Work Experience

Velir October 2022 - Present

Associate Director, Digital Analytics

Lead and manage the behavioral analytics team, growing the team from one to five direct reports
Expand team capabilities from web and marketing analytics to also include product analytics and Customer Data Platforms (CDP)
Consult directly with clients to understand their needs and guide their analytics deployments, including workshops to define and document digital goals and KPIs
Create and execute plan for implementing web analytics (Google Tag Manager, Google Analytics 4)
Create and execute plan for implementing CDPs using (Segment, mParticle)
Assess existing analytics and data configurations and provide recommendations for best-practices

Publicis Sapient AI Labs July 2020 - October 2022

Led a team of data scientists and analysts to enhance in-app product offers for a major fast-food business to increase conversion through in-app and in-store funnels
Audited marketing spend for major entertainment company, analyzing accuracy of vendor data and marketing spend trends, and using data to discover edge cases and outliers for future report automation

Developed reports and dashboards using Microsoft Power BI, turning data into compelling stories
Created ETL processes using Power Query to merge data from multiple sources and created custom dashboard measures using DAX
Provided training, ranging from entry-level Power BI training to advanced DAX workshops