A Synovate company

Patrick Cummings

Chief Executive Officer

An accomplished marketing analytics executive, Patrick Cummings is renowned for leading and managing analytics teams and growing businesses. With over 20 years of experience, he brings extensive managerial, analytics, market research, consulting and recognized leadership expertise to MMA through his executive experience at major analytic companies, including most recently Accenture and SymphonyIRI.

Pat joined Synovate in 2010, initially as CEO of Synovate Management Analytics (SMA) where he led innovation and thought leadership in merging "mind of the consumer" market research with predictive analytics to develop more actionable and forward-looking solutions for brand innovation, planning and forecasting.

Prior to Synovate, Pat served as Division President of Modeling & Analytic Solutions at SymphonyIRI, where he led the transformation and growth of its global analytic practice.

He has also served as Partner and Managing Director of Accenture’s North America Marketing Sciences practice, where he led the development of the practice driving double-digit year-over-year growth each year of his tenure. Before Accenture, he played leadership roles in successfully launching technology start-ups in the Marketing Resource Management (MRM) space.

Pat’s experience in supporting transformational change for companies has been enabled by the experience and leadership positions he has held in brand marketing, trade marketing and management with major CPG companies including Johnson & Johnson, Grand Met and Ocean Spray Cranberries.

Pat is a graduate of the University of Notre Dame.

Doug Brooks

Global Executive Vice President

A recognized leader in marketing, advanced analytics and management consulting, Doug has advised executives at global brands across almost every industry sector. He has led a variety of innovation initiatives and partnerships related to traditional, digital and social media, and is at the forefront of establishing holistic and leading solutions in these areas.

Prior to rejoining and leading MMA in 2010, Doug held the position of Senior Vice President and General Manager of Modeling & Analytics Solutions at SymphonyIRI. Before SymphonyIRI, Doug served as Senior Vice President of MMA.

Doug has also held leadership roles in the business strategy practices of both Arthur Andersen and Bearing Point.

Over the course of his career, Doug has challenged the status quo in seeking to drive innovation and the adoption of advanced analytics to transform his clients’ brands. A frequent speaker and author, Doug has written for major advertising publications such as Advertising Age and Brandweek and spoken at many industry conferences, including events run by The Conference Board, The ARF and ANA.

Todd Gustafson

Executive Vice President, Operations and Analytic Solutions

Todd has over 25 years’ experience and is widely considered a foremost expert in leveraging and creating semi-automated and automated analytic platforms to more cost effectively and efficiently bring world-class analytic solutions to the marketplace. Over his career, he has focused on creating value through predictive analytics and analytic consulting spanning advertising testing, marketing mix analytics, forecasting, optimization, assortment, market structure and pricing analysis. Todd has worked with a broad cross-section of Fortune 500 firms and governmental entities such as USAID and the UN.

Before joining MMA in 2011, Todd served as Chief Analytics Officer of Synovate Management Analytics (SMA), and prior to that served as Senior Vice President, Analytic Solutions, at SymphonyIRI. He has also served as a Principle at Henry Rak Consulting Partners, and a Partner at Accenture’s Marketing Sciences practice.

Todd holds a Ph.D. in Economics from Michigan State University. 

John Guild

Senior Vice President, Technology and Development

John is an experienced executive in the analytic product development and technology space, with a concentration on creating and blending analytical and operational software to realize true value from analytical insights. In his experience he has developed a rigorous approach to product management and quality assurance. He has worked with Fortune 500 corporations across a wide array of verticals, including automotive, apparel, CPG, retail, telecommunications, pharmaceutical and financial services. At MMA, John leads the Global Product Development group.

Prior to joining MMA in 2011, John led Accenture Interactive’s marketing analytics product development group. For the last six years at Accenture, he has focused on building data mining and decision support applications across consumer demand analytics, from price and promotion to traditional and digital media solutions focused on simulation, optimization, planning and forecasting. While there, he also conceived and led the development and rollout of Accenture’s Agile Marketing Analytics Platform (AMAP), a leading marketing effectiveness decision support technology platform.

John is a graduate of the University of Maryland.

Tigran Markaryan

Senior Vice President, custom analytics

Tigran Markaryan is a Senior Vice President, leading the Custom Analytics practice of Marketing Management Analytics (MMA). Tigran has more than a decade of experience in the analytic consulting and research fields focusing on marketing mix evaluation, demand forecasting, optimization, survey research and decision support tools. His vertical experience spans over a number of industries including pharmaceutical, retail, telecommunications, QSR, travel and entertainment and insurance as well as public sector clients such as Departments of Agriculture, Education and Energy. Prior to joining MMA, Tigran served in thought leadership and methodology development positions at Merkle --leading Marketing Mix Optimization practice-- and Accenture’s Marketing Sciences practice, developing approaches to bring data, domain-specific knowledge and analytics together to address complex business questions. Previously, Tigran worked at Macro International, a survey research provider in the DC area.Tigran also is an Adjunct Faculty at the Department of Statistics of George Mason University and teaches a graduate-level Applied Probability course. Tigran holds a Ph.D. degree in Statistical Science from George Mason University and Master’s degrees in Statistics, Applied Mathematics, Business Administration and Pure Mathematics.

Mark Anton

Senior Vice President, Strategic Accounts

Mark brings over 20 years of experience in applying consumer and advanced analytics to solve for complex business challenges within consumer products companies. His expertise spans brand planning, trade marketing and trade fund management, strategic pricing, technology/business intelligence, media investment decision-making, strategic planning and forecasting. He is a recognized enabler of people, ideas, and a catalyst for change - working across organizational business units and cross-functional teams to achieve continuity between relevant solutions, business process and strategy, and driving performance-based results. Mark has worked closely with management, analytic and market research teams to drive strategic efforts to integrate data and insights more holistically into the business process and budget planning, deliver more synthesized and timely insights, along with the creation of an infrastructure and data strategy that creates scale and efficiency for market research, the marketing teams, and various creative and media agency partners.

Prior to joining MMA in November of 2011, Mark held various executive positions, including key positions at L'Oreal USA, where he led the Corporate Business Analytics practice for L'Oreal USA and was V.P. of Consumer and Market Intelligence for L'Oreal Consumer Products Divisions.In this role Mark had responsibility for Consumer Research, Shopper Insights, Syndicated Research. Additional career experience includes Philip Morris USA, Clairol, and the Brokerage Service Division of ADP where Mark held select positions across IT, Field Sales, and Corporate Business Planning.

Mark is a Graduate of the University of South Florida.

Susmita Chaudhury

Senior Vice President, Global Center of Excellence, India

With deep experience in global diversified research and analytics, Susmita’s expertise and experience spans pricing, marketing, sales, risk management, collections, human resources, Customer Relationship Management and Business Process Management. Her sector experience includes CPG, Retail, Financial Services, Technology, Telecom and Oil and Gas. In the past 10 years Susmita has been a leader in developing and leading Global Centers of Excellence focused on analytic and product innovation and delivery excellence.

Susmita joined SMA in January 2011 after it acquired the company she co-founded, SCAnalytics (SCA). SCA was a Bangalore-based analytics firm founded in the fall of 2009. As one of two founding partners Susmita was responsible for overall business development, while also working with major multi-billion-dollar corporate clients based in India, the United States and Europe.

Prior to founding SCA she played a key role in supporting innovation and offshore analytics at Symphony Marketing Solutions (SymphonyIRI group), where she led development and delivery teams focused on high-priority projects and clients. She also led the custom analytics team responsible for developing and delivering innovative analytic solutions. With an expertise in marketing, pricing and CRM analytics, she worked with major clients in CPG and retail.

Susmita began her career in research and marketing/pricing strategy consulting in the public sector with The National Institute of Public Finance and Policy and The Energy Resources Institute, as well as with major national and multinational oil and gas companies.

Susmita holds a master’s degree in Economics and Statistics from Jawaharlal Nehru University.

Samrat Chanda

Senior Vice President, Global Center of Excellence, India

Samrat has a proven track record of providing innovative technology-enabled analytics solutions. His blend of technology understanding and analytic expertise enable him to understand the business issues related to complex analytic challenges and apply software to bring them to market in a continuous, repeatable and intuitive way. With a unique ability to both develop innovative research methods and deliver strategic insights, he is an exceptionally talented analytic developer with a blend of expertise in both modeling and application development.

Samrat joined SMA in January 2011 after it acquired the company he co-founded, SCAnalytics. At SCA, where he was CIO, Samrat was responsible for developing proprietary, technology-enabled advanced predictive and optimization solutions.

Prior to SCA, Samrat was an analytics manager at Symphony Marketing Solutions (SymphonyIRI), leading its analytic application development team responsible for automated analytics and related products. For his contributions there, Samrat was recognized as both a Distinguished Innovator and Outstanding Contributor.

Samrat holds a bachelor’s degree in engineering from Jadavpur University, and a master’s degree in Business Administration from Nirma University.