BOD Beta

Board Chair

Rusty Rahmer

Head of Enterprise Digital Intelligence and Web Analytics, The Vanguard Group

Rusty Rahmer is an experienced digital leader, with over 10 years of experience driving digital strategy, technology program planning, and delivery at Vanguard. Since 2013 Rusty has been leading Vanguard’s enterprise digital intelligence program and has since built and managed the firm’s Digital Intelligence Center of Excellence. Rusty’s expertise is centered in developing digital program strategy, inspiring business leadership to invest, and providing program leadership through organizational construction and operational transformation.


Valerie Kroll

Director of Optimization, Search Discovery

Valerie is passionate about data, like really passionate about data, and leverages that enthusiasm to help stakeholders make smarter decisions and mitigate the inherent risk that comes with digital experimentation. As an Optimization Director at Search Discovery, she spends her days crafting evidence-based hypothesis libraries, utilizing advanced AI features in testing platforms, and creatively solving tough problems to ensure long-lasting business results.

Prior to her current role, Valerie established and led the first Digital Analytics and Optimization programs at both UBS and the American Medical Association, and in 2014, her first year as a Digital Analyst, she was honored to be a finalist for the DAA “Rising Star” award. Always an active member of the digital analytics community, she currently serves as the President Elect of the DAA Board of Directors and continues to provide new perspectives and insights on testing and optimization by frequently speaking on the digital analytics conference circuit and appearing on industry podcasts.

Vice President

June Dershewitz

Director of Analytics, Twitch

June Dershewitz has spent her career driving analytics strategies for major businesses. She's currently Director of Analytics at Twitch, the world’s leading video platform and community for gamers (a subsidiary of Amazon). As an analytics practitioner she builds and leads teams that focus on marketing analytics, product analytics, business intelligence, and data governance. In her prior life as a consultant she was a member of the leadership team at Semphonic, a prominent analytics consultancy (now part of Ernst & Young). As a long-standing advocate of the analytics community, she was the co-founder of Web Analytics Wednesdays; she's also a Director Emeritus of the Digital Analytics Association and a current Advisory Board Member at Golden Gate University. She holds a BA in Mathematics from Reed College in Portland, Oregon.


David McBride

SVP, Digital Solutions and Consulting, Course5 Intelligence

David McBride is a 13-year veteran of the analytics industry, having held analytics leadership roles in media, retail, technology settings. David is passionate about helping companies achieve growth through data-informed customer relationships. He has led analytics teams at Comcast and American Eagle Outfitters and has created customer analytics products at IBM and Intel. David is a frequent speaker and event organizer. He holds an MBA from The Anderson School at UCLA.


Aaron Maass

SVP, Data and Insights, Hero Digital

With 19 years of online marketing industry experience, Aaron Maass is one of the early pioneers of tag-based web analytics. He co-founded and sold a website traffic tracking and reporting software service called SiteGauge to Kohlberg Kravis & Roberts in 2000 and has led digital analytics initiatives in senior Internet marketing management roles at companies like KPMG, EF Education, Fidelity, DuPont and Comcast, where he was head of e-commerce and web operations.

In 2008 Aaron launched MaassMedia, an independent digital analytics consulting firm based in Philadelphia. In 2018, MaassMedia became part of Hero Digital. Together, he and his team of solution engineers, strategic business analysts and data scientists help clients develop and implement improvements to their digital analytics capabilities that improve the customer experience, generate insights and maximize revenue.

Aaron has a B.A. from Cornell University, is certified in Google Analytics, Adobe Analytics and Six Sigma implementation and has been recognized for his achievements by the Digital Analytics Association (DAA), Interactive Media Council and Web Marketing Association. He is also on the Editorial Board of the Journal of Applied Marketing Analytics, teaches a course on digital analytics and speaks frequently on the topics of engagement modeling, lead generation, customer lifetime value and personalization.


Jeff Allen

Senior Director of Product Marketing for Analytics, Adobe

In his role at Adobe, Jeff is responsible for the ultimate market success of Adobe Analytics. This includes working with R&D, customers and industry leaders to advance the scope of business problems Adobe Analytics solves and overseeing marketing globally for the product line. Jeff has driven the market introductions of Adobe Analytics, Adobe Analytics Premium, Adobe Analytics for Mobile Apps and Adobe Analytics for Video as well as advanced analytics capabilities such as: anomaly detection, contribution analysis, algorithmic attribution, predictive intelligence, propensity scoring and the 2016 DAA Awards of Excellence nominee, Analysis Workspace. In addition to helping shape the strategy, Jeff has represented Adobe Analytics at numerous analyst, press, third party and Adobe-sponsored events. During his time at Adobe, Adobe Analytics has received numerous accolades from all major analyst publications. Most recently Adobe was recognized as a leader in the Forrester Wave for Customer Analytics (the first year Adobe Analytics has participated.) Jeff has been working in tech marketing, sales and product management roles for the past 21 years. Prior to joining Adobe, he ran Marketing for AtTask (now Workfront), a hyper-growth SaaS project management company. He holds a Bachelor of Arts degree from Brigham Young University in Russian and Business.


Sharon Flynn

Senior Manager, Digital Analytics (Canada/USA), Bank of Montreal

Sharon is a digital pioneer with 15+ years of experience as a digital practitioner in Finance, Brand and Media spaces, including BMO, (Sr. Manager Digital Analytics), Millward Brown (Director of Digital Strategy & Effectiveness), TVO (Director of Research), Astral Media (Head of Research & Director of Interactive Research), CBC (Research Manager), and The Canadian Media Fund (Statistical and Economic Analyst). Her experience also traces back to print media, sales, and academic roles in her native Dublin where she completed her degree in economics from Trinity College Dublin and master’s in media studies from the Dublin Institute of technology.

Conversant in multiple market research methodologies, Sharon has spent her career operationalizing data including digital data. She is particularly interested in overcoming cultural and institutional impediments that derail excellent implementations from becoming insights that drive ROI.

Working in Canada with traditionally smaller teams that require a multi-disciplinary approach, she offers real-world experience of both the grit to overcome silos and the empathy needed to forge meaningful alliances with other data providers - both inside and outside the organization. Sharon is a passionate believer in the immeasurable value of a digital analytics team from the shop floor to the c-suite. She balances the ethos of democratizing digital data with advocacy for the importance of digital SMEs.


Michael Helbling

Analytics Practice Lead, Search Discovery

Michael Helbling is a seasoned digital analytics leader. After entering the industry in 2004, he quickly rose to prominence as an industry contributor, blogger, and speaker. He has spent time as both a practitioner and consultant, working at and for many global brands. After joining Search Discovery in 2012, he took on the leadership of the Analytics Practice there in 2013. Michael is a co-host of the highly rated Digital Analytics Power Hour podcast.


David Kaul

Director of Performance, Measurement & Analytics, Google

David helps the largest US companies transform their marketing efforts into profit centers through meaningful and measurable business outcomes powered by analytics. He is a passionate visionary who builds high-performing organizations. David currently manages a team of 72 with 8 managers across 6 job functions and 4 industries (Travel, Finance, Pharma/OTC, Health Systems). Since joining Google in 2006, he has worked across 27 offices, 19 countries, and 5 continents.

A former technology consultant at IBM and PricewaterhouseCoopers, David has also consulted at over a dozen Fortune 500 companies across the retail, technology, auto, entertainment, and healthcare industries.

David earned an MBA from the McCombs School of Business at the University of Texas in Austin and a BS in Marketing from Penn State University.


Mary Owusu

Vice President – Director, Digital Strategy & Analytics, Mower

Since 2003, Mary has managed digital marketing and analytics efforts for several companies and major brands including Mattel, Fisher-Price, BASF (Watson Bowman), Radisson, Pentair and Ford. Now as Vice President (Partner) - Director, Analytics and SEO at Mower (, Mary leads the agency’s commitment to developing analytics products and data-centered marketing services that position brands as fiercely loyal friends with their customers.

Since 2012, Mary has served as adjunct professor at the Wehle School of Business at Canisius College where she teaches traditional and digital marketing to both undergraduate and MBA students.


John Pestana

Co-Founder, ObservePoint

I am the co-founder of ObservePoint, an online data quality assurance platform. Prior to ObservePoint, I co-founded Omniture, which I helped build and grow to over 1200 employees. Omniture grew from a student-run business to a world-wide, publicly traded company in 2006 and then sold to software giant Adobe in November of 2009. It was a lot of work. Whew!

Over the years I have been honored to received awards such as Ernst and Young Entrepreneur of the Year and Entrepreneur of the Decade by the BYU Center for Entrepreneurship.


Amy Sample

VP, Business Intelligence, Public Broadcasting Service

Amy Sample has been analyzing digital consumer behavior for over 20 years. As VP of Business Intelligence at PBS, she and her team are responsible for providing cross-platform analytics and consumer insights to drive strategic initiatives. Prior to PBS, she conducted primary research and audience analysis at AOL for 8 years. She is Chair of the Board of Directors for the Digital Analytics Association and served as a founding co-leader of the DAA Washington DC chapter. Amy is a regular speaker in digital analytics and measuring user engagement at nationwide industry conferences. Amy holds an MBA from Georgetown University and a BS in Marketing from DePaul University.