Former Market Fusion Executive Joins Marketing Management Analytics as Senior Vice President


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Wilton, Conn., October 10, 2012 – Marketing Management Analytics (MMA), a leader in helping companies plan, execute, forecast and optimize their brand/portfolios’ marketing, pricing and product innovation investments, today announced the hiring of Niva Shrestha as Senior Vice President of Strategic Accounts.

At MMA, Shrestha will be part of the executive team where she will be responsible for working with key MMA clients and for helping shape the strategic direction of the company. Her blend of deep marketing analytics expertise and client engagement experience position her well to help Fortune 500 companies gain valuable consumer insights while increasing marketing ROI. She will report directly to Douglas Brooks, MMA’s Executive Vice President of Global Account Management.

Shrestha comes to MMA from Market Fusion Analytics, where, in her role as Senior Vice President of Marketing Analytics, she provided strategic insights and consulting to a variety of Fortune 500 clients. She is considered an expert in marketing mix modeling, media communication strategy and implementation, pricing and promotional spending optimization, activity-based forecasting and portfolio/category/cross-category management strategies.

Shrestha’s training and experience in cutting-edge analytic methodologies have enabled her to leverage analytics to drive insights and highly actionable growth strategies for clients across multiple verticals. Her unique ability to balance strategic and tactical thought processes, combined with a solution-oriented approach, have resulted in a consistent track record of value creation for leading companies.

“Our ability to provide our clients with not only great analytic insights but also the executive talent to translate and convert analytics into ongoing value is unparalleled in our field,” said Brooks. “I am thrilled to have Niva joining us and look forward to the many contributions she will make for our clients and MMA.”

“Clients today are demanding that their marketing partners provide not only premium analytics and software but proven thought leadership that can translate consumer behavioral and attitudinal insights into business results,” said Patrick Cummings, CEO of MMA. “Too often critical analysis that needs to happen quickly and in an integrated manner is left to a software offering or those with limited experience in producing value. Experts like Niva are able to mine the myriad of data, models and trends to provide a superior level of insight. This will help her to provide our clients with a competitive advantage and tangible value from our services.”

At Market Fusion, Shrestha played key roles in managing the company’s largest clients including leading Fortune 500 CPG, retail and casual dining clients. She also participated actively in thought leadership pertaining to analytic applications and methodologies. Prior to Market Fusion, Shrestha was the Senior Director of Marketing Analytics at the PM Group and an Analytic Services Executive at A.C. Nielsen. Shrestha holds a PhD and an M.A. in Sociology from the University of Chicago, and an M.A. in Economics from Tribhuvan University in Kathmandu, Nepal.

About MMA
MMA is a unit of leading global custom market research company Ipsos. MMA provides leading predictive analytics services for companies in consumer products, retail, restaurants, pharmaceuticals, durable goods, financial services, automotive, telecommunications and media & entertainment. For more information on MMA, please click here.
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