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Khawar Shakeel

@khawarshakeel

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Marketing analytics executive specializing in measurement strategy, clean-room analytics, and AI-driven decisioning.

United States

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What I'm looking for

I’m looking to lead marketing measurement and advanced analytics teams, translate data into actionable optimization, and scale AI-enabled decisioning—while partnering cross-functionally to deliver trustworthy insights in clean-room and media-mix environments.

I lead advanced marketing analytics that turn measurement into action, from airline and Amazon Ads environments to CPG, retail, and financial services. As Vice President, Marketing Analytics, I built an Analytics-to-Action (A2A) framework to translate campaign performance data into actionable optimization recommendations, and led an AI-driven analytics agent (ObservAI) to automate analysis and insight generation.

I’ve also owned end-to-end measurement systems: deploying 360-degree measurement frameworks, authoring the Learning Playbook for insights generation and test design, and reengineering reporting processes to standardize 90+ quarterly performance reports. I enjoy leading teams and operating across Google, Facebook, and Amazon clean-room environments while driving data transformation, MMM, attribution, segmentation, and forecasting for data-driven decision-making.

Experience

Work history, roles, and key accomplishments

Current

Vice President, Marketing Analytics

Current

Spark Foundry

Feb 2025 - Present (1 year 4 months)

Led the marketing analytics function for a major domestic airline, driving measurement strategy and analytics-driven decision-making. Built an Analytics-to-Action framework, developed an AI-driven analytics agent (ObservAI), and managed a team of 8.

Measurement Strategy Analytics To Action Framework AI Agents data transformation Team Leadership Marketing Optimization

Product Marketing Operations Lead

Amazon Ads

Nov 2022 - Nov 2024 (2 years)

Led measurement and optimization strategy for product marketing, improving operational efficiency and enabling data-driven decision-making. Defined fiscal goals and managed budgeting, deployed a 360-degree measurement framework, and prototyped LLM-powered chatbot experiences.

Budgeting 360 Degree Measurement LLM Operational Analytics

Executive Director, Marketing Sciences

OMD

Aug 2021 - Nov 2022 (1 year 3 months)

Oversaw Marketing Sciences, Data Science, and Data Engineering for a top-tier CPG client. Authored a Learning Playbook and reengineered reporting to standardize delivery of 90+ quarterly performance reports, including advanced clean-room analytics.

Marketing Sciences Data Engineering advanced analytics

VP, Business Integration & Analytics

Spark Foundry

Jun 2019 - Aug 2021 (2 years 2 months)

Led cross-functional teams across data analytics, data architecture, and ad operations for CPG and retail clients. Redesigned marketing performance reporting for consistency and usability, oversaw media mix models (MMM), and implemented a multi-agency service model to align workflows.

Media Mix Modeling Marketing Reports Data Architecture Ad Operations Performance Optimization Cross Agency Delivery Data Analytics

Director, Data Sciences

Razorfish

Jul 2015 - Feb 2019 (3 years 7 months)

Led the Data Science team delivering advanced analytics solutions across multiple industry verticals. Built analytics maturity models and roadmaps, managed attribution/segmentation/forecasting initiatives, and developed analytics teams through hiring, mentoring, and performance management.

Data Science Leadership Customer Segmentation Forecasting Mentoring Performance Management

Manager, Digital Analytics

Accenture

Aug 2013 - Feb 2015 (1 year 6 months)

Delivered web analytics implementation and data consulting for financial services clients, leading Adobe Analytics deployments across web and mobile platforms. Developed integration strategies between analytics and DMP systems.

Adobe Analytics Web Analytics Mobile Analytics Measurement Strategy Data Consulting

Associate Director, Data Sciences

Razorfish

Apr 2010 - Aug 2013 (3 years 4 months)

Led digital analytics and optimization initiatives including multi-touch attribution modeling and brand measurement studies. Implemented Adobe Analytics and Google Analytics platforms to support ongoing optimization efforts.

Multi Touch Attribution Digital Analytics Adobe Analytics Google Analytics Optimization Analytics

Manager of Analytics

Peapod, LLC

Jul 2008 - Apr 2010 (1 year 9 months)

Led quantitative analysis for marketing and product teams, developing measurement frameworks and forecasting models. Supported product performance evaluation and demand planning through analytics-driven insights.

Quantitative Analysis Forecast Modelling Marketing Analytics Product Analytics demand planning Analytics Reporting

Senior eCommerce Analyst

Sears Holdings

May 2006 - Jul 2008 (2 years 2 months)

Served as lead analyst for Sears.com and Kmart.com, focusing on A/B testing and conversion optimization. Conducted cross-channel analysis integrating online and in-store data to support e-commerce performance improvements.

A B Testing Conversion Rate Optimization E commerce analytics Online To Offline Measurement Experimentation Design KPI Analysis