Director of Marketing Science & Analytics @
Lead, Marketing Science @ Working with clients to conduct in-depth analysis into the effectiveness and optimisation of advertising on Facebook. From July 2014 to Present (1 year 6 months) Greater New York City AreaAnalysis Manager @ Currently working as a cross-channel investment analysis manager. Responsible for developing methodologies to calculate the return on investment from initiatives across
Lead, Marketing Science @ Working with clients to conduct in-depth analysis into the effectiveness and optimisation of advertising on Facebook. From July 2014 to Present (1 year 6 months) Greater New York City AreaAnalysis Manager @ Currently working as a cross-channel investment analysis manager. Responsible for developing methodologies to calculate the return on investment from initiatives across marketing channels and across geographies. Results from these ongoing analyses have enabled the company to increase marketing spend efficiency between channels and have become an integral part of marketing strategy.
Worked with internal teams and external agencies in the US, EU and Asia to lead and develop projects.
Led analysts in Shanghai to develop modelling methodologies and data analysis.
Worked with marketing teams at the media planning stage to ensure that campaigns can be accurately measured.
Implemented geographical AB testing framework to enable ROI measurement across online and offline marketing channels.
Designed and developed an attribution model to split individual transaction revenue across demand drivers. This multi-touch model works in conjunction with the geographical AB testing framework to assign comparable and incremental value for all marketing channels.
Worked with an external agency to create an econometric model to provide a tops-down view of returns from marketing channels and exogenous factors.
Presented results of analysis at a board level. Weekly meetings with senior marketing stake-holders and media agency at a planning stage to ensure a measurable marketing execution. From November 2010 to July 2014 (3 years 9 months) San Francisco Bay AreaInternet Marketing Specialist @ Worked as an Internet Marketing Specialist within the Finance department and in partnership with Marketing teams. This in-depth role requires the identification of marketing revenue, the creation of marginal models, recommendation on future spend and the communication of results to all relevant parties.
I produced quarterly reports showing marketing spend, revenue and marginal returns. I then worked with all key stakeholders to discuss the implications of these results and determine what spend decisions should be made. From February 2009 to October 2010 (1 year 9 months) Bern Area, SwitzerlandAnalyst @ Worked as an Analyst across the FP&A and Customer Insight teams. This wide-ranging role covers Business Performance, forecasting, ROI analysis and testing of initiatives.
Provided regular updates on KPIs to a wide (local and international) audience, highlighting key shifts in metrics and conducting deep-dives into specific areas where necessary.
Accessed the eBay data-warehouse through both SAS and SQL.
Worked with an external agency to help develop an econometrics model to provide an ROI figure for our offline marketing. This involved a very close relationship with the agency to ensure that the data was correctly interpreted and that all the assumptions made were fair and accurate. From February 2007 to February 2009 (2 years 1 month) London, United KingdomSenior Insight Analyst @ Working as a Senior Research Analyst in a marketing consultancy. The role involves the analysis and interpretation of large customer datasets to derive insight and meet the specific needs of clients.
Used SAS and Knowledge Studio to analyse customer data (predominantly EPOS and CRM) to analyse the impact of marketing and media and provide effective targeting. Techniques used include econometric modelling, propensity modelling and test and control studies.
Used SAS and Excel (including VBA macros) to automate frequently run analyses, saving time and resources.
Presented findings of projects to a range of audiences, up to and including board level, both internally and externally.
Liaised directly with contacts at clients and agencies to ensure that analysis accurately and comprehensively meets the needs of the project.
Co-ordinated projects running across teams and in conjunction with external agencies. Managed the resource requirements of projects and ensured that deadlines were met.
Provided direction and advice for junior team members. Oversaw quality assurance procedures to ensure that all team projects met the stringent requirements of the company. From September 2005 to February 2007 (1 year 6 months) London, United KingdomAnalyst @ Worked with large customer datasets to provide insight for FMCG clients.
Used SAS in to integrate and analyse large amounts of data for FMCG clients for projects across a range of marketing issues.
Presented findings of research projects to range of internal and external clients. From January 2005 to August 2006 (1 year 8 months) London, United KingdomResearch Manager @ Managing the research department of the transport division a large outdoor advertising media owner.
Analysed large and varied quantitative datasets from different primary and secondary sources using Excel, Access and SPSS. Identified the relevance of findings for marketing strategy and sales arguments.
Relayed the complex findings of research projects to audiences at varying levels of seniority through both presentations and in-depth written reports.
Ensured that research was correctly utilised in the shaping of marketing and sales strategy. Identified future research requirements and sourced projects accordingly.
Managed various (often pan-European) research projects ensuring they ran smoothly, on time and within budget constraints. Managed audience calculation project "RADAR" which went on to be shortlisted for MediaWeek Research Project of the Year.
Sourced and interviewed candidates for research vacancy. Employed new team member and successfully trained, managed and motivated staff. From December 2003 to December 2004 (1 year 1 month) London, United KingdomResearch Executive @ Joined as a recent graduate in order to apply academically acquired research skills in a commercial environment.
Analysed large datasets and desktop research sources predominantly through Telmar or Excel and identified the relevance of findings.
Presented research findings to both Research Manager and sales team members. From June 2000 to November 2003 (3 years 6 months) London, United Kingdom
Bachelor of Science (B.S.), Psychology @ Aston University From 1996 to 2000 Dominic Williamson is skilled in: Analytics, Customer Insight, Web Analytics, Data Mining, Omniture, Segmentation, Data Analysis, E-commerce, Marketing Analytics, SAS, Digital Marketing, Online Advertising
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