Brian Driscoll

Experience

• 

  Etihad Airways

  Jun 2014 - Oct 2016

  Head of Data Strategy and Analytics / Global Loyalty

  Managed 35 analyst center of excellence servicing 4 airlines and frequent flyer programs (Etihad, Alitalia, Air Berlin, and Jet Airways). Oversaw data science, customer insights, fraud prevention, reporting, and analytic operations.• Moved from 1,500 e-mail campaigns in 2015 to more than 2,000 e-mail campaigns in 2016 while increasing click-through rates 20% through target and content optimization; Airline revenue increased $45M+.• Secured $8.4M in funding to develop start-of-the-art cloud-based analytics infrastructure, integrating structured (airline, co-brand card transactions, and FFP) and unstructured (social media and clickstream) data. Show less

• 

  Lands'​ End

  Jan 2017 - Jan 2024

  Member of senior leadership team of 20 for $1.5B B2C and B2B e-commerce retailer. Managed data science, data engineering, marketing analytics, e-commerce testing, market research, and user experience teams globally (US, UK, Germany, and India). Grew from 9 people in 2017 to over 40 in 2024.• Developed ML-based (linear, gradient boost, random forest, and ensemble modeling) automated direct marketing modeling environment, optimizing circulation for 100M+ catalogs per year; +2.5% demand per catalog mailed ($17.5M annual incremental revenue).• Established analytics center of excellence with Tiger Analytics in India, reducing cost per analyst 50% and dramatically increasing range of analytic skills available and speed to recruit. Show less Global head of analytics for a multi-billion dollar retailer with b-to-c businesses in the US, Germany, UK, and Japan and a b-to-b business in the US. Lead a team of 23 analysts divided across three groups: data science and engineering, insight delivery, and digital analytics. Primary focus is supporting billion dollar e-commerce sites with analytics across merchandising, marketing, pricing, and promotion. Key achievements:• Built dynamic promotion engine to move from sitewide flat discounting to style-color level discounting based on product performance and inventory position resulting in a 400bps improvement ($25M) in annual gross margin delivery.• Migrated analytics infrastructure from in-house SAS / Netezza-based system to cloud-based AWS / open source (Python) environment, lowering cost of ownership and easing recruitment of analytic talent. Show less

  • Vice President of Analytics

    Jan 2021 - Jan 2024

  • Sr. Director of Customer Insights, Analytics & Testing

    Jan 2017 - Jan 2021
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  Retail Analytic Insights

  Jan 2024 - now

  Independent Analytics Consultant

  Experienced consultant available for project / contract work in the following areas:• Analytics program evaluation (people, process, culture, technology)• Third party / center of excellence selection / evaluation• Predictive modeling, customer segmentation, and AI-based analytics• Loyalty program analytics and strategy• Cross-channel marketing strategy, attribution, and measurement (digital and off-line)• Interim leadership of analytics teamLeverage my experience developing teams around the world to solve your analytic challenges. Very practical focus on short-term opportunities to demonstrate ROI for your data science investment. Expert at designing global analytics teams, selecting the most cost effective solution for each team component.Available to discuss new opportunities, please contact me directly at bdriscolloh@gmail.com. Show less