SVP, Exec. Director of Behavioral Science, RPA
As Exec. Director of Behavioral Science, Hillary works in tandem with Media, Strategic Planning, Analytics, and other disciplines to design and implement data strategies and measurement/optimization programs that have people at their core. In this role she has led innovative initiatives in target identification, creative messaging analysis, journey mapping, financial valuation of marketing opportunities, and mix modeling/attribution analysis—working on brands like Honda, La-Z-Boy, Farmers Insurance, Apartments.com, ARCO gasoline, and many others.
Prior to working at RPA, Hillary was involved in building and statistically validating large-scale personality diagnostic tools, at the consulting firm Worth Ethic. And prior to that, she led various advanced analytics initiatives for the nonprofit LASC, including statistical validation of governmental assessment tools, and analysis of cross-cultural and cross-gender differences in self-expression and identity data. Hillary also co-led a data/analytics startup for three years, and has taught at both UCLA and Santa Monica College. She holds a B.A. in Psychology from Columbia and an M.A. and Ph.D. in Social Psychology from UCLA.