Southern California analytics and data science executive overseeing multiple teams with the dual mission of growing Criteo's core advertising technology (ad-tech) business and contributing to ongoing innovation globally. Able to effectively communicate complex concepts at a level commensurate with the sophistication of the audience, and able to keep team members focused on analysis that drives relevant decisions. Deep understanding of how to create competitive advantage using best-in-class analytics. Currently managing multiple groups / functions for Criteo: * Business Intelligence, Dashboards, Reporting for Advertisers * RTB, Auction Models, Buy-side, Publisher Analytics * FP&A, Targeting, Sales Operations Comfortable with all types of data and systems from high-volume "big data" transactional logs to highly-distilled KPIs.

VP, Head of Data Science and Analytics @ Leading and managing all client-facing, market-facing, and internal analytics efforts for the North America market via analytics and business intelligence teams in New York and Silicon Valley. Primary areas of focus include the following: Maintaining expert-level knowledge of Criteo's underlying retargeting engine, business models, and suite of products. Expertise includes predictive modeling methods, recommendation engine algorithms, online real-time advertising models (RTB, passback, etc.), advertiser competition resolution, and trafficking/campaign setup and management. Managing the US-based teams of Managers and BI Analysts Turning data into actionable insights across all functional areas, including client-facing (advertiser) questions, publisher-related issues, and internal research related to the Criteo ecosystem. Serving as primary analytical link to the R&D team in Paris, France and working with the Criteo global Business Intelligence community to develop BI tools and analytical methods that can be used in all countries. Productizing, automating, and increasing the efficiency of recurring analytical workstreams, such as AB testing for incrementality -- and reporting for Account Management, Finance, and Business Development teams. Presenting analytical information about account performance ( cost, CTR, conversion rate, revenue, incremental revenue, cost of sales%, etc ) to major accounts. Also regularly attend new client pitch meetings as part of the sales team's extra firepower. Bringing robust data-driven analysis to strategic questions as needed. Scoping new analytical approaches and metrics for new Criteo products. Trafficking and managing technical parameters of new advertiser CPC performance display advertising campaigns. From September 2012 to Present (3 years 4 months) Director, Head of Business Intelligence & Analytics, North America @ (see VP, Head of BI and Analytics role) From September 2012 to September 2013 (1 year 1 month) Greater New York City AreaDirector of Analytics @ Responsible for all aspects of analytical work on client engagements, ranging from strategic analytics/thought leadership to implementation of analytical approaches. Shifted underlying theoretical framework from "reporting" to multi-dimensional analysis by creating structured data frameworks and utilizing drag-and-drop analytical tools such as Tableau Software, Excel Pivot Tables, and Cognos. Designed and implemented data feeds from multiple partners to fully track and understand advertising effectiveness -- from impression, to click, to site visit, to e-purchase, coupon download, or other defined conversion. Reported on effectiveness of all paid digital media, including CPC paid search, paid links, Facebook CPC and CPM, traditional banner and display CPM inventory, DSP-based auctioned inventory, and text links. Included traditional media, such as radio, out of home (OOH), TV, and print when in client media plans. Developed media optimization plans in conjunction with media partners. Analyzed the effectiveness of multi-touch media and set up attribution frameworks for multi-touch media analytics. Moved client and agency thinking away from "last click" attribution and towards stream-of-touches analysis. Managed team of Analysts, Senior Analysts, and Managers to execute on both regular reporting and high-level strategic deliverables. Created scopes of work, staffing plans, and work assignments to manage workload across multiple clients. Created presentation materials and delivered analytics sections of major pitches. Worked with the new business development team to ensure analytical work was properly represented in potential engagement plans. From March 2012 to September 2012 (7 months) Greater New York City AreaAnalytics Consultant @ Serving as a consultant to industry and advertising agencies regarding the use of advanced analytics and "big data." Won first place in the 2011 Hearst Challenge, a data analytics contest sponsored by Hearst Magazines in New York. The 2011 Hearst Challenge asked participants to analyze demographic, psychographic, and purchase-based data on a cohort of over 500,000 customers. The goal was to build a predictive model to optimize new customer acquisition. From January 2011 to March 2012 (1 year 3 months) Director of Analytics and Segmentation @ Served as head of the Analytics department. Responsible for ensuring that analytics projects are completed on-time and on-budget as part of each client engagement. Responsible for understanding subscriber behavior in industries with recurring revenue, and for analyzing up-sell and acquisition opportunities. Developed advanced analytical tools and predictive models used to identify targeted groups of customers with high propensity towards either the cancellation of service or the purchase of upgraded service. Created and delivered client-facing presentations that distilled complex solutions down to understandable explanations for a non-technical audience. Responsible for creating financial models that dovetailed with analytical results to calculate ROI, lifetime value (LTV), and NPV. Analyzed root causes of customer churn (cancellation of service), such as competitive pressure, macroeconomic issues, and customer satisfaction with current providers. Partnered with IT resources to improve data quality. Designed database layouts, data coding schema, and custom SQL queries to feed analytics systems. Developed analytics to segment online video game players into various groups. Created targeted “test-and-learn” marketing approaches to apply to each group to increase sales and reduce churn. From December 2009 to December 2010 (1 year 1 month) Manager of Business Analytics & Finance @ Analyzed online and offline data regarding the Stix customer base. Determined effectiveness of online promotions including e-club mailings, CPM/CPC advertising, and website-based couponing. Used A/B testing to determine optimal web layout and site design strategy. Presented results to both the Stix management team and parent company board members. Created regression-based predictive models to determine store sales as a function of internal and external variables. Used statistical software ( R / SAS / SPSS ), SQL, and business intelligence systems (Cognos) to analyze transaction-level datasets. Responsible for using all available databases, tools, and analytical methods to understand sales trends, menu mix (sales as the SKU / product level), and profitability. Responsible for running the annual strategic planning process, including leading multi-day offsite meetings with the Executive Team and negotiating KPI targets across the company. Created Excel-based tools to benchmark promotion and marketing performance. Determined effect of new menu items on menu mix, direct margin, labor and food costs. Analyzed markets by region to determine required hurdle rates for online, TV, print and loyalty club spend. Analyzed all test promotion ideas to determine initiatives with the best promise for increasing sales. Developed models to forecast how new promotions and products would impact P&L items. From June 2007 to December 2009 (2 years 7 months) Director of Marketing Analytics @ Led a cross-functional group to develop KPIs and business metrics that could be used in recurring reports and/or "dashboards" to drive business decisions. Distilled extensive (>1GB) datasets into key insights for presentation to senior management and board of directors. Managed our online loyalty program (Coco's and Carrows eClub). Analyzed response to e-mail offers, online coupon usage, and built predictive models based on online data. Worked with internal IT, external consultants, and other departments to refine our Cognos Business Intelligence system, internal data warehouse, and links with third party IT vendors. Developed annual marketing plan and managed $6M marketing budget. Purchased media from outside agencies and directly from media companies, including Cable TV, broadcast TV, radio, Co-Op FSI placements, Solo FSI (ADVO) placements, Google AdWords, local online sponsorships and CPM advertising. Allocated marketing budget across both brands and ensured that budgeted spend drove annual sales plan goals. Directed efforts of two staff financial analysts for projects requiring extra resources. Trained analysts on financial modeling and marketing analysis techniques. From November 2003 to January 2007 (3 years 3 months) Director of Research and Analytics @ Responsible for deriving insights regarding web site page views, visits, visitors, and unique users for the portfolio of Freedom Communications online properties. Served as lead analyst and “superuser” for Freedom’s Omniture web analytics system; performed ad-hoc analytics using Omniture, Google, and other in-house web analytics tools. Reviewed all third party research data, such as Jupiter and Nielsen reports. Integrated third party data with in-house information to produce analysis and recommendations for Senior Management. Revised Freedom’s method for forecasting web usage across all properties to incorporate the most recent and most accurate data. Reduced variance to budget by 50% after this reforecast. From 2007 to 2007 (less than a year) Program Manager, Finance @ Managed the development and implementation of large-scale financial and marketing programs for major customers. Developed financial models to support high-dollar sales deals, vendor-directed programs (such as volume licensing), sales agent programs, and other major initiatives. Analyzed sales incentive programs for front-line and high-level sales staff. Developed marketing collateral, online references, sales training, and other supporting materials as needed. From 2001 to 2003 (2 years) General Manager @ Conducted internet-based primary and secondary marketing research to meet client-specific needs. Leveraged a large online panel to gain insight around consumer perception related to national brands. Constructed questionnaires, appropriately sized and shaped samples, and conducted extensive analysis of results. Distilled complex data into key insights using advanced analytics. Created formal reports and presentations for client management. From 1999 to 2001 (2 years) Production Manager @ Responsible for overseeing general operational and financial aspects of the studio. Developed cost-based rate cards and conducted detailed analysis of studio operations to ensure that costs were appropriately allocated to jobs and departments. Determined staffing needs and scheduling for creative resources and projected cash-flow on both short term (weekly/monthly) and long-term bases. Analyzed variable compensation alternatives to align individual payouts with company goals. From 1998 to 1999 (1 year)

MS, Financial Engineering and Operations Research @ Stanford University From 1995 to 1998 BSE, Electrical Engineering and Computer Science @ Duke University From 1991 to 1995 Jaysen Gillespie is skilled in: Predictive Modeling, Data Mining, Marketing Strategy, Logistic Regression, Database Marketing, Financial Modeling, Financial Planning and Analysis, Omniture, Google Analytics, Public Speaking, Pivot Tables, Direct Marketing, Web Analytics, Business Intelligence, Online Advertising