GLOBAL, MAY 10, 2013 – Critical Mass has promoted Shaina Boone to the role of senior vice president, adding her to the executive team overseeing the agency’s strategy and growth.
Boone joined Critical Mass in 2007 and quickly became a strong contributor to the agency’s success and momentum. Recognizing the critical value of measurement in marketing, Boone created Marketing Science as its own service offering at Critical Mass in 2008, focused on increasing revenue and ROI and improving the customer’s overall experience for the agency’s clients.
A pioneer in analytics, Boone and her team are highly influential in the analytics community, having been awarded in the Top 5 Most Influential Agency/Vendors by the Digital Analytics Association in 2012. They regularly collaborate with The Wharton School of Business’ Customer Analytics Initiative program and the Digital Analytics Association to share knowledge, bring new talent into the field, and define the direction of the measurement industry overall.
Commenting on the promotion, Dianne Wilkins, CEO of Critical Mass, said: “We’re proud to promote Shaina to an executive leadership role to broaden her influence on the organization and the industry in creating best practices for measuring and constantly improving our work. Shaina has a rare combination of creative problem solving skills and technical prowess to solve complex business problems and simplify the results for the rest of us. She’s an incredible leader that has been a crucial contributor in the success of Critical Mass and for some of the most innovative brands in the world.”
