United States
Marketing Analytics | Marketing Strategy & Planning (MSP)
Business Operations & Analytics | Autodesk Education Experiences (AEX)
• Designed, built, and maintained an executive-facing full funnel marketing “early rider” dashboard that allows stakeholders to track data and identify trends for Cruise’s customer funnel (waitlist, invites, app installs, first rides) and user churn/retention, as well as campaign performance and paid media efficiency of a $15M marketing budget • Designed and built strategic KPIs to predict AV rideshare success in different cities and prioritize regional expansion into new markets; used to provide key recommendations to Cruise and GM senior leadership, leading to changes in order of market expansion and adjustments to long term planning • Built survey analytics suite to measure and analyze brand health metrics across target populations and markets against company goals and identify segments to target and inform marketing campaigns, business strategy, and company targets/OKRs • Developed predictive regression model for GenPop brand awareness, favorability, and consideration to ride to provide recommendations on business and marketing strategy through identifying key drivers of performance, the effects of marketing campaigns, miles driven, and external communications messaging • Quantified the impact of earned media coverage by creating a metric that gauges the influence of news coverage on the Cruise brand reputation, validating if overall coverage is supporting or detracting from company goals, and providing a holistic picture of how media coverage is placing Cruise vs. its peers
• Established and improved implementation of marketing forecasts and company Pipeline & MQL target setting through the use of time series forecasting and linear/logistic regression • Served as analytical support to Marketing teams by preparing various weekly/monthly reports, providing insights and interpretations of funnel performance, and conducting quarterly analyses regarding contact touchpoint behavior and self-service business development • Developed propensity scoring to identify and rank customers for cross-sell or upgrades and assist marketing and sales outreach by using machine learning techniques such as random forest and gradient boosting • Designed, built, and maintained internal dashboard that allowed marketers and others to self-serve & pull audience lists themselves, thus easing quarterly ad-hoc and list pulling responsibilities of the Marketing Analytics team • Improved organization visibility on conversion rates and pipeline performance by extracting analytics highlights from customer data
• Conducted in-depth market research and analysis on global accounts / customers • Managed and analyzed reports and dashboards in Google Sheets & Salesforce to highlight account changes and trends