Sonia Raval

• Lead enterprise analytics strategy across Fortune 500 brands, aligning data solutions with marketing objectives and driving measurable business impact.
• Architected and scaled data ecosystems that integrates media performance, audience insights, and customer journeys — enhancing decision-making speed and precision across PMG’s client base.
• Spearheaded the transition to modern cloud-first analytics platforms enabling real-time insights and accelerating cross-functional alignment across media, creative, and strategy teams.
• Spearheaded the development of PMG’s proprietary analytics platform, improving media ROI insights and driving YOY growth in analytics-led engagements.
• Directed client analytics strategies for for retail and financial services brands implementing advanced attribution models (MMM, MTA) that improved budget allocation efficiency.
• Led agency's proprietary data product (Alli) integration for clients and internal teams, training cross-functional groups on usage best practices, and accelerating platform adoption across 10+ enterprise accounts.
• Collaborated with Product, Engineering, and Media teams to launch new data automation tools and visualizations, reducing reporting cycles.
• Championed the use of automation and AI to streamline media optimization and forecasting, reducing time-to-insight and improving campaign agility.

Founded and built Camelot’s analytics function from the ground up, pioneering the agency’s transition into data-driven marketing and campaign measurement. Drove innovative use of advanced analytics across marketing, media, and business intelligence, setting the standard for integrated insights within the agency and for clients.

• Recruited, trained, and led Camelot’s analytics team, establishing all data operations, analytics frameworks, and best practices.
• Designed and implemented agency-wide analytics roadmap, including custom attribution models, reporting automation, and cutting-edge measurement techniques.
• Enabled agency teams and top-tier clients to leverage analytics-powered strategies for measurable marketing and business growth.
• Successfully bridged ad operations, data science, marketing, and executive teams, championing adoption of analytics-driven planning and decision-making through the organization.
• Built enduring partnerships with clients as a trusted advisor for analytics maturity and digital transformation—fueling client and agency revenue growth.
• Directed teams in execution of integrated marketing solutions—incorporating advanced analytics, measurement, and technology to deliver measurable business growth.
• Partnered closely with executive stakeholders to align marketing strategy with business objectives, driving both sustainable client growth and agency reputation for innovative problem-solving

Key Achievements:

• Supported agency’s growth to over 160 employees with multi-market presence
• Instrumental in advancing Camelot’s industry leadership in advanced TV, cross-channel measurement, and media strategy.
• Contributed to major client wins and expanded agency capabilities in advanced analytics through proprietary solutions
• Established and grew the analytics team; scaled agency analytics offering to support over $500M in annual media billings.
• Recognized for transformational impact in advancing Camelot’s analytics, data infrastructure, and product innovation capabilities.

• Built and launched a robust online analytics reporting infrastructure supporting Fossil.com’s Ecommerce business.
• Designed and implemented key business reports to enable comprehensive business analysis.
• Led advanced analytics to measure and improve the effectiveness of online advertising campaigns, optimizing ROI across marketing channels.
• Served as primary architect and steward of P&L management for digital marketing channels (Search, Affiliate, Portals, Email) and product categories
• Managed end-to-end circulation planning and reporting of core metrics for a print catalog distributed to 10+ million households, driving revenue growth and customer acquisition.
• Mentored and coached junior analysts, building organizational analytics capability and promoting best practices in data interpretation and reporting.
• Established data governance protocols to ensure accuracy, consistency, and trustworthiness of all analytics outputs and business reports.

• Project responsibilities include writing functional and technical design documents, formulating and executing project plans,
• Analysis of business practices and functions, business requirements gathering, integration requirements of existing systems and processes.
• Overall responsible for assuring quality releases of web-based applications by planning, documenting, maintaining, and executing new (unit, integration, and system) test plans.