Summary
Overview
Work History
Education
Skills
Websites
Hobbies and Interests
Children
References
Personal Information
Timeline
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Leonid White (Belykh)

Irvine,CA

Summary

Dynamic analytics leader with a proven track record at DIRECTV, driving advanced analytics initiatives and enhancing operational efficiency. Expert in predictive analytics and team leadership, I have successfully implemented data-driven strategies that optimized product performance and improved decision-making processes, delivering actionable insights to stakeholders.

Overview

14
14
years of professional experience

Work History

Director Advanced Analytics, Product Analytics

DIRECTV
08.2021 - 12.2024
  • Formation and supervision of a team of six analysts dedicated to analyzing diverse products across the company’s portfolio, ensuring effective leadership and streamlined collaboration.
  • Oversight of business case analysis for product initiatives (PIs) and product launches, delivering data-driven insights to aid strategic decision-making.
  • Direction of advanced analytics initiatives to support informed decisions in product development and optimization processes.
  • Implementation and refinement of analytical frameworks and methodologies, enhancing operational efficiency and ensuring methodological consistency.
  • Development of comprehensive reporting systems for new products from inception, offering stakeholders actionable insights into performance metrics.
  • Management of the transition from legacy tools to Databricks/Snowflake platforms, driving technological advancements in data infrastructure.
  • Product Management for Hardware TV devices (Requirements, ROI). Support for developing the product and launching the new version of hardware, including business case analytics and demand planning. Success in testing and learning, and further launch of three types of harware devices.

Senior Product Marketing Manager, Product Marketing, Product Launch

AT&T Entertainment Group
El Segundo, US
12.2018 - 08.2021
  • Product targeting analysis - DMA and population-based, estimation of purchasing power
  • Platform stability tracking for an existing product: creating the dashboards for product stability (Vertica, Tableau).
  • Pre-Post analysis of existing products software updates - ROI/Churn impact, Revenue shifts
  • Product migrations and lifecycle management - Planning and Forecasting on migration initiatives, go-to-market strategy, and analysis
  • Retention Strategy optimization based on a product specifies and strategy
  • Modeling: New product launch sales modeling (marketing mix), existing product migration modeling (regression modeling), DMA-based order volume estimation (marketing mix) - SAS/Tableau/R.
  • Predictive Sales Modeling - upsales model using machine learning (R)
  • VOD to churn correlation study, based on viewership data (Omniture).
  • Viewership analysis with segmentation breaks for determining the best pricing, line-up opportunities, and A/B testing (Omniture/SAS).
  • ARPU optimization projects and analysis for multiproduct households
  • Cross-platform product acquisition and migration management (36M budget).
  • LTV-increasing projects for an existing product—combining retention, acquisition (SAC and promos), and upsell options to increase total LTV and pay-off period.
  • New product launch (Q3 2019): GTM, Reporting, Planning.
  • Client-oriented management projects (total $22M budget).
  • Agile PM
  • Created presentations on data analysis and modeling results and presented findings to management
  • Developed and implemented ROI, LTV, and spend models to optimize financial efficiency in marketing strategies for new campaign initiatives
  • Conducted hardware order forecasting aligned with economic trends and company strategy to guide informed decision-making processes
  • Delivered comprehensive analytics for new hardware initiatives, including business case development, pre-launch evaluation, and post-campaign performance assessments
  • Enhanced the functionality of the retention decision-making engine through initiative testing and analyses, achieving improved ROI by reducing average handling time (AHT) and minimizing credit expenditure
  • Supported annual planning and forecasting processes by establishing baselines, projecting spending and orders, and analyzing event impacts on overall strategy
  • Collaborated on merger-related projects to ensure smooth operational transitions through data storage integration and implementation of key performance metrics across newly established business units

Senior Product Marketing Manager, Product Strategy & Video Product Marketing (Promotion)

AT&T Entertainment Group
El Segundo, US
06.2017 - 12.2018
  • Conducted DMA and population-based product targeting analysis to estimate purchasing power.
  • Developed dashboards for tracking platform stability of existing products using Vertica and Tableau.
  • Performed pre-post analysis on software updates to evaluate ROI, churn impact, and revenue shifts.
  • Managed product migrations and lifecycle planning, focusing on forecasting and go-to-market strategy.
  • Optimized retention strategies based on product specifications and strategic objectives.
  • Executed sales modeling for new product launches and migrations using marketing-mix and regression techniques.
  • Analyzed VOD churn correlation with viewership data to identify trends and opportunities.
  • Delivered presentations on data analysis and modeling results to management, enhancing decision-making.

Senior Manager, Data Analytics, Consumer Strategy & Retention Marketing

AT&T Entertainment Group
El Segundo, US
02.2017 - 05.2017
  • Developed and implemented ROI, LTV, and spend models to optimize financial efficiency in marketing strategies for new campaign initiatives.
  • Conducted hardware order forecasting aligned with economic trends and company strategy to guide informed decision-making processes.
  • Delivered comprehensive analytics for new hardware initiatives, including business case development, pre-launch evaluation, and post-campaign performance assessments.
  • Enhanced the functionality of the retention decision-making engine through initiative testing and analyses, achieving improved ROI by reducing average handling time (AHT), and minimizing credit expenditure.
  • Supported annual planning and forecasting processes by establishing baselines, projecting spending and orders, and analyzing event impacts on overall strategy.
  • Collaborated on merger-related projects to ensure smooth operational transitions through data storage integration, and implementation of key performance metrics across newly established business units.

Senior Data Analyst, Consumer Strategy & Retention Marketing

AT&T Entertainment Group
El Segundo, US
05.2015 - 01.2017
  • Segmentation implementation - Developing Event Base Segmentation for 20M+ customer base
  • Ad-Hoc: performance analysis, offers suit dive, ROI
  • Merger based projects - data storage union, metrics implementation to new business units
  • Conducted comprehensive sales reporting and analysis, including total consumption by category, competitor performance using Shipments, IMS, and Nielsen data, distribution point evaluation, and cannibalization studies
  • Collaborated with research agencies such as Nielsen, GfK, Ipsos, and Absolut Data to develop market forecasts and share projections aligned with monthly and annual S&OP frameworks
  • Directed cross-category portfolio optimization initiatives at regional and international levels by developing pricing strategies through price curve analyses and facilitating workshops to improve pricing distribution quality
  • Built market regression models and conducted correlational studies using retail data to optimize distribution matrices for NKA channels; designed shelf replacement strategies for out-of-stock scenarios
  • Led an international team in econometric model development for Marketing-Mix Modeling projects; integrated internal (e.g., P&L statements, shipment data) and external (e.g., Nielsen audit) metrics to assess shares, price elasticity, and revenue impact across various CPG categories
  • Provided pre-launch market insights for new products with recommendations on optimal channels; performed post-launch evaluations focusing on success drivers such as sales volume estimates based on distribution points and pricing effectiveness

Analyst Forecasting and Modeling, Consumer Insights and Strategy

Mondelēz International
Moscow, RU
07.2013 - 04.2014
  • Executed detailed sales reporting and analysis, covering total consumption by category.
  • Collaborated with research agencies such as Nielsen, GfK, Ipsos, and Absolut Data to develop market forecasts and share projections aligned with monthly and annual S&OP frameworks.
  • Led portfolio optimization efforts across multiple categories internationally using data-driven pricing strategies.
  • Built market regression models and conducted correlational studies using retail data to optimize distribution matrices for NKA channels; designed shelf replacement strategies for out-of-stock scenarios.
  • Led an international team in econometric model development for Marketing-Mix Modeling projects; integrated internal (e.g., P&L statements, shipment data) and external (e.g., Nielsen audit) metrics to assess shares, price elasticity, and revenue impact across various CPG categories.
  • Provided pre-launch market insights for new products, with recommendations on optimal channels; performed post-launch evaluations, focusing on success drivers such as sales volume estimates, based on distribution points and pricing effectiveness.

Senior Analyst, Marketing and Research Department

Golden Manufactory
Moscow, RU
04.2012 - 07.2013
  • Regular reporting, making and providing presentations on sales, marketing activity, audit activities of competitors, the market alcohol in general, the internal information systems Lawson, external reports, including Nielsen, IWSR.
  • Analytical studies: regression, correlation, ABC, matrix analyzes of business units.
  • Market research for Brand department.
  • Coordination of the Analytical Department of the distribution business inquiries.
  • Direct communication with the sales department, sales director. Involvement in all major business processes of the company. Control and administration of internal databases (CRM).

Marketing Development Specialist, Marketing Department

EFES RUS
Moscow, RU
12.2011 - 03.2012
  • Creation of presentations and comprehensive reports based on data from completed city audits.
  • Monitoring of pricing trends and preparation of detailed price-monitoring reports.
  • Analysis and reporting on the performance of campaigns conducted across various distribution channels.
  • Coordination and execution of regional audits and inspections to ensure compliance and efficiency.
  • Development of strategic recommendations for regional and channel growth, tailored for cross-departmental use.
  • Management and utilization of SAP systems along with reporting through Nielsen databases to support decision-making.

Data Analyst, Operation Department

AC Nielsen
Moscow, RU
04.2011 - 12.2011
  • Leading initiatives to standardize and optimize information provided by company partners, enhancing efficiency and reliability of data processes
  • Providing comprehensive reports to support other divisions within the company in their operational activities
  • Ensuring high-quality data handling throughout all stages of the analysis process
  • Coordinating efforts with internal teams and external stakeholders for streamlined project execution

Education

Master Degree - Information Technology

Moscow State Institute of Radio Engineering Electronics and Automation
01.2011

Skills

  • Predictive analytics
  • Project management
  • Communication skills
  • Teamwork
  • Excellent presentation skills
  • Fast data analysis
  • Understanding of market realities
  • Fast learning
  • Skill to work with large data volumes
  • Good knowledge of fieldwork
  • Data collection
  • SAS
  • Team leadership
  • Talent acquisition
  • Analytical thinking
  • Databricks
  • Dashboard design and creation
  • Financial reporting

Hobbies and Interests

  • Soccer Fan
  • CrossFit
  • Martial Arts

Children

  • 2021
  • 2024

References

References available upon request.

Personal Information

  • Citizenship: US Citizen
  • Date of Birth: 09/25/88

Timeline

Director Advanced Analytics, Product Analytics

DIRECTV
08.2021 - 12.2024

Senior Product Marketing Manager, Product Marketing, Product Launch

AT&T Entertainment Group
12.2018 - 08.2021

Senior Product Marketing Manager, Product Strategy & Video Product Marketing (Promotion)

AT&T Entertainment Group
06.2017 - 12.2018

Senior Manager, Data Analytics, Consumer Strategy & Retention Marketing

AT&T Entertainment Group
02.2017 - 05.2017

Senior Data Analyst, Consumer Strategy & Retention Marketing

AT&T Entertainment Group
05.2015 - 01.2017

Analyst Forecasting and Modeling, Consumer Insights and Strategy

Mondelēz International
07.2013 - 04.2014

Senior Analyst, Marketing and Research Department

Golden Manufactory
04.2012 - 07.2013

Marketing Development Specialist, Marketing Department

EFES RUS
12.2011 - 03.2012

Data Analyst, Operation Department

AC Nielsen
04.2011 - 12.2011

Master Degree - Information Technology

Moscow State Institute of Radio Engineering Electronics and Automation

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Leonid White (Belykh)