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Sameer Modha currently serves as the Measurement Innovation Lead in the Commercial Strategy team at ITV, where responsibilities include inventing data products for TV marketing and managing product trials with clients. Additionally, Sameer is a member of the UKOM Commercial Board, contributing to the development of the IPSOS iris value proposition. Previous experience includes roles at Google as Head of Applied Data Science and Head of Retail Analytics, leading data science initiatives and analytics teams. At DigitasLBi_UK, Sameer modernized the data proposition, and during a lengthy tenure at Mindshare, played key roles in data strategy and insight product development. Sameer’s early career includes positions at Partners Andrews Aldridge, JWT, and WPP, providing strategic planning across various sectors. Sameer holds an MA in Natural Science and Social and Political Science from the University of Cambridge.