Seattle, Washington, United States
Enjoying early retirement. Previously: results-driven strategic thinker with 15+ years of measurement and analytics experience: • Excellent at distilling actionable insights and packaging complex concepts into easy-to-understand, visually appealing reports and influential presentations • Deeply knowledgeable in all phases of measurement, analytics, and test design • Practiced in leading teams and building credibility through collaboration
Lead marketing analytics to measure Bing Ads Marketing impact - Define and execute reporting and analytics strategy for global acquisition and engagement marketing - Manage a team of analysts responsible for measuring traditional channels (e.g., email, direct, online, events) as well as new initiatives (e.g., On24 webinars, Marketo) Evolve analytics capability to better scale and support marketing - Elevate reporting via automation and increased focus on insights and recommendations - Develop MROI methodology to better quantify impact, justify investment, and identify trends - Institute test & learn culture using champion/challenger approach and control groups to measure the incremental impact of marketing on key KPIs like revenue and customer churn
Led the digital arm of marketing effectiveness measurement for Fidelity Personal Investing - Owned e2e analytics and reporting strategy for all marketing landing pages; led a team of analysts and presented findings and recommendations to drive digital business strategy at the executive level - Conducted deep-dives to understand web behavior and improve performance (e.g., segment-specific trends, post-click pathing, and conversion/engagement analyses to inform design and content) - Launched new onsite testing capability and built a repository for insights and best practices - Partnered cross-functionally to build and execute learning agendas aligned with strategic imperatives Owned measurement and analytics for onsite personalized messaging platform