BOARD OF DIRECTORS
The 2022 Women In Analytics Board of Directors is comprised of an esteemed group of ARF leaders. Together, they help build annual programs and a community.
Global Insights Solutions Manager,
Samsung Ads’ Marketing & Analytics Group
Kelsey Barry is a global Insights Solutions Manager in Samsung Ads’ Marketing & Analytics group. Kelsey focuses her knowledge of the marketplace to research and develop meaningful insights on the changing TV ecosystem and works to streamline and automate Samsung’s data products for internal and external stakeholders alike.
Sr. Market Research Manager,
Brand, Advertising, and Research (BAR),
Lucy represents the voice of the customer in a company that is customer-obssessed.
She’s been conducting marketing research for over 15 years, gathering data-driven insights about our customer’s business needs, motivations, challenges, preferences, etc. Our Engineering and Marketing teams leverage those insights to create, deliver, and promote the best products and services for our customers.
In her current role, she leads Microsoft Surface campaign measurement and provides timely and deep insights to inform campaign strategy and optimization.
Lucy is also the former Chair of HOLA (Hispanic/Latinx Organization of Leaders in Action) and currently co-leads HOLA MCB (Latinos in Marketing). HOLA is the Hispanic/Latinx Employee Resource Group at Microsoft with over 3,000 members in the US. Under Lucy’s leadership HOLA is working on fulfilling its mission to create a community for Hispanic/Latinx employees and allies where everyone can be their authentic selves. She co-lead the strategy and execution of what it was Microsoft’s best Hispanic Heritage Month campaign to date. Lucy has been invited as a panelist at different events (internal and external to Microsoft) to talk about her experience as an ERG leader and as a Latina in the workplace.
Lucy has been with Microsoft since 2012. Prior to that, she worked 8 years for IBM in the Market Intelligence team as a Market Analyst, focusing on opportunity and compete analysis.
Lucy holds a Bachelor’s degree in Economics, a Master’s degree in Business Administration, and a Master’s degree in Market Research. She is originally from Peru; she is married to an amazing Spaniard, Jose Barros, and together they have two wonderful trilingual children: Sofia and Sebastian (who claim to be 1/3 Peruvian, 1/3 Spanish, and 1/3 Texan)
Advertising Research Manager,
Neha Bhargava leads the Advertising Research team at Meta. Before joining Meta, Neha was a strategy consultant focused on providing product and marketing decisions based on big data. She started her career as an Electrical Engineer and a Mechanical Engineer designing avionics control hardware for rockets. Neha holds a bachelor’s degree in Electrical Engineering and Computer Science from MIT and an MBA from the University of Pennsylvania Wharton School of Business.
Associate Director, National Research & Analytics,
MaryKate is the Associate Director, National Research & Analytics at iHeartMedia where she is responsible for developing data based insights to inform brand messaging and strategy for cross media and digital marketing partnerships. Over the last 4 years at iHeartMedia, MaryKate has led custom based quantitative research projects from conceptualization through delivery to uncover new and emerging trends in consumer behaviors and has helped grow and expand the company’s digital and podcast footprint. Prior to joining iHeart in 2017, MaryKate worked at CBS Sports for 3 years focusing on broadcast and cable television. Her experience spans consumer insights, analytics, data mining, advertising effectiveness, social media measurement and across several key categories including Pharma, Entertainment, CPG, and retail. She holds a Bachelor of Arts in Business Management from Gettysburg College.
LaToya Christian is a Managing Partner at GroupM in New York. As a conscious marketer, she infuses culture into the area of data analytics and strategy to tell rich, impactful brand and consumer stories. In her role she leads a team of marketers that spearhead special projects, build insights led marketing and media strategies and implement best in class measurement methods. She currently manages client relationships across multiple categories, including Tech, Retail and Entertainment. She holds a bachelor’s degree from Hampton University and a Master of Science Degree in Integrated Marketing from New York University with a specialization in Brand & Digital Marketing.
Head of Research & 3rd Party Measurement,
Shari Cleary joined Google in 2020 and is the Head of Reach and 3rd Party Measurement. In this role, she partners with third-party measurement companies and builds solutions that assess brand impact of advertising on Google platforms.
Shari joined Google from BuzzFeed where she was the SVP of Research, Insights, and Brand Planning. In that role, she oversaw all advertising analytics and measurement for the company and helped brands create meaningful campaigns by engaging targeted audiences and driving real world action. She also spearheaded BuzzFeed’s data driven thought leadership research to identify industry and audience trends that pioneer the way marketers address business objectives. Prior to BuzzFeed, Shari served as SVP of Strategic Insights & Research for Comedy Central where she oversaw analytics and consumer insights across all platforms including digital and linear. She also held senior research roles at Adobe Omniture, CBS, Comscore, and launched her career at ACNielsen. Shari previously served as an Executive Board Member for the Digital Analytics Association, co-founded the Media Special Interest Group, and has spoken at numerous industry conferences worldwide.
VP, Consumer Insights,
The Estée Lauder Companies
Colleen Funkey began her career studying psychology at Rhodes University in South Africa. With a passion for people and understanding what drives them and why, she is curious, asks lots of questions and likes to learn something new every day. From marketing Colgate toothpaste in South Africa, to launching her own beauty care range ‘Imbali’, then unlocking insights to guide the marketing of Anheuser-Busch’s iconic beer brands and now in her role at the Estée Lauder Companies, Colleen seeks to understand the ‘why’ behind the ‘what’ in order to design brand strategies and business solutions that connect in a relevant, credible and ownable way. Great brands are built when we make meaningful connections with people, that’s why the consumer is always at the center of everything we do #consumerobsessed.
Abby Hollister is Principal at Formative Insights, a research and marketing consultancy. Abby focuses on research innovations and company partnerships that build best in class solutions for client partners. Abby’s expertise includes emotional measurement, research design, client relationship management, and consulting. Abby works with partners on marketing strategy and tactical execution of branded communications across industries. Prior to creating Formative Insights, she led Ameritest, a research-based Brand Communications consultancy, as President where she spent 15 years honing her expertise in advertising and creative strategy & development.
Prior to Ameritest, Abby worked in Client Service at Kantar Millward Brown and in custom research for Catalina Marketing Research Solutions. Abby is a graduate of the University of New Mexico with a degree in Marketing Management and holds her Master of Arts in Integrated Marketing Communications from St Bonaventure University.
Strategic Research and Innovation, Senior Manager,
Toyota Financial Services
Siani Kiyonaga is the Strategic Research and Innovation, Senior Manager for Toyota Financial Services.
In this role, Ms. Kiyonaga manages a group within the Corporate Strategy Division focused on providing Toyota Financial Services research-based actionable insights to develop innovative solutions, delivering customer value and business growth.
Most recently, Ms. Kiyonaga oversaw marketing efforts for the Toyota vehicle brand as the Toyota Brand, Growth Audiences and Cross Vehicle Line Marketing, Senior Manager. In that capacity she headed a team to develop strategies and campaigns to enhance the Toyota vehicle brand, capture growth audiences including multicultural and identity-based segments and highlight the brand’s technology and safety product portfolio.
Previously, Kiyonaga was the Strategy and Business Planning Senior Manager for Connected Vehicle Technologies, a division of Toyota Motor North America. There, she was responsible for the strategic planning of Toyota and Lexus multimedia systems, including financial planning, volume forecasting, and brokering new business partnerships.
During her tenure at Toyota, Ms. Kiyonaga has held several additional positions including Business Development Manager, Product Planner, Pricing and Sales Analyst.
Before Toyota, Kiyonaga worked at Sony Pictures Entertainment, in the International Licensing, Internet Marketing Strategy and Market Research Departments.
She earned a bachelor’s degree from S.I. Newhouse School of Public Communications at Syracuse University and an M.B.A. from the University of California Los Angeles Anderson School of Management.
Managing Partner, Brand & Marketing ROI Practice,
Satya Menon leads the Brand & Marketing ROI practice within Kantar, North America. She is responsible for guiding clients in the Marketing Effectiveness suite of solutions, and for coordinating operations in the ROI Analytics center of excellence devoted to driving channel and content.
Satya has extensive experience consulting with clients across all verticals, including Retail, Finance, Technology and CPG sectors. She has consulted with multiple brands globally and within North America on ROI measurement, advertising effectiveness and brand equity research.
Satya has a unique background that spans 25+ years of quantitative market research, consulting and academic research and teaching at top business schools in the US. Prior to joining Kantar, Satya held faculty positions at the business schools of University of Chicago and University of Illinois, Chicago. Her academic research has been published in top marketing journals and she is an active presenter at industry forums like the ARF, MSI and AMA.
Satya received a Ph.D in Marketing from the Wharton School, University of Pennsylvania, and holds an MBA from the Indian Institute of Management, Calcutta.
Head of Global Business Insights,
Heather O’Shea is a passionate digital ad insights leader with over 14 years of experience in market research and consumer insights. She has held positions at media agencies, publishers, tech platforms and research companies. She is currently head of global business insights at Snap. In her role, she produces thought leadership to educate the advertising industry and marketing community on how mobile and Snapchat advertising performs through data-driven insights and empirical evidence.
Prior to joining Snap, she led the media and creative effectiveness practice in North America at Kantar. Here she launched and evangelized new solutions meant to accurately capture media performance in an ever evolving and complex media landscape. At Twitter, she was the Global Agency Research and Data Strategy Lead, where she addressed research hypotheses in partnership with advertising agencies that identified shifting media consumption behaviors. At UM, Heather led measurement, consumer insights and campaign optimization across all Johnson & Johnson brands as the vice president of research, J3. During her career, she has conducted market and media research for a wide variety of advertisers, including Colgate-Palmolive, Sony, and Campbell’s. She received her M.B.A. in marketing from Baruch College at the City University of New York.
Growth Insights & Analytics Leader
Bio to come.
EVP, Omnichannel Media Solutions,
Media Center of Excellence
Jennifer advises the world’s top CPG companies and their media agencies on how integrated data and prescriptive analytics can significantly improve campaign performance and achieve measurable sales lift. She helps brands strategically target, measure and optimize their campaigns across channels, saving them millions of dollars in the paid owned and eared media space. Her global expertise crosses several critical business functions including marketing, general management, innovation, analytics and operations, offering a unique integrated perspective to improving business results. In addition to her brand strategy work she is a recognized media and CPG industry thought leader, frequent contributor to top advertising publications and a sought-after speaker for key industry organizations, including ANA and ARF. Jennifer has an MBA in Marketing from Northwestern University’s Kellogg School of Management. Follow her on Twitter at @JenniferJPelino.
Senior Vice President, Direct-to-Consumer Research,
Renata Policicio is Senior Vice President, Direct-to-Consumer Research, WarnerMedia, responsible for leading the research team’s efforts, which focus on brand and market strategies, growth and content marketing, customer satisfaction, product strategy and user experience, as well as understanding the changing entertainment landscape and identifying potential and emerging trends as the industry and consumers evolve. Consumer insights are at the forefront of Policicio and her team’s work, and they have reviewed feedback from almost 170,000 HBO Max subscribers to ensure all company initiatives and platform updates have the most significant, positive impact.
Policicio and her team play a key role in informing critical decision making and business priorities. In collaboration with internal and external stakeholders, she provides guidance on the appropriate measurement, reporting, data systems and capabilities to successfully navigate the industry. In addition to this, Policicio and her team work to develop new and innovative ways of displaying and distributing data in a format that is comprehensible across various channels of communication.
Prior to her career with WarnerMedia’s Direct-to-Consumer research team, Policicio gained more than 20 years of experience researching and analyzing consumer trends at Fortune 500 companies such as ESPN, Turner and Microsoft. While at ESPN, she led global research teams spanning from the United States to Latin America, Europe and Asia. She and her team were able to glean actionable research insights into local markets and their specific consumer behavior regarding online viewing habits and programming trends. These insights
provided guidance to deepen the understanding of the sports landscape and drove growth in more than 30 countries.
Before her time with ESPN, Policicio served as a senior research director at Turner International in São Paulo, Brazil, her hometown. While in Brazil, she also worked for Microsoft and Fischer America. She is trilingual and holds an MBA in business and marketing as well as a bachelor’s degree in communications with specializations in consumer behavior and neuromarketing from Escola Superior de Propaganda e Marketing in Brazil.
Senior Director of Activation Product Development,
Audrey is a Senior Director of Activation Product Development at Oracle Advertising, where she is responsible for delivering intelligent activation data products that allow for advanced decisioning around whom to target in addition to when, where and why to target them. Drawing from years of adtech experience, Audrey’s expertise is in building scaled and robust systems that bring data to life through data science. She is passionate about making data science approachable and accessible through simple and streamlined design and systems that support continual experimentation and insights for those in the world of advertising.
She has worked in digital marketing data science since 2012. Audrey has experience in constructing data science products for audience, measurement, optimization, and identity. She holds a Bachelor of Arts in integrated science and mathematics from Northwestern University and a Masters of Arts in statistics from Harvard University.
Senior Director of Insights
Bio to come.
Brand Insights & Analytics Director,
Strategic Insights Group, UnitedHealth Group
Marta leads brand insights and analytics across the UnitedHealthcare brand and businesses. In her 4 years focused on UnitedHealthcare – she’s delivered insights to guide brand strategy, inspire impactful advertising and measure campaign performance across a modern media mix. Prior to joining UnitedHealthcare in 2016, Marta worked at 3M for 6 years conducting a wide array of B2B and B2C global research across a variety of products and brands including Post-it®, Thinsulate, Scotch, ScotchBrite, Command, Nexcare and Filtrete. Marta has a BA in Psychology and MA in Counseling Psychology from the University of St. Thomas in Minnesota. Marta enjoys family time with her husband, young son and dog; likes to explore new restaurants in the Twin Cities and aspires to see every Best Picture Nominee each year prior to the Oscars airing.
Advertising Research Foundation
ARF Women in Analytics Lead
Rachael is the Senior Vice President of Events at the ARF where she leads two teams responsible for all program content and attendee experiences as well as event marketing. This includes conceptualizing and executing both in-person and virtual programming, building and managing judging committees, activating board involvement in events and overseeing event communication. She also spearheads ARF Women in Analytics, which hosts events and community-building initiatives throughout the country. Rachael is also part of the ARF Leadership Team.
Director of New Business and Membership,
Advertising Research Foundation
ARF Women in Analytics Lead
Kristin is the Director of New Business and Membership at the ARF where she focuses on member engagement and retention, as well as sponsorships and new business development. Kristin also leads ARF Women in Analytics, a community whose mission is to advance gender equality through promoting female leadership, providing mentorship opportunities and hosting events.