Director, Marketing Science

Jeffrey So

Jeffrey has been in the digital analytics space for 15 years across different verticals such as telecommunications, consumer electronics, retail, and a recent stint in pharmaceuticals. His passion for data has seen him lead projects in developing measurement and data strategy, insights generation, and digital ecosystem optimization. He’s been living the agency life since he started his career, joining DAC and Proove Intelligence in 2019.

How has being bold shaped your life and career?

Being bold to me is about taking calculated risks. Taking risks leads to innovation and, ultimately, leveling up our clients. I also empower my team to do the same in their field of expertise, from CRO to statistical modeling. This way of thinking allows us to understand and measure all factors, which provides a high level of confidence to our internal and external stakeholders.