Robb MacDonald

Robb MacDonald is a Senior Director at SAP with extensive experience in decision sciences, AI, statistical modeling, and advanced analytics. Since February 2013, Robb has led initiatives such as the establishment of a functional area to enhance executive decision-making and the development of a marketing data lake platform for predictive insights. Previous roles at SAP include managing pipeline performance and data science solutions, and leading data analytics for customer experience strategies. Robb also founded Scope Analytics Inc., a digital intelligence consultancy. Early career highlights include positions at Canada Media Fund, Centennial College, Canadian Tire, Rogers Communications, BMO, Info-Tech Research Group, and SAS. Robb holds a Master's in Predictive Analytics from Northwestern University, an MBA in Strategic Management from Schulich School of Business, and a BA in Media, Information, and Technoculture from Western University.