Our Leadership Team

Delivering insights across the globe

Nancy Smith, Analytic Partners

Nancy Smith

President and CEO

Nancy Smith founded Analytic Partners in 2000. Prior to starting AP, Nancy worked at ASI (now, Ipsos ASI) and Clairol (now, P&G) where she managed marketing insights projects, teams, and vendors. Nancy has an MBA degree from the University at Buffalo School of Management where she focused on econometrics, marketing, and international business. With AP, Nancy is proud to lead the world's largest independent, global marketing analytics consultancy.

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Maggie Merklin

Maggie Merklin

Executive Vice President

Maggie Merklin leads Analytic Partners Global Client Engagement team and is responsible for client delivery excellence and creating long-term client partnerships. Maggie plays a key role in bringing new solutions and innovations to address evolving data, marketplace and business challenges in order to bring value to the analytics delivery process so that client organizations can make the most use of AP deliverables.

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Hong Jin

Hong Jin

Chief Science Officer

Hong Jin oversees global Research & Development initiatives including Advanced Analytics, Methodology and Software Development. Hong has more than 20 years of experience in marketing analytics including optimization solution design and deployment. He has worked in both corporate and consulting environments across multiple industries. Hong graduated from Massachusetts Institute of Technology (MIT) with a Ph.D. degree.

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Marcia Awobuluyi

Marcia Awobuluyi

Chief Financial Officer

Based out of the New York office, Marcia Awobuluyi leads the global finance team and collaborates across groups to identify the company’s most strategic future growth opportunities. Marcia brings to her role over 25 years of experience in leading teams across multiple disciplines and positioning organizations for change. Marcia earned her BS at the Wharton School, University of Pennsylvania and an MBA at Columbia University.

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Tom O’Sullivan-Analytic Partners

Tom O'Sullivan

Senior VP, Global Business Development

Tom O’Sullivan leads global business development for Analytic Partners from the New York office, focusing on partnering with Fortune 500 companies to enhance the effectiveness a of their marketing investments. Tom is a veteran of the marketing analytics industry with over 25 years of experience in helping marketers measure and optimize their omni-channel campaign investments.

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Joe LaSala

Joe LaSala

Vice President, Marketing

Joe LaSala oversees global marketing efforts across branding, demand generation, sales enablement, and press and analyst relations. Based in New York, Joe has over 15 years of experience in marketing and communications for global technology and services companies. Joe earned his BA at Hobart College and an MBA at Zicklin School of Business - Baruch College.

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Rafael Perez

Rafael Perez

Chief People Officer

Rafael Perez leads the global human resources function at Analytic Partners, overseeing key business drivers such as talent acquisition, employee experience, and leadership development. Rafael joined AP with over 20 years of experience in diverse industries such as financial services, CPG, and tech. Rafael is a Cornell University ILR graduate, and has a passion for creating environments where talented people achieve their potential as knowledge workers and innovators.

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Irene Gordon

Irene Gordon

Vice President, Training

Irene Gordon oversees Analytic Partners’ North Star Academy which provides skills development and training for both AP staff and clients. Irene works with subject matter and industry experts to ensure North Star Academy’s programs develop expert data scientists. Irene has 20+ years of experience building and managing training programs for software and services organizations including Vitech Systems Group and Goldman Sachs. Irene has an MBA from the NYU Stern School of Business.

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Mike Menkes

Mike Menkes

Senior Vice President

Located at Analytic Partners' New York office, Mike Menkes has spent the past decade helping grow Analytic Partners' consulting services. Mike currently focuses on key global clients and corporate initiatives centered on delivering client service excellence. Mike has a keen interest in identifying breakthrough insights and implementing processes to help clients make use of advanced analytics.

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Fred Chassé

Fred Chassé

Senior Vice President

Fred Chassé has been with Analytic Partners for over 10 years, and he manages AP’s Denver office. Fred is responsible for client relationships across a number of industries with a wide range of analytic services. Fred is experienced in implementing complex analytic programs in organizations large and small. Fred is known for consistently driving marketing ROI improvements for many of AP’s clients.

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Aaron Baker

Aaron Baker

Vice President

Aaron Baker is based in AP’s New York office and is responsible for leading project teams to successfully execute marketing effectiveness engagements for large global brands. He has over 14 years of global consulting experience and specializes in econometric modeling, marketing optimization, and dynamic results reporting.

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Spencer Tilley

Spencer Tilley

Senior Vice President, EMEA

Spencer Tilley leads Analytic Partners' EMEA operations from the AP Dublin office. Spencer possesses 20+ years of experience in measuring marketing effectiveness and ROI for many of the world’s leading brands. Spencer started his career with McCann Erickson, where he pioneered advanced modeling techniques to understand and quantify the media impact on brands.

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Achim Schoeneich - Analytic Partners

Achim Schoeneich

Managing Director Germany

Achim Schoeneich leads our Hamburg, Germany office and focuses on partnering with European and multi-national companies to measure the effectiveness and efficiency of their marketing investments to help these brands better understand their customers and optimize ROI. Achim previously worked at GfK’s media business unit, Freenet, SPIEGEL and Research Now, a global data company, where he started the German Central European business.

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Troy Yang

Troy Yang

Managing Director, Asia

Troy Yang leads Analytic Partners' Hong Kong office where he heads a multicultural and multilingual team dedicated to Greater China, Japan, and South Korea. Over the past 15 years, Troy has managed successful marketing and analytic consulting operations in the US and in Asia, including engagements with BASES, Nielsen, and The Monitor Group.

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Paul Sinkinson

Paul Sinkinson

Vice President, Australia

Paul Sinkinson is responsible for the Australian operations at Analytic Partners. With over 15 years of analytics experience, Paul has worked across many of Australia’s leading brands in Finance, FMCG, Logistics, and Travel. Paul has a passion for reducing the complexity of the fragmented marketing environment to create clear pathways for growth.

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