Senan Mele
Data Scientist, Advanced Analytics Leader
Data Engineering
Data Science
Business Insights
Leadership
Project Management
Professional Status
Employed
Available
About Me
A strategic and analytical leader skilled in navigating complex data landscapes to uncover actionable insights and drive business impact. With a balance of technical expertise and business acumen, I ensure every data point contributes to a compelling, data-driven narrative that empowers organizations to make informed decisions.
VP, Forecasting and Data Analysis
BIA Advisory Services
Since May 2025
- Direct the annual forecasting cycle from source-data acquisition through modeling, market allocation, quality assurance, and stakeholder communication, producing national and market-level outlooks that inform business planning across the local advertising ecosystem.
- Set the analytical architecture and methodological standards for forecasts covering television, radio, cable, search, social, digital display, digital video, CTV/OTT, out-of-home, direct mail, and other local media, ensuring that projections are consistent across markets, channels, industries, and forecast years.
- Design and refine forecasting models using hierarchical Bayesian frameworks, ARIMA/ARIMAX, regression, time-series, allocation, and scenario-based methods, improving forecast stability while separating macroeconomic, structural, cyclical, market-specific, and event-driven effects.
- Lead the modernization of BIA’s forecasting infrastructure, migrating fragmented inputs and outputs into a governed, multi-schema database environment that improves data lineage, reproducibility, accessibility, and the reliability of recurring production cycles.
- Build and automate modular ETL pipelines in R, Python, and SQL to ingest, standardize, reconcile, and validate large datasets from Nielsen, AdImpact, the FEC, government economic sources, industry vendors, company filings, internal systems, and market-level reference data, reducing manual processing and accelerating the integration of new information.
- Establish automated QA, reconciliation, exception-reporting, and model-monitoring processes across historical data, market allocations, station-level estimates, and forecast outputs, identifying material anomalies before publication and strengthening confidence in client-facing data.
- Develop scalable methodologies to estimate and reconcile core and political advertising by market, media, category, and year, enabling stakeholders to distinguish underlying market performance from election-cycle volatility and better understand year-over-year changes.
- Translate model results into executive-ready analysis on market growth, channel shifts, competitive positioning, advertising-category trends, and revenue opportunities, supporting senior-leadership decisions, lender presentations, webinars, published research, sales efforts, and high-stakes client conversations.
- Lead custom analytical engagements including share-of-wallet, station benchmarking, market dynamics, category opportunity, and competitive-performance studies that connect BIA’s broader forecasting intelligence to specific client strategies and commercial opportunities.
- Partner with research, product, content, and market-intelligence leadership to evaluate emerging trends, align forecasting assumptions, explain revisions, and operationalize methodological changes across BIA’s products and production systems.
- Guide analysts and engineering resources supporting data inputs, factors tables, database processes, model execution, and forecast refreshes, establishing clearer documentation, ownership, and operating standards for a more scalable forecasting function.