Irma Babaic

Irma Babaic is a Senior Director at Kantar, where since April 2018, responsibility has included leading media measurement for a major tech firm, overseeing a digital creative testing program, and managing the development of an automated platform for in-context creative testing. Prior to this role, Irma served at Ipsos from August 2015 to April 2018, progressing from Account Manager to Director, and playing a key role in ad tracking and copy testing research, as well as training team members in these operations. Irma also collaborated on a groundbreaking EEG and Eye-Tracking study aimed at enhancing advertising effectiveness for a high-end pet product. Earlier experience includes roles as a Research Analyst and Senior Research Analyst, as well as a Business Development Intern at Pratt & Whitney. Irma holds a Bachelor of Science degree in Marketing from Providence College and participated in a study abroad program through IES Abroad in 2014.