Lisa Penelton

Lisa Penelton

Executive Vice President, Strategy at Critical Mass
Calgary, Canadá


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Executive Vice President, Strategy
Lisa loves puzzles. Logic is her hobby and her job. It is not always easy to find the right balance between empirical rigor, available data and client needs—but she thrives on the challenge. Her favorite days allow her to find elegant solutions to tough problems. Lisa has more than 25 years’ experience in modeling, analysis and optimization – 20 years of that in marketing with the last 15 blending online and offline. She has a long history of customer and market-level analysis with a career focused on comparative methodology and program optimization. Today she manages a global team of data scientists, optimization experts and tracking savants all focused on brand growth and program efficiency. Lisa prepared for her marketing career as an academic researcher at the University of Chicago, Northwestern University and the University of Illinois. Lisa holds a master’s degree from the Irving B. Harris School at the University of Chicago and a bachelor’s degree from the University of Illinois. She is a fourth generation Chicagoan (who will probably never leave.) She spends every free minute playing, watching or training for tennis. 

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