Graeme Hamilton

Dallas, Texas | 214-533-9401 | graemehamilton@graemebrand.com | www.linkedin.com/in/graeme-hamilton-197194159

EXPERIENCE
TRG (Formerly The Richards Group) Dallas, Texas
Senior Data Strategist 2022 - Present
● Developed and presented a custom growth-focused CPG media investment model that has raised the target brand's
annual media investment from $10 million to over $30 million
● Establish and communicate media dollar effectiveness through self-developed machine learning models, resulting in
both sustained and increased spending among clients
● Conduct market analyses to identify growth and efficiency opportunities, improving media plans and ROI
● Create consumer segmentations focusing on dollar opportunity and consumer habits, providing cohesive understanding
of audiences across client, brand, and media teams
● Introduced and led the implementation of agency-wide media measurement software, resulting in annual cost savings
of over $1 million that was previously spent with outside vendors
● Manage cross-functional teams and external contractors to balance needs, implementation costs, and ongoing
development of the new media measurement software
● Oversee data transfer between third-party resources, TRG, and clients, ensuring a unified dataset for analysis
● Train and mentor junior team members, leading to a more capable and agile team ready for seamless role transitions to
meet tight deadlines
Data Strategist 2021 - 2022
● Instituted multiple media decision models for use by the media strategy teams that optimized dollar allocation, resulting
in a 50% reduction in cost per point for some clients
● Guided implementation of a new customer lifetime value methodology that revealed higher customer loyalty among
multi-line users, prompting a client initiative to enhance cross-selling efforts
● Identified break-even media investment thresholds to optimize reach per dollar, resulting in more than doubling the
addressable audience for some clients
Brand Strategist 2019 - 2021
● Directed a team responsible for a long-term weekly newsletter that provided clients with TRG’s perspective on the
latest impacts of COVID-19
● Facilitated multi-day branding workshops with clients, resulting in aligned brand strategies
● Investigated multi-brand client’s brand perceptions and utilized quantitative survey results to inform brand mergers,
leading to a transition towards a branded house model and a reduction in the number of brands by approximately half
● Created surveys to measure various consumer attitudes and preferences, leading to deeper understandings of key
consumer groups
● Researched the customer path to purchase and formulated clear customer journeys, enabling improved targeting of
decision-making moments

Mavenir Richardson, Texas

Marketing Intern 2019 - 2019

Garrison Brothers Distillery Austin, Texas

Marketing Intern 2018 - 2019

EDUCATION
NEW YORK UNIVERSITY, Leonard N. Stern School of Business New York, New York
Master of Business Administration, The Langone Program Expected May 2026
Specialization in Entrepreneurship and Innovation, Strategy and Management

THE UNIVERSITY OF TEXAS AT AUSTIN, Moody College of Communication Austin, Texas

Master of Advertising, The Stan Richards School of Advertising & Public Relations May 2019
Specialization in Strategy

THE UNIVERSITY OF TEXAS AT AUSTIN, Moody College of Communication Austin, Texas

Bachelor of Radio-Television-Film May 2017
Specialization in Media Studies

THE UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business Executive Education Austin, Texas
Post Graduate Certificate of Data Science and Business Analytics July 2021

ADDITIONAL INFORMATION
● Tools for daily work: Alteryx, Python, IRI, Experian Consumer View, ArcGIS, Vivvix, and MRI/Simmons