Jeff Masuda
Marketing Data Science @Thumbtack
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WORK HISTORY
Marketing Data Science @Thumbtack
San Francisco, CA, US
Lead the Marketing Data Science organization responsible for measuring the efficiency of Thumbtack’s $200 M+ marketing budget across 15+ channels. Developed and operationalized advanced measurement techniques across CRM, Social, Paid Media (OLV, CTV, Audio), Linear TV, and emerging channels including YouTube, Pinterest, and Reddit. Built a rigorous incrementality framework using Market-Based Tests (geo-holdouts) and implemented a Marketing Mix Model to evaluate cross-channel efficiency and optimize spend. Led measurement strategy for Thumbtack’s local market initiatives, quantifying the impact of localized marketing tactics, guiding market selection, and identifying key marketplace dynamics for regional success. Recognized by YouTube as a top innovative measurement partner after a successful incrementality study that helped establish YouTube as one of Thumbtack’s top-performing channels.
EDUCATION
University of California, Davis
BS, Managerial Economics
University of California, Davis
BS, Genetics
SKILLS
ABOUT JEFF MASUDA
With over 20 years of experience in Marketing Data Science and Analytics, I’ve built my career helping companies understand, measure, and optimize the impact of their marketing investments. I began in campaign measurement and evolved to leading full-funnel measurement strategies—spanning channel efficiency, incrementality, and cross-channel performance—to help marketers continuously improve the effectiveness of every dollar spent.My experience covers the entire marketing ecosystem, including Search (SEM, SEO), CRM (Email, Push, SMS), Social, Paid Media (OLV, CTV, Audio), Linear TV, Radio, Digital, and Display, Affiliates, and Partnerships. I’ve partnered closely with Finance to design incrementality frameworks that inform where to invest the next marketing dollar for growth, and with Product and Data Engineering to automate reporting and accelerate data-driven decision-making.I’ve led measurement strategy across major brands and marketplaces, bringing rigor to how marketing performance is evaluated and communicated. This includes driving cross-channel insights, advancing understanding of brand’s role in top-of-funnel growth, and operationalizing Marketing Mix Models vendor selection and proof-of-concept to deployment and business integration.At the core of my work is a belief that analytics should empower marketers to learn faster, spend smarter, and tell better stories with data.
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