Marketing Measurement and Optimization Company Appoints First President
Sara Moorthy now oversees Leavened, which analyzes and optimizes media impact for high-growth brands
Leavened, the marketing measurement and optimization company, is proud to publicly announce the appointment of Sara Moorthy as its first President. She formerly held the post of Leavened Chief Strategy Officer and brings more than two decades of experience in analytics, data, media and measurement. She was previously an executive at several advertising agencies, working on marketing strategy for direct-to-consumer and business-to-business brands.
In this new role, Moorthy will bring Leavened’s bespoke approach to marketing insights and optimizations to brands, agencies, and media outlets. She will continue her work to develop the feature set of the platform, and grow the company’s offerings and portfolio of clients.
“We are very excited to share Leavened with the world. We identified an opportunity in the marketplace to develop a more informed suite of tools to prove the efficacy of paid media to DTC marketers,” said Sara Moorthy, “We’ve evolved from measuring just a sliver of immediate response from the bottom up to measuring the total impact on sales/revenue from the top down. Our offering is unique because of the transparency, speed, and cost savings.”
“Sara is a perfect fit due to her media strategy knowledge, data analytics acumen, and agency experience,” said Habib Gorgi, Managing Director of Nautic, Leavened’s private equity firm. “She has a passion for helping businesses succeed, whether she owns them, runs them or partners with them. Her drive to prove marketing efficacy with data embodies Leavened’s purpose.”
Leavened empowers advertisers to dynamically optimize media based on measured consumer behavior. Its media measurement and optimization methodology helps marketers increase the ROI of in-market media by allocating investment to outlets that drive the strongest results. Leavened’s proprietary suite of marketing analytics tools enables the daily optimization of media mix, media placement, and creative messaging.
Leavened was initially created to measure the total impact of TV airings and provide a more comprehensive way to measure immediate and latent response from offline media for DTC clients. Leavened optimization tools have helped brands like Chewy.com, Consumer Cellular, Peloton, and SmileDirectClub quantify the effects of their respective marketing investments.
Leavened’s optimization tools, Marketing Mix Modeling and AdImpact, are built on the company’s Leavened Iterative Hypothesis Testing Engine (LIHTE). LIHTE enables the ability to perform exhaustive testing of marketing hypotheses, quickly and objectively, alleviating resource bandwidth and removing human bias from the process. The resulting data dictates actionable insights for budget and media placement optimization.
If you are interested in learning more about Leavened, the Leavened platform, or would like to request a demo, please visit: www.leavened.com.
Leavened is a behavioral media planning, buying and optimization platform that maximizes the impact of TV and video campaigns for high-growth brands. Developed by agency media professionals and data scientists – all with over 20 years of performance-based media experience – the platform analyzes consumer behavior to transform the way marketers plan and optimize their media spend. Leavened has analyzed data and provided optimization insights for brands like Chewy.com, Consumer Cellular, Peloton, Eyeconic, Bissell, and SmileDirectClub.
Nautic is a middle-market private equity firm that focuses on three industries: healthcare, industrial products, and outsourced services. Nautic has completed 134 platform transactions over its 33-year history. Nautic’s strategy is to partner with management teams to accelerate the growth trajectory of its portfolio companies via add-on acquisitions, targeted operating initiatives, and increased management team depth. Nautic generally makes equity investments of $25 million or more. For more information, please visit www.nautic.com.