• by Amy Corr  @MediaPostOTL, March 11, 2016

Innocean Worldwide Americas hired Shamsa Jafri as senior vice president, data science. In this new role, Jafri will be responsible for spearheading the analytics function and designing models that will improve the effectiveness of the agency's integrated advertising efforts. She will report to Tim Blett, chief operating officer of Innocean. Most recently Jafri worked for Cramer-Krasselt in Chicago on Porsche, Heinz, Kraft, Edward Jones, Panera Bread, Allstate and Vitamix. Earlier in her career, she was founder and CEO of mobile ad-serving platform, Mobtize, under the parent company Found Mojo, Inc. She also has experience on both the brand and agency sides, working for United Airlines, Orbitz.com and Ogilvy Worldwide. "With the industry becoming more data-driven each and every day, we're excited to welcome someone with Shamsa's level of experience to help us optimize our clients' marketing effectiveness," said Blett. "Shamsa's way of thinking will be an invaluable asset to our agency, and she's a perfect culture match for our team."