Jonathan
Schotte
Associate Director of Marketing Effectiveness
Transforming data into business narratives that move C-suites.
Leading analytics strategy across $50M+ in media spend.
Mequon, Wisconsin
Where data meets business intuition
I'm a marketing effectiveness leader who sits at the intersection of data science, media strategy, and business growth. At Bader Rutter, one of the nation's leading full-service agencies, I oversee all data, analytics, and MarTech infrastructure — managing a team of eight and currently operating at the Executive Director level.
My career has been defined by one conviction: data alone doesn't drive decisions — narratives do. I build the frameworks, models, and dashboards that transform complex media performance into the clear business stories that C-suites need to act with confidence. From multi-touch attribution to media mix modeling, I've helped brands across food & beverage, agriculture, and animal health unlock measurable growth.
Beyond the agency world, I'm a co-founder and CEO of a boat rental venture, an adjunct professor of computer science, and someone who believes that the best analytics work doesn't just report on the past — it shapes what comes next.
A career built on making data matter
From hands-on data engineering to agency leadership, every role has deepened my ability to connect analytical rigor with strategic business outcomes.
Associate Director of Marketing Effectiveness
Bader Rutter · Milwaukee, WI
Leading agency-wide analytics strategy across $50M+ in annual media spend for B2B and B2C brands. Managing a cross-functional team of 8 while currently assuming Executive Director responsibilities with expanded oversight of marketing automation and analytics innovation.
Adjunct Professor of Computer Science
Concordia University Wisconsin · Mequon, WI
Teaching graduate-level courses on software engineering, data science, and machine learning with industry-driven applications. Bridging the gap between academic theory and real-world analytics practice.
Co-Founder & CEO
Sheboygan Watersports · Sheboygan, WI
Founded and scaled a seasonal boat rental business from zero, building every operational system, brand identity, and growth engine from the ground up. Proving that data-driven thinking applies well beyond the boardroom.
Data Engineer & Ecommerce Analyst
Your Super, Inc · Venice, CA
Built and maintained data infrastructure and ETL pipelines across global eCommerce platforms. Managed analytics for a fast-growing DTC health brand across US and EU markets.
Data Analyst
BVK · Glendale, WI
Designed and deployed dashboards, regression models, and predictive analytics for 20+ clients across digital and traditional media. Built the data pipelines that unified performance marketing and brand health reporting.
M.S. Computer Science
Concordia University Wisconsin · 2019
B.A. Mathematics w/ Physical Science
Concordia University Wisconsin · 2017
6 Factors • 12 Drivers • 36 Items
Mental Equity™
The Growth System That Makes Brands the Reflex Choice
Mental Equity™ is a proprietary growth system I helped develop at Bader Rutter — a new way to build and measure the kind of brand preference that makes choice feel easy. It bridges the gap between brand and demand by measuring how belief and behavior reinforce each other over time.
The system's core innovation is the Reflex Index: a research-based, psychometrically validated score combining 6 factors and 12 drivers. Tested with 750 B2B and 400 B2C marketing decision makers, it shows strong statistical correlation with outcomes like Likelihood to Choose, Word of Mouth, and Brand Advocacy.
My Contribution
Led the data science, psychometric validation, and analytics architecture underlying the Reflex Index. Built the modeling framework that connects brand measurement to business outcomes, and helped design the Growth Conditions diagnostic used by executive teams.
Other Notable Work
Multi-Touch Attribution Platform
Designed and deployed MTA and MMM frameworks across multiple B2B clients, delivering 15%+ improvement in media ROI through optimized spend allocation.
Unified KPI Framework
Built a standardized measurement system adopted across 50+ business segments, aligning media performance, financial reporting, and strategic KPIs into a single source of truth.
Automated Reporting Engine
Developed automated dashboards and test-and-learn roadmaps that cut reporting time by 40% while accelerating campaign optimization cycles for agency clients.
Global Ecommerce Data Pipeline
Built and maintained ETL pipelines across global Shopify platforms using Python, Spark, and Airflow. Managed 400+ tags across 6 GTM containers with 99.8% uptime.
Sheboygan Watersports Platform
Designed the entire digital booking system, brand identity, and data-driven operations infrastructure for a seasonal boat rental venture — driving 140%+ YoY growth.
Predictive Spend Allocation Models
Built predictive models using Python, SQL, and R to guide media spend allocation and improve campaign targeting for 20+ clients across digital and traditional channels.
The toolkit behind the impact
A blend of technical depth and strategic fluency — the skills that let me move seamlessly between data architecture and the boardroom.
Analytics & Data Science
Marketing & Strategy
Technology & Engineering
Infrastructure & Tools
Leadership & Communication
Industry Experience
Shaping the next generation of technologists
As an Adjunct Professor of Computer Science at Concordia University Wisconsin, I bring the real world into the classroom. My graduate-level courses in software engineering, data science, and machine learning are designed around the problems I solve every day — not just theory, but the applications that matter to actual businesses.
I believe the best technologists understand both the code and the context. My teaching integrates professional use cases, industry datasets, and the kind of cross-functional thinking that separates a good analyst from a great one.
Concordia University Wisconsin
Adjunct Professor of Computer Science
2023 — Present
Industry-driven applications with real-world datasets and professional use cases
The best technologists understand both the code and the business context it serves
Sheboygan Watersports
Co-Founder & CEO · 2021 — Present
Building something from zero
Sheboygan Watersports is my proof that the principles of data-driven marketing work far beyond agency walls. I co-founded and scaled this seasonal boat rental business from scratch — building the brand identity, digital booking infrastructure, growth strategy, and operational systems from the ground up.
The same thinking that drives media mix modeling for multi-million dollar brands drove our approach to customer acquisition: test-and-learn campaigns, social media engagement, and community partnerships that delivered over 140% year-over-year revenue growth.
Running a business sharpens every leadership instinct. It's one thing to advise clients on growth strategy — it's another to stake your own capital on it. That perspective makes me a better strategist, a more empathetic partner, and a leader who understands what's really at stake when we talk about business outcomes.
Let's build something together
Whether you're looking for analytics leadership, strategic partnership, or a conversation about where data meets business growth — I'd love to connect.
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