Ernesto Cabrera

About Ernesto Cabrera

Executive leader, entrepreneur, and global analytics expert with a 25-year track record in building and scaling high-efficiency, multi-national analytical organizations. Proven ability to deliver actionable, data-driven strategy to senior leadership at Fortune 100 and multinational clients across the US, Latin America, Europe, and Australia. Expertise spans Econometric Modeling, Marketing Mix Optimization, Pricing Strategy, and Software Development for complex analytical solutions. Excel in operational leadership, building high-performing, cross-cultural teams, and driving significant improvements in organizational ROI and cost efficiency

Experience

1. Senior Vice President & COO

   Market Fusion Analytics

   Jan 2009 — Present · New York, NY, US

   Built and led the current modeling analytics practice for key clients (PepsiCo, SC Johnson, American Airlines). Developed modeling approach to ensure all cross-channel impact on sales measurement (digital and traditional media on brick-and-mortar and online sales). Organized the internal company structure to produce analytical output more efficiently through a mix of automated computer programs and experienced analysts. Led all hiring, grouping and training efforts as well as HR incentives and benefits. Planned, directed, and executed outsourcing operations in Latin America for data processing, and modeling for US clients.Built and led the current Latin American modeling and data analytics practice from a team of 12 to 35 data scientists improving company’s ROIs by three times. Developed a solution system for Arcos Dorados’ (McDonalds) media budget optimization (through marketing mix modeling) that grew from one country to six: Argentina, Brazil, Chile, Mexico, Colombia, and Puerto Rico. Built the digital and advanced analytics practice to support Unilever Mexico, Brazil and Argentina across all food and beauty categories using best-in-class multivariate methodologies that merged syndicated media (digital and traditional), POS (online, and offline) and client data (Account Sales).Led the development of Software Solutions: Server-client based for internal company complex work (including data expert merge for all sources for Self-serve BI); and Web-based (AWS) for Pricing Optimization and Media Optimization for clients’ direct output. Build and led Pricing Practice (key clients: Frito Lay US and Canada and Unilever).

Education

• Universidad de Buenos Aires, Argentina

  B.A, Engineering, Social Science

  1981 — 1989

• University of Pittsburgh

  MA and PhD

  1992 — 1998

Skills

• Quantitative Research
• Marketing Research
• Consumer Behavior
• Pricing
• International Business
• Market Research
• Marketing Mix Modeling
• Consumer Behaviour
• Spss
• Data Analysis
• Predictive Analytics
• Advertising Research
• Brand Equity
• Customer Insight
• Analytics
• Statistics
• Business Intelligence
• Forecasting
• Fmcg