Cristina Marcella Willison

Experience

1. Associate Director of Data & Analytics

   Digitas North America

   Nov 2021 — Present · Boston, MA, US

   Clients: Walmart, Dow, Sephora, Nestlé GerberLed analytics across multinational accounts within Publicis’ integrated Power of One model, partnering directly with C-suite executives to deliver award-winning, data-driven strategy. Developed new business methodologies cited by Digitas’ Chief Strategy Officer as best-in-class work.Walmart- Corporate Communications: Built and launched Walmart’s first corporate reputation measurement framework- Integrated Marketing (Creative Effectiveness team): Informed creative, media, and brand strategies for award-winning campaigns (Gilmore Girls, Who Knew), driving record perception lifts and +53% YoY marketing-driven sales.Dow: Designed a global “north star” framework for corporate reputation management—adopted across Publicis Groupe and cited in case studies. Single-handedly led client workshops across 8 departments in 3 countries.Sephora: Directed analytics across 3 business lines (Sephora Brand, Single-brand Co-op, and Multi-brand co-op partnerships), managing 4 direct reports. Doubled new business growth, advanced upper-funnel brand measurement, and contributed to increased multicultural representation and diversity inclusion, including the HBO Max documentary recognized for advancing diversity and cultural storytelling in beauty.New Business: Led analytics and audience strategy for the winning international Nestlé Gerber pitch; personally recognized by Digitas CEO & CSO, and subsequently tapped to advise on additional pitches and scope expansions (Nestlé Purina, CVS Health).

Education

• Indiana University - Kelley School of Business

  Bachelor of Science - BS, Dual degree: Economic Consulting and Public Policy Analysis, Minor in Psychology

Skills

• Critical Thinking
• Resourceful
• Economic Modeling
• Visual Basic
• Active Learning
• Microsoft Office
• Social Networking
• Web Content Writing
• Problem Solving
• Servant Leadership
• Visual Design
• Intellectually Curious
• Logic
• Writing
• Data Management
• Quantitative Analytics
• Communication
• Google Analytics
• Corporate Communications
• Customer Relationship Management (Crm)
• Public Speaking
• Microsoft Word
• Event Planning
• Team Leadership
• Foreign Languages
• Organizational Agility
• People-Oriented
• Powerpoint
• Microsoft Excel
• Creative Strategy
• Leadership
• Social Media
• Economic Policy
• Academic Writing
• Visual Basic for Applications (Vba)
• Languages
• Research
• Cross-Functional Team Leadership
• Business Strategy
• Creative Problem Solving