Allison McDuffee

Allison McDuffee is a marketing measurement and consumer insights leader who currently serves as Global Head of Brand Insights and Measurement at Roblox, where she helps brands understand the effectiveness and impact of their advertising and marketing investments on the platform. In this role, she is at the forefront of defining how measurement works in immersive, gaming, and metaverse environments — a frontier challenge for the broader advertising industry as brands increasingly invest in non-traditional digital spaces. McDuffee has built her career at the intersection of data, consumer behavior, and brand strategy, with experience spanning research, insights, and measurement functions. Her work at Roblox is particularly significant given the platform's scale — with hundreds of millions of users globally — and the growing interest from major advertisers seeking to reach younger, digitally native audiences in gaming contexts. She plays a key role in translating platform data into actionable brand intelligence for advertisers and internal stakeholders. Her background reflects a trajectory through insights and research roles that have equipped her to tackle complex questions around brand lift, audience understanding, and advertising effectiveness in emerging media environments. She is recognized within marketing and measurement circles for her expertise in connecting brand investment to measurable outcomes.

Last updated Oct 9, 2026 by ATDb automated enrichment