Lavita T.

• Managed E2E design and execution of research initiatives—including qualitative and quantitative studies, syndicated data analysis (Circana, iBev, Kantar BBE), and budget/vendor management—to deliver actionable, insight-driven recommendations that inform business decisions. Translated complex data into strategic narratives that guided C-suite/XFN decision-making on marketing strategy, product innovation, and go-to-market plans. • Notably, executed iterative user research loops using Zappi to validate brand assets—ranging from Super Bowl commercials and packaging redesigns to logo architecture. De-risked the $150M+ media portfolio by securing quantitative validation on key assets prior to launch, ensuring consumer resonance. • Led the data-driven repositioning for the Pepsi Trademark, managing the strategic mix between "Legacy" volume drivers (Pepsi Regular/Diet) and "High-Growth" bets (Pepsi Zero Sugar). • Spearheaded the market validation and Go-to-Market (GTM) strategy for Pepsi Prebiotic Cola (Innovation), defining the entry strategy for a high-potential functional beverage category.

• Supported the development and launch of Canvas, Pepsi’s proprietary media planning platform, leading North American training to drive 80% adoption in Year 1 and democratize access to performance KPIs and earning the Association of National Advertisers (ANA) Genius Award for Innovation. • Scaled PepsiCo’s Digital Real-Time Optimization (RTO) practice, establishing standardized frameworks that drove 20MM incremental viewed impressions and saved $4MM in waste across the US. • Led the migration from Salesforce Datorama to Microsoft Power BI, training a team of 9 to enhance proficiency, efficiency, and collaboration across Marketing Sciences. • Operationalized Marketing Mix Models (MMM), Lift Studies, and a cross-sector KPI framework to quantify incrementality and isolate the causal impact of spend, validating ROI and enabling meta-learning. • Consulted brand teams on "Personalization at Scale," ROI analysis, and audience segmentation, utilizing marketing science to align media investments with long-term brand growth strategies. • Constructed strategic audience personas rooted in Pepsi’s long-term Brand Growth Strategy, translating consumer insights into actionable segments that focused media investment on high-value future growth drivers.

• Spearheaded end-to-end programmatic strategies across DV360 and YouTube, aligning with Search/Social teams to create a cohesive, cross-channel narrative that consistently exceeded KPI benchmarks. • Managed full-cycle campaign trafficking, QA, and troubleshooting, while mentoring junior team members on platform capabilities and delivering weekly client-facing performance reports. • Onboarded net-new client Cox Communications, architecting a standardized data taxonomy from scratch to establish the foundation for Multi-Touch Attribution (MTA) and advanced audience segmentation (SQL). • Guided the transition to MTA by analyzing Path to Conversion reports to value upper-funnel touch points, while future-proofing media buying strategies against signal loss and Walled Garden restrictions. • Led a roadmap of A/B tests and Brand/Sales Lift experiments to quantify impact, utilizing insights to refine audience segmentation strategies and maximize ROAS.

• Collaborated on planning, budgeting, and execution for 15+ Fortune 500 clients across Search, Social, and Programmatic platforms, facilitating cross-functional alignment to streamline delivery and optimize performance against KPI benchmarks. • Notably, spearheaded a dynamic creative strategy for UPS’s peak season, utilizing Google Studio’s API to automate localized ad delivery for 87,000 roles; reduced production costs by $350k and saved 4,000+ hours while driving higher CTR through hyper-local messaging. • Leveraged advanced pixel tracking to identify drop-off points and steer retargeting experiments, optimizing the candidate journey to increase application volume while lowering Cost Per Application (CPA). • Mentored new analysts on platform capabilities, best practices during implementation, and optimizations for multi-million-dollar projects.

• Helped create reports based on primary and secondary research, in order to identify unique co-branding opportunities. • Supported the implementation of a national advertising campaign by providing insights on data and trends. • Developed a marketing tool for Blue Plans to implement correct utilization of the Blue Cross Blue Shield's brand, trademark symbols, and derivatives. • Collaborated alongside international co-branding partners to review and revise joint communication material.

• Used effective utilization of marketing intelligence to successfully communicate with supporters, raising funds, planning logistics of events, and soliciting donations. • Created and maintained social media presence through Twitter, Facebook, Instagram and other platforms to engage with active and potential new volunteers. • Recorded and searched for reports of the organization's media presence through bi-weekly press releases, using public relations analytic software, Trendkite.

• Assisted in building, maintaining, and evolving strong relationships with clients and suppliers. • Helped identify and close new marketplace opportunities and clientele for revenue growth. • Implemented use of CRM database to improve the overall experience of tracking customer activity, reporting daily sales performance, and customer service relations. • Migrated data from existing solutions into LogicMate’s Jewel 2000 and repaired inaccurate and/or missing information. • Updated inventory items for the entire store and trained relevant employees on how to use the new system.

• Greeted patients kindly and ascertained the nature of their visits • Obtained confidential medical files of patients regarding past health and/or health insurance • Maintained records of patients by updating personal and financial information regarding weight, height, blood pressure, vision, immunization health insurance. • Comforted and helped patients cope with stress of any sort.