I am a “behavior architect”. I combine psychology with data science to understand the world we live in and design experiences that move people.

I have built my career at the intersection of Consumer Research & Psychology, Marketing & Business Strategy, and Machine Learning & AI.

I currently work at TikTok, leading the research and insights group within the marketing science department.

Prior to TikTok, I was the Head of Strategic Planning and Insights at Performics, the leading performance marketing agency of the Publicis Groupe. After working in strategic planning positions earlier in my career at TBWA, PHD, and Leo Burnett/Lapiz for more than 12 years I went to work as the VP of Analytics and Insights at Luminar Insights -a Big Data analytics start-up- and then at Egg Strategy, a leading innovation and brand strategy consulting firm.

I recently completed a Master of Science in Data Science with a Specialization in Machine Learning and AI at Northwestern University. I also hold a MA in Advertising from the University of Texas at Austin, a Graduate Certificate in System Dynamics from Worcester Polytechnic Institute, and a BS in Psychology from the Universidad de Los Andes in Colombia. I have also taken numerous continuing education courses in Behavioral Economics, Digital Marketing, and Big Data from Yale, VCU, and MIT.

If you want to know more about my experience please check my LinkedIn profile or contact me for more information at eribero@gmail.com