In the US, Boston-based WorkReduce - a data-driven platform for media buying talent - has hired former Twitter exec Rowan Vasquez as Chief Data Scientist.

Using AI-driven screening, dashboards, and an open API, the WorkReduce platform provides a virtual workforce for digital media. This platform monitors every task and outcome, to support operations, media, data, sales and finance teams across a range of digital advertising channels.

While at Twitter, Vasquez (pictured) served as Research Analyst: CPG Lead - Data and Analytics, using big data tools within the Hadoop ecosystem to obtain revenue-related insights; and conducted statistical hypothesis testing to determine the efficacy of ad products for advertisers. In earlier roles, Vasquez was a Data Scientist at market research solution Spartz, a Consultant at the Inter-American Development Bank, and a Research Consultant at Cambridge Energy Data Lab.

In addition, the firm has appointed former Ubimo VP of Sales Kelly Lawler as Vice President of Sales; while Sonato's Chief Partnership Officer Drew Wahl joins as a member of the Advisory Board. CEO Brian Dolan comments: 'We're excited to have Kelly and Rowan on the team, and to have an executive team that breaks the mold of typical companies - comprised entirely of women, minorities and/or members of the LGBTQ community. We know - and our customers tell us - that diversity is critical to good business outcomes, and both are challenges for the industry in general. It's not just some politically correct agenda. The numbers speak for themselves. We have seen an annual growth rate of 100% since founding'.

Web site: www.workreduce.com .

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