The record of building
Twenty years of turning data and identity into measurable growth.
The complete account, from genome software at Illumina to league-scale identity across the NFL and MLB. Selected highlights live on the main page; this is the full picture.
Independent & sports leagues
Citizen of Nowhere
AdTech / MarTech & Data Strategy Advisor 2025 – Present- Strategic advisor to founders and investors building next-generation sports, media, and AdTech/MarTech platforms, helping growth-stage companies design scalable data, identity, AI, and digital foundations across the US and Europe.
- Author of the Global Metro Power Rankings, an original index of 70,000-plus parameters across 4,200-plus metros, and ongoing writing on movement, measurement, and belonging.
National Football League
Director, Business Relationship Management & MarTech Products 2024 – 2025- Trusted advisor to all 32 clubs, scaling identity-led fan acquisition, engagement, and retention across CRM, CDP, clean rooms, and analytics.
- Defined and operationalized the league's enterprise governance framework, aligning privacy, consent, data standards, and cross-club integration into a scalable league-wide operating model.
- Led modernization of league-scale AI, data, and Connected Identity platforms for all 32 teams, and established club toolkits, governance, and executive readouts that accelerated adoption tied to ticketing, messaging, and fan experience.
Major League Baseball
Director, Marketing Tech & Digital Operations 2023 – 2024- Led the enterprise marketing-technology and audience-data transformation roadmap across 30 clubs, a 10 million dollar-plus remit spanning clean room, CDP, email, SMS, push, CTV, and programmatic.
- Product owner of Audience Development and Connected Identity strategy; drove the Adobe Experience Platform and Journey Optimizer rollout that lifted audience engagement 20 percent.
- Built a league-wide customer data platform unifying ticketing, real-time gate scans, club CRM, and digital behavior into a single fan profile, with automated consent enforcement and activation to Facebook, Google, and LiveRamp.
- Launched real-time, scan-triggered fan journeys; the Mets pilot deployed more than 12,000 push notifications in a season, with check-in click-through rising from roughly 4 percent to 9 percent and above.
- Authored the clean-room roadmap to share and monetize first-party data with sponsorship and media partners, spanning a redesign of legal data-sharing terms and a platform-agnostic LiveRamp foundation.
- Ran the email-platform RFP across Zeta, Iterable, and Adobe with eight scenarios and a weighted scoring framework, and the enablement program that made the internal team self-sufficient, standardizing 141 fan attributes and cross-club journey templates.
Platforms & holding companies
Amazon
Senior Solutions Architect / AdTech Consultant 2021 – 2023- Directed more than 30 Tier 1 client partnerships architecting Connected Identity, clean-room, and advanced-measurement solutions on Amazon Marketing Cloud, driving cross-platform data collaboration and multi-million-dollar revenue growth.
- Led high-value strategic data projects for Amazon's largest global advertising clients, optimizing campaign performance and commercial outcomes.
- Primary marketing-measurement strategist for Workplace, building a framework to measure ROI, LTV, and CAC across all digital and offline channels.
- Restructured data sourcing and introduced multi-touch attribution and marketing-mix modeling, embedding ROI analysis into core business strategy.
GroupM
Group Director, Data & Platform Strategy 2019 – 2020- Lead analytics and AdTech strategist and trusted advisor for Signet Jewellers, and primary data lead on five holding-company-level pitches for GroupM Data & Technology Services.
- Developed the framework for and managed deployment of Signet's identity-linked customer data platform.
Spotify
Associate Director, Global Insights & Analytics 2018 – 2019- Established global frameworks for audience measurement, monetization, and enablement across a 500-person sales organization, contributing to a 40 percent year-over-year increase in audience-targeted revenue on the Free business unit.
- Partnered with 40-plus global agencies and Tier 1 advertisers on bespoke audience monetization leveraging Spotify's first-party data and music intelligence, and mentored a team of 20 insights managers and analysts.
Digitas, Publicis Groupe
Vice President, Data Science / Data Strategy 2017 – 2018- VP of Data Strategy and Advanced Analytics across all lines of business on Publicis Groupe's Samsung US account; trusted advisor to Samsung global marketing leadership, leading a multi-capability team of 20-plus across data science, advanced analytics, data activation, and ad operations.
- Product owner for Samsung's identity-linked customer data platform and Connected Identity roadmap, centralizing global marketing, audience, and BI systems into a unified Google Cloud architecture resolving 220 million-plus identities. The third-party-to-owned data shift cut spend by roughly 700,000 dollars, about 99 percent, while expanding addressable reach.
Omnicom Media Group, Annalect
EMEA Director, Marketing Science 2016 – 2017- Led data science, digital analytics, and insight teams for Annalect EMEA, driving multi-market solution architecture and identity-linked data-product development across 58 markets.
- Built and enabled the EMEA rollout of Annalect's product suite: digital attribution, custom audience creation, lookalike modeling, media-mix modeling, brand KPI attribution, and TV attribution.
AdTech foundations
Adform
Director, Business Intelligence & Data Consulting 2014 – 2016- Founded and led the Business Intelligence Consultancy team of 15 consultants and data scientists across three countries, delivering projects worth 5 percent of company revenue.
- Lead product director and commercial owner of Adform's Data Management Platform, building identity-based commercial models with 200-plus partners.
The Exchange Lab
Head of Business Intelligence 2013 – 2014- Partnered with product and engineering to rebuild database storage and ETL for the proprietary trading platform, Proteus, and worked with C-level leadership on BI solutions that grew revenue and reduced cost.
Skimlinks
Senior Product Manager 2013 – 2014- Primary strategist for the data-product offering, driving the company toward a programmatic audience-creation and private-exchange solution across a network of 18,000 advertisers.
VisualDNA
Media Product Manager 2012 – 2013- Head of Data Products for a third-party audience-analytics provider, owning the commercial taxonomy that drove 95 percent of revenue.
Where it started
Illumina
Staff Bioinformatics Engineer / Project Manager 2007 – 2012- Project manager across the full software development life cycle for five major and fifteen minor releases of Illumina's market-defining bioinformatics packages: GenomeStudio, CASAVA, and OLB.
- Supported a team of 10-plus developers and 20-plus scientists; four promotions in four years. Co-author of a primary scientific publication in Science (2003).
A studio for ideas, indices, and interfaces, and the two decades of building behind it.