Dedicated to turning complex data into simple, actionable insight
EDUCATION AND EXPERIENCE
Senior Manager, Digital Analytics (6 Mo. Contract)
05/2020 - 11/2020
Met and corresponded with the executive team to understand company objectives to ensure immediate impact. Managed all Analytics tasks requested by the Product Management team including conceptualization, development and triage to the analytics team. Supported Optimization team by Conducting A/B test design and implementation for customer journey/experience changes. Improved Mattress Firm’s online visibility by leading tag management and CDP releases utilizing Tealium.
Senior Manager, Marketing Analytics
Dun & Bradstreet
11/2018 - 1/2020
Designed and maintained data pipelines by coding in R and AWS data warehouse. Main objective was to create actionable insights for marketers and sales teams based on multiple touchpoints in the prospective customer journey.
Improved marketing efficiency by increasing time to tag processes by 75%.
Supervised team of engineers providing database support of marketing attribution and web analytics data sources.
Lead weekly training with analytics team on using R for engineering tasks.
Created actionable insights as well as accurate advertising purchasing guidance by processing complicated customer journey data using algorithmic attribution modeling techniques.
Data Insights Analyst (6 Mo. Contract)
04/2018 - 11/2018
Worked with Analytics Engineering team to prepare and user test cloud based reporting cubes using Apache Hive. Performed quantitative analyses on big data sets for HomeAway’s travel listing retail team using tools such as Presto, Tableau and R.
09/2017 - 02/2018
Worked with a team of SQL and Tableau developers to fulfill all client facing analytics tasks. Provided web analytics strategy (consulting, tagging and report creation) as well as acted as main product manager of Marketing Attribution report product.
Used Google 360 reporting data to optimize ad spend, hypothesize client tests and report findings to clients and marketing administrators using Tableau.
Used R to extract and transform data from APIs such as Google Adwords and to load data into cloud database systems such as Redshift.
Wrote, updated and QAed SQL queries for client omni-channel reporting merging display, paid search, social and backend data sources.
Senior Web Analyst
04/2012 - 09/2017
Provided analysis and insight on BDX's network of websites, mobile sites and apps using front-end analytics tools like Google Analytics and backend database systems such as Microsoft SQL Services and Google BigQuery.
Lead a multi-team project to create site, marketing and backend performance self-service reporting and visualization using Google Analytics, BigQuery and Tableau.
Hypothesized and planned A/B testing for new products and advertising.
Collaborated with company stakeholders to understand business issues, find new sales opportunities and create campaigns.
Wrote scripts in R and Python to create robust marketing attribution using channel attribution algorithms and predict client performance.
Responsible for annual and seasonal forecasting for the business team.
Senior Web Analyst
05/2009 - 04/2012
Responsibilities included report generation, marketing analysis and recommending data-driven site optimizations.
Worked with the Database team to create an attribution marketing database system (prior to Google Analytics Multi-Channel Funnel reports).
Analyzed overall site activity and segmentation, conceptualized and created KPIs and ad-hoc reports.
Lead analytical presentations for multiple shareholders including executives, marketers and content creators.
Worked with Conversion Specialist to troubleshoot website issues and to propose and analyze multivariate tests.
Senior Business Analyst
Coremetrics (IBM Analytics)
Responsibilities included data analysis, managing client relationships and acting as the primary point of contact for up to 25 clients at a time.
Key accounts included Ecommerce clients such as Nordstrom, Ann Taylor, Alaska Air, Office Depot and CDW.
Pulled regularly timed Excel reports, conceptualizing and creating ad hoc analysis, consulting with clients and recommending data-driven site optimizations.
Delegated workload for team of 3 analysts.
Bachelor of Arts in Sociology
University of Texas at Austin
Coursework included SOC 317L Social Statistics
Learning Google BigQuery by Eric Brown and Thirukkumaran Haridass (2017)