Richelle is the Director & Head of Strategy & Analytics at #paid. She started at #paid by building the organization’s measurement capabilities and analytics function from the ground-up. She created proprietary methodologies, thought leadership to drive the industry, and automated tools to operationalize data across the business. Now that she leads both the campaign strategy and analytics teams, her mandate is to merge these two groups to foster data-driven campaigns with proven return on investment.
Prior to this, Richelle rotated through multiple roles that gave her a holistic understanding of a brand management from conception to purchase. At Nielsen, she worked on four teams across Canada and the US that spanned product innovation testing, in-store price elasticity studies, and market mix modeling to uncover what drove a consumer to the store. Hungry to learn more and influence a client’s marketing strategy in real-time, she moved to Edelman where she got a deeper understanding of client’s marketing challenges and created bespoke solutions using secondary analytics. Her wide array of experiences measuring all facets of a brand has helped her empathize with the clients she works with.