Key projects

VML Connekd

VML / WPP Group - Detroit, MI / London, UK

Jun 2021 - Present

Program Owner. Led a cross-functional team of 21 to design, develop from ground up, and deploy an advanced consumer intelligence platform materializing the concept of comprehensive multi-source data fully integrated around a single identity resolution. It consolidates consumer data, industry data, custom survey data, and client data — all interconnected and scaled to the US adult population. Frontend UI includes advanced tools & features automating consumer insight explorations, holistic consumer segmentations, comprehensive audience development, profiling intelligence, complex cross-tabulations, dedicated data science environment, and owned & paid media audience activation pipelines.

Key features:

Multi-source data ingestion & mapping across individual, household, and geo identity resolutions in the US
Single source of truth (SSoT) across 1st party data, WPP data, 3rd party partnerships, automotive industry data, and custom data - all at adult population scale
AI-driven semantic layer feeding UI
Automated functions limiting user interactions to minimum
Users exposed to multi-sourced data assets in a single, fully integrated, and unified data taxonomy
Active processing of 300B rows of data in just seconds
Real-time data & queries updates
Fully automated consumer & audience profiling workspace across key metrics
Automated triangulation of results for representative & meaningful insights (size, differentiation, importance)
AI-automated data observations
Pre-trained AI agents streamlining key tasks across consumer intelligence & audience development
Advanced cross-tabs
Automated visual outputs
Dedicated data science workbench
Audience distribution to all key paid & owned communication channels

Cross-functional leadership across:

C-suite
Product strategy
Product management
Product design
Backend development
Frontend development
Data engineering
Data science
UAT
Platform marketing
Platform training

GTB Human Insights Platform (HIP)

GTB / WPP Group - London, UK / Detroit, MI

Jun 2018 - Jan 2023

A close collaborative effort between GTB (WPP Ford) and Choreograph (WPP Data & Tech) - co-development of global consumer intelligence and audience activation platform deployed in 43 Ford/Lincoln markets across Americas, EMEA, and APAC. Consolidated client data, WPP data, 3rd party partnerships, and custom research at actionable scale across paid and owned communication channels. Designed and developed custom advanced tools, methodologies, and functionalities, later adopted for use across all major WPP clients.

Key features:

Multi-source data ingestion & mapping to a single ID across 43 markets (Americas, EMEA, APAC)
Single source of truth (SSoT) across 1st party data, web behavior data, demographic & lifestyle data
Multi-source audience building & sizing
Consumer clustering
Profiling data summaries
Lookalike modeling
Audience distribution to all key paid & owned communication channels

Cross-functional leadership across:

C-suite
Regional leads
Product strategy
Product design
UAT
Platform marketing
Platform training

Unified Customer Profile (UCP)

GTB / WPP Group - London, UK

Oct 2017 - Present

GTB partnered with Ford & Acxiom to create Ford's first single customer view by integrating multiple 1st party data assets with 3rd party demographic & lifestyle data, driving a unified & holistic approach to customer insights. Paired with numerous data science initiatives, UCP delivered precision audiences at scale across propensity, migration, retention, and acquisition areas. All fully actionable across paid & owned communication channels.

Key features:

Single source of truth (SSoT) across 1st party data and demographic & lifestyle data across UK, France, and Germany
Dedicated data science workbench
Audience distribution to all key paid & owned communication channels

Cross-functional leadership across:

C-suite
Product strategy
Product management
Product design
Data science
Platform marketing

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