Insights, intelligence and marketing effectiveness
For more than 20 years I've turned competitive, media and customer data into decisions executives can use, most recently as VP, Media Intelligence at Innocean USA, Hyundai Motor Group's in-house agency.
This page is the overview. The full cases include client names and results, so I share them privately with recruiters and hiring teams. Once approved, you browse on your own with a one-time email code. Request case-study access →
Innocean USA 2023–26 · Mindshare 2019–23 · Hearts & Science 2017–19 · POSSIBLE 2015–17 · Sq1 and Adaptive Audience 2011–15 · ZAAZ 2009–11 · Vertis 2008–09 · in-house at SuperPages, Cox Communications and Tyler Junior College 2001–08
See the full career map →Each summary gives the business question and my role. The full cases cover what we built and what leaders did with it; because they include client names and results, I share them privately with recruiters and hiring teams.
A competitive-intelligence system for three brands, built for a year of fast-changing market conditions.
My roleLed the team that built it; it fed the brands' weekly leadership reviews.
The Brain: governed data, 50+ industry guides and executive briefs in minutes instead of days.
My roleBuilt the first prototype and designed its industry guides, then ran point as the team built it out.
Competitive reads that turned share-of-voice tracking into recommendations leaders acted on.
My roleMy team produced the weekly reads; I led the method and the recommendations to marketing leadership.
Rank, weight, gap: one method I've used at five employers to put a brand against the rival that matters.
How it's usedA one-page read of where a brand stands against the rival that matters, adapted at each employer.
A linked brand-and-sales model that showed leaders what media contributed and where to move budget.
My roleClient owner, project lead and primary presenter; led the model refreshes with data scientists.
Machine-learning targeting and creative scoring, tested head to head.
My roleOriginated the performance and creative models; ran analysts from Neo (a WPP performance agency) and Mindshare's data scientists as one team.
Eye tracking for creative, holdout reads and new attribution models across three lines of business.
My roleLed marketing sciences with a bi-coastal team of 10.
The privacy-first measurement business I co-founded, from first client to acquisition.
My roleCo-founder and president; the business contributed to Sq1's 2015 acquisition by Ansira.
The Synapse product line I ran as business lead, from pricing to roadmap.
My roleBusiness lead for pricing and roadmap; my Los Angeles team built the modules.
Pages written for how shoppers decide, screened by archetype and proven in live tests.
My roleCreated the archetype framework, owned the roadmap and ran the tests.
A global testing program built to answer a category-defining rival, market by market.
My roleRan the A/B testing program across seven markets.
Business-model research, product pages and a statement built from each advertiser's account.
My roleIn-house on the digital team: business-model research, product pages and the email programs.
Recruiters, hiring managers and search partners are welcome. The full case studies include client-specific work and results, so I share it privately for hiring conversations.
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I started as a designer, so I build intelligence people can read and use: one-page scorecards, monthly reads for a CMO, briefings an AI analyst drafts in minutes.
"Who will decide with this?" is still my first question. Analytics counts when someone acts on it.
Business-model research and A/B testing in-house, then usability and testing at every agency since. Watch real people, then ask why.
I build forecasting models myself and lead the machine-learning work. Engineers own production code; I own the question, the method and the story.
If an executive can't read it in a minute, it isn't done. Design is part of the analysis, not a finish on top of it.
I get into the trench with my team, push each person to find their own angle on the work, and believe the community around the work shapes the work.
I saw a strategist in an account supervisor others had typed as client service. I moved her into Adaptive Audience, built her training around the platforms, testing and dashboards, and pushed her into new business and conference talks. She went on to lead all Adaptive Audience account services and pitch it in her own voice.
I built every report hands-on with my first three analysts, all early in their careers, then gave each one a brand. They became the competitive-insights leads for each brand's leadership, and I promoted one to senior analyst.
One analyst pushed back on our AI platform because he preferred another tool. Instead of overruling him, I had him build a balanced comparison of the tools, the governance limits and the pilot use cases. His comparison won broader support from analytics leadership.
I ran analysts from Neo (a WPP performance agency) and Mindshare's data scientists as one team with one view of the client. After about a year, leadership approved expanding that pooled model across the office.
One of my data scientists was brilliant and quiet. Instead of telling him to speak up more, I started a monthly lunch-and-learn and asked him to help run it. He took it over, and it grew into an agency-wide forum.
I hired a PhD engineer with deep data-science skill and little agency experience. He taught me machine learning, and I taught him client management and executive presentation. He went on to lead econometric modeling of his own.
I hired a specialist for search. He saw the testing work, asked to learn it, and I taught him. He ran the testing practice after I left and later stepped into my next role.
Brandon was a great manager who exemplified lead by example… getting different teams to achieve a common larger goal for the organization.Data scientist who reported to me · Hearts & Science · 2019
Brandon's ability to get groups working together across multiple departments… while always remaining calm, thoughtful and practical is an extremely valued talent.Colleague · Sq1 · 2014
I was impressed by his guidance, mentorship, and innovative mind… I fully trusted and respected him as a leader.Team member who reported to me for three years · Sq1 · 2014
I'm looking for an in-house role in insights, intelligence or marketing effectiveness. If you're hiring, or know someone I should meet, I'd welcome a conversation. Not connected yet? Send a request with a short note.