Berfun Goodwin is Head of Digital Marketing Strategy & Analytics at MilliporeSigma, the U.S. and Canada life science brand of Merck KGaA, Darmstadt, Germany — one of the world's leading science and technology companies. In her role, she leads global digital marketing strategy, integrated marketing, advanced measurement, and analytics, with a focus on translating data-driven insights into commercial growth.

With 18+ years of experience spanning B2B and B2C organizations across global markets, Berfun has built and scaled analytics capabilities at the intersection of marketing strategy, performance measurement, and business impact.

Her career spans industries including life sciences, e-commerce, insurance, and retail. She holds a degree in Industrial Engineering and an MBA in International Marketing, and is also a trained coach — bringing a people-centered lens to how she leads teams and drives organizational change. A champion of rigorous marketing measurement, Berfun has led her organization's marketing mix modeling journey since 2020 — navigating the evolution from outsourced models to an in-house capability — and has used MMM to drive meaningful investment decisions.