From psychology to precision: Chime’s Director of Data Analytics on data and making a meaningful impact
Dominic Williamson didn’t start his career in data engineering or analytics—but his path makes perfect sense in hindsight. With a background in psychology and a love for statistics, he gravitated early on toward data-heavy problems. “I was always trying to work with data as much as possible,” he reflects. “It was where I could make the most impact.”
His journey took him from the UK, where he began as a media owner and researcher to a pivotal role analyzing grocery store club card data. “It was fascinating,” he says. “We were looking at granular, week-to-week user-level data long before that was commonplace.”
As he moved into new roles and across continents—first to Switzerland, then California—Dominic deepened his specialization in marketing analytics. “The field has grown so much over the past two decades,” he explains. “And in certain companies, the line between marketing analytics and business impact is really clear. That’s incredibly rewarding as an analyst.”
Understanding the story behind the numbers
What sets Dominic apart isn’t just his experience across IPO-stage companies like eBay and Chime®—it’s his philosophy. His approach comes from experience: Dominic has worked with everything from highly structured transactional data (think shopper’s data at Instacart) to more ambiguous ecommerce signals (think Pokémon card listing data on eBay).
Across it all, Dominic emphasizes empathy and clarity as critical to take data from unique to applicable: “A traditional critique of analytics is that it can be interesting, but not useful. The key is understanding what your stakeholders really need—and helping them get there. It’s bringing interesting insights and knowing how to make them useful.”
It’s a mindset that’s not only tactical but deeply collaborative. “You can’t just present the data and walk away,” he says. “Context varies. Your job is to bridge the gap.”
Why Chime?
When asked why he joined Chime, Dominic is clear: “The mission. Everyone talked about it in a way that felt genuine.”
Though the role he applied to was familiar in scope, the alignment of values stood out to Dominic from the get go. And when he joined, he was pleasantly surprised with where Chime’s data organization was: “At this stage, most companies are a bit chaotic with their data. But Chime’s was in a good place—organized, with a strong desire to improve. That mindset matters.”
What a data-driven day looks like
In the day-to-day, Dominic’s team focuses on understanding and improving the impact of paid media at Chime. “Our goal is twofold: to measure what marketing is driving for the company, and to use that data to improve performance,” he explains.
From optimizing cross-channel investment decisions to building a media mix model, the work spans everything from TV to Meta. It also involves navigating imperfect data environments—especially in paid media, where user-level data is often inaccessible. “You find creative ways to measure, like geo experiments and proxy signals—whatever it takes,” Dominic says.
Balancing speed with rigor
When it comes to experimentation versus scale, Dominic’s approach is pragmatic. “There are tradeoffs,” he explains. “Testing can slow you down but it gives you clarity. Other times, especially with major launches, you prioritize scale over measurement.”
Throughout any experiment or launch, Dominic urges his team to stay grounded. “It’s easy to get lost in theoretical models,” he says. “But you have to consider what’s practical—especially when you’re working with data you don’t fully control.”
This approach has led to a clear leadership philosophy: empower others. “I give people space to grow, with mentorship and guidance,” he says. “I want them to become thought leaders, not just executors.”
Success, to him, is measured by how well his team supports Chime’s broader goals. “We’re moving from being reactive—just answering questions—to proactive, where we shape strategy,” he says. “That’s the goal.”
Looking ahead: Data’s role in shaping Chime’s future
In a space that evolves as rapidly as marketing analytics, continuous learning is a must. Dominic stays engaged through professional networks and knowledge sharing with peers across companies. He's also watching emerging trends like AI closely: “The possibilities for measuring creative effectiveness with AI are exciting. Imagine being able to quantify the content of an ad—not just the spend or impressions—and link that to performance.”
He’s also bullish on the return of media mix modeling: “It’s a bit old-school, but it’s coming back. And it’s more democratized than ever.”
Moreover, Dominic sees real potential in how Chime can use data to measure the intangible. “Brand awareness, for example—we all know it matters, but it’s hard to quantify,” he says. “I think Chime is uniquely positioned to crack that and I’m excited to see my team do so.”
With the right mindset, the right tools, and the right mission, Dominic believes data can help Chime make smarter decisions and build more meaningful relationships with members—something that drives him personally. “You spend so much of your time working—it’s nice to know that what you’re doing is both interesting and valuable,” he says.
Interested in joining Dominic’s team? Check out our open roles on the Chime Careers page.