CHARLES I. NASTASI
Woburn,MA
Summary
Data and analytics professional offering 5+ years of experience in consumer insights, marketing research, data analysis, audience measurement, and strategic analytics within the media, advertising, and technology industries, including experience supporting enterprise customers at Smartly.io. Proven track record translating complex data from multiple sources into actionable business recommendations that drive customer growth, retention, platform adoption, and commercial decision-making for Tier 1 enterprise clients across retail, travel, financial services, entertainment, CPG, and ecommerce verticals. Experienced in statistical analysis, measurement planning, data visualization, audience segmentation, and AI-enhanced analytics workflows, with expertise leveraging multiple data sources to deliver scalable insights, optimize performance, and support cross-functional strategic initiatives.
Overview
11
11
years of professional experience
Work History
Marketing Science Lead
Smartly.io
Boston, MA
10.2021 - Current
- Consumer insights and analytics professional with experience translating complex data into actionable business recommendations that drive customer growth, platform adoption, and commercial decision-making across enterprise accounts and cross-functional stakeholders.
- Proven track record synthesizing multiple data sources, platform analytics, KPI trends, and measurement frameworks into strategic insights for Tier 1 clients across retail, travel, financial services, entertainment, consumer packaged goods, sports betting, publishing, and ecommerce verticals.
- Strong experience delivering scalable market and customer analyses, including 20+ deep-dive Headroom analyses and 100+ analytical outputs focused on growth opportunities, efficiency optimization, media scaling limits, and measurement trade-offs for Tier 1 enterprise customers.
- Advanced analytical skillset across statistical analysis, correlation modeling, Bayesian A/B testing, SQL development, and performance measurement, with hands-on experience embedding AI into analytics workflows to improve speed, rigor, and operational efficiency.
- Experienced partnering cross-functionally with Product, Data Science, Customer Success, and commercial teams to improve analytical methodologies, influence strategic decisions, and develop customer-centric measurement solutions.
- Demonstrated ability to manage ambiguity, shifting priorities, and multiple concurrent projects while consistently delivering high-impact insights under tight timelines for strategic Tier 1 customers and executive-level initiatives.
- Led and contributed to strategic analytics initiatives including measurement planning, creative effectiveness frameworks, seasonal and vertical trend analyses, and executive insight programs supporting customer retention, renewals, and revenue expansion opportunities.
- Strong stakeholder management and communication skills with a customer-first mindset, effectively aligning teams around business objectives, translating technical findings into clear recommendations, and building trusted partnerships across regions and functions.
- Experience leveraging AI tools including ChatGPT and Google Gemini to streamline reporting integration, strategic planning, and analytics workflows, enabling faster execution, stronger cross-team collaboration, and increased focus on strategic interpretation and insight generation.
- Recognized for ownership, collaboration, and adaptability, consistently supporting cross-regional teams, onboarding into high-priority accounts quickly, and driving projects forward with limited context while maintaining high-quality analytical outputs.
Measurement and Insights Analyst, Northeast
Effectv
Wakefield, MA
11.2019 - Current
- Provide access to and evaluation of both qualitative and quantitative data in support of advertising and media plan development, execution and post analysis across platforms.
- Data Innovation: Utilized Comcast first party data (via Looker big-data analysis tool) to create interactive dashboard providing media performance drilldowns with custom geographies (sub-DMA) and audience attributes to quantify performance for internal and external insights and to streamline data access processes.
- Data Analysis: Utilized audience performance data across linear, digital (including OTT), social, and VOD platforms to meet client RFPs during planning phase.
- Addressed advertiser RFIs by demonstrating campaign inefficiencies and provided data informed recommendations on how to improve client results with cross-platform and multi-screen campaigns. Provided key ROI metrics including audience impressions, video completion rates, and online click-throughs.
- Data Visualization Development: Integrated Comcast Internal Data (Set Top Box) and third-party data providers (Experian/Polk) to assist agencies/advertisers in making inefficient and data-driven solutions in reaching custom target audiences.
- Personnel Training and Support Development: Developed presentation/support materials and instructed entire client development team on the use of an audience performance data application including function, live demonstration and methodology.
- Revenue Generation: Analyzed audience performance for underutilized sports inventory to create World Cup/Euro media advertising presentation and increasing advertising revenue.
Research Analyst, New England (Boston & Burlington)
Effectv
Wakefield, MA
08.2016 - 11.2019
Sports and Political Research Analyst, New England
Effectv
Wakefield, MA
08.2015 - 08.2016
Education
Masters of Business Administration - School of Business (formerly Van Loan School of Graduate and Professional Studies)
Endicott College
Beverly, MA05-2015
Bachelor of Science - Sport Management (Minor in International Studies)
Endicott College
Beverly, MA05-2012
Skills
- Highly Organized with Strong Attention to Detail and Ability to Manage Multiple Concurrent Projects
- Excellent Time Management, Prioritization, and Adaptability in Fast-Paced Environments
- Superior Problem Solving, Analytical Thinking, and Data-Driven Decision Making
- Strong Communication, Presentation, and Interpersonal Skills with Ability to Translate Complex Data into Actionable Business Insights
- Advanced Cross-Functional Stakeholder Management and Relationship Building Across Global Organizations
- Proven Ability to Translate Insights into Strategic Recommendations and Commercial Outcomes
- Strong Customer-First Mindset with Focus on Business Impact, Growth, and Retention
- Experience Managing Ambiguity, Driving Strategic Initiatives, and Delivering Results with Limited Context
- Proficient in SQL, Excel, Power BI, Statistical Analysis, A/B Testing, and Performance Measurement Frameworks
- Skilled in AI-Enhanced Analytics Workflows, Process Optimization, and Operational Efficiency
- Strong Ownership Mentality with Consistent Execution, Collaboration, and Follow-Through
Timeline
Marketing Science Lead
Smartly.io
10.2021 - Current
Measurement and Insights Analyst, Northeast
Effectv
11.2019 - Current
Research Analyst, New England (Boston & Burlington)
Effectv
08.2016 - 11.2019
Sports and Political Research Analyst, New England
Effectv
08.2015 - 08.2016
Bachelor of Science - Sport Management (Minor in International Studies)
Endicott College
Masters of Business Administration - School of Business (formerly Van Loan School of Graduate and Professional Studies)
Endicott College
Media Industry Applications
- Nielsen: Arianna | NPower | NLTV | Rhiza for Media
- Strata Marketing: View | CablePost | CableQual | XSale
- Kantar: MarketAdvisor | Stradegy | DirectHEAT
- Bluefin Labs
- Admall
Other Data & Applications
- Big Data Tools: Looker | Tableau | Redash
- Adobe
- Mapping: ESRI
- Microsoft Office: Excel | PowerPoint | Word
- Google Suite: Slides | Sheets | Docs
- Snowflake | BigQuery
QUALIFICATIONS
- Media Industry Data Sources
- Comcast Set-top-box Data
- Client Propriety Data
- Nielsen Media Research
- NTI | NSI | NHI
- Gracenote Program Data
- Scarborough | MRI | Simmons | Experian | IHS POLK Automotive Data
- ComScore Online Data
- Google Analytics
- Kantar Competitive Media Spend
- SNL Kagan
- EMarketer
- American Community Survey (Census)
Other Data & Applications
- Big Data Tools: Looker | Tableau | Redash
- Adobe
- Mapping: ESRI
- Microsoft Office: Excel | PowerPoint | Word
- Google Suite: Slides | Sheets | Docs
- Snowflake | BigQuery
- Nielsen: Arianna | NPower | NLTV | Rhiza for Media
- Strata Marketing: View | CablePost | CableQual | XSale
- Kantar: MarketAdvisor | Stradegy | DirectHEAT
- Bluefin Labs
- Admall