Elpida Ormanidou is leading analytics and insights at PetSmart as Vice President, Business Intelligence & Advanced Analytics. She leverages internal and external data assets to drive strategic business decisions and enables an optimized customer experience across all touchpoints. Elpida and her team provide functional expertise across an end-to-end data and analytics ecosystem that consists of strategic insights, business intelligence, customer & marketing analytics, product analytics, data science and market share positioning and assessment.