Karen is the Global Chief Strategy Officer for Gain Theory. Having worked within WPP for 18 years, Karen has heavyweight experience providing marketing effectiveness solutions for clients across a wide array of categories, including: Consumer Packaged Goods, Spirits, Telco, Retail, Luxury,Pharmaceuticals, Financial Services, Social marketing, and others. Karen began her career at creative agency, Ogilvy & Mather, where she utilized Market Mix Modelling to help clients assess the effectiveness and productivity of their marketing choices. Following this, Karen led Mindshare's Advanced Techniques Group (ATG), which focused on leveraging a variety of advanced analytic practices to measure and maximize marketing performance. Karen’s experience then led her to serve as the Global Head of Maxus' Product Development Practice, responsible for developing a suite of planning tools, grounded in data and advanced analytics. From there, Karen helped to start a GroupM Consulting Practice, which saw her partner closely with a leading CPG client to develop strategies to drive long-term, profitable growth. Karen is currently based in New York, but spends significant time with Gain Theory teams around its global network.