Hi, I’m Mandee.

I’m a math-brained marketer with a million questions that typically start or end with “why?”

 
 

I’m based in Atlanta, but I’m originally from the land of meat and potatoes. After graduating with a Master’s Degree in Marketing from UA (roll tide), I spent several years working in Analytics; developing measurement frameworks, segmentations, models, dashboards, and answering critical business questions. Over time, I became hyper-focused on consumer experiences, journeys, and motivations- leading me to where I am today in a hybrid role overseeing Analytics, Insights, and Media Connections.

I’m passionate about data, marketing, visualization, consumer-centric planning, and personalization. I love learning about innovation in technology, healthcare, financial services, and travel.

Much like a curious five-year-old, I ask thousands of questions in my head every day. I Google 60% of them, ask 40% out loud (sorry friends, family, and coworkers), and I’m here to share some of my findings with anyone who cares.

Experience

Marketing

My entire analytics career has been spent looking through a marketing lens. My biggest strength is audience-focused planning. My analytics background laid the groundwork for audience activation- understanding what motivates someone, their preferences, their behaviors, and what we can do about it. I’ve worked in most channels, in all regions of the US, and industries including: CPG, Travel/Tourism, B2B, Pharmaceutical (DTC and HCP), and Banking. I’ve been a member and leader on my agency’s pitch team for 5 years.

I love explaining what is possible and finding new ways to innovate.

 

Business Strategy

My brain naturally starts here, don’t ask why, I’m not sure. Before I can do anything, I need to understand how the business model works, who the stakeholders are, and what the value proposition is. There is a role for brand, consumer experience, and product marketing- but without a foundation at the business level, it’s useless.

This is where I start and end.

Analytics

I’ve planned, built, and overseen most descriptive, diagnostic, and predictive analytics solutions. I’ve dipped my toes in the water of prescriptive work, but I plan to be a life-long student in that area. Some of my favorite types of work include: multi-dimensional segmentation (cluster-based), marketing mix models focused on both investments and environmental factors, and good ole’ digital marketing analytics.

Any project that gives me the opportunity to consider and provide context makes me happy.

 

Tools + Platforms

Analytics: My preferred visualization tools are Tableau, Microsoft XD, and Keynote. Excel and SQL are my go-to for data cleaning and manipulation. I’ve used everything Google: Analytics, Tag Manager, Search Console, etc. as well as Adobe Audience Manager, and Analytics Manager (formerly Omniture). Datorama has some nice integrations and storage options. I’ve modeled in SAS, SPSS, and R.

Data: I’ve leveraged IQVIA data in pharma (formerly IMS and Quintiles), Nielsen XAOC in CPG, Claritas and Experian census and syndicated personas across clients, Visa Vue, STR and KeyData in travel/tourism.