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Hawthorne Direct Names Tina Wisner as Director, Data Science and Analytics

By: Hawthorne Direct | July 30, 2013

Hawthorne Direct Names Tina Wisner as Director, Data Science and Analytics

Hawthorne Direct, a full service brand response advertising agency, has named Tina Wisner as the company's Director, Data Science and Analytics. Wisner will be based out of the company's headquarters in Los Angeles. The announcement was made today by Hawthorne Direct's Chief Operating Officer Jessica Hawthorne-Castro.

In her new post, Wisner will focus on maximizing Hawthorne Direct's data driven analytics capabilities, helping to ensure that the company's clients best achieve their sales and campaign goals. Wisner will collaborate with, and report to, George Leon, the company's Senior Vice President of Media/Account Management.

Regarding the new appointment, Hawthorne-Castro said, "Tina is a highly skilled expert in all areas of data science and analytics. She has the proven ability to analyze every aspect of sales, marketing, and media, and can address and assess any potential strategy."

"As consumer engagement continues to expand across multiple platforms, capturing and analyzing big data is a key facet in our ability to provide strategic insights to our clients. Tina is known for her specialization in mining data to uncover hidden consumer insights and cultural trends. She is well-versed in predictive analytics for understanding and forecasting demands, and in the utilization of data visualization tools for quantifying and socializing business impact. She makes a terrific new addition to our team," Hawthorne-Castro concludes.

Wisner joins Hawthorne Direct from RAPP, where she was the Director of Data Science. She also held previous positions at RAPP, including Campaign Analytics Director, and Consumer Insights Manager. Her analytical leadership helped strengthen business decision-making for many of that agency's clients, including Toyota, Auto Club of Southern California, Mattel, MedImmune and more.

Before her tenure with RAPP, Wisner worked for AIG Direct/21st Century, where, as a Product Manager, she was responsible for the $62 million in profitable growth of auto insurance direct written premiums in the territories she oversaw. She played a key role in the creation of proprietary analytics tools for AIG, including the company's comparative rater, rating engine and a statistical data mart.

Wisner holds a Bachelor's Degree of Science in Statistics from the University of the Philippines, and has certifications in Oracle 8i SQL Programming. She has also completed MicroStrategy Advanced Courses in Reporting Essentials, Architect/Project Design, Agent for Advanced Reporting, and Engine Essentials.

Hawthorne Direct is a full service brand response advertising agency, specializing in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns. With nearly 30 years of proven excellence in brand response, the agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns.

Hawthorne Direct has developed successful award-winning campaigns for brands such as 3M, Armor All, Bose, Black & Decker, Hamilton Beach, Pella, SanDisk, Transamerica, United Healthcare, and more.

The agency is headquartered in Los Angeles, with the founding office located in the Midwest. Hawthorne Direct was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman/CEO. Hawthorne's daughter, Jessica Hawthorne-Castro, today holds the post of COO. For more information, please visit

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