Senan Mele
Data Scientist, Advanced Analytics Leader
Data Engineering
Data Science
Business Insights
Leadership
Project Management
Professional Status
Employed
Open to opportunities
About Me
A strategic and analytical leader skilled in navigating complex data landscapes to uncover actionable insights and drive business impact. With a balance of technical expertise and business acumen, I ensure every data point contributes to a compelling, data-driven narrative that empowers organizations to make informed decisions.
VP, Forecasting and Data Analysis
BIA Advisory Services
Since May 2025
- Own end-to-end U.S. local advertising forecasting across 210 TV markets, 243 radio markets, 16 media types, and 96 verticals, translating complex data into publishable market-level outlooks for internal products and client deliverables.
- Lead a data-engineering overhaul to move forecasting inputs and outputs into a governed, multi-schema database environment, improving reliability, lineage, and repeatability across media pipelines.
- Design and automate ETL pipelines (R/Python/SQL) to ingest, standardize, and QA large multi-source datasets (e.g., market/industry feeds, internal systems, external vendor files), reducing manual effort and improving refresh cadence.
- Build and iterate forecasting models spanning hierarchical Bayesian frameworks, time-series methods (e.g., ARIMA/ARIMAX), and regression-based approaches, enabling more stable projections and clearer decomposition of macro, cyclical, and event-driven effects.
- Develop scalable methodologies to separate and reconcile core vs. political advertising dynamics by market/year, strengthening interpretability and improving defensibility of year-over-year deltas for stakeholders.
- Produce executive-ready analyses and client-facing narratives on growth opportunities, competitive positioning, and category/channel trends, supporting lender decks, webinars, and high-stakes stakeholder conversations.
- Partner cross-functionally with research, product, and content leaders to align on forecasting assumptions, communicate methodology changes, and operationalize updates into production systems.
- Mentor and coordinate analyst/engineering support on inputs, factors tables, and refresh processes, establishing clearer accountability and documentation for ongoing forecast operations.