Matthew Barbarasch

Experience

1. Head of Marketing Science, Smb

   TikTok

   Jul 2020 — Present · Austin, TX, US

   I lead a team of Measurement Partners supporting advertisers representing $1B+ of revenue. My focus is on building and enabling advertisers and agencies to smarter budget allocation decisions by adopting more sophistcated measurement solutions — from lift, post-purchase surveys, geo-lift and — to help businesses prove ROI and maximize efficiency. A key part of my role is educating CMOs and business leaders on sophisticated measurement strategies to unlock growth across the full marketing funnel. At TikTok, I also led recurring goal-setting conversations with Product, Measurement, and Sales leadership to align on shared OKRs, identify opportunities for collaboration, and ensure our marketing science programs directly supported revenue growth. I also prioritize people leadership: building team operating models, aligning with cross-functional stakeholders, and fostering a culture of growth, collaboration, and open communication.

Education

• Rutgers University

  Bachelor's degree, Sports Management

  2005 — 2009

Skills

• Account Management
• Quantitative Research
• Marketing Research
• Marketing Communications
• Facebook
• Online Research
• Social Media Marketing
• Consumer Behaviour
• Marketing Strategy
• Customer Insight
• Integrated Marketing
• Advertising Research
• Marketing Effectiveness
• Social Media
• Data Analysis
• Analytics
• Segmentation
• Social Networking
• Statistics
• Tableau
• Digital Media
• Competitive Analysis
• Market Research