Cris Aboobaker Bio

I see myself…as a data-driven strategic thinker able to distill a mass of information into compelling insights.   My core skill…integrating a consumer viewpoint with business data to illuminate issues and bring opportunities to life.

My professional history gives me a unique set of tools.  Trained in the market research departments of major agencies, JWT and McCann Erickson, I lived through the evolution of these departments from classical market research to conceptual account planning.  Initially recognized as a quantitative researcher I evolved with the changing demands of the environment, conceiving brand and marketing strategies and communicating them in compelling ways to management, clients and the creative staff.   Through this evolution, I rose to the position of Senior Account Planner at both agencies.   As a Senior Account Planner at JWT I developed successful communication strategies for major consumer packaged goods brands including Listerine, Trident, Lubriderm and others.   As a Senior Account Planner at McCann Erickson, I provided a pipeline of consumer feedback on new creative for the production-intensive AT&T business-to-business account.

I went from advertising to media in 2000, first as a VP in Turner Broadcasting’s Corporate Strategic Planning Group, then in the New Products and technology groups.  In each of these roles I leveraged my abilities to bridge the gap from data to strategy, put information in meaningful business context and work seamlessly with a variety of functions: management and GMs; market researchers and technologists; designers, producers and editors.

In Corporate Strategic Planning I provided executives on the front lines of acquisition and partnership decisions with briefing documents and points-of-view on brand and audience issues.   I developed brand and programming concepts for new cable networks; one of these concepts became the subject of senior level negotiations with a key Turner partner.  In New Products I became deeply involved with Turner’s activities in the digital space.  I developed the business and consumer rationale for The Frisky, a content website for young women that peaked at over a million Nielsen uniques.  My web analytics helped identify monetization opportunities for CNN.com and reset editorial strategy for CNNGo, an Asia Pacific lifestyle site.   Most recently, as VP Audience Insights in Turner’s technology organization, I worked with technologists on the development of new systems for digital traffic, revenue and audience reporting. My experience as a business user of data was invaluable in shaping proof of concept analyses and demonstrating the business value of the new systems.

In a world in which media decision makers are increasingly inundated with consumer data, cutting through and making sense of the data is critical.    I believe that I offer a unique skill set and experience that can be leveraged to drive this process forward.

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