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Gartner Expert
Jessica Dervyn
Sr Principal Analyst
Jessica Dervyn is an Analyst in Gartner’s Marketing practice, with a focus on advertising strategy and operations.
She helps CMOs and digital marketing leaders improve the impact and efficiency of their advertising investments by optimizing how media spend are allocated, activated, and governed. Her research supports decisions across media mix (display, paid social, OTT/CTV, video, etc.) and budget allocation, modern media workflows, etc.
Jessica combines hands‑on digital advertising experience with Gartner’s proprietary benchmarks, consumer insights, and market data to help clients pressure‑test assumptions, uncover inefficiencies, and confidently reallocate existing spend for greater business impact.
Prior to specializing in advertising, she led research across multiple digital marketing channels, giving her a holistic view of how paid, owned, and earned media work together in today’s evolving discovery and media ecosystem.
Previous experience
Ms Dervyn began her career within her family's business in France, where she was responsible for marketing and communication. She managed a portfolio of 4 hair salon brands. Key responsibilities included developing marketing strategies, managing product portfolios and concept development, overseeing web projects, events, and PR, generating consumer insights & producing marketing collaterals (Print Ads, leaflets, videos, etc.). Following this experience, she got her MBA at HKUST in Hong Kong and NYU Stern before joining L2 in 2016. There, she led the Gartner L2 Advisory team across Beauty and Luxury (Fashion and Watches & Jewellery) in Europe until 2020, identifying tactical and strategic opportunities and delivering actionable insights directly to Gartner clients.
From 2020 to 2022, she led her family's hairdressing brand, Alexandre de Paris, in France. Her role there was to drive brand success by delivering a world-class customer service through operational processes, ensuring revenue growth, quality, profitability, and online presence. She rejoined Gartner at the end of 2022.
Professional background
Alexandre de Paris, Operations Director, 3 years
Gartner UK, Director, Advisory, 4 years
Areas of coverage
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Industry Marketing
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Channel, Campaign and Content Management
Education
MBA, HKUST (Hong Kong) and NYU (U.S.) - 2016
Master in Management Science (Belgium, Louvain School of Management - 2010)
Top Issues That I Help Clients Address
Advertising efficiency, effectiveness and trends
Paid Media strategy, buying, targeting, and measurement
Advertising Channels, Content & Campaigns
Marketing and advertising data and analytics
Advertising Plans and Budgets