Abhishek Loumish

As the Head of Marketing Science AUNZ, I lead the Data Science and Performance Measurement functions across all verticals, focusing on building and operationalizing measurement strategies to enhance client business outcomes. I collaborate with the C-suite and other teams to implement optimal measurement techniques, balancing strategic advice with detailed performance measurement and optimization. By partnering with advertisers, I drive performance improvement through learning agendas, experimental design, causal analytics, and ads efficacy solutions.

Key Responsibilities:

• Lead the development and execution of measurement, research, and learning plans for key clients, supporting their media objectives and long-term growth.
• Develop strategy, prioritize initiatives, and create roadmaps for ads measurement and insights tailored to specific industries or verticals.
• Collaborate with Product and R&D teams to identify, prototype, and scale new solutions and capabilities for the Marketing Science team.
• Oversee the scoping and development of custom multi-study meta-analyses with Data Science and R&D to evaluate the impact of various marketing strategies across digital platforms.
• Build measurement capability and advocacy within your vertical and with cross-functional partners.

In my role, I led the Marketing Analytics strategy, focusing on advanced marketing-channel measurement and reporting capabilities, including Media Mix Modelling, Marketing Effectiveness, and Marketing Datamart.

Key responsibilities:

• Designed and established a comprehensive framework to measure marketing effectiveness across the funnel. Created key performance metrics and a unified view for leadership (GMs, CMOs, EGMs), providing a high-level overview of marketing impact to support strategic decision-making.
• Scoping and delivering advanced marketing analytics capabilities through data-driven models such as Media Mix Modelling, Multi-touch Attribution.
• Embedding test-and-learn methodologies to validate hypotheses related to media buying (Bidding strategy, creative etc.), planning, and activation.
• Supporting senior marketing leaders with insights on channel performance to optimize media buying for Brand and Performance campaigns.
• Driving continuous improvements in marketing tracking, campaign capabilities, and reporting.
• Leading the marketing datamart project to consolidate and automate paid media data, brand trackers, and customer performance metrics, enhancing real-time reporting for executives and cross-publisher measurement solutions.

In my role, I lead a team of 10 dedicated to delivering the best digital experiences for every customer, optimizing their interactions with Woolworths' ads, websites, and apps by focusing on Conversion Rate Optimization and Journey Optimization.

Key responsibilities:

• Running a program of experimentation and A/B testing to validate business hypotheses and improve customer journeys.
• Building targeting and personalization strategies to optimize the user interface, content, and creative across all touchpoints.
• Delivering actionable insights and data-driven hypotheses to enhance customer experiences, while collaborating with Product, Engineering, and Design teams to implement recommendations.
• Partnering with eCommerce squads to define customer lifecycle stages, automate campaigns, and support acquisition, retention, and win-back strategies.
• Supporting Marketing teams in achieving trade targets and collaborating with Paid Media squads to improve brand and performance objectives through channel-agnostic experiences.
• Collaborating with Adobe, Google, and Tealium to test and enable new product features in the Analytics and AdTech landscape, driving innovation and personalization.
• Integrating data across various sources to uncover opportunities and share actionable insights, while building frameworks to uplift CRO and insights capabilities through training and development programs.

In my role, I established a team dedicated to providing digital product squads with specialized testing (A/B, MVT), experimentation, and targeting capabilities. I also delivered an optimization framework enabling cross-team collaboration to curate digital journeys, validate data-driven hypotheses, and enhance customer experiences.

Key responsibilities:

• Defined and built a cross-functional team to deliver in-house experimentation capabilities and foster an experimentation culture across product squads like Search, Checkout, Everyday Rewards, Delivery Unlimited and Recipes.
• Developed targeting and personalization strategies to optimize user interfaces, content, and creative across the digital journey.
• Organized design sprints with product squads to generate data-driven hypotheses and deliver actionable insights.
• Partnered with eCommerce teams to define customer lifecycle stages and run on-site experiments to improve engagement and conversion rates, while collaborating with various teams to identify opportunities and share insights.

In my role, I managed the Adobe Target platform and developed a framework that enabled experimentation capabilities across multiple digital teams at Qantas. I collaborated with Marketing to optimize and deliver personalized experiences for Tier 1 campaigns. Key responsibilities included:

• Developed and managed optimization and personalization strategies, overseeing end-to-end delivery of A/B tests and activities based on business priorities.
• Created A/B testing offers using HTML, CSS, and JS, and analyzed customer journeys through advanced segmentation to identify pain points and personalization opportunities.
• Drove technical innovation using the Adobe Experience Cloud stack and partnered with the Markitecture team to deliver on-site personalization experiences.
• Advocated for test-and-learn approaches and data-driven strategies, while working closely with Qantas Rewards teams to deliver targeted audience strategies.

• Led the execution of the Analytics & Insights strategy for Suncorp’s Personal Insurance products and upcoming initiatives.
• Provided the eCommerce business unit with data-driven insights on weaknesses and opportunities through web analysis using Adobe Analytics.
• Supported product owners in developing and executing hypothesis-driven programs using Adobe Target, focusing on marketing, product, and customer experience effectiveness.
• Conducted deep-dive analyses to identify key drivers of business performance and areas for improvement.

• Served as the primary technical contact, overseeing workflows to optimize insurance applications and projects, gathering business requirements, and writing user stories in JIRA.
• Facilitated hypothesis generation through web data analysis and workshops with product owners and UI teams.
• Managed projects end-to-end, including scoping, estimating, documentation, and process improvements.
• Defined test cases, executed tests, managed sprint planning, and reported key metrics to stakeholders.

Tested multiple web apps using Behavior Driven Development (BDD) in an agile environment, establishing automation frameworks with Protractor for end-to-end testing of AngularJS applications. Developed feature files and test scenarios using Jasmine, executed them with Mocha, and planned comprehensive regression testing scenarios to ensure robust and reliable application performance.

Ensured UTS Governance Principles addressed stakeholder interests to enhance overall performance, managed the University's operations and assets, and contributed to strategic discussions on introducing innovative postgraduate courses.