaurant chain: Using loyalty data and purchase history achieved 4 to 1 increased ROI on a database of 4 million customers
Evaluated and implemented CLARABRIDGE text analytics for VOC analysis and restaurant service improvements.

USAA, SAN ANTONIO TX, Lead Marketing Analyst, Corporate Marketing, 2007 - 2011
USAA’s market was changing from military to legacies--relatives of members, they needed a way to target their military themed marketing using different channels
Market segmentation: Segmented 36 million active and prospective members and their relationship to $14 billion in corporate revenue
Developed & guided the creation of 3 member segmentation systems encompassing total member value, member needs, and demographic characteristics
Developed marketing mix models that quantified and prioritized total US managed marketing spend--over $90 million--for one of the largest consumer financial services corporations

IRS Criminal Investigation, Office of Research, Washington DC, Acting Director, 1999 – 2007
IRS as an agency needed to get smarter about how they use their limited resources; IRS needed to stop fraudulent filings from paying erroneous refunds
Developed Fraud Detection Models that stop over $750 million in false claims against the government.
Developed statistical models that identified which high asset corporations (over $3 billion in government revenue at risk) and partnerships (over $2 billion in unreported income at risk) had the greatest probability of filing incorrect financial statements.
IRS needed to determine how many agents to hire and where to place them
Developed statistical models that predict future federal criminal investigation workload and where fraudulent activity would be most prevalent.
Economic impact studies: I led the measurement of the compliance implications of tax policies and continues to justify congressional funding for IRS law enforcement in 2022