Todd Birchenough

About Todd Birchenough

Thoughtful, knowledgeable analytics professional who capably leads teams and organizations to maximize competitive edge and utilize data for strategic differentiation in the market. Applies analytics and deploys data to traditionally non-analytic processes to provide insights into operational applications along the entire value chain, creating process transformation. Successfully develops global teams across industries, including CPG & Consumer Product Marketing, Retail & CRM Loyalty, High Tech, Management Consulting and B2B Services. Utilizes Agile and Six Sigma tools to reframe how-to-think to get to how-to-solve issues. Provides strategic direction and impact to the bottom line of organizations.

Experience

1. Director - Measurement & Data Science

   Sherwin-Williams

   Feb 2024 — Present · Cleveland, OH, US

   Machine Learning models to advise ten thousand sales reps and store managers for weekly account planning, annual budgeting processes, and seasonal campaigns. Annual improvement of $100M + validated via control group incremental measurementAgentic AI and Natural Language Processing to unlock access to unlimited business intelligence. Coupled with six sigma control chart assessment to reveal trend anomalies.Created measurement framework that advised utilization of random & global control group holdouts, KNN comparative group, and GLM and GAM models across unique business challenges.Brought all media analytics in-house and pivoted to provide insights based on funnel and strategic aspects of campaigns. Implementation and utilization of CAPI connections for audience selection and campaign evaluation

Education

• Bowling Green State University

  Industrial Organizational Psychology

  1988 — 1993

• St. Lawrence University

  BS, Psychology

  1984 — 1988

Skills

• Management Consulting
• Product Management
• Analysis
• Competitive Analysis
• B2b
• Marketing
• Product Marketing
• Strategic Planning
• Market Analysis
• Strategy
• Integrated Marketing
• Business Intelligence
• Customer Relationship Management (Crm)
• Cross-Functional Team Leadership
• Crm
• Competitive Intelligence
• Marketing Strategy
• Sales Operations
• Analytics
• Segmentation
• Advertising
• Marketing Research
• Market Research
• Business Development
• Leadership
• Digital Marketing
• Consulting
• Program Management
• Customer Insight
• Forecasting
• Analytique
• Management