Huddle Leaders

June Dershewitz Head of Data Strategy, Amazon Music

June Dershewitz has spent her career driving analytics strategies for major businesses. In her current role at Amazon she guides strategy and execution across Amazon Music's portfolio of data science, machine learning, analytics, and business intelligence initiatives. As an analytics practitioner she has built and led teams that focus on marketing analytics, product analytics, data engineering, and data governance. In her prior life as a consultant she was a member of the leadership team at Semphonic, a prominent analytics consultancy (now part of Ernst & Young).

As a long-standing advocate of the analytics community, she was the co-founder of Web Analytics Wednesdays, and she currently serves as Board Vice President of the Digital Analytics Association.

She holds a BA in Mathematics from Reed College in Portland, Oregon.

Sonia Mehta – Director of Analytics, Elevate Labs

Sonia has over a decade of experience in data analytics and data engineering. In her current role, Sonia leads the data team at Elevate Labs, a cross-functional team supporting the entire organization. Over her career, she has spearheaded efforts to modernize data pipelines and analytical infrastructure, implement analytics into critical business decisions, and establish and integrate data best practices. She has also worked pro bono with numerous non-profits to automate reporting and revamp their data infrastructure.

Sonia enjoys reading and has picked up cooking as a hobby during quarantine. She lives in NYC. Catch her on Twitter @ohiosonia.

Rusty Rahmer – Head of Customer Experience Solutions, GSK

Rusty has over 17 years of experience driving digital strategy, technology program planning, and delivery in financial services and health care. Since 2013 Rusty had been leading enterprise class digital intelligence programs responsible for designing and delivering modernized MarTech platforms, building out and leading digital community of practice and Digital Centers of Excellence, and helping the enterprise sustainably transform its operations around the digital marketing and automation capabilities. Rusty is also is an active member of the DAA’s Corporate Membership Advisory Council.

Caitlin Moorman Head of Analytics, Trove Recommerce

Caitlin is the Head of Analytics at Trove Recommerce,which powers resale marketplaces for partners like Nordstrom, Patagonia, and REI. At Trove, Caitlin is responsible for building the data analytics, data science, and data infrastructure capabilities to scalably support both internal stakeholders and partner brands.  Prior to joining Trove, she led analytics at Indiegogo, a leading crowdfunding platform, and spent 6 years in private equity.

Caitlin holds a BA in Economics and Women's Studies from the College of William and Mary.

Michael Helbling – Founding Partner, Stacked Analytics

Michael Helbling is a founding partner of Stacked Analytics, a community of experts helping organizations solve the most complex data and analytics problems. Michael is an internationally known digital analytics expert and speaker. He has built analytics programs as both a consultant and industry practitioner.

In his 16 years in the industry he has led both technical and functional analytics projects and initiatives. He currently serves on the board of the Digital Analytics Association, and he is the co-host of the popular industry podcast, The Digital Analytics Power Hour.

Aurélie PolsFounder, Aurélie Pols & Associates

Aurélie Pols designs data privacy best practices: documenting data flows, minimising risk related to data uses, solving for data quality. She spent over two decades optimising digital data-based decision-making processes. She co-founded and sold her start-up to Digitas LBi (Publicis). Used to following the money to optimise data trails, she follows data to minimise risks, touching upon security practices and ethical data uses.

She leads her own consultancy, Aurélie Pols & Associates, serves as DPO for NY-based CDP mParticle and was part of the EDPS’ EAG. She has been teaching Privacy & Ethics at IE Business School in Madrid for six years, supports DPO training courses for Maastricht University, is part of their ECPC board, supported IEEE’s P7002 and serves as Ethics advisor for H2020/Horizon Europe projects.

Casandra Campbell Experimentation & Analysis Lead, Shopify

Casandra leads Experimentation & Analysis at Shopify, the all-in-one commerce platform that powers over a million businesses worldwide. Her team supports efficient growth through data analysis, measurement strategy, conversion research, and controlled experimentation.

Previously, Casandra specialized in inbound marketing and was the Managing Editor of the Shopify Blog. During her time as Managing Editor, her data-driven approach helped increase email subscribers by +417% and customers acquired through the Shopify Blog by +278%. Outside of Shopify, Casandra has grown multiple businesses, including a brewing company, and taught a range of digital marketing topics, including search engine marketing and business analytics.

Amy Sample – VP Business Intelligence, Public Broadcasting Service

Amy Sample has been analyzing digital consumer behavior for nearly 20 years. As VP Business Intelligence at PBS, she and her team support analytics and digital research initiatives for,, and PBS mobile and OTT apps. Her team also provides analytics and SEO consultations for PBS member stations. Prior to PBS, she conducted primary research and audience analysis at AOL for 8 years. She is a member of the Board of Directors for the Digital Analytics Association and co-leader of the DAA Washington DC chapter. Amy holds an MBA from Georgetown University and a BS in Marketing from DePaul University.

Gary Angel Founder & CEO, Digital Mortar
Considered one of the leading digital measurement experts in the world, Gary leads Digital Mortar's product, sales, marketing and operations strategies. 
Previously Gary led EY’s digital analytics practice. EY acquired Gary’s consultancy Semphonic in 2013. As President, Gary led Semphonic’s growth from a 2-person practice to one of the leading digital analytics practices in the U.S. Voted the Most Influential Industry Contributor by the Digital Analytics Association, Gary writes the influential Measuring the Digital World blog, has published more than twenty whitepapers on advanced digital analytics practice and is a frequent speaker at industry events.
Laura Guerin – Advanced Analytics & Insights, Wayfair
Laura is currently an analytics leader at Wayfair, the industry leader in e-commerce home furnishings, supporting analytics for their mobile apps, the Wayfair Professional brand, and sales & promotions. She is a goal-oriented and passionate leader who thrives on “building from the ground up” to drive growth for the company as well as the individuals on her team. Before joining Wayfair, Laura worked in a variety of industries including apparel retail, finance, insurance, telecommunications, and government. She has experience with an array of cloud providers, statistical solutions, and digital platforms to advance companies along the analytical maturity curve.
Lee Boykoff, Chief Marketing & Data Officer, This Old House Ventures

Lee Boykoff is Chief Marketing & Data Officer at This Old House Ventures, the leading home-enthusiast media brand in the U.S.  In this role, he oversees Audience Development, Revenue Operations and Analytics across the company’s portfolio of television programs, web properties, apps, magazine, membership program and OTT channels. 

Prior to joining This Old House, Lee spent 13 years A+E Networks, where he held leadership roles spanning data, analytics, marketing and sales functions, across both digital and linear television platforms.  He brings a data-driven approach to customer acquisition, retention & monetization, supporting both established media brands (A&E, History, Lifetime) and advising venture-backed start-ups in the media & analytics space (Antenna, Samba TV, Tubular).

Lee graduated from Bowdoin College with a BA in Economics and received his MBA from UNC’s Kenan-Flagler School of Business. He currently resides in New York with his wife and two children.

Celina Wong – Director of Analytics & Strategic Insights, TULA

Celina is currently the Director of Analytics and Strategic Insights at TULA (NY- based startup for probiotics skincare and health/wellness). She has led and built Data/Analytics teams in the last 4 years for startups in the B2B and B2C space ranging from open-spacing furniture to marketing tech. Prior to the startup world, Celina has had 8 years of corporate experience -- 6 years at Bank of America Merrill Lynch in corporate finance supporting sales/trading, wealth management and credit lending and 2 years at American Express in marketing analytics and finance.

Outside of work, Celina is on the Board of Directors for the University of Michigan Alumni Club of NYC. She is a volunteer for her alma mater’s alumni NYC chapter, which provides a community for alumni and fundraises for an annual scholarship that helps talented incoming freshmen who have a financial gap.

Ashish Braganza – EVP, Data, Analytics & Innovation, LPL Finance

Ashish Braganza is executive vice president of Data, Analytics, and Innovation at LPL Financial, where he’s responsible for transforming data into a strategic firm asset, developing a strong data quality/governance plan, and integrating analytics-based solutions into LPL’s DNA.

Mr. Braganza has more than a decade of experience building and running impactful data analytics teams at Fortune 500 companies in asset management, technology, and media/telecom. Most recently, he was senior vice president and head of Client Insights and Analytics at OppenheimerFunds Inc., where he was responsible for developing and applying advanced methods within data science, machine learning, artificial intelligence, and computational computing.

Prior to OppenheimerFunds, Mr. Braganza held analytics leadership roles at Lenovo and Comcast Corp. At Lenovo, he scaled advanced analytics across the enterprise and managed cross-functional technology teams to support firm initiatives.

Mr. Braganza has published numerous case studies on data analytics and is frequently invited to speak at leading industry events. He’s been nominated for multiple awards and is an active member of the Digital Analytics Association. Mr. Braganza received a bachelor’s degree in business administration and a master’s degree in marketing from the University of Pune in India and a master’s degree in marketing management from Fox School of Business at Temple University.

Scott Breitenother – Founder, Brooklyn Data Co.

Scott Breitenother is an investor and advisor who specializes in building data driven organizations. He currently leads Brooklyn Data Co., a consultancy offering full-stack data and analytics team as a service.

He was employee #16 at direct-to-consumer mattress start-up Casper and founded the company’s industry-leading Data & Analytics team. In a former life, Scott was a Management Consultant at L.E.K. Consulting (which is probably where he developed his love of frameworks and structure).

He has a BS in Business Management from Babson College and a MSc in International Management from London School of Economics. When he’s not blogging about analytics trends at LocallyOptimistic, you can find him walking around Brooklyn with his wife and children.

Amber Zaharchuk – Associate Director, Walt Disney DTC & Int.

As Associate Director in Disney Media Distribution, Amber is responsible for shaping analytics team priorities, and leading staff education and professional development. Her team drives linear and digital measurement integrations with distribution partners across The Walt Disney Company's portfolio of media networks (Disney Channel, Disney Jr., Disney XD, ABC, Freeform, ESPN, ESPN2, ESPN3, ACC, SEC, ESPNU, ESPNews, ESPN Deportes, FX, FXX, FXM, National Geographic, and Nat Geo Wild).

Amber has moderated/presented at various analytics conferences including the DA Hub and several Digital Analytics Association Symposia. She has also featured in the Genetics in Medicine and Applied Marketing Analytics journals.

Amber holds a Bachelor’s degree from the University of North Carolina at Chapel Hill and an MBA from George Washington University.

Jose Maldonado – Business Intelligence Manager, Verizon

Jose Maldonado is a data and analytics leader at Verizon.  His analytics experience spans over a decade across different functions including Finance, Digital Marketing, Pricing & Promotions, New Products & Innovation, and currently in Marketing Effectiveness where the group measures the ROI of marketing efforts across the organization.

Jose spent most of his career in Marketing Analytics performing work across data strategy, data engineering, and business intelligence.  Jose earned a Black Belt in Verizon’s Lean Six Sigma program for delivering process improvement projects that eliminate waste, cut cost, and increase revenue for the business.

He is well versed in SQL, R and Tableau among other tools and technologies.  He has a passion for data visualization, process design and optimization, and in developing analytics talent.  Jose’s always seeking out opportunities to learn and teach new analytic tools and techniques to accelerate innovation.
Jose holds an MBA from Centenary University and a BS in Business Administration from the University at Buffalo.

Mindy Chen - Director of Decision Science, Hudl

Mindy Chen is the Director of Decision Science at Hudl.  She leads a team of data engineers, analysts, scientists, and consumer insights researchers who combine qualitative and quantitative data into actionable insights to guide strategy.  Throughout her career, Mindy has held a variety of roles that shape her approach to data.  She was an engineer at Intel Corporation, a product manager at Cisco Systems, and a manager of consumer insights at PepsiCo.  Drawing from these experiences, she brings a unique combination of engineering, product, and consumer research perspectives to help companies activate on data.  

On any given day, you will find Mindy working hand in hand with managers on her team to create and cascade out the data strategy for the organization, partnering with leaders to help them take action on the data, insights, and predictions that her team delivers, activating on opportunities to commercialize data, working to scale her team and Hudl’s data ecosystem, and shaping the team for optimal composition and skillset.  You will also find her using data to time the succession planting of vegetables in her organic garden, choose the most disease, heat, and shade-resistant turfgrass cultivars, and track healthcare needs for her 7 cats and 1 dog.

Mindy holds a BA in Computer Science from the University of California at Berkeley, and an MBA from Stanford University.

Pubudu Wariyapola – Director of Product Analytics, Data Science & Data Engineering, Fivestars

Pubudu Wariyapola is an analytics leader with over 15 years of software, product and data science experience. He has a highly technical education background with degrees in Physics (F&M) and Ocean Engineering (MIT) complemented with an entrepreneur-focused MBA (UCLA).

He spent the early part of his career as a software engineer/architect at the Allstate Insurance Company, followed by roles in product management sandwiching his MBA degree. Pubudu moved to the analytics field in 2009 and worked primarily in the B2C space (ProFlowers, One Kings Lane, Amazon) until taking on his current role building and running a Product Analytics and Data Engineering team for Fivestars.

Joe Miscavige Director of Analytics, BI Group, Public Broadcasting Service


Joe is the Director of Analytics within the BI Group at PBS, where he is responsible for providing actionable, data-driven insights about children’s media and education throughout the organization as well as leading on data visualization and data literacy initiatives.

Prior to joining PBS, Joe managed cross-network advanced platform analysis for AMC Networks. He is a co-leader of the Digital Analytics Association, Washington D.C. chapter and the DAA’s Practitioner of the Year for 2018.

Joe holds a MSc in Library & Information Science from Long Island University and a BA in Public Relations from Susquehanna University.


Kelly Wortham Director of Optimization, Search Discovery Inc.

Kelly Wortham is Director of Optimization at Search Discovery Inc. (SDI), a digital intelligence company that empowers organizations to make transformative business decisions. Kelly has worked with Fortune 500 companies and mid-size organizations for more than 15 years to build and optimize best in class digital experimentation programs. She focuses her advisory services on digital CRO strategy and experimentation program and process design and optimization. She has deep functional knowledge in CRO strategy, communication and digital analytics. She also has expertise in testing prioritization and roadmap strategy, organization and process design as well as quality management, tool selection and integration. Kelly’s clients are currently working with her to develop new or optimize existing testing programs, evaluate or improve test idea pipelines, and assess program maturity.

Jorge Vasquez– Practice Lead, Digital Analytics, Best Buy Canada

Jorge Vasquez is a senior leader of the Ecommerce and Technology Analytics team at Best Buy Canada. As a Practice Lead, he sets up standards and guides Analysts, BI Developers and Data Scientists. The team focuses on performing deep dive analyses using advanced analytics, providing strategic insights, and championing a data-informed culture within the company.

Jorge holds a Bachelor of Business Administration from Simon Fraser University, and has worked for several companies including Bank of Montreal and BlackBerry. He loves tackling advanced analytics projects while listening to AC/DC.

Melissa Shusterman –Global Marketing Measurement Head, Vanguard

An expert in on and off site channel and website optimization, Melissa brings more than fifteen years of marketing and statistical analytics experience to Vanguard where she currently heads up Global Marketing Measurement.

Prior to joining Vanguard, Melissa ran digital demand generation and digital analytics for Comcast Business.

Asif Rahman – Senior Director of Analytics, Growth & Consumer Insights, Accuweather

As the Senior Director of Analytics, Growth and Consumer Insights, Asif Rahman is responsible for all digital analytics, user acquisition and consumer insights efforts across Accuweather’s digital organization. Previously, he was Director, Digital Analytics and Insights at Univision Digital. Asif has spent 15+ years in digital roles within media, telecom, and eCommerce in both B2B and B2C industries; in a wide array of functions, ranging from digital product management, web, mobile and app analytics, project management, online and digital marketing, user acquisition, website, and app design and development.

At Accuweather, Asif, and his team are responsible for using data and insights to drive user acquisition efforts, product development, and marketing effectiveness and understanding audience behavior.

Fred Smith Technology Team Lead, Centers for Disease Control & Prevention

Fred Smith serves as both Team Lead for the Technology Team and Digital Metrics Lead in the Digital Media Branch in the Office of the Associate Director for Communication for the US Centers for Disease Control and Prevention (CDC) in Atlanta, GA.

His professional background spans various capacities throughout the governmental, private, nonprofit and academic sectors. He has led multiple student exchange groups to the Soviet Union and continued to work in student exchange programs in Russia and the New Independent States. Mr. Smith has taught Russian at the University of Kentucky and worked in the Kazakh-American Studies Center. After that, he spent three years with the Eurasia Foundation in Uzbekistan, Kazakhstan and the countries in Central Asia where he developed and managed the offices for 5 countries and awarded over $3 million in grants for economic and democratic reform projects. His duties included overseeing program outreach and marketing as well as running national advertising campaigns in multiple countries.

Returning to the US in early 1997, Fred co-founded a small company that specialized in database-driven dynamic web applications, where he led development efforts in interactive web sites, mobile applications, and database projects. In 2005 he settled in Atlanta, Georgia and began working at the CDC doing web and application development, working with their new media efforts to find ways to effectively communicate health protection and promotion messages to the public through new channels, such as podcasts, content syndication, open data and APIs. He enjoys the on-going challenges of translating technical ideas and solutions to non-technical audiences while expanding the vision and reach of CDC’s messages through emerging technologies.

Fred is a certified Crisis and Emergency Risk Communication (CERC) trainer for CDC and deployed to Sierra Leone in October 2014 for the Ebola in West Africa outbreak where he applied his CERC and digital communication knowledge into non-digital communications campaigns. From August to November 2016 he served as the Lead of the Joint Information Center for CDC’s response to the Zika Virus outbreak.

Fred hails from Corbin, KY and earned BA in Russian Language and Literature from the University of Kentucky, an MA in Russian Literature from the Ohio State University.