TRISHA PASCALE
Arlington
Summary
Impact-driven executive with deep experience leading analytics, research, and strategic insights organizations, serving as a trusted advisor to executive teams. Known for shaping insight strategy and translating complex analysis into clear business direction, embedding data-driven decision-making that drives growth and long-term value. Proven builder of high-performing teams, and scalable insights and measurement frameworks that elevate organizational performance. Seasoned Managing Director with background in strategic planning, team leadership, and financial oversight. Keen ability to drive operational efficiency while maintaining high levels of employee satisfaction. Strengths include fostering collaboration among team members, implementing innovative solutions to business challenges, and ensuring alignment with company objectives. Consistently deliver positive results through strong decision-making skills and proactive problem-solving.
Overview
23
23
years of professional experience
Work History
Manager Director, Strategic Insights
Orchestra
01.2023 - Current
- Founded and scaled the network’s research and intelligence function, establishing enterprise-wide vision, operating model, and roadmap for analytics-driven client solutions across a 10-agency network.
- Generated $5M+ in new revenue within the first two years, creating a sustainable foundation for future productization and data-enabled service offerings.
- Serve as executive advisor and analytics subject-matter expert on new business pursuits, influencing win strategy, scope design, and measurement frameworks for high-value client engagements.
- Lead and mentor a multidisciplinary team of 15+ researchers, strategists, and channel experts, building scalable delivery models while maintaining senior-level client engagement.
- Designed and implemented a network-wide data infrastructure, enabling real-time analytics, predictive insights, and faster, more informed decision-making for client strategy and optimization.
- Translate complex, multi-source data into executive level insights that inform positioning, go-to-market strategy, and long-term growth planning for clients.
Group Director, Insights & Analytics
The Many
01.2022 - 01.2023
- Defined and operationalized the agency’s analytics vision, developing a cohesive insights offering that strengthened client confidence, measurement rigor, and strategic differentiation.
- Built and scaled a high-impact analytics and strategy team, overseeing talent development, workload planning, and career progression while improving delivery consistency and quality.
- Served as a senior advisor to C-suite and executive clients, shaping measurement strategy, audience intelligence, and performance evaluation across integrated brand and marketing initiatives.
- Led advanced audience, brand, and cultural intelligence research to inform creative strategy, media investment, and long-term brand growth decisions.
- Developed executive-level dashboards and data narratives that translated complex performance signals into clear, actionable recommendations for clients and internal leadership.
- Acted as executive sponsor for the Women’s ERG, driving employee engagement, leadership visibility, and organizational culture initiatives.
Senior Vice President & Vice President, Analytics & Measurement
Edelman DxI
01.2016 - 01.2022
- Led of the U.S. analytics and measurement portfolio, managing 20+ contributors and a $6M+ annual budget, while driving 30–50% year-over-year revenue growth through expanded client engagements.
- Served as a trusted senior advisor to global and domestic clients, guiding analytics strategy, research design, and performance evaluation across high-stakes brand, reputation, and crisis initiatives.
- Built and standardized enterprise analytics offerings, including measurement frameworks, executive scorecards, dashboards, benchmarking, and crisis response protocols adopted across the organization.
- Played a central role in major new business wins and global remits, shaping analytics strategy for AOR relationships and integrated, multi-market engagements.
- Elevated analytics as a strategic growth lever within Edelman, influencing how insights were sold, delivered, and embedded into client decision-making.
- Mentored senior leaders and rising talent, strengthening succession planning and long-term capability building across the analytics organization.
Director, Research
The Slate Group
01.2014 - 01.2016
- Established and led the organization’s first dedicated research function, supporting digital and podcast businesses with audience intelligence and performance measurement.
- Delivered audience segmentation and consumer insight research that informed sales strategy, content development, and partner positioning.
- Built reporting frameworks and data partnerships to provide senior leadership and external partners with consistent, decision-ready performance insights.
- Developed forecasting and competitive intelligence models to evaluate premium product performance and advertising ROI.
Senior Manager & Manager, Marketing Intelligence
Wunderman DC
01.2011 - 01.2014
- Led analytics engagements for client portfolios totaling up to $6M, delivering strategic insights that informed investment decisions, optimization strategies, and performance measurement.
- Designed measurement frameworks, test-and-learn programs, and segmentation models to quantify program impact and guide resource allocation.
- Partnered cross-functionally with media, CRM, and digital teams to align analytics with integrated marketing and customer engagement strategies.
Manager Competitive Intelligence
Marriott Hotels
01.2010 - 01.2011
Manage Reservations Planning & Analysis
US Airways
01.2008 - 01.2010
Revenue Management
US Airways
01.2003 - 01.2008
Education
Bachelor of Arts - Economics, International Studies
AMERICAN UNIVERISTY
Washington, D.C.05.2003
Skills
- Analytics and insights strategy
- Revenue growth and productization
- Executive client advisory
- Measurement and decision frameworks
- Organizational design and team scaling
- Data infrastructure and platform strategy
- Talent development and mentorship
- Business development and commercial strategy
- Client and account management
- Function and talent development
- Customer relationship management
Tool Proficiency
Audience Insights: Global World Index (GWI), StatSocial, Statista, MRI SImmons
Intelligence & Measurement: Talkwalker, Netbase, Quid, YouGov, Quorum, Kantar, Sprout Social, Newswhip, Comscore, Muckrack, Cision
Search Insights: Profound, Cognizo, Evertune, SEOMoz
Influencer: Upfluence, CreatorIQ
Data Visualization: Microsoft Suite, Looker Data Studio, Databox
Timeline
Manager Director, Strategic Insights
Orchestra
01.2023 - Current
Group Director, Insights & Analytics
The Many
01.2022 - 01.2023
Senior Vice President & Vice President, Analytics & Measurement
Edelman DxI
01.2016 - 01.2022
Director, Research
The Slate Group
01.2014 - 01.2016
Senior Manager & Manager, Marketing Intelligence
Wunderman DC
01.2011 - 01.2014
Manager Competitive Intelligence
Marriott Hotels
01.2010 - 01.2011
Manage Reservations Planning & Analysis
US Airways
01.2008 - 01.2010
Revenue Management
US Airways
01.2003 - 01.2008
Bachelor of Arts - Economics, International Studies
AMERICAN UNIVERISTY