Open to opportunities

Richard Hurst

@richardhurst

I lead commercial marketing analytics, turning complex data into KPI-driven growth and profitability across acquisition and portfolio strategies.

United States

Message

What I'm looking for

I’m looking to partner with senior marketing and finance leaders on test-and-learn acquisition programs, forecasting, and KPI frameworks—using data science and automation to improve efficiency, customer quality, and long-term profitability in regulated environments.

I’m a commercial analytics leader with 15+ years of experience supporting marketing strategy, customer acquisition, forecasting, performance measurement, and executive decision-making within highly regulated industries. At ONE MAIN FINANCIAL, I direct analytics for an $88M annual acquisition marketing budget, leading enterprise test-and-learn initiatives executing more than 350 annual experiments to improve marketing efficiency and business outcomes.

I translate complex data into actionable business narratives and partner with senior leadership to drive growth and profitability—delivering more than $200M in incremental annual performance through data-driven recommendations. Previously, as Assistant Vice President at BARCLAYS, I led the firm’s first Python-based segmentation and decision engine (over $100M annually) and supported a post-COVID relaunch strategy that helped preserve $750M in receivables through phased re-entry and scenario modeling, while building executive-ready Tableau dashboards and supporting cross-functional analytics teams.

Experience

Work history, roles, and key accomplishments

Current

Associate Director, Marketing Analytics

Current

OneMain Financial

Jun 2021 - Present (4 years 11 months)

Directed analytics for an $88M annual acquisition marketing budget, improving investment allocation and channel performance through customer targeting and portfolio growth recommendations. Led 350+ annual test-and-learn experiments and delivered $200M+ in incremental annual performance via incrementality-driven insights.

Marketing Analytics Python SQL Experiment Design Holdout Testing Customer Segmentation Incrementality Credit Risk Analytics

Assistant Vice President Analytics

Barclays

Jan 2018 - May 2021 (3 years 4 months)

Directed a Data Science team to build the firm’s first Python-based segmentation and decision engine for dynamic P&L-optimized targeting, expected to drive $100M+ annually. Supported a post-COVID product relaunch, helping preserve $750M in receivables through phased re-entry and scenario modeling.

Data Science Python Segmentation Decision Engine Optimization Scenario Modeling Analytics Leadership

Senior Data Scientist

Managed Markets Insight and Technology

Jul 2014 - Jan 2018 (3 years 6 months)

Led enterprise BI dashboard creation for Sales, Marketing, and Operations, improving decision-making with KPI-driven reporting. Built predictive data assets including a proprietary “Covered Lives” algorithm, and applied Azure ML and anomaly detection to reduce data discrepancies.

predictive modeling Azure ML Anomaly Detection Data Quality

Senior Data Scientist

Telamerica Media

Mar 2010 - Jul 2014 (4 years 4 months)

Delivered marketing and operations analytics across business lines, building and maintaining Tableau-based sales analytics and client drill-down reporting. Improved profitability by turning around divisional strategy ($7M profit) and identified billing errors totaling $2M+ in overpayment using time-series and large-scale charge analysis.

Tableau Sales Analytics Time Series Analysis predictive modeling Data Validation Marketing Analytics