At General Mills, I own marketing mix modeling for the Pet portfolio, estimating channel contribution and marginal returns across paid media and search. I turn those findings into budget scenarios and assess promotional and campaign lift to recommend where to invest.
I also build and maintain measurement pipelines using Amazon Marketing Cloud and Walmart Connect data in BigQuery, dbt, and Airflow. Previously, at General Mills, I measured sales and promotional performance and built demand forecasts; at CitiusTech, I ran analytics and reporting workstreams for healthcare transformation programmes.
