Ed Dobbles

About Ed Dobbles

I’ve spent 25 years building analytics functions that don’t just produce insights — they produce results.$300M+ in enterprise value across Diageo, H&R Block, SuperValu, and Best Buy. Teams of 60+. Budgets of $17M. Board-level strategy. The full spectrum. What makes me different? I’m the “Geek that can Speak.” I can build the predictive model AND walk the CEO through why it matters for next quarter’s strategy. I can architect the data platform AND present the business case to the Board. That translation layer — turning analytics capability into business action — is where most analytics functions stall. It’s where I live. At Diageo, I scaled an analytically-driven distribution program that generated net-new distribution points and up to $120M in incremental annual revenue — 10% of total US growth for a $4B+ business. At H&R Block, I architected a pricing strategy that prevented $180M–$360M in revenue erosion while simultaneously driving $50M in incremental revenue. At SuperValu, I built a 60-person global analytics center of excellence from scratch, delivering $30M in annual marketing efficiency improvements. More recently, I’ve been building something I didn’t expect. Moving from a 20-person enterprise team at Diageo to a 2-person startup at Overproof, I was forced to solve operational problems with AI that I’d previously solved with headcount. What started as a chat-to-Snowflake platform became a practical AI toolkit spanning data foundation, demand management, analysis acceleration, insight delivery, and governance. Some tools are in daily production use. Others are architected for rapid deployment. All of them are portable — they travel with the leader, not the organization. I’m not an AI evangelist. I’m an analytics executive who recognized that the operational bottlenecks consuming analyst capacity at every organization I’ve led for 25 years could finally be addressed differently. DBA from Rutgers (dissertation: Driving Adoption of Advanced Analytic Tools within Sales Organizations). MS from Wisconsin-Madison (AC Nielsen Center). Behavioral Economics Certificate from Harvard Business School. Industries: CPG/Spirits, Retail/Grocery, Financial Services/Tax, Tech/SaaS Functions: Enterprise Analytics Strategy, AI/ML, Pricing, Revenue Optimization, Customer Intelligence E•••@Dobbles.AI | Dobbles.AI

Experience

1. Chief Analytics Officer

   Overproof

   Feb 2025 — Present · Miami, FL, US

   Recruited to build and scale analytics capabilities for emerging beverage intelligence platform. Core C-suite member shaping business strategy, culture, and enterprise growth trajectory.• Accelerated enterprise growth from single client to $120K in active pilots with $1.5M+ in committed full-rollout revenue and robust pipeline of additional enterprise opportunities.• Built practical AI toolkit out of operational necessity — moving from Diageo’s 20-person team to a 2-person startup, pioneered AI-powered chat-to-Snowflake platform that compressed analysis cycles from days to minutes, then expanded into purpose-built tools spanning data foundation, demand management, analysis acceleration, insight delivery, and governance.• Positioned analytics as strategic growth engine, transforming from cost center to revenue driver and market differentiator.

Education

• Rutgers University–Newark

  Doctor, Business Administration , Marketing Analytics

• Michigan State University

  Bachelor of Arts (BA), Advertising

• University of Wisconsin-Madison

  Master of Science (MS), Marketing/Market Research

• Allied Medical Training/NREMT

  Emergency Medical Technology/Technician (EMT Paramedic)

• Harvard Business School

  Certificate in Behavioral Economics