Nina Boyko

Optimizing sales and marketing in product through delivery of personalized, value-proven guidances for Meta advertisers. Through strong product and business collaboration, delivering a consistent advertiser guidance experience across all channels (product, sales, marketing, chat, AI) • Sales Integration: Integrate 50+ product guidances into sales strategy and GTM through end-to-end build of signals, metrics, and experiments • Sales Incentives & Goaling: Align goaling across product, sales, and marketing • Personalized CRM: Evolve Meta’s sales CRM to accelerate guidance adoption and improve advertiser performance

Prioritize, build, and scale holistic guidance and best practices to help small business advertisers improve their ad performance on Meta’s family of apps (Facebook, Instagram, WhatsApp, Messenger). Hire, train, and manage 3 contractors. • Sales Incentive & Goaling Strategy: Designed multi-year evolution of sales incentives for global outsourced workforce of 5,000+ sales reps. Grounded in driving advertiser performance, guidance adoption, and increased personalization, model resulted in +11% revenue lift, +4pp in priority product revenue, +5pp in solution adoption • Product & Solution Go-to-Market: Brought dozens of new products to market for small business advertisers. Examples: Reels, ads AI/automation suite, business messaging, and ad policy and privacy issue resolution (advertiser friction) • Solution System Improvements & Quality: Orchestrated data signal and infrastructure enhancements to support emerging go-to-market and business needs. Stood up risk management taskforce for business continuity and operational excellence, resulting in 120+ risks mitigated and 4x decrease in weekly task incidence Co-Chair of Meta’s 2023 Women in Analytics Conference • Championed and advanced culture for women in data via industry-wide conference (600+ attendees, 20+ speakers) grounded in themes of networking, learning, and technical skill development • Managed 12 workstreams, for e.g. speaker and attendee outreach, budgeting, catering, internal & external comms

Led team of talented Data Scientists driving strategy & design, measurement, and analytics for the solutions strategy of small business sales programs. This broadly covered 4 areas: • Solutions Portfolio & GTM: Bringing sales solutions to market via robust prioritization & design and managing a portfolio of personalized recommendations across Meta family of apps • Solutions Effectiveness: Measuring effectiveness of sales solution pitches post-launch in driving product & business priorities • Incentives Design: Testing and scaling new incentive models to hold sales team accountable to pitch the right solutions & products to the right clients • Surfaces & CRM: Improving personalization and usability of surfaces/CRM used by our sales team

Provide analytics, strategy, and measurement for Meta's multi-billion dollar small business sales programs (torso~tail advertisers). Solutions Strategy Go-to-Market & Measurement • Led design, analytics, & data infrastructure build for launch of bespoke advertising solutions for 3.3M small businesses via 1.5K outsourced sales reps across the globe • Drove development of ~100 personalized recommendations in internal sales tool (Pitch Wizard), which equips reps with advertising best practices across Meta family of apps • Measure effectiveness of sales treatments on advertiser value, revenue, and operations. Automated measurement via ETL data pipelines & Tableau • Designed novel incentive model & KPIs for sales reps, getting buy-in from senior (VP) level leadership and coordinating with 20+ stakeholders to launch new model. Incentive model increased client satisfaction (CSAT) by 2.4pp and drove more holistic pitches. • Provide data-driven recommendations to improve sales strategy, communicating findings with partners across sales, product, data engineering, and marketing Sales Program Scaling & Design • Executed and operationalized 2 Global Sales Programs from pilot to scaled phase, which now deliver ~$XB incremental revenue and 20X+ ROI quarterly • Launched pilot to understand product-market fit for lightweight advertising tools (e.g. Boost Post), including developing metrics, proposing and launching A/B experiments, and tracking results Org Building & Leadership • Organize culture events for 90+ person org, including planning 3 in-person and remote SBG DS Days (project expos) to improve cross-org collaboration • Mentor and onboard colleagues; expand analytics team through hiring & training

Perform data analyses in SAS (proc SQL), R, and Excel to support academic experts in complex litigation matters and life sciences clients in market access and commercial strategy engagements. Quantitative Analysis & Modeling • Managed 8 junior analysts to quantify the economic value of a team of artificial intelligence engineers for a self-driving car technology company, estimating class-action damages in the range of $250 million to $1 billion. Gathered inputs and synthesized the results of 5 dynamic models as one of team’s lead analysts • Performed a benchmarking analysis of mutual fund performance and fees against their industry peers to evaluate the prudence of certain investment options in retirement plans, using dataset with over 12 million rows (~23k mutual funds) • Built a 20-variable regression model in Excel for Fortune 500 smartphone company and synthesized research findings in report on consumer purchase decisions, used to support expert opinion in a multi-billion dollar intellectual property case • Developed database of 1,000+ case documents, which informed valuation scenarios resulting from a company merger Qualitative Analysis & Firm Development • Collaborated with a 4-person team to develop a market landscape assessment deck, summarizing the results of a cost-effectiveness model that determined the profitability and relative efficacy of a pipeline drug • Communicated research methodology and results in reports, exhibits, and presentations to non-technical audience • Authored training curriculum and instructed over 15 new hires • Serve as peer mentor to two junior analysts and assist in recruiting across two offices • Manage $14k budget to coordinate office-wide and analyst events, such as a kayaking in Sausalito and Summer Olympics in Menlo Park • Coordinate non-profit pro bono practice in AG's Menlo Park office, developing 3 new projects and staffing volunteers

Managed 30+ Research Assistants in public policy think-tank and research center, overseeing 17 teams and serving as a liaison with Senior Staff and Rose Institute Board of Governors. www.roseinstitute.org Select Research Projects: • Southern California Almanac: Spearheaded data visualization for Southern California Almanac, a research compendium of demographic and economic data for 10+ counties and 50+ cities, using Google Public Data, XML, DSPL (Database Publishing Language) • Crime Funnel Project: Collected criminal justice data for crime funnels, with incidents, arrests, convictions, incarcerations, and imprisonment for violent crimes from 1986–2006 to analyze likelihood of commission of serious crime resulting in incarceration

Devised data-driven recommendations for marketing team of enterprise software company. • Performed competitive website and traffic analysis between Sumo Logic and 5+ competitors to reduce spending, increase conversion, and improve ROI. Optimized 100+ website landing pages with new messaging, keywords, and branding • Launched marketing campaign spanning 50+ countries for customer engagement & lead generation • Produced collateral and materials for AWS re:Invent trade show booth, reaching 10,000+ attendees • Employed agile project management for product launches, coordinating 5 product managers and 8 marketers

Collaborated with 4-person team to design, develop, test, and present a crowdfunding web platform to improve network effects in small business ecosystem. • Performed multiple stages of wire framing and high fidelity digital mock-ups to perfect user experience and user interface design after customer and industry research • Pitched final designs, revenue projections, and scaling strategies to executives

Assisted a 4-person team in the management of over $960MM in assets and 500 client households as part of top-ranked wealth management team (Barron's Top 100 Financial Advisors 2014). • Researched and vetted 54 prospective clients by tracking M&A deals and large liquidity events • Analyzed financial statements of firms with securities underlying new structured products, conferred with research analysts and structured products group, and reported conclusions to team • Monitored market movements and sent updates on recent developments • Met with visiting alternative investment managers, evaluated proposals, and performed due diligence

Performed end-to-end data analysis, studying the tech entrepreneurship ecosystem in NYC. • Designed and analyzed a data-rich network map of NYC's technology entrepreneurial ecosystem with 2,000+ entrepreneurs and 1,800+ companies, using Microsoft Access, Stata, and R • Conducted interviews, surveyed, and vetted 500+ of NYC's top tech entrepreneurs • Captured over 5 compelling entrepreneur stories in qualitative e-books and profiles

Senior Capstone Projects: • Funding for Female Founders: Is there a Bias? (analyzing venture capital funding for female entrepreneurs with Crunchbase data) • Honors Senior Thesis: “I Voted:” Examining the Impact of Compulsory Voting on Voter Turnout Awards: • Edward J. Sexton Fellow (top 5% of class) • Robert Day Scholar (half-tuition scholarship) • Phi Beta Kappa • Omicron Delta Epsilon Society (economics honors society) • Best Junior, Economics-Accounting • Case Competitions: First Place RDS Case Competition, Intuit IdeaJam Finalist, Hult Prize Finalist Select Leadership & Activities: • Teaching Assistant, Quantitative Data Analysis and Intermediate Macroeconomics • Head Delegate, Model United Nations team (Best delegation at WorldMUN conference, top-6 team in country) • Managing Editor of The CMC Forum (60k+ unique monthly viewers, 45-person staff) • Field Team Manager, In-Lend Fund (campus microfinance institute)

Select Awards & Achievements: • U.S. Senate Youth Program California Delegate: selected by the CA Department of Education as 1 of 2 CA delegates to attend a 10-day educational program focused on public policy. Met U.S. President Barack Obama, Chief Supreme Court Justice John Roberts, CA Senators Dianne Feinstein and Barbara Boxer, among other legislative staff • Served as guest presenter at West Valley College, lecturing college students on social and viral marketing through the West Valley Entrepreneurship Academy • Represented National Future Business Leaders of America as 1 of 9 national officers in the largest student-run business organization in the country • Crafted a mutually beneficial partnership project between Lynbrook and Chevron Energy Solutions to develop a kindergarten through college energy career pathways curriculum. Capitalized on the technical, writing, graphic design, and digital production skills of 180 students and 50 professionals