MASB Director since 2016, Tsvetan “T.” Tsvetkov is Senior Vice President – MROI Consulting Services at Nielsen, where he is responsible for U.S. Marketing Mix practice, overseeing analytics, delivery, implementation and ongoing consulting. His marketing modeling and consulting experience includes the FMCG, retail, technology, financial services, automotive, beauty, restaurant and non-profit industries.
T. has over 20 years experience in analytics and 15 years in marketing measurement and ROI. He began his career in CRM, delivering customer segmentations and contact strategies at Kestnbaum, a leader in the direct and database marketing industry.
As an Economics undergraduate at the University of Chicago, T. was a research assistant for Nobel Laureate Robert Fogel at the Center for Population Economics. He received his MA (ABD) in Economics from Washington University in St. Louis.
T. serves on the Brand Investment & Valuation Project team.