Melita Gorewal


As Director, Platform & Analytics, Melita is critical to Finecast’s success. A key part of her role involves breaking down established processes to understand the core business requirements and rebuilding them with as much automation as possible through APIs and technology platforms. She is also growing out Finecast’s bourgeoning data science capabilities for forecasting and modelling.

Within Finecast, Melita provides active input into the direction of the technology investments and developments for the market. These include defining the market-specific requirements within our global technology platform, but also advocate for bespoke initiatives and processes within the UK operation. Having a solid analytics background has positioned Melita for success, including managing the pricing strategy utilised by the company’s propriety technology platform for planning and pricing. One of Melita’s most recent successes has been to optimise long term forecasting of demand and supply. The project involved working with the commercial and supply teams to highlight potential risks when sourcing inventory supply. The next step required extensive planning, data ingestion and modelling to build out the solution. Using data visualisation software, Melita converted the raw data into useful information that entire teams could easily tap into. The resulting dashboard enables the insights to be surfaced to commercial and advertising operations teams, who can then facilitate conversations about potential supply challenges many months in advance. For example, for a Christmas 2021 brief, the team was able to begin having conversations with partners in February 2021.