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Strategic Investment · Flagship

WatchTower Colombia

Investment Intelligence & Budget Optimization Platform

WatchTower is a large-scale causal measurement and optimization platform used across multiple international markets to quantify the business impact of commercial and marketing investments and guide budget allocation decisions. As part of the Colombia rollout, I adapted and deployed the platform locally, building key components of the investment waterfall and P&L optimization workflow that now support strategic investment planning.

Impact

13%
Annual S&M Budget Reallocated
30%
Annual Business Target Delivered
40+
Investment Signals Evaluated
4
Countries Operating Under Framework

My Contribution

  • Led the Colombia rollout — adapted the US-developed framework to local market conditions, data sources, and business requirements.
  • Built the historical investment waterfall end-to-end, enabling decomposition of revenue drivers across commercial levers.
  • Built the P&L optimization workflow end-to-end, connecting causal estimates to actionable budget reallocation recommendations.
  • Worked across Data Science and Engineering to integrate model outputs into executive planning tools.
  • Collaborated with international teams (US, India, Colombia) to ensure consistency with the global WatchTower framework.

Technical Highlights

Bayesian-neural hierarchical modeling for causal attribution across investment channelsROI estimation with uncertainty quantification for executive decision supportBudget optimization under business constraintsWalk-Forward validation for temporal model stabilityTensorFlow-based production framework with full ML lifecycle management

“Helped deploy a production machine learning platform that directly influenced national-level marketing investment decisions and budget allocation.”