Arbor Growth

Founder & Partner

Google

Growth Strategy Consultant

Major League Lacrosse

Professional Lacrosse Player - Ohio Machine

Ford Motor Company

Advanced Marketing Manager

As the founder and partner of my company, Arbor Growth, I help clients achieve their growth goals through innovative and effective growth marketing strategies. I have over six years of experience as a growth strategy consultant at Google, where I worked with some of the world's leading brands and organizations to optimize their online presence, engagement, and revenue. I also have a strong background in sports and leadership, as I was a professional lacrosse player for three years and a 2017 MLL champion with the Ohio Machine. I hold a B.B.A. in Marketing and Leadership from the University of Detroit Mercy, where I learned the fundamentals of business, communication, and teamwork. I am passionate about creating positive social impact, fostering collaboration, and empowering others to reach their full potential.

Michael Birney

PyMC Labs

We leverage Bayesian methods to answer data-driven questions.
We help you use your data to its fullest potential for an outsized impact on your bottom line.
We bring certainty to your uncertainty.

For proof, check out https://github.com/pymc-labs/pymc-marketing

Principal Data Scientist

TOMIS 

Dedicated advisor to Tomis C-level suite. SaaS & Agency focus. 

Data Architecture / Marketing Attribution Advisor

Strategist for Pre-sales & "Value" selling of the Tomis SaaS platform

Seed Investor and Advisor

SweepLift

I spearhead our innovative approach to leveraging in-stream, patent-pending survey technology. and audience/creative/platform measurement. Our mission is to precisely target and identify customer segments, personas, purchasing behaviors, and creative preferences. Through meticulous A/B testing, message testing, and creative testing, we harness the power of Bayesian modeling to deliver proven results.

► I lead a dynamic team of offsite engineers and data analysts, fostering excellence in product development, go-to-market strategies, and advanced analysis.
► co-inventor of our a patent-pending technology for our proprietary in-stream survey and measurement technology
► Led and designed pre-sales "value" selling strategy for SaaS adoption across our Account Management team 
► lead internal and external analytical systems for our company and our clients - successfully implementing Google Cloud database (GCP) and Analytics for external clients helping them realize and capitalize on 100X growth in 2023. 
►Product management for our Bayesian and statistical solutions implementation for our 2023 go-to-market launch.
► Account Management for our largest clients
►Paid marketing management (digital, O2O, Offline) e.g. Facebook/Meta Ads

Co-Founder & Chief Analytics Officer

U.S. Department of State

● Passed FSOT 
● Passed background and psych evaluation - cleared for Top Secret security clearance (conditional)
● Passed Qualifications Panel (QEP)
● Passed Oral Assessment (OA) 
● I was accepted as a candidate on the US State Dept. official registry as of June 2022

FSO (approved candidate)

Sr. lead for omnichannel (offline-to-online measurement expert) - Store Visits, SSD, SSI, phone/call integrations w/ Adwords) measurement and activation industry expert. I was equally responsible for ~$2Billion in ARR, and have achieved an 80% growth rate for key 020 product initiatives in 2020 across Google's top 300 clients. Cross-functional leadership responsibilities required me to motivate and incentivize (and measure) dotted-line teams across multiple SBUs (separate business units). 
Responsibilities:
- SaaS pre-sales, SaaS sales architecture development
- Product management & go-to-market (GTM) co-lead 
- Managing SQL/relational database teams developing and managing sales & adoption KPIs/Goals. 
- Account Management/Sales & Client relations - C-level and C-suite negotiations, presentations, and strategic partnerships across Google’s 300 largest clients. 
- Privacy & Consumer Policy (GDPR, CCPA, PIPEDA & ITP/ETP impact)

Other responsibilities included: Product marketing, tag unification and tag management architecture (ga.js/OGT), education and public speaking engagements both internally & externally for Google (GooglePlex), phone/call center channel measurement and analysis for fortune 100 clients, and advanced mobile measurement unification. 

Additional measurement emphasis across known disciplines: Attribution/Digital/MMM, Linear modeling, and SQL/relational databases.

Sr. Measurement Lead 

Sr. Enterprise Architect for Google Marketing & Cloud suite, global alignment.

SaaS pre-sales and engineering architecture responsibilities. Proven success across the Google Marketing SaaS Landscape (full stack) through deep technical acumen and client-driven success. Responsible to, and managed, Google's top 300 clients. 

Additional emphasis: Digital Attribution, (Google/Non) full marketing stack Implementation architecture, Google Cloud, GDPR/Legal. Linear regression analysis and model building for estimating attributable profit to google platforms (paid and unpaid).

Sr. Enterprise Architect

OMD USA

Associate Director for OMD's Marketing Science department, with a primary focus on analytics and insight for Levi's/Dockers (LS&Co.) global account. Specialties include but are not limited to: Digital Attribution, Multi-Channel Attribution, Predictive Analytics (SPSS), and Brand + Ecomm Integrated Marketing. I also helped oversee a department of 10-13 dedicated and passionate analysts; seeking to help further both our clients and our teams understanding of the current digital space.

Associate Director, Performance Analytics

Supervised and helped to lead digital, business analytics for Hilton Hotels Worldwide (Blackstone Group) and eHarmony. I was the primary lead on developing and implementing cross-channel measurement and analytics that focused on delivering business-driven results and insights. For Hilton Hotels I was the lead analyst in building out brand equity measurement across 11 brands that eventually translated into actionable results, improving the brands’ overall and individual perceptions. eHarmony business required a different approach with more (data) infrastructure, tracking and coding in order to measure and improve ROI/ROAS KPIs – in leading that initiative we were able to consistently produce year-over-year improvements in efficiency and effectiveness against core KPIs.

Digital Analytics Supervisor

Deutsch

Macroeconomic Strategic marketing analysis and projections for Sony PlayStation and Wellpoint (BCBS), with an emphasis on business driven results. Focusing on data mining (mapping), survey analysis and digital data verification.

Data Strategist

MEC Interaction

Microeconomic Analytic Services and reporting for online campaigns including: display/rich media, video, search and mobile. Provide quantitative analysis at the planning and buying stages, culminating into post-campaign analyses, optimizations, and analytic recommendations.

Analyst/Strategy/Reporting

Ad operations for Paramount Theatrical. Consists of: emerging media, interactive marketing, as well as, strategic analysis of developing platforms.

Ad Operations

Rubin Postaer and Associates

Online search and rich media Ad campaigns for Honda.

Interactive Project Coordinator

Media Communications Specialist

Loyola Marymount University

Worked to further research and hypotheses of advanced Game Theory for publication. Provided translation of French political text for analysis and pubication.

Research Assistant

Over 16 years of expertise in marketing, measurement, and SaaS management, complemented by 8 years of proficient team leadership experience nurturing and overseeing both domestic and international teams. My proven track record spans excelling in both established markets, notably North America, and emerging markets like APAC, all while adeptly catering to the needs of diverse stakeholders. As a collaborative leader, I deeply believe in the transformative power of cross-stakeholder collaboration, as epitomized by the timeless adage 'A rising tide lifts all ships,' guiding my approach to orchestrating large-scale operations

Specialties include:

Pre-Sales Activation & Enterprise Architecture sales strategy and management
"Value" Selling for SaaS enterprise architects
Digital Analytics Manager (transforming data into actionable insights)
Data Visualization (Tableau, Looker, et al...)
Database Management & Architecture (Cloud & SaaS) 
Digital Attribution (MTA) & Mixed Media Modeling (MMM)
Advanced Statistical Analysis (SQL, SPSS, Linear Reg)
Marketing Manager & Media Buying and Measurement (digital and offline)
Go-To-Market Project Management

Additional Experience:

Global Team Management
Investor Relations & Pitching
SaaS Patent applications
Sales & Account Management (client relations)

taplio

The Battle

Michael Birney

Kemble Fletcher

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