Perez Shaw

About

AI practitioner and empirical researcher with deep hands-on experience building AI-powered tools and designing large-scale experiments (A/B, incrementality, causal inference). Drives adoption of complex AI measurement systems and currently commercializes Google’s AI-driven attribution and brand measurement products across 15+ markets. Built autonomous AI agents using Coze and N8N, and applies analytical rigor and systems thinking to empirical AI safety research.

Experience

• Global Product Lead, Brand Measurement · Google03-01-2025 – 11-30-2025

  • Commercializing Google's AI-driven Enhanced Attribution and Brand Lift products globally, designing GTM playbooks, market narratives, and adoption frameworks used across 15+ markets. • Launched Attributed Brand Search framework connecting upper-funnel video signals to search behavior, redefining YouTube's full-funnel measurement strategy around attribution and incrementality. • Drove triple-digit YoY adoption of Incrementality and MMM products by partnering with Product, Engineering, Sales, and Legal to translate technical capabilities into market-ready solutions. • Hosted advertiser roundtables to capture feedback on beta AI measurement tools, translating behavioral insights into feature improvements. • Designed executive briefing narratives and 2026 roadmap plans to align global leads on AI measurement strategy.

• Co-Founder · Slight Group01-01-2025

  • Co-founded Slight Group, a UGC and creator monetization platform connecting influencers with paid brand opportunities through creator-led campaigns and platform partnerships. • Secured Slight Group's official TikTok Live partnership, structuring the platform-level agreement with TikTok's partnerships team to unlock live commerce revenue channels for Slight Group's creator roster. • Established Slight Group's Snapchat creator partnership, negotiating the platform deal and coordinating sponsored content activations that expanded monetization options across Slight Group's talent network. • Built and managed the brand deal pipeline end to end, sourcing advertisers seeking UGC and creator-led campaigns, negotiating rates, and overseeing campaign execution and performance reporting for influencer clients.

• Measurement Partner · TikTok08-01-2022 – 03-31-2025

  • Conducted 22 original meta-analyses across gaming, travel, and dining verticals using incrementality testing to establish causal relationships between TikTok viewer behavior and real-world purchase outcomes. • Oversaw GTM for mid-market clients using MMM, Geo Lift Testing, Brand Lift Studies, and A/B testing, managing the full experimental design-to-insight pipeline. • Created 600+ performance action plans for newly onboarded clients, generating $40M+ in incremental Q4 2023 revenue by identifying and closing measurement gaps. • Led 30 Measurement SMEs to produce internal case studies on A/B and causal testing methodologies used across the organization. • Provided dedicated consultative support to 100 key accounts contributing $2B+ in revenue during tenure. • Built internal AI bot (Coze) saving 350 working hours per quarter; conducted quarterly live trainings on full measurement suite.

• Account Manager · Super League Gaming04-01-2021 – 08-31-2022

  • Spearheaded 27 custom in-game and digital media campaigns across Minecraft, Fortnite, Call of Duty, and Roblox, managing complex multi-stakeholder activations from ideation to live execution. • Generated post-campaign analytics reports using sentiment analysis and behavioral data to measure campaign impact and inform future strategy. • Strategized RFPs from ideation to execution, driving a 400% revenue increase from H1 2021 to H2 2022.

• Account Manager · Powerspike.tv08-01-2019 – 12-31-2020

  • Collaborated with engineering team to build an automated backend data collection pipeline for Twitch, YouTube, and Mixer creator metrics. • Developed influencer marketing campaigns with link tracking and attribution; managed brand partnerships with Fireball, Verizon, and Schneider Electric, increasing Q2 2020 revenue by 309%.

Education

• Syracuse UniversitySports Management
• Kingsborough Community CollegePhysical Therapy, Recreation & Sports Management

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