With over 20 years of experience in consulting, data strategy, technology and marketing analytics, Dodge will partner with Retail and Entertainment brands to support business growth from marketing investments.

Gain Theory, a WPP global marketing effectiveness consultancy that empowers marketers to create agile, smarter, data-informed cultures via data, technology and advanced analytics has appointed James Dodge to lead it’s North America Retail Practice from Chicago.

Dodge brings over 20 years’ experience helping retailers improve omni channel marketing effectiveness from within organizations such as Nielsen, McKinsey, BASES, Shure and Milliman. At Nielsen, he led the Retail Consulting & Analytics Team helping clients such as Lowes, Walmart, Safeway Albertsons, Walgreens, Roundy’s, Delhaize, CVS and Target, improve effectiveness with pricing, marketing analytics, forecasting, segmentation and customer profiling.  At McKinsey, Dodge was in the Retail Practice providing information, research and analysis on corporate strategy, store operations, branding, marketing, and CRM engagements for clients.  Most recently at Shure, he developed the corporate data strategy, started their enterprise data lake as well as a data engineering and data science team. 

The appointment of Dodge is testament to Gain Theory’s deep-rooted experience and commitment to helping Retailers understand marketing’s impact on both short and long-term business objectives. Gain Theory has been recognized for its Unified Measurement approach and the sophistication of their models. Gain Theory has also developed and successfully rolled out a groundbreaking near-term measurement solution called Sensor™ which allows for an “in-campaign” tactical view of performance across online and offline channels, without the need for Personal Identifiable Information (PII).

“I am excited to join Gain Theory at a time when many retailers require a partner that understands all of the complex questions they need answered and knows how to apply the right type of advanced analytics, data science and machine learning  for insights they can act on.“ says Dodge “Gain Theory is perfectly poised to deliver client success through speed, scale and sophistication.”

“At Gain Theory, we have a deep heritage in partnering with Retailers to address complex business questions.” says Shawn O’Neal, CEO North America ”I am delighted to have James lead our Retail Practice – his extensive Retail and CPG experience at the intersect of data strategy, technology, advanced analytics and consulting will add tremendous value to clients who need a data-informed approach to decision-making to drive growth”.


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