Vice President of Analytics & AI Leader
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Analytics leader with an entrepreneurial spirit, dedicated to transforming data into strategy, monetization, and measurable business impact through AI and advanced methodologies.
About Me
I'm a data-driven storyteller who believes the most powerful insights come from simplicity, empathy, and curiosity. For over 20 years, I called Seattle home — a place that shaped my love for technology, creativity, and the art of problem-solving. I moved to Wichita, Kansas to be near my son, Julian, where I continue to explore the intersection of data, design, and decision-making.
As a mom to a curious 10-year-old (and a rescue pup named Amigo, who found his way to us from Mexico), life keeps me grounded in exploration and empathy — two traits that define how I work.
When I'm not building data strategies or visual frameworks, you'll find me traveling, learning new technologies, or literally treasure hunting — the real kind. I love solving puzzles, chasing entrepreneurial sparks, and never miss a good weekend brunch with family or friends.
What sets me apart is that I'm self-taught in analytics — and I believe everything is "figureoutable." I can figure out almost anything and solve almost any problem, even under pressure. This mindset didn't come from a textbook; it was forged on the softball field at Indiana State University, where I played on a full Division 1 scholarship. Over four years, I mastered leadership, teamwork, and mentorship — and currently rank 2nd for most career starts. That experience made me who I am today: resilient, strategic, and highly collaborative.
Professional Experience
Vice President of Analytics
Inspired Thinking Group (ITG) | 2024 - Present
Developed analytics from ground up with start-up mentality, leading a global team across U.S. and Colombia. Architected analytics and AI strategies for Microsoft, Harris Teeter, Rite Aid, and UNFI. Championed generative AI and predictive scoring to expand offerings beyond traditional reporting.
Director of Analytics
VML (T-Mobile) | 2022 - 2024
Led analytics across all T-Mobile lines of business, driving $3+MM in revenue growth within Home Internet. Launched comprehensive Test and Learn Database in Tableau analyzing 18MM+ email/SMS/push recipients. Innovated with k-means clustering to identify hidden opportunity segments across 6M+ records.
Director of Marketing Intelligence
POP | 2017 - 2022
Built Marketing Intelligence practice managing Target Corporate Analytics, Gap Corporate, and F5 B2B programs. Grew Target account significantly over tenure. Created dynamic Power BI dashboards and executive QBRs analyzing media performance across EMEA, APAC, and AMER regions.
Director of Analytics
Shaw/Scott (Alaska Airlines) | 2016 - 2017
Built and launched analytics capabilities as both art and science for Alaska Airlines. Designed CRM program control group implementation and quantified lift for 10+ lifecycle email streams, leading to significant program investment and expansion.
Senior Analytics and Optimization Manager
POSSIBLE | 2011 - 2016
Promoted from analyst to senior management. Developed data-driven culture with Mitsubishi NA using monetization modeling to tie offline sales to digital behaviors. Led NCAA March Madness analytics implementation via mobile app and Adobe SDK. Mentored analysts and optimization engineers.
What 18 leaders said about me.
This is a data readout of how teammates, executives, and clients describe my impact across analytics, strategy, and growth.
How they felt working with me.
Most common emotional tone across recommendations: confidence, respect, and excitement to work together.
Where I create the most value.
Analytics & Data Strategy
Building frameworks that turn data into competitive advantage
Strategic Leadership
Shaping vision and driving analytics-driven transformation
Communication & Storytelling
Making complex data accessible and actionable for all stakeholders
Customer-Centric Problem Solving
Deep listening that uncovers real business challenges
Execution & Velocity
Rapid learning and delivery that moves business metrics
Voice of stakeholders.
Reputation over time.
How leaders described my impact, mapped against my career.
See how I bring analytics + creativity together.
Case studies, frameworks, and real business outcomes.
Clients Worked With
Partnering with world-class brands to transform data into actionable insights
Key Projects & Clients
Halo Intelligence
Problem
Marketing teams were drowning in disconnected data sources and struggling to extract actionable insights quickly. Campaign learnings were siloed, preventing institutional knowledge from scaling across teams and future initiatives.
Solution
Led the development of Halo Intelligence, Performance and Optimization, ITG's flagship AI product that centralizes marketing intelligence across the entire content lifecycle. Built four integrated capabilities utilizing AI capabilities: HaloInsights for instant AI-powered analysis, HaloContentIQ for performance attribution, HaloLearn for institutional knowledge management, and HaloPredict for outcome forecasting.
Outcome
Transformed how enterprise marketing teams make data-driven decisions by reducing insight generation time from days to seconds. Enabled continuous learning loops that turn every campaign into smarter future strategies. Product launching in 2026.
Vision Intelligence Model
Deterministic Creative Analysis
Problem
Typical AI insights tools provide opaque, non-reproducible results based on behavioral guesses and simulated human opinions, making them unreliable for systematic creative analysis. Marketing teams needed a way to objectively analyze creative assets without subjective interpretation or unpredictable outputs.
Solution
Designed and built a deterministic vision intelligence system that analyzes creative assets based solely on observable visual elements—pixels, layout, text, color, and geometry. Engineered a multi-stage pipeline combining computer vision, OCR, saliency detection, layout analysis, and image-grounded language inference under a strict schema contract. The system intentionally excludes probabilistic predictions, separating objective visual analysis from behavioral modeling, producing normalized outputs covering cognitive load, attention distribution, visual hierarchy, color systems, messaging density, and CTA visibility.
Outcome
Created a stable, auditable vision model that functions as instrumentation rather than opinion, providing consistent visual ground truth for downstream analytics tools. Achieved 100% reproducibility—given the same creative input, always produces the same structured output—enabling UI-safe integration and long-term extensibility. The system now powers scalable, traceable creative analysis across enterprise marketing operations.
Learning Hub
Your Marketing Brain's Memory
Problem
Marketing teams were running A/B tests without a systematic way to capture learnings or predict which experiments would drive meaningful results. Test ideas were based on guesswork rather than data-driven insights, leading to low win rates and wasted resources on invalid or low-impact experiments.
Solution
Built the Learning Hub, an intelligent test and learn database that serves as the marketing team's institutional memory. The system's AI-powered intelligence layer generates test ideas with predicted impact scores and provides comprehensive briefing information from creative and media teams. It transforms historical performance insights into actionable, high-impact experiment recommendations.
Outcome
Dramatically increased experiment win-rate by eliminating guesswork from A/B test setup. Teams now launch valid, high-impact tests that actually move the needle, with AI guidance ensuring every experiment is informed by past learnings and optimized for maximum business impact.
Microsoft Multi Cultural Team Dashboard
Unified Data Intelligence Platform
Problem
Microsoft's Multi Cultural Team needed to consolidate data from disparate sources including Excel spreadsheets, Sprinklr social media analytics, and web content metrics into a unified dashboard accessible to multiple stakeholders across the organization. Teams were struggling with manual data consolidation and lacked a single source of truth.
Solution
Architected a comprehensive Power BI dashboard integrating multiple data sources into a centralized intelligence platform. Built custom data connectors and transformations to seamlessly merge Excel, Sprinklr, and web content data into interactive visualizations. Created stakeholder-specific views enabling each team to access relevant insights while maintaining a unified data foundation.
Outcome
Delivered a centralized dashboard enabling real-time insights across all data sources, empowering stakeholders with unified reporting and eliminating manual data consolidation. The solution streamlined decision-making processes, improved cross-team collaboration, and established a scalable framework for future data integration needs.
Harris Teeter Vendor Program Dashboard
Retail Media Performance & ROI Analytics
Problem
Harris Teeter needed a comprehensive system to measure vendor program performance, track ROI, and demonstrate incrementality across multiple marketing channels for their retail media network, managing millions of rows of transaction data without clear visibility into campaign effectiveness.
Solution
Architected a fully dynamic Power BI dashboard where insights and creative are unified with data—every element from logos to insights is custom and data-driven. Integrated 7+ million rows of performance data enabling real-time tracking of campaign metrics including sales lift, incremental revenue, channel performance, and creative asset effectiveness across email, digital, print, and social channels. Built automated reporting showing category and UPC-level performance with interaction rates and ROI calculations, where each visual element dynamically adapts to the data story.
Outcome
Delivered actionable insights for vendor partners demonstrating measurable value with campaigns showing 20-31% ROI, 6-44% sales lift, and detailed attribution across channels. The platform now powers data-driven decisions for Harris Teeter's retail media programs, enabling vendors to optimize spend and creative strategy based on comprehensive performance analytics.
AMF Hair
Low-Cost Custom Brand Platform
Problem
Small and independent salons often rely on drag-and-drop website platforms such as Wix or Squarespace that impose recurring hosting fees, limited performance control, constrained design systems, and generic templates that dilute brand personality. For AMF Hair, the challenge was to create a distinctive, personality-driven digital presence while eliminating long-term platform costs and preserving full control over performance, SEO, and future extensibility.
Solution
Designed and built a fully custom, lightweight salon website using Next.js and React, deployed on a serverless, CDN-backed architecture that requires no traditional web hosting fees. Reimagined the UI to reflect the salon's personality through custom typography, layout, motion, and visual hierarchy while maintaining performance-first principles and accessibility standards. Implemented a static-first rendering strategy with automatic CDN distribution, SSL provisioning, and zero-maintenance deployment via Vercel.
Outcome
Delivered a high-performance, personality-driven salon website that reduced ongoing infrastructure costs by 97% annually compared to traditional site builders, with zero monthly hosting fees and minimal operational overhead. The new platform provides faster load times, improved SEO fundamentals, and complete design control while preserving long-term ownership and extensibility. AMF Hair now operates on a modern, production-grade web stack typically reserved for enterprise products.
"If you can't explain it simply, you don't understand it well enough."
— Albert Einstein
Let's Connect
I'm always open to discussing new projects, creative ideas, or opportunities to be part of your vision.