Basel, Basel, Switzerland
Analytics Translator. Testing Enthusiast. I'm a bilingual professional with over 18 years of experience focused on delivering actionable insights and recommendations to increase revenue and conversion, improve customer experience, and understand consumer behavior through data analytics, industry research, A/B testing, and market trends. I specialize in simplifying complex topics and making data digestible
Lead a global team of analysts to deliver insights and value, increasing revenue by over $45M last year through testing and analysis Manage A/B testing globally for Fossil Group brands in an agile environment; conduct over 160 tests yearly, defining KPIs and hypothesis, offering statistically significant results, and forecasting an expected ROI to help prioritize the implementation of projects Lead the development of a proprietary GenAI solution that transforms customer natural language into GEO/AEO-optimized content and product information, driving operational efficiency and enhancing brand visibility across AI search and assistant platforms Create a testing plan to evaluate and implement new AI vendors / solutions for the website, from personalization to improving onsite-search, adding descriptive copy in product pages, shopping assistants, virtual try-ons, etc Analyze market data to understand consumer trends and offer insights and opportunities, research competitors, and gain understanding of the performance leading to short-term and long-term strategic actions Partner across departments to offer relevant presentations to internal and external employees/clients, teaching digital analytics, market trends, consumer behavior, brand tracker, MMM, marketing attribution, A/B testing, purchase or conversion behavior, personas or segments, customer journey, etc Work closely with the Data Science and Market Research teams to deliver powerful insights in a manner that the average stakeholder can easily understand and drive actionable insights from Highlight the Voice of the Customer by creating infographics that summarize the comment, sentiment, and feedback received from consumers in our direct channels Migrate the business from GA360 to GA4 and manage expectations, trainings, documentation, and ease of transition worldwide Upskill team members by leading workshops on presentation techniques, data visualization, and communicating across different cultures effectively
Expand the awareness and adoption of analytics by sharing insights from studies, such as Brand Tracker, Marketing Mix Model, Top Global Consumer Trends, Promotion Analysis, Ecommerce Digital Snapshot, A/B testing, etc Analyze market data performance for our 3 largest countries in EMEA (DE, FR, and UK) for both traditional and smart watches; compare market performance vs Fossil Group’s to identify gaps / opportunities and find actionable insights Review quarterly market data and competitor performance by price bands, channel, gender, material, promotional strategy, distribution, etc Work closely with Sales team to understand what our B2B clients ask / need; equip our internal teams with data and insights to speak about consumer trends, brand awareness and perception, and market performance Highlight the Voice of the Customer by creating infographics that summarize the comment, sentiment, and feedback received from consumers in our direct channel Train internal and external partners on consumer behavior, industry trends, market performance, and digital commerce Tailor presentations for different audiences, making sure people understand the what, the why, the how, and the what now Lead the implementation of a new digital analytics software; all EMEA Fossil websites migrated from Adobe Analytics into Google Analytics 360 in October 2019. I managed vendors, created robust tagging structures, trained teams, and documented the implementation
Delivered insights and actionable recommendations to improve online conversion rates, increase demand revenue, increase AOV, and drive business growth Created technical requirements and managed external vendor to implement Adobe Analytics (Omniture / SiteCatalyst), Google Analytics, and IBM Coremetrics Managed a team that owned the implementation of tags and pixels across sites globally, used Ensighten, GTM, Observepoint and Evidon Developed A/B tests using Adobe Target and analyzed the performance, determined a hypothesis, and reported on statistically significant results Presented customer insights to key stakeholders across departments (Merchandising, QA, Marketing, Brand, Operations, Copy, Creative, CRM, etc) Increased the adoption of multi-touch attribution, marketing mix model, and pricing conjoints Delivered a monthly digital snapshot infographic, visually helping business users understand performance on key metrics YoY Manage and optimize product recommendations used to cross-sell, up-sell, and personalize the customer’s online experience Founded the “Lunch & Learn” program, leveraged by HR in their recruiting
Provide industry expertise to clients on a variety of online business topics Train internal teams and clients on IBM Digital Analytics (Coremetrics), as well as other IBM Digital Applications Provide Customer Support by working directly with client account owners to understand the business needs that drive their data analyses and guide them with recommended best tagging practices Deliver workshops to clients on specific web analytics topics, such as Improving On-site search or Checkout Process Analysis Lead projects to expand our Support to Japanese clients, as well as lead the training and management of new IBM products and services Assist clients in building reports and analyzing data to understand past performance and help drive future goals Create documentation, both internal and client facing, that details processes, solutions, or best practices around IBM Digital analyses
Managed my clients’ day to day business through project planning and strategic communication across functional areas Created testing plans, and managed testing projects from start to finish. Responsible for coordinating objectives from the client, working with IT developers to come up with a solution, testing the process, receiving approval from all departments involved, training the operations team to handle the new procedures, and overseeing the newly implemented process Served as project manager for major ecommerce implementations such as: implementation of Gift cards, website redesign, and exchange process integration Produced and distributed Executive reports needed for critical business decisions including sales trends analysis, return activity, and tax validation reports Managed a reporting analyst team in Manila, Philippines
Updated the Executive Management team on the productivity, issues, and trends within the Manila office Managed a team across continents, maintaining communication through weekly/daily meetings Improved the payroll system using Microsoft Excel Maintained a knowledgeable, productive, and reliable staff through team work, training, hiring, and monitoring
Operated as a liaison between ACU administration and the 270 international students Created a schedule of events, directed weekly meeting, planned and supervised weekly events, delegated responsibilities to respective officers, encouraged the officers in their tasks, and promoted participation among international and American students Catered direct needs of international students, promoted cultural awareness, provided chances to express creativity through diverse activities, and created an atmosphere which gave students opportunities to grow spiritually, academically, and socially