Wayde leads the Big Data team within Marketing for General Mills. This team is focused on utilizing data to find new consumer insights. The team is comprised of 3 functional areas: Data Stewards, Data Visualizers and Data Scientists.
Wayde has been in Marketing Data Science since before the name was popular. Prior to General Mills, he was Director Decision Sciences at Aimia, a loyalty marketing agency. There he helped companies in all industries leverage data collected from loyalty programs.