Asmaa Watson

• Adult & Feminine Care (Depend, Poise & Kotex)

• Market Share Strategy

• Designed randomized geo-targeting strategies at ZIP code and DMA levels across all brands to reach underrepresented or underperforming shopper segments.

• Developed a novel approach to accelerate paid and organic Glance Views (via Detail Page Views), improving conversion-to-sales efficiency.

• Built personalized audience segments within DSP campaigns based on Amazon shopper interests and brand familiarity (new vs returning) to enhance retargeting precision.

• Conducted ASIN-level competitive analysis and proposed optimized assortment strategies based on shopper behavior and purchase patterns, using ASIN-level elasticity of substitution.

• Experimentation, Optimization & Cost-Reduction Strategy

• Led A/B and multivariate experiments to test hypotheses derived from CX insights, including Prime Day promotional effectiveness (2024 vs 2025 PD) and assortment strategies (e.g., promoting less of a specific pack size).

• Applied causal inference and difference-in-differences methodologies to evaluate treatment effects and incremental lift across promoted vs non-promoted ASINs.

• Identified high-performing ASINs driving the greatest incrementality and recommended strategic prioritization.

• Evaluated coupon and Subscribe & Save performance; redefined promotional strategy using ASIN level price elasticity of demand.

• Assessed incremental sales vs incremental costs across US marketing campaigns, including DSP (awareness, consideration, conversion, loyalty) and Retail Paid Search (sponsored products, sponsored brands, conquesting). Developed an algorithm to detect anomalous performance across all campaigns.

• Optimized top-performing branded and category keywords in paid search; implemented dayparting bid adjustments to achieve cost savings within 24 hours.

• Delivered results and strategic insights from all analyses and media experimentation.

Data Analytics & Media Experimentation (CPG & Pharma Industries):

Amazon Ring

Amazon Ads Global

Bristol Myers Squibb

• Causal inference and difference-in-differences analyses across multiple data platforms to evaluate the treatment effect of advertising ad content for the Camzyos drug in "desert treatment centers".

• Assessed the effectiveness of US marketing campaigns for camzyos.com, hcmrealtalk.com and coulditbehcm.com on awareness and consideration.