Jan 2014 – Jan 2022 · 8 yrs

• Founded the Consumer Marketing Analytics practice, building a world-class data science and data engineering team from scratch.
• Built Data Science capabilities spanning the four dimensions of People, Process, Information, and Technology to drive incremental sentiment and engagement across Meta’s social media brands and the growing family of hardware products. These solutions informed decisions and actions made to inspire brand love, adoption, and usage among more than three billion users globally.
• Developed and translated strategic insights into actionable marketing plans and nurtured strong cross-functional partnerships with Marketing, Growth, Media, Product, and Finance. Measured and optimized multi-billion dollar global integrated marketing programs, cross-app in-product marketing activations, and marketing support for major product launches.
• Led Facebook Marketing Data Science throughout my tenure and incubated teams for Instagram, WhatsApp, Messenger, Company Marketing, and Public Affairs.
• Established the Horizontal Marketing Data Science function whose mission is to scale analytics impact through more rigorous, consistent, and transparent methodology; robust tooling and technology; foundational insights and subject matter centers of excellence; and a well-nurtured org-wide data culture.

Jan 2013 – Jan 2014 · 1 yr · San Francisco Bay Area

• Led the Product, Marketing, and Analytics efforts of an early stage technology startup providing a SaaS social recommendation and discovery solution.
• Developed a holistic point-of-view around the use of earned media to provide a marketing-led e-commerce experience, and oversaw the algorithmic development of Leap’s recommendation engine.
• Created both strategic roadmaps and individual product feature requirements around a set of enterprise solutions that bring the power of word-of-mouth advertising down the purchase funnel from awareness and consideration to engagement and sales.

Jan 2011 – Jan 2013 · 2 yrs

• Owned the Analytics function for the largest consumer lifestyle publishing network in the US and a Top 10 global web property.
• Developed and managed a centralized Analytics organization across Mode Media post Ning acquisition. Areas of analytics ownership included Advertising (Targeting, Measurement), Marketing (Channel, MarCom, Product, Market Research), Product (Ad Platform, Subscription Platform, O&O, Consumer & Publisher Products), and Business Intelligence (KPI Development & Reporting, Business Insights).
• Led brand advertising targeting and measurement, working closely with strategic data and research vendors to maintain and grow productive partnerships. Business owner of reporting, analytics, and KPIs that demonstrate how content and social media matter to brands, consumers, publishers, and network creators; and how the interests of all constituents should be aligned for long-term success.

Jan 2010 – Jan 2011 · 1 yr

• Oversaw the Data Engineering and Business Intelligence teams for the world’s largest social website platform, with over 100,000 subscribed networks and 60 million monthly visitors.
• Established product and marketing measurement practices including channel attribution, program measurement, marketing optimization, website performance, network trends, social engagement, and merchandising activity.
• Drove the development of a simplified and unified data framework that served as the backbone for the company's executive and operational dashboards.

Jan 2010 – Jan 2010 · 0 mo · Long Term Contract

• Developed the analytics framework of an early-stage influence marketing start-up that used viral techniques to achieve a customer base of over six million people.
• Oversaw business intelligence for the world's first integrated communications client – combining email, Twitter, social networks, and 40 other web services into a unified communications experience
• Developed analytic framework to assess viral marketing performance and engagement of social network applications built on “gamification” techniques. These highly viral Facebook applications, twice reaching AppData’s Top 20 and leading to Swaylo’s current customer base.

Jan 2005 – Jan 2010 · 5 yrs

• Head of Analytics and Business Intelligence for a multinational subsidiary of eBay, Inc., with a portfolio of websites attracting 25 million monthly visitors and accounting for $1.5 billion in merchant sales annually.
• Directed company vision and strategy for business and product analytics. Translated business needs into actionable and relevant data requirements. Managed business intelligence as an enterprise product including tracking, collection, reporting, and analysis.
• Led pricing strategy to align financial interests of merchants and partners, optimize merchant ROI, increase network quality, and enhance user experience. Major projects included regular rate-card evaluations, seasonal pricing adjustments, the development of a dynamic CPC-based pricing methodology, and a refined revenue attribution process for a CPA business model.

Jan 2002 – Jan 2005 · 3 yrs

• Formalized and executed a relevance assessment program across both the search engine and ad platforms for a syndicated search network serving half a billion ad impressions daily.
• Devised novel approaches for evaluating search engine performance, including generalized between-list distance metrics and distribution-free relevance measures. Informed testing methodology for such companies as MSN and Inktomi.
• Drove the development of relevance scoring tools and optimized the overall testing process. Consolidated data analysis onto one platform and generalized code to allow for scenario-based modeling. Reduced testing timeframe and cost by 50%.

Jan 2000 – Jan 2002 · 2 yrs · San Francisco & Austin

• Customer-facing role for the leading Software-as-a-Service web analytics and marketing optimization platform of its time.
• Templatized and delivered consulting engagements designed to optimize client websites and online marketing efforts. Oversaw the development and interpretation of advanced statistical models.
• Managed client relationships with numerous multi-channel customers such as Walmart, Columbia House, and GMAC. Performed consulting engagements to guide online marketing efforts.

Jan 2000 – Jan 2000 · 0 mo

• Managed consumer insights and marketing analytics for one of the Internet’s earliest video and gaming portals, with over 100 million registered members worldwide.
• Mined member database to research online behavior and attrition patterns. Implemented process for collection and analysis of member demographics. Developed email marketing segmentation schemes for a program with a monthly budget of $200,000.
• Managed primary research, including usability testing, focus groups, individual user behavior studies. Implemented on-going customer satisfaction and loyalty studies. Maintained relations with secondary research and external traffic vendors.

Jan 1998 – Jan 2000 · 2 yrs

• Statistician supporting all stages of the drug development life cycle for the world’s largest and most successful biotechnology company.
• Supported nonclinical function through statistical consultation, experimental design, data analysis and interpretation, and in-house training. Served as primary statistical point-of-contact for over 500 scientists and engineers in Research, Process Science, and Pharmacokinetics.
• Assumed biostatistical responsibilities in clinical drug development. Designed study protocols and analysis plans, and monitored trials for statistical validity and compliance with federal regulations.

Jan 1993 – Jan 1998 · 5 yrs