Sunando DasUnited Kingdom, United Kingdom
An MBA graduate with data science for IoT certification from the University of Oxford, I bring 20 years of experience in Data Science, Strategy Consulting and Insights. Have played leadership roles with focus on award winning Innovation/ IP to drive commercial development, growing global practices many-fold, client development leading high-visibility complex engagements and capability development by infusing new skills in the team.

I bring a unique blend of commercial and technical expertise with accomplishments in:
Innovation: Have developed several new products / IPs by leveraging integration of first and third-party unstructured, structured data sets with advancements in Artificial Intelligence, Predictive Machine Learning capabilities for digital transformation of marketing applications such as personalization, programmatic planning, real-time shaping of sales, trend detection, NPD, marketing impact / attribution; brand strategy encompassing brand portfolio, architecture, positioning, loyalty, pricing /promotion optimization, portfolio rationalization. Have won industry awards for best Innovation for AI algorithms for Personalization Strategy and use of Machine Learning on social media data to uncover Innovation opportunities of $ 500 mn+. Have driven commercial growth of innovation four-fold (to $ 16 mn+) in 4 years.

Thought leadership in leading platforms such as Ad: Tech, AdMap, ARF Re: Think, ESOMAR Congress & Big data, Journal of Brand Management, i-media

Commercial development such as growing global practice by 40% in less than 3 years (to 70Mn $), growing data science business from ~0% to 60% of the analytics business within 2 years

Business development and delivery - helped sell, deliver and develop best practices for 14+ global programs ($ 400k to $ 5Mn USD each), over the years

Capability development – Have grown a team of Data Scientists from 7 to 15 within 2 years; created a network of 100+ virtual experts for sales & delivery of Innovation
CMI Director, Predictive Marketing and Retail Analytics
Jan 2020 - Current
Head of Analytics, EMEA
Sep 2018 - Jan 2020
Led the analytics team at Annalect in EMEA. Annalect is the technology, data and analytics arm of Omnicom group, servicing across Omnicom media and creative agencies. Set-up the EMEA analytics team establishing Audience Analytics and Activation, Measurement (marketing mix modelling, multi-touch attribution, and associated tools), and Data Science for Innovation analytics verticalsLed these analytics verticals in EMEA that developed- Identity solution and resolution across 25+ markets in EMEA creating 150 million+ individual profiles with 4000+ characteristics updated continuously. Harnessed this asset and machine learning to develop precise audience and corresponding journeys for driving brand disposition and conversions with appropriate content at the right touchpoints- Measurement systems o Evolved Planning tools that harnessed marketing mix models to drive brand and media channel investment decisions. Harnessed machine learning to project media response curves to a larger set of markets from a few markets, thereby saving time and costs by five times. o Developed a multi-touch attribution solution for EMEA, accounting for the privacy considerations. Worked with walled gardens to access data in privacy safe environments and harnessed machine learning to deliver multi-touch attribution solution with precision at scale- Designed and implemented data science solutions for Innovations: For example o Developed a data fusion solution to project small datasets to bigger data assets. This helps to understand how attitudes / need-states influence behavior at scale. Thus, helping design better digital intervention strategies and activation. o Harnessed consumer digital behavioral data to predict (without any content scraping) personalized content that will drive conversions
Senior Director, Insights & Analytics
Oct 2017 - Sep 2018
My role involves working on client engagements and capability development in the areas where data science, analytics can help drive strategy development – ranging on a wide variety of topics like - Growth strategy: Harnessing machine learning, recommendation algorithms to drive retention, cross-sell and acquisition strategy - New Product development and go to market strategy: NLP for harnessing unstructured data and integrating with behavioral data via predictive algorithms - Brand portfolio and Architecture development: Predictive algorithms to identify opportunity spaces - Marketing ROI: Fusing customer journey with marketing effectiveness to drive convergence of customer experience and marketing effectivenessSectors of focus: Financial services, Healthcare, CPG and Technology
Head of Analytics & Data Science
Kantar TNS UK
Mar 2014 - Oct 2017
Spearhead the Data Science & Analytics team with a focus on the digital transformation of Insights - harnessing unstructured digital data (social media, search, e-commerce) with structured data (DMP, CRM, IoT, survey) by applying NLP, Machine Learning, Predictive Modelling, AI algorithms. Applications include re-invention of insight programs, transformation for new opportunities such as hyper-personalization, in the moment optimization and developing new applications such as e-commerce & video strategies. Ascertain delivery by directing both at a high level as well as getting into the details when required. Manage Innovation, Client development, Commercial growth & Capability development.Accomplishments:- Grew the analytics business by 65%+- Shifted the practice focus from survey analytics to a combination of data science, fusion & survey analytics with data science growing from Growth platform identification to transform U&A or Innovation opportunity studies > Hyper-Personalisation to transform segmentation studies > Shaping outcomes in real-time to augment tracking studies > In the moment optimization to transform evaluation studies > User journey optimization > E-commerce pull and push factor optimization- Garnered Research-Live Innovation of the year 2015 for development of AI algorithms for digital personalization strategies - Garnered MRS Award for best social media insights 2016Partner (Head of Data Science & Analytical Innovation), Kantar Analytics UK&I May 2017 onwards
Global Chief Research Officer, Market Understanding Practice
IPSOS Marketing
Jan 2012 - Jan 2014
Led analytical development and innovation of growth solutions in the areas of brand, consumer and shopper understanding (a $250Mn practice). Demonstrated thought leadership on external and internal platforms, helped acquire and retain global clients/ programs and undertook on-going capability development/training. Was a member of Global Market Understanding practice board.Accomplishments:Led innovations that helped in growing the solution business of the practice by 20%+- Led the technical integration (post-M&A of IPSOS and Synovate) to create one harmonized solution from discrete tools: Integrating brand positioning/equity optimization and consumer psychology based archetypal segmentation solutions to one set of brand growth solutions for category growth strategy, brand portfolio & positioning optimization and tracking- Created new IPs/ products in the shopper understanding space – Efficient Assortment for portfolio optimization, optimizing retailer choice strategies and a product grounded in behavioural economics for price, promotion strategy optimizationClient development as subject matter expert: Helped win/deliver/develop best practices for various global client engagements (ranging in size from USD 200k to USD 2 million+ annually) - Innovation Platforms: Helped a client brand move from 3rd player to market leading position within a year (incremental revenues in excess of $200m) by uncovering new innovation platforms - Portfolio rationalization: Helped design a portfolio strategy by reducing the no of SKUs (across client brands) by 20% but increasing profitability by 15% and introducing new SKUs to tap into white-spaces - Retailer choice strategies: helped a client with retailer choice optimization strategy which fed into retailer relationship managementCapability development: Helped create efficiencies in analytics delivery across global hubs. Training to client/sales teams on new solutions to drive scalable implementation
Global Director (Brand and Consumer Understanding), CPG Practice
IPSOS Marketing
Jun 2007 - Jan 2012
Establish and grow the brand and consumer understanding platform within CPG industry vertical. This encompassed innovation (i.e. development and launch of growth solutions), commercial development (i.e. grow the solution business), client development (secure global projects/programs and implement best practices), capability development and nurturing a network of experts across the globe. Was member of Global consumer goods practice Innovation boardAccomplishments:- Developed an integrated brand positioning, price and loyalty optimization solution brand*perceptor that was awarded by German Market Research Association as Innovation of the year in 2009. In addition, helped globalize an existing market structure solution and developed three new capabilities (multidimensional segmentation for brand and product/service portfolio development, brand extension roadmap, brand architecture assessment). Harmonized and launched these solutions/IPs globally under a common brand architecture. These helped in growing the solution business by four-fold to $ 16Mn+ - Started and grew the brand strategy and consumer understanding practice from 50 million USD to 70+ million USD globally within 3 yearsHelped win/deliver/develop best practices for various global client engagements (ranging in size from USD 200k to USD 5 million+ annually)- Brand re-positioning: Helped identify brand re-positioning strategy globally to stop brand’s decline to leadership position (<5% to 9% market share)- Brand extension roadmap: helped a brand move from a commodity product to branded healthy snacks market- Capability development: Created/nurtured a regional & global network of sales and solution experts (100+). Helped industrialize analytics implementation across hubs.
Global Director - Brand Experience
Research International
2006 - 2007
Developed and deployed ‘Brand Experience’ global offer – practice area of ~ $ 120mn. This included Brand and Customer Experience related solutions.
Regional Director - Market Strategy and Brand Experience, Asia Pacific
Research International
2002 - 2006
Set-up of the Analytics Practice (Marketing Science) and increased contribution of marketing science to the business from 1% to 30% of quantitative businessLed client development, growth and delivery targets for a number of clients encompassing regional and global work. Led the market strategy and brand experience practice area implementation in Asia (2005 onwards)
Account Manager - Unilever
NFO Middle-East and Africa
2000 - 2002
Associate Director
IMRB International
1998 - 2000
Goa Institute of Management (GIM)
MBA, Marketing
Delhi University
B.Sc (H) - Statistics, Statistics
University of Oxford
Certificate, Data Science for Internet of Things
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