Rob Jayson leads ZenithOptimedia’s worldwide data strategy, a role he assumed in 2012. A combination of continual innovation, robust analytics and tools development have allowed him to be instrumental in finding new and exciting ways to approach communications planning. As Chief Data Officer, Rob oversees the agency’s Global Analytics Center (GLANCE), collaborating with ZO entities such as Ninah, Performics and Moxie. He also manages the implementation of the ZO Datamart and reporting tools suite, and focuses on brand-specific data strategies, such as ZenithOptimedia’s "Live ROI.” Most recently, Rob served as President of Strategy for Zenith where he was responsible for developing communication planning methods, ensuring planners led their clients and the industry in creating unique and powerful communication strategies. Additionally, he fostered Liquid, a dedicated group of senior level strategic planners whose function is to develop thought leadership tactics and insights in communication planning across the company. The group is charged with leading client ideation sessions, anticipating trends and providing stimulating points-of-view to inform and educate the agency’s planning groups and clients. Rob also was an integral part of developing Consumer Pathways, the company’s global communication planning framework, and Blueprint, Zenith’s holistic ROI planning tool. Through these innovative planning strategies, Rob has enhanced ROI for today’s largest marketers and Zenith clients, including Sonic, Verizon, JP Morgan Chase, Reckitt Benckiser, AstraZeneca, Scion, and Georgia Pacific. Prior to joining the ZenithOptimedia family, Rob served as senior vice president, director of Corporate Strategic Resources at Initiative Media. While at Initiative, he worked across multiple markets, including Europe and Asia, before coming to the U.S. He led development of the MATRIX planning tool for Initiative, created strategic communication return-on-investment models, and tools for the day-to-day planning groups for a number of leading marketers, including AOL, Bank of America, The Home Depot, Kaiser Permanente, Kellogg Company and Ralph’s Grocery Company. Rob received his BSc. in Economics from the London School of Economics.