As the Global Commercial Analytics Manager at The HEINEKEN Company, I specialise lead in-house Marketing Mix Modelling deployment in Mexico & Vietnam, as well as responsible globally for Meta Insights generated from the MMM results. Our in-house MMM called Allocation AI is the single source of truth for ABTL investments optimisation in the company with the objective of maximising ROI.

Previously I led Social Listening at HEINEKEN and was responsible for measurement & analysis in Global Corporate Affairs by working on topics such as crisis management, communications, consumer trends, reputation, and media coverage.

Additionally, I focus is the democratisation of MMM & social data through the use of Generative AI to enable real-time, personalised insights that address dynamic business challenges.