Anant Shah My way into marketing was through creativity. Whether it's playing the guitar or dabbling with a DJ deck, the craft is in making something land with people. What pulled me toward pairing this with analytics was wanting those creative decisions to be held accountable to evidence. I enjoy the ambiguity of making qualitative, brand-driven channels answer quantitative questions by pairing creative instinct with measurable precision. At Wayfair, that meant owning and being accountable for online video channels like YouTube. Having worked across multiple markets and offices while managing the same channel, I developed rigourous creative testing roadmaps and designed geo-based holdout tests and lift studies to consistently validate and grow the channel, while providing key learnings to cross-functional stakeholders to inform future briefs to help the brand grow amongst the respective market I was working within. Above all, I've always been interested in helping consumer-facing companies grow and connect with their customers on a deeper level. I want to work closer to those decisions, in a strategy role where analytics shapes how a business understands and reaches the people it serves. The