Seth is a Director of Measurement Solutions at Ovative. He is focused on helping clients solve their most challenging measurement problems by translating complex marketing analytics into leading-edge business strategies. Since joining Ovative in 2022, he has led the development of Ovative’s Measurement Consulting practice, working with clients on a variety of initiatives, including traditional and performance media measurement, testing program development, MarTech and data strategy, and bringing Ovative’s proprietary metric, Enterprise Marketing Return (EMR), to new verticals to help unlock the impact of media on the total enterprise.
Before joining Ovative, Seth had an eclectic career in analytics, marketing, and strategy roles, including time at Goldman Sachs, GfK, General Mills, and 3M. He’s driven primary quantitative market research to build innovation and go-to-market strategies, led marketing mix modeling and media measurement to optimize consumer marketing plans, and has developed and executed integrated global demand generation campaigns. The summation of all these experiences is that he knows how to turn insights and analytics into real, actionable strategies and plans.
Beyond work, Seth lives in Saint Paul with his wife Marissa, daughters Charlotte and Evelyn, and dog Penny. He’s a lifelong hockey player, an avid reader, and loves being in the mountains whenever possible! Seth has a BA in Social Relations and Policy from Michigan State University and an MBA from the University of Minnesota.
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