Jen L. Silverstein

3430 Cork Oak Way, Palo Alto.

(H) 650-565-8003, (C) 650-814-9130, jen.silverstein@gmail.com

 

SUMMARY

Marketing, analytical, and technical leader with 10 years of experience in building teams, developing technology, applying advanced analytics, conducting industry leading research and analytics to drive company revenue growth

 

GOOGLE INC., MOUNTAIN VIEW, CALIFORNIA (2005 – Present)

 

Group Quantitative Manager (2007 – Present)

  • Led a team of 14 engineers and 1 PM developing applications for marketing: executive dashboard with metrics updated daily, email and embedded campaign management tools and search engine marketing optimization tools (via advanced bidding options, keyword management, ROI based bid management). Code was developed in Python and Perl.
  • Proactively defined a new charter for the engineering team and built analytics platform which comprised of signals, scoring, framework and applications (e.g. gadgets). Applications were developed in Java and PHP.
  • Led the team design algorithms to automate model building (e.g. Random Forrest Model, Hidden Markov Model) by utilizing parallel computing.
  • Led the engineer team to prototype advertiser research tools for large advertisers and agencies. Projects include attribution modeling, brand value of search ads, impact of campaign pause, marketing mix modeling etc.
  • Managed team responsible for building custom data mart (in SQL), reporting infrastructure and data consolidation.
  • Managed marketing operation staff to enforce house ads policy: keywords policy, managing campaigns by ROI, CPA and budget.
  • (20% time) Developed algorithms for a recommendation system to promote internal products and features intelligently. Defined feature requirements for a front-end application to manage ads and a back-end ads serving mechanism. This system is deployed broadly across Google properties.

 

Acting Director, Customer Analytics (2006)

  • Managed a department of researchers and modelers. Grew the team from 2 to 10. Created job ladder and training materials. Presented the team internally and externally.
  • Expanded the team’s capability from primary research to database mining, shifting its focus to company internal data.
  • Led the analysts to develop Life Time Value estimate for our advertisers and consumers, resulting in shift in resource allocations.
  • Led the analysts to report on market share and wrote executive briefings.

 

Senior Customer Analytics Manager (2005)

  • Built models (in R) to identify customers who are more likely to benefit from AdWords features
  • Managed Advertiser satisfaction studies, identified important drivers for advertiser churn.
  • Conducted studies to predict the adoption of Google Checkout, gather feedback for product and UI development.
  • Conducted studies to understand search and ads quality perception. Used conjoin studies and experiments to identify attributes that are important to quality perception.
  • Conducted user research to understand why orkut is popular in Brazil and how to replicate the success in another geo. Performed logs analysis to identify early adopters and viral adoption patterns. Results were presented at external conferences.

 

ADOBE SYSTEMS, SAN JOSE, CALIFORNIA (2002 - 2005)

 

Marketing Analytics Manager (2005)

  • Built Total Addressable Market models for all Adobe major product categories, based on both primary and secondary research results. Also built models to identify emerging markets. Model data were communicated in the company's quarterly financial analyst meetings.
  • Built marketing mix models. Analyzed marketing effectiveness, using historical sales, marketing campaign activities (Direct mail, Seminar, Trade Show, Channel, Advertising, PR), as well as brand tracking results. Calculated ROI and brand equity. Results helped top executives make appropriate allocation of budgets.
  • Analyzed campaign coverage impact. For Direct campaigns, frequency and reach were calculated based on internal data base (SQL). For broad reach campaigns (advertising and PR), coverage by publications were measured and calibrated via primary research studies. Results helped determine the success of the marketing programs against the target audience and prospects.

 

Sr Market Research Analyst (2002 – 2004)

  • Conducted pricing studies, using Conjoint, Discreet Choice, and Van Westerndorp methods. Built revenue forecast models. Analysis helped the product feature decision and go to market strategy for Photoshop 8 and Creative Suite II. Primarily used SPSS and SAS
  • Managed worldwide customer satisfaction/loyalty studies to help the business units determine life time value of customers and identify areas for significant improvements. Measured the impact of customer loyalty on sales and brand. Identified key drivers for loyalty, such as product quality, tech support and value propositions.
  • Conducted secondary research: country-level opportunity analysis for different lines of products,  industry vertical analysis, combined with secondary research (e.g. IDC), to help guide the sales effort of companies’ server products.
  • Built the first customer datamart, linking data from Census, IDC and research. Used ACCESS and MS Excel Macro
  • Automated market share and trend line analysis for all Adobe's product categories on a monthly basis, actively monitoring the market performance and competitive trends.

 

INTEGNOLOGY CORPORATION, SANTA CLARA, CALIFORNIA (2001 – 2002)

Integnology is an engineering professional service firm, specializing in chip design and software development.

 

Director of Corporate Marketing, Strategy and Business Development

  • Conducted market research and strategy analysis to identify niche market within PC industry and consumer appliance markets. Researched company’s present and future markets, competition, and technology mix for strategic planning. Analyzed marketing practices and trends, potential customers and sales coverage. Review industry journals, publications and competitive information.
  • Managed internal database through the use of Oracle 9i to track web traffic, including writing SQL queries to extract data, creating data tables and data reports.
  • Responsible for strategic planning, project management, lead generation and marketing communications for this privately held engineering consulting firm. Increased revenue by 20%.
  • Wrote key communications for company, including website and press releases. Developed public relations structure and procedures from scratch. Wrote all product collateral and project proposals, developed sales kits and training materials, managed ad campaigns, trade shows. 
  • Worked directly with top executives from client companies, including HP, Cisco, Synopsys and Oracle. Initiated business contacts, secured and developed catalyst partnership.

 

MERRILL LYNCH INC., SAN MATEO, CALIFORNIA (Summer, 1997)

  • Financial Analyst Intern.  Private equity research and management.
  • Prepared financial performance reports for various companies.  Studied financial statements.
  • Updated financial and statistical models for better market forecast.

 

EDUCATION

Ph.D. Psychology (Focus: experiments and statistics), Stanford University 1997 – 2001

Dissertation: Irrational Decision Making, From Behavioral Economics Perspective        

Completed Courses for Ph.D. Minor in Quantitative Marketing, Stanford Graduate School of Business           1999 - 2001

M.S. Management Science & Engineering, Stanford University School of Engineering        1999 – 2001

B.S. Psychology, Beijing University         1993 – 1997