• by Larissa Faw , December 18, 2015

Rosetta, part of the Razorfish Global network, is naming Ed Falconer to lead its Analytics and Optimization (A&O) practice as senior vice president. Falconer will be based in Rosetta’s New York Tribeca office, and will report directly to executive vice president of strategy David Worth.

In this newly created role, Falconer will lead a team of more than thirty A&O specialists across North America and will be responsible for providing data and customer insights. Falconer’s experience is rooted in strategy, analytics and consulting, and he has built several teams in the U.S., U.K., and Australia. In addition to his leadership role at Rosetta, Falconer will also serve as a member of Razorfish Global’s data sciences team, which is part of the Publicis.Sapient platform.

Previously Falconer was with WPP’s OgilvyOne, where he served as executive director of marketing analytics and head of analytics for OgilvyOne New York.

Over his 20 year career, Falconer has held senior marketing strategy and analytic roles at National Australia Bank, Myer Department Store, and marketing consultancy Torque Solutions. He has worked with clients including Intercontinental Hotel Group (IHG), British Airways, eBay, Qantas, Weight Watchers, IKEA and Luxottica Retail.