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Brandon Parker

@brandonparker1

Marketing measurement leader at Analytic Partners, shaping enterprise strategy across media effectiveness and marketing mix modeling.

United States

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At Analytic Partners, I lead client engagement and measurement strategy for major enterprise relationships, helping senior marketing, finance, analytics, and media leaders connect rigorous analysis to commercial decisions.

At Target, I built the Media Mix Modeling and Multi-Touch Attribution capabilities and managed more than $1B in media budget allocation and optimization. I also developed enterprise dashboards to track campaign and creative performance, guest acquisition, and attributed revenue.

At Nike, I built North America’s Marketing Mix Modeling and Multi-Touch Attribution model and product, and provided cross-channel investment recommendations for Nike.com. Across these roles, I’ve focused on turning measurement into clear decisions about planning, forecasting, and growth.

Experience

Work history, roles, and key accomplishments

Current

Senior Director, Marketing Science Analytics & Commercial Intelligence

Current

Analytic Partners

Aug 2024 - Present (2 years 2 months)

• Manage portfolio of clients, providing strategy thought leadership supplemented by tactical insights with analytic engagements (e.g., Marketing Mix Models, Media Effectiveness, Cross Media Attribution, Pricing Strategy)
• Drive revenue growth by identifying new opportunities and expanding analytic programs regionally; collaborate with Finance and CET partners to ensure financial accuracy
• Provi

Director, Media Effectiveness & Investment Strategy

Target

May 2021 - May 2024 (3 years)

• Led Target's Media Effectiveness team and Target’s investment & measurement strategy. Responsible for driving ~$23B in revenue. Oversaw vendor contracts/SOWs, measurement approach, technology, internal processes. Managed multiple team members including 21 solid/dotted line reports across cross-functional teams & contracted agencies
• Built Target's Media Mix Modeling and Multi-Touch Attribution

Senior Manager, Marketing Science, North America Nike Direct Analytics

Nike

Jan 2018 - Apr 2021 (3 years 3 months)

• Led North America’s Marketing Science’s insights and recommendations to NA Leadership, Global Leadership, VP of Nike.com, and the GM of North America. Deliverables and recommendations include: Corporate Strategy Review (CSR), Annualized Operating Planning (AOP), Quarterly Business Review (QBR), Monthly Forecasting (BOM), and weekly Biz Review
• Built NA’s Marketing Sciences’s MMM and MTA model a

Senior Manager, Marketing Science, Customer Success

Marketing Evolution

Apr 2017 - Oct 2017 (6 months)

• Managed teams responsible for analysis, insights, and strategy of over $100M in marketing spend per year. Specialized in Entertainment including TV and Movies, as well as the Airline Industry and Insurance. Clients included FOX, NBC Universal, Turner, MetLife, Aeromexico and National Geographic
• Complete CRM and account management of $3.5M in revenue for Marketing Evolution per year
• Delivered

Manager, Marketing Science, Customer Success

Marketing Evolution

Aug 2016 - Apr 2017 (8 months)

• Led team of analysts for Multi-Touch Attribution use and relationship with end-client
• Embedded with end-client's marketing teams to ensure measurement was aligned with business objectives and provided impactful analyses
• Traveled in-person to present PPT/product deliverables to client leadership including Directors, Sr. Directors, and CMOs, and influence media/creative decisions
• Worked acro

Senior Analyst, Marketing Science

Marketing Evolution

Jan 2016 - Aug 2016 (7 months)

• Provided Multi-Touch Attribution Insights for end-clients delivering media mix, creative, strategy, and tactic recommendations driving their business forward
• Ran heat-map analysis against demographics to uncover attribution impact against different targeted segments
• Utilized attribution tools, products, and backend SaaS programs such as Python to compile data and run attribution analyses
• H

Manager, Panel Operations

Instantly, Inc.

Dec 2014 - Jan 2016 (1 year 1 month)

• Managed all technical developments relating to Business Development's client and partner initiatives
• Responsible for Adaptive Profiling- Profile Management Platform and all of Instantly's dynamically stored data
• Adviser for Instantly's implementation of engagement efforts, process development for Panel Operations and data matching procedures
• Responsible for all of Instantly's panel experie

Associate Panel Manager

Instantly, Inc.

Feb 2014 - Dec 2014 (10 months)

• Responsible for panel data of survey respondents and it's integrity, 3rd party integration, and DIY tools for analytics
• Translated entire panel dataset into 10+ different languages for multi-country use
• Enchanced panel data by getting TrueSample verification for real users and enchancing the integrity of Instantly's panel quality
• Worked on improving websites part of the users panel experie

Senior Project Manager, Market Research

Cint

Nov 2012 - Aug 2013 (9 months)

• Managed over $1.25MM in projects including 18+ country Automotive Tracker
• Led over 65+ projects in a given quarter leading the PM department across entire company
• Responsible for client relationships and research projects in all DIY technology platforms and Project Managed
• Managed overseas team members for daily data initiatives
• Worked with multiple Client Liaison teams in Europe and US

Project Manager, Market Research

Cint AB

Sep 2011 - Oct 2012 (1 year 1 month)

• Coordinated and implemented quantitative, qualitative research projects in the US and Worldwide
• Assisted sales department with projects from start to finish including bidding decisions and final invoicing
• Aided international team members with transcontinental projects for overnight and weekend support
• Provided research consultation including demonstrations, tutorials, FAQs, troubleshooting