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Ciju T.R. Nair, Ph.D.
Ph: 630*877*5590 (M)
Ph: 312*698*5990 (H)
Web: http://www.cijunair.com/
Aurora, IL 60504
E-Mail: [email protected]
PROFESSIONAL PROFILE
MBA., PhD Marketing specialist with 11 years of Marketing Strategy, Analytics and Research experience in managing
people/projects and leveraging quantitative modeling (both Frequentist and Bayesian estimation). Responsibilities
include consulting and advisement to C-level executives on media planning/allocation and optimization for traditional
(TV, Radio, Print, Out of Home) and digital media (Online display, Search, Mobile, Social Net), global Brand launches
and various other strategy, data, analytics & advanced econometric modeling projects. Extensive digital expertise in
online display advertising, paid search, text links, search engine optimization (SEO), email marketing, direct mail,
direct response advertising, website content development, media planning and buying, partnership/affiliate marketing,
content syndication, credit card processing systems, website analytics, customer segmentation, campaign management
and analysis including ROI and optimization. Experienced in hiring, building an organization, mentoring direct
reports, managing vendors and leading cross-functional teams to support marketing campaigns and CRM systems.
Conceptualized and led projects related to enhancing Performance Models, Marketing Mix Models, Marketing
Decision Engine, Search Engine, Relevance/Recommendation Engine and Quant Engine. Worked on research
projects modeling customer profitability and spending of credit card consumers, household panel data, Ebay auction
data and investigated online browsing & purchase behavior of airline tickets. In-depth marketing knowledge in the
consumer packaged goods, retail and financial services industry.
SKILLS SET
Marketing/Research: Conjoint and discrete choice modeling, Advanced econometric modeling MCMC methods,
Microeconomics, Market Mix Modeling, Structural equations modeling, A/B Testing (e.g., reliability analysis, factor
analysis, convergent/discriminant validity, etc.), Segmentation, Cluster analysis, CHAID/CART, ROI and Sales
Revenue Forecasting Models, Decision Support Systems, Simulators, Multivariate Analysis, Risk Modeling,
Acquisition/Attrition Models, Relevance/Recommendation Engines, Search Engine, Quant Engine, Familiarity to
industry standard tools like Omniture, Nielsen, Comscore, Hitwise, Optimost, Offermatica etc. Branding, Pricing,
Promotions, Distribution, Business development, Customer Relationship Management, Market Research
Research Software: SAS EG/EM on Grid/Cloud computing, GAUSS, MATLAB, SPSS/STATA, Saw tooth,
MAPLE, AMOS/LISREL, Clementine, KXEN
Web Software: HTML, FrontPage, Paint Shop Pro, Macromedia Director, IIS6.0, Apache, MS Office, MS Publisher.
Programming: SQL Server, Oracle, SYBASE, Teradata, Greenplum, Hadoop, ‘C’, ‘C++’, Windows, UNIX, DOS
EXPERIENCE
Oct 2010-till date Starcom Media Vest (Publicis Groupe)
Chicago, IL
Data & Analytics Director
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Internal analytical advisor and liaison to support the SMG Executive Team and Vivaki Nerve Center
Experienced in managing to revenue goals, RFPs and managing P&L. Responsible for all Database, Reporting
Services and Advanced Analytics solutions. Specifically, responsible for the development and maintenance of
databases, dashboards, various analytical models and tools including the marketing mix models, price elasticity
models, promotional response models, and advanced consumer research
 Envisioned and led on-site business performance analytics for Walmart (Retail Stores/Dotcom) and contributed
in the development of the account team of 100 employees (media planners/buyers, market researchers/analysts)
 Conceptualized and architected the SMG US Marketing analytics infrastructure, econometric models and tools
 Served as a thought leader in developing proprietary analyses/measurement techniques across the marketing
value chain to measure effectiveness using automated reporting to improve efficiency and business performance
 Partnered with high performance client teams to provide analyses/insights that drive marketing strategies and
decision-making to C-level executives and Management Leadership Team
 Optimized budget allocation decisions for various clients with cross media marketing spending of $1 bil in
addition to working on new business pitches. Also hired and managed 7 new direct reports at MediaVest
Sep 2008-Oct 2010 Starcom Media Vest (Publicis Groupe)
Chicago, IL
Strategy & Analytics Associate Director
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Led measurement and analysis for SMGpm and served as a thought leader in developing proprietary marketing
mix approaches across the marketing value chain to measure campaign effectiveness, ROI and CLV
Hired and managed 10 new direct reports (including PhDs and MBAs) and contributed in the development of an
account team of 40 employees (media planners, market researchers, database experts and analysts)
Led teams on optimizing campaigns to deliver on business goals and managed performance for GMAC (now Ally
Financial Services) and various other clients with cross media marketing spending of $100-$500 mil
Partnered with high performance integrated agency and client teams to provide analyses/insights that drive
marketing strategies and decision-making to C-level executives on marketing strategy and analytics including a
Global Brand Launch in 2009 for various lines of business - banking, mortgage, dealer products and services
Nominated to the Global Media Attribution Council and as a trustee to Marketing Science Institute to provide
thought leadership on key agency wide initiatives in addition to working on new business pitches
Ciju Nair Vita Page 1 of 2
2007-2008 Morningstar Inc.
Chicago, IL
Senior Marketing Database Analyst
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Played a crucial role in the planning, control and analysis of numerous Prospecting, Acquisition, Retention,
Advertising, and Product/Content Initiatives that improved acquisition volume growth upwards of 25% annually.
 Provided insights on Markets, Competition, Macroeconomic and Financial Indices to senior management (C-level
executives) and was constructive in evaluating various Strategic Initiatives, Mergers and Acquisitions
 Instituted various discrete choice models for acquisition, attrition of online and newsletter consumers that
improved acquisition volume growth upwards of 16% annually and reduced attrition by 33% annually using
customized marketing interventions for consumers based on their propensity to cancel or upgrade
 Contributed in building the new Membership center and various content surfacing projects to stimulate usage.
 Conceptualized the relevance/recommendation engine modules, enhancing search engine capabilities and drafted
a business plan for a quant engine to pick securities from all asset classes based on expected returns using a
multivariate model (uses time series and discrete choice modeling techniques)
 Conducted various Pricing Studies including demand analysis and conjoint studies for Premium product on
morningstar.com, Options online and newsletter products and consulted on various pricing studies for
Morningstar UK and Morningstar Australia
2002-2006 Washington University
Saint Louis, MO
PhD Candidate and Researcher
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Presented at Marketing Science Conference and at the International Conference on Marketing Paradigms For
Emerging Economies. Participant at the workshop on Bayesian inference in econometrics and statistics
 Conducted Conjoint Analysis sessions for MBA students and setup a study for National Parks Foundation
 Taught a course in Integrated Marketing Communications
1998–2001 Procter & Gamble
India
Senior Key Account Manager
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Delivered superior business growth of 130 index at P&G's largest distributor in Asia and ensured leadership
value shares for P&G brands at Foodworld, Pune - a modern retail chain owned by Diary Farm International and
introduced Mobile Automated Retail Sales Tool (MARS-Hand Held Computers/Palm Tops)
Ensured excellent execution to deliver four world-class one-day launches back-on-back i.e. Pringles, Whisper
Ultra, Tide, Lively Clean and Rejoice. Coordinated the re-stage of Whisper, Pantene, H&S Cool, Ariel and Vicks
Implemented P&G’s Global Distributor Model at Calcutta and imparted high quality training to the P&G sales
organization & the distributor staff on various aspects of the model
Reduced high operating costs of On Site Distributor Operations and brought new stores under coverage with the
existing infrastructure resulting in superior business results (indexed 112 Vs 107 Nationally)
Delivered superior execution of Hothouse initiatives (154 index), especially Retailer Colleges, Distributor Sales
Executive College and Whisper Mass Consumer Contact. Retailer attendance for Retailer College was one of the
highest at 95% resulting in 112% increase on Whisper distribution in Major Account stores
Developed Joint Business Plans and Knowledge management system for Account Penetration, phased inventory
reduction at all levels, building employee morale, training initiatives to strengthen organizational capability,
effective and efficient execution of business building initiatives
Developed a CORPORATE wholesale program for the first time in P&G India
EDUCATION
Ph.D. in Business Administration (Marketing) 2010
Washington University, Olin School of Business
St. Louis, MO
Master of Science in Business Administration (Marketing) 2004
Washington University, Olin School of Business
St. Louis, MO
Post Graduate Diploma in Management (Marketing) 1998
S.P. Jain Institute of Management & Research
Mumbai, India
Bachelor of Engineering (Mechanical) 1996
Coimbatore Institute of Technology
Coimbatore, India
HONORS & AWARDS/ SERVICE
 Nominated to the Global Media Attribution Council for the agency
 SMG Trustee for Marketing Science Institute (MSI.org)
 Member of Marketing Accountability and Standards Board (MASB.org)
 Fellow of AMA-Seth Doctoral Consortium and Fellow of MSI Doctoral Consortium
 Research grant from the Centre for Entrepreneurship and Emerging Enterprises
 Olin Business School scholarship and research grant from the Centre for Entrepreneurship
 Summer Research Fellowship by the Jawaharlal Nehru Centre for Advanced Scientific Research
 M. Selvam memorial endowment prize for excellence in Engineering program
 Member of Doctoral Student Editorial Board Marketing Science, AMA and INFORMS
 Representative to the PhD faculty/student committee and Graduate Student Senate & Professional Council
Officiated as Secretary of Student’s Union and Member of the Planning and Evaluation Committee
Ciju Nair Vita Page 2 of 2