Baylie Minney

About Baylie Minney

As Senior Director of Marketing Science & Business Analytics at FableticsOS, I lead an innovative team advancing media measurement, business insight, and operational intelligence across a portfolio of disruptive brands.We bridge media strategy and execution — informing how we allocate marketing dollars, optimize in-channel decisions, and evaluate performance through models that blend attribution, incrementality, and experimentation. We\'ve evolved our approach beyond last-click by building a robust measurement system that integrates multi-touch attribution, media mix modeling, and incrementality testing — powering a more adaptive and accountable media engine. In tandem, we oversee the core media operations stack — from pixels and product feeds to API integrations — ensuring every campaign is measurable, scalable, and grounded in clean, connected data.Our work also spans business analytics at Fabletics, with a focus on enhancing the member experience, informing growth strategy, and deepening our understanding of customer value. I’m passionate about making analytics useful and usable — building systems that scale, teams that thrive, and insights that shape decisions.

Experience

1. Senior Director, Marketing Science & Business Analytics

   Fabletics

   Oct 2024 — Present · El Segundo, CA, US

Education

• California Polytechnic State University-San Luis Obispo

  Bachelor's degree, Agricultural Business

  2013 — 2017

• California Polytechnic State University-San Luis Obispo

  Master of Science - MS, Business Analytics

  2017 — 2018