Work

I was trained as a Cognitive Psychologist, but worked as a Marketing Science Partner at Meta (supporting digital marketing agencies) since June 2021. My role included:

• Thought leadership

  • Meta Foresight publication on full funnel synergies within the Meta funnel via MMM

  • NORAM Lead for Robyn (Meta's OST MMM package): GTM strategy, enablement, community partnerships, consulting on adoption and usage, 101 and Agency Comms POV / deck creation for global scaling and usage

  • Upcoming full funnel experimentation paper

  • Upcoming cross-channel synergies work

• Consulting and evangelizing measurement solutions and best practices with C-Suite, Heads of Measurement / Analytics, and Leads in Marketing Intelligence and Paid Social

  • Open source techniques (OST)

  • Experimental Methodology (e.g., lift solutions)

  • Signal resilient methodologies (Conversions API, PETs, Marketing Mixed Modeling, geo-based experimentation)

  • Data clean room-like adoption

  • Benefits of full funnel initiatives

• Roadmapping and strategy planning

Prior to Meta I worked in data science in digital marketing at 360i. I specialized in forecasting and optimization for paid search, organic search, and shopping. I also consulted on testing opportunities (from setting up the test and best practices, to analyzing success), led data science roadmapping and agenda planning for clients, and was involved in pitching and business development.

The first three years after my PhD I was in People Analytics. I explored employee and workforce patterns using various methodologies, from building live dashboards and visualizations to running inferential statistics and predictive modeling. I derived data-driven conclusions to optimize HR strategy and decision making around employee engagement, potential, productivity, headcount, attrition, movement, compensation and benefits, recruitment strategies, and various performance metrics (e.g., sales per hour, contributions per hours, call center metrics).

Research Interests

I studied forgetting and memory, the mechanisms underlying forgetting (e.g., inhibition, working memory), and individual differences in forgetting during memory retrieval, creativity, and problem solving. My research added to the literature examining forgetting as an adaptive process that helps us to remember. Reducing competition from non-target information in memory allows us to better retrieve the information we desire. The same processes underlie creative cognition; we can become better problem solvers by developing a more nuanced understanding of the everyday processes that affect memory.

I explored the broad questions:

• What is the role of executive functioning in intentional and unintentional forgetting? What are other underlying mechanisms involved in forgetting?

• Are there qualitatively different kinds of fixation that people experience during problem solving?

• How do individual differences in executive functioning (e.g., inhibition, working memory) relate to forgetting inappropriate information and overcoming fixation?

• Can we optimize creativity throughout the creative process (from design inception to production)?