How often do you get to sit across a table and brainstorm with brand strategy gurus, customer insight ninjas, technology experts, and media mavens and bring up the M word?

(Measurement.)

Not very often, I’m guessing.

But I get to do this everyday at a&g because a&g is at the very core of this integration.

A firm believer of “You can’t manage what you can’t measure,” I am a crossover marketer, someone who used to avoid anything to do with math.

As a contributions analyst at a&g, I support the digital and social media measurement practice for clients like MFS, Bright Horizons, Berklee College of Music, and Hannaford. I am excited about using data to tell a compelling story that helps clients optimize their marketing programs. Path-breaking analysis is a futile effort if it cannot be communicated the right way, to the right audience in order to make it actionable. This is where I exit the world of Excel sheets and put on my data visualization hat I love so much.

Before joining a&g, I enjoyed the beautiful lakeside campus of Northwestern University in Chicago, pursuing a Masters in Integrated Marketing Communications with a deep focus on data-driven marketing. I spent a wonderful summer at DraftFCB, tackling both media mix modeling and Michigan Avenue shopping.

In a previous life, I earned an MBA from India, worked in marketing and product management for a consumer broadband brand, and handled business development support and marketing communications for a global IT and business process outsourcing provider. With a foundation in business, integrated marketing communications, marketing research, and product development in technology companies, I enjoy the challenge of coming up with big-picture solutions.

Originally from Madras (Chennai), India, I have lived and worked in three cities, interned in Germany, flown over the Serengeti in a hot-air balloon, and danced with the Masai tribe. My free time is spent exploring the vegetarian cuisine of Boston with my geeky scientist-runner husband, or talking to friends and family back home via free long-distance Internet telephone. My happy place is listening to my favorite music while driving. If Excel sheets start blurring in front of my eyes, i may decide to turn my culinary experiments into entrepreneurial ventures.