Ryan van Lewen
Senior Manager | Marketing Strategy & Planning · Marketing Mix Modeling · Budget Optimization · Executive Storytelling
- Role
- Senior Manager, Marketing Measurement & Optimization at PayPal
- Location
- Hoboken, NJ, US
- LinkedIn followers
- 500 followers
About Ryan van Lewen
Marketing strategy and analytics leader with 10+ years turning complex data into clear investment decisions for billion-dollar organizations. At Verizon, I built in-house marketing mix models from the ground up, directed planning cycles for a $2B+ CMO organization, and delivered the executive narratives that shaped C-suite budget decisions — contributing to $480M+ in cost savings and a 47% increase in customer-facing media efficiency. At PayPal, I sit at the intersection of marketing, finance, and analytics — owning the measurement frameworks and investment storytelling that guide how hundreds of millions in marketing spend gets allocated. What I do best: I translate messy, imperfect data into clear decisions. I build the planning processes that keep large marketing organizations aligned. And I develop the executive narratives that move senior leaders to act. Core strengths: Marketing Mix Modeling · Strategic Planning · Budget Optimization · ROI Analysis · Media Investment Strategy · C-Suite Presentations · Cross-Functional Leadership · Marketing Measurement · Cost Transformation Open to connecting with leaders in marketing strategy, analytics, and planning.
Experience
Senior Manager, Marketing Measurement & Optimization
Sep 2024 — Present
Own the framework governing marketing spend is allocated across campaign types and markets — including ROI guardrails, payback expectations, and efficiency targets.Translate Marketing Mix Model outputs into actionable planning decisions, connecting advanced analytics to real budget choices across programs and geographies.Develop CEO/CFO-level performance narratives on marketing ROI, spend efficiency, and growth outlook — distilling complex analytics into clear, defensible recommendations under tight timelines.Drive weekly and monthly forecasting alignment between marketing, finance, and senior leadership to ensure spend plans stay on track against targets.Serve as the bridge between media, analytics, and finance teams — aligning stakeholders on measurement methodology and translating data into investment decisions.
Education
Penn State University
Bachelor of Science (B.S.), Economics
2005 — 2009
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