Justin Purnell

Summary

I bring a combination of finance, product, and hands-on engineering execution:

  • Finance and strategy: 7 years at Goldman Sachs advising institutional investors and company leadership; marketed primary and secondary offerings totaling $6B+ and published 400+ research reports across Energy and Gaming, Lodging & Leisure. In 2006, I cautioned on leverage/housing risks ahead of the crisis.

  • Product and operations: As Head of Product at Hotels at Home, led the full re-platform of technology supporting 70+ global e-commerce sites across 40+ hospitality brands and managed a 14-person global team. At NBCUniversal’s Seeso, led retention initiatives that increased Customer Lifetime Value by 40%.

  • Technical innovation: Built an LLM-driven pipeline to harmonize product data for 14,000 SKUs in four languages (~2 hours, under $5), and prototyped Swift middleware that cut vendor onboarding from four months to two weeks. Led delivery of the Seeso Apple TV app with Big Nerd Ranch; built an internal Swift app in one month, enabling a distribution shift that increased the subscriber base by 33%.

I excel at aligning cross-functional teams, simplifying complex systems, and delivering measurable results.

Experience

Ledge Partners

Hotels at Home, Inc.

New Business Design and Launch

Head of Product

2020 - 2023

  • Led full re-platform of front- and back-end stack powering 70+ sites across 40+ hospitality brands (NA, EU, APAC)

  • Managed a 14-person global team across internal and third-party engineering resources

  • Set product strategy and roadmap with the CEO; negotiated and managed ~10 platform and vendor contracts (commerce, payments, tax, comments)

  • Built AI/LLM software to harmonize product data for 14,000 SKUs in four languages, cutting effort by >99% (~2 hours, under $5

  • Developed testing tools for order generation and tax calculation verification to improve reliability and QA speed

  • Scoped and negotiated contracts for ~10 systems ranging from comments to payments

Balance Agent, LLC

NBCUniversal Content Commerce

Project Manager, Product Lead

2018 - 2020

  • Assumed Lead role for stalled $10mm e-commerce marketplace and brought it to launch in 8 months

  • Introduced agile software development process, focused team goals, managed senior internal stakeholders

  • Led communication bewteen internal team and third-party vendors to influence decision-making

  • Renegotiated primary platform relationship, and project managed third-party deliverables

  • Designed and product managed development of two applications, reducing onboarding from four months to two weeks

Comcast NBCUniversal

NBC Digital Enterprises

Interim Vice President, Strategy & Business Development

2017 - 2017

  • Directed business development initiatives focused on strategy for NBCU Digital

  • Presented audio industry analysis to CFO, CEO, leading to company-wide partnership

  • Developed NBCU OKRs and KPIs for new investments, identifying ten potential new business lines

  • Managed all project deliverables and advised senior leadership

Seeso

Director, Content Strategy & Operations

2015 - 2017

  • Appointed to lead; delivered a 40% increase in customer Lifetime Value via a RICE-prioritized program spanning product, editorial, and marketing

  • Led delivery of the AppleTV app with Big Nerd Ranch; built an internal Swift app in one month, enabling a distribution shift that increased the subscriber base by 33%

  • Built taxonomy/metadata for UX and analytics; launched multiiple third-party distribution partnerships (including Amazon Channels

  • Developed clustering analysis to guide content and savings; hired and managed a 4-person content operations team

  • Drove development of analytics platform as a standalone business now utilized by NBCU and third parties

NBC News Group

Director, Business Development

2014 - 2015

  • Built strategies for MSNBC/News Group’s YouTube and younger audiences; established KPIs and OKRs

  • Developed budgeting process for long-term strategic planning

Comcast.com

Director, Digital Marketing Analytics and Strategy

2014 - 2014

  • Led procurement of digital attribution vendor; negotiated MSA between Google and Comcast

  • Introduced new KPIs and testing frameworks across digital sales channels; ran A/B tests to improve campaign performance

  • Co-led strategic reorganization to establish a marketing center of excellence; built trusted dashboards to improve team numeracy and decision-making

NBCUniversal Converged Media Group

Director – Strategy

2013 - 2013

  • Ran a pilot program that lifted returning uniques by 300%, hiring comedians to host chat rooms in a second-screen app; made permanent by the product team.

  • Developed a $120mm model, labor plan, and GTM strategy via non-linear optimization for 17 potential Google Glass applications

  • Produced regression analysis of promotion versus activity, working with Insights and Media Strategy team

Hulu

Content Acquisition

MBA Intern

2012 - 2012

  • Supported strategy, analytics, and negotiations; analyzed consumption behavior and navigation to inform product strategy in comedy and news

Fuse Television

Creative Services Department

Manager

2008 - 2008

  • Directed production of over 1,800 on-air promos; managed a 20-person on-air, print, and graphics team.

  • Streamlined workflow and budgeting to reduce backlogs and improve on-time delivery

ON Networks

Smart Girls at the Party

Director

2008 - 2008

  • Directed first season (eight episodes) of new web series meant to empower pre-teens

  • Media mentions on CNNMoney, Charlie Rose, New York Observer, Wall Street Journal

  • Series awarded 2010 Webby Special Achievement Award for Best Actress (Amy Poehler)

Upright Citizens Brigade Theatre

Don't Think Productions, LLC

Director of New Media and Development

2007 - 2008

  • Developed and launched UCBComedy.com

  • Produced over 50 digital shorts from a pool of 300 performers, 2,000 students

  • Wrote, shot, directed, performed, edited, distributed and/or promoted 200+ digital shorts

UCB Theatre

Performer, Producer, Writer

2002 - 2016

  • Created, hosted, and produced long-running variety show, "School Night."

  • Launched diversity program

  • Co-produced theater’s signature show “ASSSSCAT 3000,” booking over 600 shows

  • Produced and coordinated major events for the theater, including “Saturday Night Live - On Strike!”

  • Awarded first-ever "Upright Citizen of the Year" for contributions in 2005

  • Created longest-running variety show in New York City, “School Night”

  • Performed in over 400 shows

Goldman, Sachs & Co.

Fixed Income Research

Associate

2002 - 2007

  • Published over 200 individual research reports across four industries

  • Met regularly with C-level management of covered companies

  • Presented daily to sales force and traders on market moving developments

  • Built and developed models on 20 companies in Gaming, Lodging, and Leisure industries

  • Initiated coverage on 15 companies in the Energy and Gaming, Lodging, and Leisure industries

  • Advised institutional investors on bond and credit derivative opportunities

  • Successfully advised corporate leadership and marketed primary and secondary offerings in excess of $6 billion

Credit Risk Management & Advisory

Analyst

2000 - 2002

  • Risk analyst for Interest Rate Products and Credit Derivatives and 350 counterparts in 5 industries: Aerospace and Defense, Brokerage, Capital Goods, Exchanges, and Transportation

  • Advised on credit rating impact of a variety of debt, equity, and hybrid capital structures

  • Managed credit risk for Broker Dealers, Asset Managers, Exchange counterparties

  • Product oversight included Credit Derivative Swaps, Interest Rate Swaps, Municipals

  • Initiated credit coverage of new counterparties, assigning trading limits and reviewing creditworthiness

  • Assessed collateral and margin requirements across asset product lines

  • Analyzed and structured ISDA Master Agreements and CSAs

  • Structured deal terms, working with Legal and Compliance departments

  • Modeled trades, evaluated risk/reward of proposed trades, structured risk mitigation, and approved trades

  • Developed fully-integrated model used by the department to evaluate pro-forma scenarios

  • Developed emergency management plan for swaps product group

  • Responsible for development of department web site

  • Co-coordinator for departmental social events

New York Times Neediest Cases Fund

Firmwide Co-Chair

2000 - 2004

  • Coordinated 32 analysts in cross-divisional fundraising effort

  • Increased donations by 372%, participation by over 600% from 2000-2002

  • Campaign featured in January 30, 2002 issue of The New York Times

Princeton University

Nassau Weekly Magazine

Publisher

1997 - 2000

  • Managed editorial, graphic, and business staff of 48

  • Conceived, designed and executed online edition in 3 weeks

  • Increased advertising revenue by 200%, page content by 25%, throughput by 50%

  • Created endowment fund, re-established graduate board of directors

Office of Computing and Information Technology

Residential Computing Consultant

1996 - 2000

  • Responsible for the maintenance of all upperclass, faculty, and staff computers

  • Initiated pilot program for campus computing consultation, reduced re-work by 70%

Thompson Financial Securities Data

Venture Capital Research

Intern

1999 - 1999

  • Researched new and existing venture capital firms and venture-backed companies

  • Produced preliminary due diligence reports for corporate clients

  • Presented results of research weekly to senior analysts

St. Albans School

Summer Programs

Senior Counselor

1997 - 1998

  • Taught Science to 5-13 year-olds

  • Assisted camp director in administrative duties

  • Managed early-morning, after-hours care program

Volunteer

Princeton University

Princeton Alumni Council Executive Committee

Communications & Technology Chair

2023 - 2027

  • Chair, Communications & Technology Committee

  • Class Affairs Committee Member

  • Chaired Class Traditions working group

  • Hosted two webinars on class governance best practices

Princeton Class of 2000

President

2022 -

  • Lead 1,143 alumni from the Class of 2000

  • Responsible for annual giving campaign, leading all classes in both dollars raised ($6.5mm) and participation (62.9%)

  • Successfully organized record-breaking 2,000-person, $1mm+ reunion with 30-volunteer committee

  • Developing novel continuing education program for all alumni in conjunction with Princeton University

Princeton Class of 2000

Reunions Committee – Entertainment Chair

2009 - 2020

  • Identify and book DJs and/or bands for one to three nights as desired

  • Submitted contracts and proof of insurance to Risk Management Office

  • Booked student entertainment groups and other reception/headquarters entertainment

  • Served as host and coordinator to entertainment groups during the reunion

Tuck Club of New York

Tuck Club of New York

Co-President

2018 -

  • Lead largest regional alumni chapter for graduate business school

  • Organize educational and networking events for ~1,000 alumni

St. Albans School

Diversity, Equity, & Inclusion Comittee

Board Member

2022 -

  • Governing Board-level subcommittee for DEI Initiatives

  • Updated diversity statement for decennial reaccreditation

  • Developed framework for ongoing institutional progress

Black Alumni Alliance

Co-Chair

2021 -

  • Institutionalized affinity alliance for full alumni body

  • Organized intergeneraltional alumni events

Headmaster's Counselor

Board Member

2006 -

  • Advisory Board member for school administration

  • Provide advice on curriculum, teacher pay, housing issues

  • Developed fundraising plan for $80 million capital campaign

Class of 1996

Class Secretary

1996 -

  • Write bi-annual column for classmates

  • Organize reunions, other events

826NYC

Storytelling & Bookmaking, Choose Your Own Adventure

Senior Volunteer

2009 - 2012

  • Taught writing skills to school-age children

  • Tutored students in a variety of subjects including English, math, science

  • Volunteered ~25 hours per month

Project Ezra

Volunteer

Volunteer

2009 - 2011

  • Volunteer at Lower East Side Jewish senior center

Celebrate the World

Volunteer

Teacher

2009 - 2011

  • Taught children, ages 4-10, in a local halfway house about different countries

  • Developed monthly curriculum, led exercises

New York Cares

Bucket of Truth Brigade

Site Captain

2005 - 2011

  • Organized and led 70+ volunteers in public school rehabilitation effort

  • Coordinated school administration, on-site artist and three teams to revitalize a Brooklyn public school

  • Advocated on behalf of school with New York Cares organization

  • Top 10 fundraiser of over 400 groups

Cents-Ability

Co-Founder

Curriculum Committee

2003 - 2005

  • Created non-profit organization to teach financial principles to high-school students

  • Developed curriculum, lesson plan, and activities for multiple class scenarios

  • Instructed classes as a model for new teachers

Projects & Publications

BusinessMath: Swift Package for Financial Modeling and Analysis

GitHub - Aug 23, 2025

  • Comprehensive Swift package for business mathematics, financial modeling, and statistical analysis

  • Test-Driven Development with 1,500+ tests achieving 100% pass rate across 3,457+ lines of production code

  • Declarative DSL using Swift result builders for intuitive financial model construction

  • High-performance: 0.016ms for 150-component models, 9.1ms for 1000-point time series export

  • Model Context Protocol (MCP) server enabling AI assistants to perform calculations and statistical analysis

  • Advanced statistics: hypothesis testing (t-tests, chi-square, ANOVA), A/B testing, Monte Carlo simulation

  • Swift 6 strict concurrency compliance with modern language features

  • Comprehensive documentation with runnable examples and executable test suite

Reunions 2025: A Conversation with President Christopher L. Eisgruber '83

Princeton University - May 24, 2025

  • Facilitated public, alumni-wide conversation with University President.

  • Engaged in thoughtful dialogue on the transformational growth and challenges faced by Princeton University.

  • Emphasized the importance of academic freedom and free speech, and the role they play in fostering an inclusive environment.

The Little Streaming Comedy Platform That Couldn’t

Vulture - Feb 9, 2022

  • A largely positive Oral History of Seeso

Beneficial Media Futures Post-Pandemic

Beneficial Media - May 27, 2020

  • Panelist for Harmony Labs on the Future of Beneficial Media post-COVID-19

WineTaster3

Jan 25, 2020

  • Developed iPhone/iPad app for statistical analysis of blind wine tastings using SwiftUI

  • Modern update to a DOS-era program written by a former Princeton Economics department chair

  • Written in Swift with SwiftUI and Combine frameworks

  • Executed native visionOS version for Apple Vision Pro launch day

  • Created and open sourced statistical and applied math package

  • Published on iOS App Store

Upright Citizens Brigade, Dan Harmon Drive Originals Strategy For NBCUniversal’s Seeso

Variety - Oct 30, 2015

  • Highlighting the development team for Seeso's comedy slate

Comedy Listings for Dec. 7-13

New York Times - Dec 6, 2012

  • Quick note about a show

Watching Every Click You Make

New York Times - Apr 20, 2012

  • A funny story about the handoff of my show, School Night, to its new host

Humor Me

Princeton Alumni Weekly - Jan 19, 2011

  • An article about Princetonians in comedy from our alumni magazine

Why Emotion, Not Knowledge, Is the Catalyst for Change

Fast Company - Jan 11, 2011

  • Highlights how the Ghostbuster's "prank" brought renewed attention to the NYPL and helped stave off budget cuts

Who You Gonna Call?

Improv Everywhere - May 18, 2010

  • I got to dress up like a Ghostbuster and chase ghosts around the New York Public Library. A dream

The Comedy Bus Descends on Washington

New York Times - Jan 19, 2009

  • A NYT journalist joined sent dispatches from a bus trip I organized for the 2009 inauguration

Evening Hours; The City in Winter

New York Times - Jan 20, 2002

  • I went to an early Cindy Sherman Clowns show and somehow wound up in Sunday Styles. I'll take it

Education

Tuck School of Business at Dartmouth

Masters in Business Administration, General Management

2013

  • Winner, Charles I. Lebovitz Award

  • Recipient, Julia Stell Award

  • Consortium Fellow

  • Management Leadership for Tomorrow (MLT), MBA Preparation Program Fellow, 2011

  • Student Board–Quality of Life Chair

  • Entertainment & Media Club Co-Chair

  • Diversity Conference Co-Chair

  • Admitted Students Weekend Co-Chair

  • Tripod Hockey Co-Captain

  • Tuck Leadership Fellow

Princeton University

A.B, Economics, Certificates in Finance, Political Economy

2000

  • Thesis Topic: Venture Capital and Long-Run Performance: Theory and Evidence 1971-1999

  • Courses included: Corporate Accounting, Corporate Finance, Financial Engineering, Financial Investments, International Monetary Economics

  • Elected Departmental Representative

  • Elected Residential College Councilor

  • Member, Inter-Club Council

  • Elected Eating Club Officer

St. Albans School

Diploma, Headmaster's List

1996

  • Yearbook Editor-in-Chief

  • Track, Soccer team captain

  • National Achievement Scholarship Finalist

Skills

Spanish | Swift | SwiftUI | A/B Testing | Xcode | macOS | Windows | Unix/Linux | Excel | Powerpoint | Keynote | Bloomberg Terminal | SPSS | R | Stata | Tableau | Photoshop | Final Cut | HTML | CSS

Social

LinkedIn

Instagram

Mastodon

Bluesky

Threads

Facebook

Twitter