General Assembly's Standards Boards: Developing Clear, Unbiased Standards That Define and Validate Skill Sets

Meet the Boards

Data Board

The Data Science Standards Board

The Data Science Standards Board aims to establish a clear set of standards across data science tools and technologies to help guide individuals and employers towards the universal and unbiased competencies that drive success.


The modern economy relies on data to drive smart business decisions. Evolving technology captures an unprecedented amount of information on behavior, demographics, economics, and more — and skilled talent is needed to understand information and uncover opportunities. Data scientists are in high demand, and both employers and individuals will benefit from an objective, scalable way to source talent.

Data Science Board Member Biographies

Aaron Black, Chief Data Officer, Inova Translational Medicine Institute

Aaron Black is the chief data officer at the Inova Translational Medicine Institute (ITMI). ITMI was established in 2011 to provide precision medicine as part of Inova’s vision of being a destination health care provider in the greater Virginia and Washington, D.C. area. Previously, Aaron was the informatics manager and leader for the Biospecimen Core Resource at Nationwide Children’s Hospital for the National Cancer Institute's Cancer Genome Atlas project. He was co-architect for the flexible data model to store and access data from studies for more than 30 cancer subtypes and clinical data from biobanks and academic institutions across five continents.

Aaron graduated from Miami University with degrees in accounting and management information systems, and studied international business at Miami’s Luxembourg campus. Aaron is a certified Project Management Professional and ScrumMaster, and has dozen of technical certifications from Microsoft and the Information Technology Infrastructure Library.

Michael Bopp, President and Chief Operating Officer, Argus

Michael Bopp is president and chief operating officer of Argus (a Verisk company, NASDAQ:VRSK), responsible for the company’s financial services division. The financial services division is comprised of 500+ employees across more than 10 geographies serving 29 of the top 30 financial institutions in the markets they serve. He joined Argus in 2010 and has more than 20 years of experience in the financial services industry.

Before coming to Argus, Michael headed marketing and online analytics at TD Ameritrade. Earlier in his career, he worked at Citi Cards, performing various finance and decisions management functions. In 2003, he moved to GE Capital as head of pricing and analytics for GE Capital Retail Consumer Finance. Michael holds a Master’s degree in industrial and organizational psychology from the University of Connecticut and a Bachelor of Arts in psychology from The Johns Hopkins University.

Christine Hung, Head of Data Solutions, Spotify

Christine Hung leads the Data Solutions team at Spotify. Her team collaborates with business groups across the company to build scalable analytics solutions and provide strategic business insights. Prior to joining Spotify, Christine ran the Data Science & Engineering team at The New York Times, where her team partnered closely with the newsroom to build audience development tools and predictive algorithms to drive performance. Christine also previously worked at Apple as head of Sales Analytics team at iTunes and at McKinsey & Company as a business analyst. She grew up in Taiwan, holds an MBA from Stanford Business School, and lives in Manhattan with her family.

Mark Jacobsohn, Senior Vice President, Booz Allen Hamilton

Mark Jacobsohn is a senior vice president and leads Data Solutions & Machine Intelligence for Booz Allen Hamilton’s Strategic Innovation Group (SIG). In this role, his focus is on developing and scaling state-of-the-art data science solutions as well as pushing the boundaries into the realm of machine intelligence and immersive experience as it relates to helping clients achieve their missions effectively and efficiently.

Prior to this role, Mark led Booz Allen Hamilton’s efforts in taking the firm’s intellectual capital out to markets in scalable and repeatable ways. In addition, he oversaw the company’s investment in the Internet of Things (IoT), the first cross-firm innovation platform investment. In his 20 years at Booz Allen Hamilton, he has supported all of the firm’s major markets and clients, including the Intelligence business, Department of Homeland Security, and clients in the Department of Defense.

Domenic Maida, Global Head of Global Data, Bloomberg L.P.

Domenic Maida is the global head of Bloomberg's Global Data department, which is at the heart of Bloomberg, working closely with engineering, sales, news, and more. In this role, which he’s held since 2013, he oversees the departments responsible for acquiring data and managing relationships with more than 350 exchanges, regulators, and trading venues.

Domenic began his career at Bloomberg as a software engineer in 1995. He spent 13 years in the Research and Development department, becoming its global manager in 2007. From 2008–2012, he held the position of global head of Bloomberg’s Terminal business, with responsibility for sales, customer support, and product development. Additionally, Domenic is a member of Bloomberg Swap Execution Facility Board (BSEF) and is the executive co-sponsor of Bloomberg’s Latino Community. He holds a Bachelor of Science in mechanical and electrical engineering from Johns Hopkins University.

David Mavashev, CEO, Nastel Technologies

David Mavashev serves as chief executive officer of Nastel Technologies, the company he founded in 1994. Nastel specializes in enterprise-grade proactive application performance and business transaction monitoring solutions with predictive analytics. David sets strategic directions, encourages new innovations, and brings a rare combination of business and technical acumen.

In addition to Nastel, David is a general partner at Elefund LLC, an investment and venture capital company that helps new startups find innovative and disruptive solutions. He is also the founder of jKool, a SaaS startup pioneering new artificial intelligence. The company offers an analytics platform that provides valuable business insights from real-time streaming data.

Prior to these engagements, in a joint venture between a subsidiary of NYNEX and IBM, David architected and managed the implementation of the first commercial messaging product, which IBM markets as WebSphere MQ. A pioneer in messaging technologies, David logged many years as an IT consultant working with some of the world’s foremost enterprises.

Mainak Mazumdar, Chief Research Officer, Nielsen

Mainak Mazumdar leads the Nielsen Company’s data science organization. In this role, he supports new initiatives such as deploying return path data into U.S. Local TV; launching Total Audience; and globalizing Digital Ad Ratings, eCommerce, and AI. Mainak has also launched new competencies in big data, machine learning/AI, and data integration to deploy newer forms of methods in the company’s business.

Shane Murray, VP of Data Analytics and Platforms, The New York Times

Shane Murray is VP of data analytics and platforms at The New York Times. In this position, he oversees the deployment of data analytics across the newsroom and product teams, where his team delivers audience insight in the form of reporting, exploratory and predictive analysis, experiment design, and optimization. Shane partners with data science and engineering teams to design and build the data platforms that support analytics across the enterprise.

Prior to joining The Times, Shane was an optimization and analytics consultant at Accenture, working with financial services, eCommerce, and telecommunications companies to build and scale test-and-learn programs within their organizations. During this time, Shane actively contributed to the methodology and development of multivariate testing software and led optimization delivery teams focused on the execution of test-and-learn programs.

Claudia Perlich, Chief Scientist, Dstillery

As the chief scientist at Dstillery, Claudia Perlich leads the machine learning efforts that help target consumers and derive insights for marketers. With more than 50 published scientific articles and numerous awards, she is a widely acclaimed expert on big data and machine learning applications, and an active speaker at data science and marketing conferences. Prior to joining Dstillery in 2010, Claudia worked at IBM’s Watson Research Center, focusing on data analytics and machine learning. She holds a Ph.D. in information systems from New York University (where she continues to teach at the Stern School of Business), and an M.A. in computer science from the University of Colorado.


Standard Board marketing

The Digital Marketing Standards Board

The Digital Marketing Standards Board will shape the future of the marketing industry by establishing measurable, clear benchmarks of what defines excellence within the field. Spanning platforms, practices, and analysis, this collection of leaders will work in concert to provide transparency into digital marketing careers.


Today’s connected culture provides countless opportunities for businesses to pinpoint consumers, share brand stories, and grow client and influencer networks. Digital marketers hold the keys to social media, email marketing, paid advertising, and more — using today’s most engaged platforms to grow brands and support business goals.

Digital Marketing Board Member Biographies

Greg Butler, Vice President, Miller Brands, MillerCoors

Greg Butler is a marketing leader who focuses on helping brands unlock latent equity and modernize their plans to realize growth potential. He has led turnaround for iconic brands at Johnson & Johnson and Kraft Foods, as well as private equity clients.

Now as vice president of the iconic Miller Brands, he is responsible for the Miller Lite and Miller High Life businesses. He’s led brand planning and deployment of over a quarter-billion dollars in marketing investment to deliver 13 consecutive quarters of share growth after more than a decade of declines.

Greg holds an MBA from Harvard Business School and Bachelor of Commerce from Queen’s University. He currently lives in Chicago with his wife Lesley and spends nights and weekends trying to keep up with his two boys, Tate and Theo.

Matt DelRe, Director of Performance Solutions, Google

Matt DelRe is the director of performance solutions at Google. His team is focused on making Google’s advertising products easier to understand, buy, and optimize. Over the past 10 years, Matt has helped Google’s customers manage the transition to mobile and video. Matt attended Syracuse University’s Newhouse School and NYU’s Stern Business School.

Marie Gulin-Merle, Chief Marketing Officer, L’Oréal USA

A L’Oréal veteran with over 15 years of strategic digital and integrated marketing and communications experience, Marie Gulin-Merle was appointed chief marketing officer at L’Oréal USA in 2014. Marie is responsible for driving new marketing models, innovations, and strategic partnerships across the company’s portfolio of more than 30 brands.

Marie previously worked in various integrated marketing and communications positions with L’Oréal and spent almost 10 years building communications and digital strategies for L’Oréal Paris. She has served as the global head of integrated marketing communications at the brand’s headquarters in Paris, where she was responsible for brand marketing, content development, digital platforms, and sponsorships across 60 countries in eight strategic regions.

In 2016, she was included in WWD’s 10 Most In-Demand Execs in Digital Fashion and eCommerce list, Ad Age's 40 Under 40 list, and Business Insider’s Most Innovative CMO’s list. Marie received degrees in marketing from HEC Paris and political science from Sciences-Po Bordeaux. She currently resides in New York City.

Ben Harrell, Senior Vice President, Brand and Digital Marketing, Priceline

As Priceline’s senior vice president of brand and digital marketing, Ben Harrell is responsible for all marketing activities at He began his tenure at the Priceline Group in 2006 as a member of’s Financial Planning & Analysis team. From 2009-2012 at the company’s global headquarters in Amsterdam, he built a team of analysts while working at, before joining’s marketing team. He’s been in his current role since 2016.

Ben has a bachelor’s degree in economics from Yale University, and an MBA in finance, law and accounting, and change management from NYU. He considers himself an analyst, and loves using data to make decisions. He is originally from Southern California and enjoys spending time with his family, traveling, and cheering on the Dodgers and Lakers.

Gail Horwood, Senior Vice President, Integrated Marketing, Kellogg Company

Gail Horwood is senior vice president, integrated marketing at the Kellogg Company. She leads the brand-building process and commercial planning model globally, and oversees media, digital, CRM, content, design, shopper marketing, retail promotion, and agency management.

Gail was most recently vice president, worldwide digital strategy at Johnson & Johnson, a role in which she led digital transformation and was responsible for marketing capability development and acceleration, digital and social media, marketing technology and analytics, data and eCommerce. Prior to joining J&J, Gail was EVP, digital programming and strategy at Martha Stewart Living Omnimedia. She has held executive roles at, Time Inc. Interactive, and Zagat Survey, and was a founder and editor-in-chief of the award-winning food site

Joy Howard, Chief Marketing Officer, Sonos

Joy Howard joined Sonos as global chief marketing officer in the summer of 2015. Prior to joining Sonos, she led global marketing for Patagonia, where she reinvigorated the brand, accelerated the growth of its direct business, and pioneered new forms of consumer engagement, for which she was featured in Fast Company’s 100 Most Creative People in Business. She joined Patagonia from NIKE, where she was the global VP of marketing for Converse All Star. Howard developed her marketing chops at the Coca-Cola Company, where she was based in Zurich as global marketing director for the company’s joint venture with Nestlé. She began her career in marketing at Johnson & Johnson Consumer Products Company.

Prior to her career in marketing, Joy was a recording artist with Seely, the first American band signed to the ’90s Britpop powerhouse label Too Pure. She has an MBA from UNC-Chapel Hill and a bachelor’s degree from Agnes Scott College in Atlanta, Georgia.

Micky Onvural, Co-President, Bonobos

Micky Onvural is the co-president of Bonobos, the men’s eCommerce brand known for better-fitting clothes paired with exceptional customer service. As co-president, Onvural is responsible for evolving and innovating on the end-to-end customer experience. Her team is responsible for all customer-facing touchpoints including eCommerce, guide shops ,customer service, marketing, and creative.

With almost 20 years of experience in consumer marketing, Onvural has built a reputation for developing stand-out brand, business, and marketing strategies that deliver tangible results. Prior to her role as co-president, she served as Bonobos’ chief marketing officer, a role in which she was responsible for relaunching the brand, internally leading Walmart’s acquisition of the company, and driving business results across owned, earned, and paid media channels. Before Bonobos, she served as vice president of consumer marketing at Trulia, establishing it as a household name. Before Trulia, she held marketing leadership roles at companies including L’Oréal, Kellogg’s, TokBox, and eBay.

Onvural graduated with a Bachelor of Arts from the University of Cambridge in the UK. She currently lives in Brooklyn with her husband and three children.

Seth Rogin, President & CEO, Nucleus Marketing Solutions

As president & CEO, Seth Rogin leads Nucleus’ strategy and vision to drive innovation and digital growth for the news industry. His proclivity of digital firsts and resilient multi-platform growth are core to the company’s operations and success. From 2013-2016, Seth was Mashable's chief revenue officer. During that time, Mashable grew by triple digits, secured its first three rounds of venture investment, and expanded across the globe.

Seth also worked for The New York Times for 13 years in various positions, including VP of advertising from 2006-2013. He led sales for the fast-growing mobile platform and was responsible for sales and business operations of The New York Times Magazine and T, The NY Times Style Magazine, including the creation and launch of its first website. Seth is an associate fellow of Oxford University's Saïd Business School, where he's a founding partner of the Oxford Saïd Future of Marketing Initiative.

Geoffrey Sanders, Vice President, Growth & Customer Marketing, Betterment

Geoffrey Sanders is vice president of growth and customer marketing at Betterment. He leads the team responsible for all marketing across the customer lifecycle. Prior to joining Betterment in November 2016, Geoff was VP of digital marketing, CRM, and loyalty for Gilt and Gilt City. He led the team responsible for driving demand via new customer acquisition, sales engagement, and lifecycle marketing across paid media and owned channels.

Before that, Geoff spent almost 10 years in Citi’s U.S. consumer businesses, where he held a number of marketing roles across traditional and digital channels. He has also worked in marketing at Gillette, corporate strategy and marketing at Capital One, and strategy consulting at Mitchell Madison Group and Sapient.

Geoff received bachelor’s degrees in economics and biology from the Massachusetts Institute of Technology, and an MBA from the Kellogg School of Management at Northwestern University. He lives in Manhattan with his wife Deborah, son Benjamin, and daughter Samantha.

Andrew Stephen, Associate Dean of Research and L’Oréal Professor of Marketing, Saïd Business School, University of Oxford

Andrew Stephen is the Associate Dean of Research and L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Andrew is one of the world’s leading academic marketing experts, with an emphasis on issues that lie at the intersection of marketing and technology. He was recently ranked as one of the Top 25 marketing professors in the world by the American Marketing Association. At Oxford he is also the head of the marketing faculty, director of the Oxford Strategic Marketing Programme in the School’s executive education portfolio, and the founding director of the Oxford Future of Marketing Initiative.

Andrew grew up in Brisbane, Australia, and completed undergraduate degrees in engineering and business at the University of Queensland. At Columbia University in New York, he earned an M.Phil. and Ph.D. with distinction. Prior to joining Oxford Saïd in 2015, he taught at business schools including INSEAD, the University of Pittsburgh, and Columbia Business School.

Andrew’s research is published in various journals in marketing and psychology. He is also an editor for two research journals, a media commentator, the author of several teaching case studies on digital transformation and social media marketing, and the author of the textbook Social Media Marketing: Principles and Strategies.

Joseph Thompson, Principal, Hardy Capital Partners

Joseph has nearly two decades of experience leading end-to-end businesses and organizations across Asia, North America, and Europe. After 15-plus years of leadership positions at Amazon and Procter & Gamble, he has spent the past five years focused on startups and growth-stage companies as CMO, investor, and board member.

His work at P&G and Gillette was awarded Best Marketing Program in America by Adweek, and named to America’s Hottest Brands by Ad Age. At Amazon, he was named to the 2014 Industry Top Executive List. Joseph is a frequent speaker on brand management and customer acquisition, and a writer for the Harvard Business Review. Joseph is a graduate of the Harvard Business School and holds a Bachelor of Business Administration from Wilfrid Laurier University School of Business and Economics.

A Skills-Based Model for Workforce Development

The Skills Gap

The Skills Gap

Titles like “data scientist” and “digital marketer” are used broadly to describe a varying range of skill sets and functions. Without consistent language and standards to define these specialized fields, friction reduces workforce mobility.

Educating Employers

Educating Employers

Our Board members bring decades of experience and leadership to the development of standards that help managers, HR teams, and executives pinpoint the candidates they need without relying on resume data that is known to bias the talent pipeline.

Empowering Talent

Empowering Talent

To get ahead, you need to know where you're going — and how to get there. By mapping career paths, defining skill requirements, and offering clear benchmarks for success, our Boards provide individuals with the guideposts to steer strategic development.

Our Solutions

Our Solutions

GA has long collaborated with leading organizations to develop skill-based assessments to guide learning and identify talent. Together with the Boards, we will combine decades of experience to illuminate career pathways and streamline hiring practices.

"We’re so excited to bring together these incredible leaders to further our vision of a world with transparent pathways to careers at the heart of the modern economy."

— Kieran Luke, General Manager Credentials, General Assembly