Mars

Director of Analytic & AI Capabilities

Head of Data Science - North America

The Estée Lauder Companies Inc.

Select highlights include: 
DIGITAL TRANSFORMATION: Amplified customer spending 3-5x via hyper-personalized digital experiences and an 80M-record consumer data platform.
EMBEDDED CUSTOMER CENTRICITY: Devised KPI dashboard for 30+ brands, aligning consumer experience metrics with strategic growth goals.
BUILDING A DATA-DRIVEN MARKETING CULTURE: Conducted data analytics and marketing strategy training for 2,000 marketing leaders.

Executive Director, Global CRM Engagement, Activation & Analytics

The Vitamin Shoppe

Select highlights include:
DATA-DRIVEN INNOVATION: Launched a $100M annual subscription business using customer data analysis and segmentation.
STRATEGIC NEGOTIATION: Fostered strategic partnerships, securing $30M in bottom-line improvements through data-driven negotiations.
DRIVING CUSTOMER RETENTION: Revamped loyalty program, enhancing customer retention and boosting top-line growth.

Senior Director Analytics & Insights

Director, Business Analytics & Insight

The Children's Place

Select highlights include:
CHANGE AGENT: Generated $25M net profit by innovating store fleet optimization tool.
CUSTOMER CENTRIC PERSONALIZATION: Increased sales by $4M and saved $1M through personalized email communication strategies.
LEVERAGING CUSTOMER ENGAGEMENT: Utilized branded research panel to leverage customer engagement, increasing top-selling product turnover by 23%.

Director - Omni Channel Analytics & Insights

Party City

Manager - Marketing Analytics & Consumer Insight

Marketing Analyst

Montclair State University, School of Business, Dean's Office

School of Business Administrative Affairs/Programs Coordinator & Dean's Office Graduate  Assistant

At Mars Petcare, I lead Analytics & AI Capabilities and serve as interim head of our Global Analytics Services team, guiding a global team to deliver scalable solutions that simplify complexity, accelerate decisions, and drive measurable business impact.

Over the past five years, we’ve evolved from a specialized function into a trusted cross-divisional partner — building reusable frameworks, strengthening core analytics capabilities, and enabling faster, more consistent decision-making across our business.

I’m especially proud of our team: value-focused, pragmatic, curious, and deeply committed to our shared purpose: A better world for pets. We stay close to key business challenges and own the outcomes we deliver.

Before Mars, I led analytics transformations at Estée Lauder and The Vitamin Shoppe. Early in my career, I learned that great analytics isn’t about having all the answers. It’s about asking the right questions and knowing when to challenge them. That principle continues to guide how I show up: with clarity, integrity, and purpose.

Always happy to connect — whether about analytics, leadership, or exchanging ideas.

Martin Leitner

- Creation of the Data & Analytics function within Sales, Marketing, Category and Direct to Consumer for Royal Canin, a division of Mars. Key responsibilities include setting up the strategy and the roadmap, defining the analytical products, pilots and securing funding based on value creation.
- Setting up agile delivery squads to deliver roadmap. Squads include Data Engineers, Data Product Lead, BI Analysts, Data Scientists and Project Manager. 
- Senior Stakeholder Engagement to understand business needs and priorities in order to define the products and data solutions that will maximize business value and secure support for this newly setup function.

Global Senior Manager Data & Analytics Engagement

- Leader of Perfect Store Analytics, a global program of advanced analytics to quantify the impact of go-to-market initiatives. Developed the program from Proof of Concept to a scalable solution that is now implemented in 15+ markets.
- Consistently unlocked incremental opportunities of 5%-10% per market and provided the business with deep dives explaining key drivers and top line impact, together with next best action recommendations to capture sales growth opportunities.
- Defined the vision and strategy, aligned priorities and negotiated external partnerships. Guided, persuaded, and influenced others while using a high level of diplomacy.
- Building Relationships and Managing Senior Stakeholders: With no direct authority over local market teams, buy in is achieved via indirect influencing. Building meaningful relationships with senior stakeholders is a key skill that has helped me succeed in scaling the program and secure funding for pilots. Close collaboration with Category and Sales teams have been crucial in building the story behind the numbers. 
- Innovation and Automation: Led the data science team, external contractors and vendors in problem solving and finding the right methodology to quantify impact in sales via modelling of KPIs. Highly focused on bringing thought leadership to drive innovation. Completed an MVP for automation and self-service analytics. Integration with Image/Video Recognition data

Senior Manager Analytics and Insights

•	Develop new business intelligence solutions and complex reports and analysis to ensure that key stakeholders have full knowledge support and necessary tools to drive strategic growth priorities. Responsibilities span across different categories and across Denmark, Norway, Sweden, Finland and Ireland.
•	Set strategy for Business Intelligence in the North Europe units and drive roadmap for implementation.
•	Continuously improve the ROI of existing data and research activities. Support research projects with the main goal of solving business critical questions and collaborate with other units on best practices and research competencies.
•	Drive engagement, develop the organization’s data capabilities and secure the implementation and shift to future proof tools such as Power BI.
•	Guide, persuade and influence others through market research and business analysis, while using a high level of diplomacy.

Business Intelligence Manager

Archer

•	Hired to establish and lead a Cost Control team, develop the Project Financial Control system and routines, standardise work methods, improve performance and implement improvements to cost control software 
•	Heavily involved in tenders including pricing, planning, preparing proposals and negotiating terms and conditions
•	Overall responsibility for monitoring the estimation, controlling & reporting of actual project expenditure progress against budget and forecast throughout the full project lifecycle
•	Developed models to analyse and accurately estimate project budgets, variation orders and risk pricing
•	Performed accounting period closing process including posting of journal entries, accuracy of the general ledger, reporting profit & loss versus budget and overhead breakdown and interfacing with internal and external audits
•	Designed new spreadsheets for tracking and reporting project costs and revenue and calculating margins & profits, which also enabled reductions in unbilled revenue by 40% and unpaid revenue by 50 million Norwegian Krone
•	Oversaw the delivery of over 700 projects with a total value of 1.200 million Norwegian Krone for key clients including ConocoPhillips, Equinor, Repsol, BP and Seadrill
•	Designed tools to improve the presentation of project data to management including key highlights and deviations
•	Administered fixed & reimbursable contracts, ensured compliance, invoice accuracy and cash-flow management 
•	Deputised for the Project Control Manager on project plans, procurement, document control & lifecycle information

Cost Control Lead

Aker Solutions

•	Managed reporting of resources, equipment and rental of services for projects 
•	Travelled to the USA, Malaysia and Sweden, to negotiate Logistics contracts
•	Monitored budgets and estimated costs for projects including P&L variations 
•	Carried out financial analysis on tenders, comparing participants’ proposals  
•	Chaired initiatives to improve asset management
•	Developed new reporting systems to track expenditure, revenue, etc.

Project Financial Control Lead

•	Ensured compliance with risk policy for the Valhall field redevelopment 
•	Produced summaries for management on KPIs, milestones and QHSE highlights
•	Improved risk management reports including classification and mitigation

Project Services Coordinator

Banco Santander

•	Led Product Management teams, developing banking products and services
•	Performed financial analysis of product profitability and customer margins
•	Created new savings and investment products, and checking accounts
•	Managed many product launches for mortgages, savings and investments
•	Developed a best price policy to improve portfolio and account management
•	Organised publicity campaigns for updated products, including rebranding

Product Management Lead

An experienced senior leader across Analytics, Insights and Business Intelligence, I am a skilled problem solver with a focus on delivering long-term, sustainable value through improved business decision-making. I have successfully built high performance, highly collaborative teams that develop solutions and products which deliver a significant return on investment. 

Inherently curious, I leverage my understanding of how an organization operates and identify the key challenges. I can explain complex data solutions in simple words to gain trust from decision makers. I am equally able to translate business problems and provide clarity to the technical teams. 

I am an active listener who enjoys building relationships and gathering information through different perspectives. Being highly structured and action oriented, I bring a can-do attitude and willingness to succeed to every new endeavour. My leadership style is defined by empowerment and transparency. I actively work with key stakeholders to set the strategy and guide the team to create the journey.

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Martin Leitner

Elsa Pedro do Souto

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