Architecting Measurable Growth for Commerce Media

Connecting Teams, Data, and Decisions

Modern commerce media fails when it operates in silos. I serve as the connective tissue between technical teams & business strategists, translating complexity into alignment. I ensure data informs every decision by building the infrastructure to measure what matters.

15+

7+

Years of Experience

Enterprise Accounts

The M-Shaped Expert

Specialists optimize one layer. Generalists skim many. Commerce media requires deep expertise across interconnected disciplines.

About Me

I started my career in digital marketing and moved into building the systems that make marketing accountable. Over seven years across North America and South Asia, I’ve navigated the industry’s shift from cookie-based tracking to privacy-first commerce and retail media ecosystems.

Today I lead measurement strategy for enterprise CPG clients across the full retail media landscape, from the major networks (Amazon, Walmart, Kroger, Target, Albertsons) through the long tail of regional grocers, club retailers, delivery platforms, and category specialists. My work spans walled gardens and the open web, unifies digital shelf signals with media performance reporting, and uses connected-identity strategies to follow audiences across networks. The output is attribution and audience strategies that guide millions in media investment.

In parallel, I help SMEs design scalable AdTech and measurement infrastructure without enterprise budgets, making advanced analytics accessible beyond Fortune 500 brands.

My Operating Principles

The beliefs that shape every project, every analysis, every conversation.

Inveniam Viam

I shall find a way or make one.

Data is messy. Tech stacks break. AI agents hallucinate. Attribution? Never perfect.

In an imperfect data landscape, I either identify the path forward or architect one.

Clarity Over Complexity

I make the complex actionable.

The most sophisticated measurement system is worthless if stakeholders can’t act on it.

I translate complex analytics into clear, actionable insights that drive business outcomes.

I create outsized results by optimizing analytics and decision workflows.

Agentic analytics and automation standardize and accelerate complex processes.

I empower teams to focus on strategy, creativity, and human authenticity.

Asymmetric Impact