Hello!
I'm Tony Roby

Welcome to my site (and my life)…

Calmly navigating chaos one calculated step at a time.

Who is "Professional" Me?

As a strategic leader with over 20 years of expertise in market research and advanced analytics, I specialize in transforming complex data into actionable growth strategies.

My career has evolved from deep-rooted technical research and analysis into solution-based consulting, where I manage the end-to-end research lifecycle – utilizing AI and automation to drive meaningful ROI for global brands.

Currently serving as Senior Director of Brand Health, I have managed the highest-performing teams to deliver sophisticated brand health tracking and campaign measurement for some of the world’s most influential advertisers.

Throughout my sales and consulting career, I have maintained a 100% client renewal rate while driving significant business development, including a 95% success rate in multi-product sales and new business acquisition. I am a trusted partner for many global pharmaceutical and biotech advertisers, providing the insights necessary to navigate complex cross-channel media landscapes.

With a foundation in organizational management and specialized certifications in AI and advanced category analytics, I focus on bridging the gap between big data and executive-level decision-making to secure long-term success.

Work Experience

“I don’t know how to put this, but I’m kind of a bid deal.” – Ron Burgundy

Client Sales & Business Development

Revenue/Enterprise Books of Business Ownership
Multi-Decision Maker Sales Cycles
MM$ Contract Negotiation
Account Growth, Prospecting & Acquisition
Budgeting, Legal Contracts & Proposals

Sales & Business Development

Data Analytics & Insights

Data Visualization/Storytelling
Triggers/Drivers & Regression/Correlations
Market Share & ROI Forecasts
Seasonality & Promotion
Conjoint & MaxDiff
20+ Research Learnings Composed
Secondary Data Sources

Data Analytics & Actionable Insights

Research & Methodology

Quantitative/Qualitative
Syndicated & Custom
Audience Measurement
Segmentation, Prospect Profiling & Behavior
Recruitment & Sample Hygiene
Tracking & ATUs
AI Implementation & Certifications

Research & Methodologies

Senior Leadership & Management

Lead & Develop Teams
Collaborative Partner to C-Level/Pres/VP/GM Stakeholders
Direct Project Design (5 TMs) and Analysts (12 TMs)
Mentor and Trainer

Leadership & Management

Operations &
Product Development

Pricing Requests Tool (50% Reduction in TAT)
Revamp Databases and Processes
Design & GTM New-to-World Methodologies

Operations & Product Development

Industry Authority

Largest US Companies Across Retail, CPG, Pharma/Health, Automotive, Finance
Experience with 75%+ Pharma/Bio
Supplier Award from P&G
ARF Award with Frito-Lay

Industry Authority

What do I do to pay the bills?

“Do, or do not. There is no try” – Yoda

Research & Methodology

Quantitative/Qualitative, Syndicated & Custom, Audience Measurement, Segmentation, Prospect Profiling & Behavior, Recruitment & Sample Hygiene, Tracking & ATUs, AI Implementation & Certifications.

Data Analytics & Insights

Data Visualization/Storytelling, Triggers/Drivers & Regression/Correlations, Market Share & ROI Forecasts, Seasonality & Promotion, Conjoint & MaxDiff, 20+ Research Learnings Composed, Secondary Data Sources.

Sales & Consulting, Leadership

Revenue/Enterprise Books of Business Ownership, Multi-Decision Maker Sales Cycles, MM$ Contract Negotiation, Account Growth, Prospecting & Acquisition, Budgeting, Legal Contracts & Proposals.

Lead & Develop Teams. Collaborative Partner to C-Level/Pres/VP/GM Stakeholders.