Sundar Swaminathan — Business Development Executive

👋 Hey! I'm a Marketing Science Advisor helping Marketing leaders unlock budget by proving your ROI across Brand, Performance, and Lifecycle. Over 15+ years in Marketing Science, I've helped prove and scale $1Bn+ in Marketing spend and delivered $200M+ in incremental revenue. My superpower is being both a full funnel Marketing Science expert and a strategic partner helping Marketing leaders bridge the gap between Finance, Marketing, and other xFN stakeholders. At Uber, I spent 5+ years building Marketing Science teams across the full customer journey by partnering with world-class marketing, data science, and finance leaders. After Uber, I worked at early stage consumer startups and scaleups helping founders and marketing leaders make smarter Marketing decisions through insights and experimentation. Now, I help Marketing leaders in 2 ways: 1. Advisory work 2. My newsletter 𝗔𝗱𝘃𝗶𝘀𝗼𝗿𝘆 𝗪𝗼𝗿𝗸 CMOs at mature consumer scaleups and enterprises call me to unblock their most complex Marketing Science challenges. Here's what I can help with: - Marketing experimentation: channel incrementality, marginality, and optimization - Full funnel measurement: attribution, MMM, unified measurement framework - People and processes: Team coaching and alignment with xFn teams - Growth Strategy & Analytics: OKRs, Northstars, growth models To partner together: ⮑ For a quick jam session, grab time here → https://app.hubble.social/sundarswaminathan ⮑ For advisory and consulting, DM me to start up a conversation 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 I also share everything I've learned over 10+ years on how to prove and scale ROI with 2,600+ Marketers from companies like Netflix, Spotify, Uber, and Google → https://experimental.beehiiv.com/subscribe Finally, I love spending time with my 2 beautiful kids and my incredible wife in Amsterdam. We used to love traveling and eating out but you know... kids ... so now I love cooking and exploring all the fun things little kids can do! Thanks for reading and for your time 😊

Stackforce AI infers this person is a MarTech expert with a strong focus on data-driven marketing strategies.

Location: Amsterdam, North Holland, Netherlands

Experience: 14 yrs 9 mos

Skills

Marketing Science
Growth Strategy
Growth Experimentation
Growth Marketing

Career Highlights

Optimized $1Bn+ in Marketing spend at Uber.
Delivered $200M+ in incremental revenue.
Expert in bridging Finance and Marketing teams.

Work Experience

Bounce

Head of Data (5 mos)

Self Employed

Marketing Science Advisor (3 yrs 3 mos)

experiMENTAL Newsletter & Podcast

Author & Host (3 yrs 3 mos)

We Are Eves

Sr. Product Growth Manager (1 mo)

Scenset

Director of Growth Experimentation and Analytics (1 yr 5 mos)

Uber

Head of Brand & International Growth Marketing Data Science (Promotion) (1 yr 9 mos)

US & Canada Growth Marketing Data Science Lead (Promotion) (1 yr 8 mos)

Rider Growth Marketing Data Scientist (1 yr 9 mos)

DIRECTV

Growth Marketing Data Science Consultant (9 mos)

U.S. Department of the Treasury

Debt Manager, Office of Debt Management (2 yrs 2 mos)

Bloomberg LP

Software Developer, Risk and Portfolio Products (2 yrs)

Education

Bachelor's Degree at Carnegie Mellon University - Tepper School of Business

Sundar Swaminathan

Business Development Executive

Amsterdam, North Holland, Netherlands14 yrs 9 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Optimized $1Bn+ in Marketing spend at Uber.
Delivered $200M+ in incremental revenue.
Expert in bridging Finance and Marketing teams.

Stackforce AI infers this person is a MarTech expert with a strong focus on data-driven marketing strategies.

Contact

Skills

Core Skills

Marketing ScienceGrowth StrategyGrowth ExperimentationGrowth Marketing

Other Skills

Marketing experimentationFull funnel measurementTeam coachingGrowth Strategy & AnalyticsA/B testingUser flow optimizationData ScienceMarketing strategyTeam managementData analysisDemand optimizationCampaign managementData AnalyticsAnalyticsMicrosoft Excel

About

Experience

Bounce

Head of Data

Mar 2025 – Aug 2025 · 5 mos

Self employed

Marketing Science Advisor

Jan 2023 – Present · 3 yrs 3 mos

I help Consumer CMOs unlock budget by helping you prove your ROI across Brand, Performance, and Lifecycle. Here's how I help:
Experimentation Strategy → channel incrementality, marginality, and optimization
Full Funnel Measurement → attribution, MMM, unified measurement framework
People & Processes → team coaching and workshops to align xFN teams
Growth Strategy & Analytics → OKRs, Growth models, and forecasting
Examples of questions I've helped answer:
→ How do we measure the ROI of Brand Spend?
→ How do we prove the long term ROI of Marketing?
→ How do we create a unified measurement framework?
→ How do we create a world class Marketing Science function?
Advisory and Consulting clients:
Adeo (Consulting)
Otrium (Interim Head of Perf Marketing)
sofatutor (Consulting)
nemo Travel (Advisor)
Reengage (Advisor)
Kimo (Advisor)
To work with me, DM me so you can talk to Finance with confidence and get back to doing the Marketing you love doing.

Marketing experimentationFull funnel measurementTeam coachingGrowth Strategy & AnalyticsMarketing ScienceGrowth Strategy

Experimental newsletter & podcast

Author & Host

Jan 2023 – Present · 3 yrs 3 mos

I optimized $1Bn in Marketing as Uber’s Head of Brand, Performance, and Lifecycle Science and now I'm sharing everything I've learned on proving and scaling ROI through a newsletter and podcast.
I go deep on everything from how to:
prove the ROI of Brand Marketing
work with finance teams
scale your Ads
... and everything in between that makes Marketing so beautiful.
I also share case studies, deep dives, and stories from world class Marketing leaders who have built engines at Uber, Anthropic, Faire, DoorDash, and so much more!
There's so much to explore and I hope you'll join me as we get experiMENTAL!

We are eves

Sr. Product Growth Manager

Dec 2022 – Jan 2023 · 1 mo

→ Surveyed customers to identify product gaps and increased activation by 15%

Scenset

Director of Growth Experimentation and Analytics

Jun 2021 – Nov 2022 · 1 yr 5 mos

→ Launched A/B testing framework and optimized core user flow increasing MRR from $0 to $100K

A/B testingUser flow optimizationGrowth Experimentation

Uber

3 roles

Head of Brand & International Growth Marketing Data Science (Promotion)

Promoted

Sep 2019 – Jun 2021 · 1 yr 9 mos

Built out the new Brand Data Science function measuring $1Bn in Marketing spend.
→ Hired and managed 15 analysts + 5 contractors located across US, Mexico City, Hyderabad, and Amsterdam
→Delivered $150M of incremental Gross Revenue by partnering with Senior Heads of Marketing for LATAM, EMEA, and APAC to create data driven strategies, measurement frameworks, and learning agendas
→ Designed a global Covid recovery segmentation framework used cross functionally by Operations and Marketing to target over 20M users with $3M+ in rider discounts

Data ScienceMarketing strategyTeam managementMarketing Science

US & Canada Growth Marketing Data Science Lead (Promotion)

Promoted

Dec 2017 – Aug 2019 · 1 yr 8 mos

Lead Analyst for Growth Marketing across all performance channels including Meta, Snapchat, Twitter, Affiliates, and others.
→ Optimized customer retention marketing driving 5% increase in incremental trips and 7% in gross bookings
→ Managed career development, priorities, and work load for 3 junior analysts
→ Saved $35M in yearly rider marketing spend by identifying inefficient marketing channels and providing recommendations on budget allocation to senior leadership

Growth MarketingData analysis

Rider Growth Marketing Data Scientist

Mar 2016 – Dec 2017 · 1 yr 9 mos

First analyst for the DC, Maryland, and Virginia responsible for optimizing demand side of the marketplace.
→ Managed weekly $500K+ campaign budget targeting high value riders resulting in 10%+ incremental trip growth
→ Increased 3-month driver retention by 3% after analyzing spatiotemporal datasets and improving email communications

Demand optimizationCampaign managementGrowth Marketing