New York, New York, United States
Lead marketing data science + analytics for a $XB business, managing a team of 9 to identify opportunities and drive business growth. •Stood up weekly reporting cadence, defining key metrics to monitor business performance and underlying drivers. •Defined long-term analysis and experimentation roadmaps and oversaw execution of A/B testing, evergreen holdouts, causal impact analysis, etc to define incrementality of growth initiatives.
Managed team of 4 to define strategy for and execute $XXM paid media campaign, developing ROI scorecard/model, media plan, and measurement plan
Built out team’s growth competency as first hire, helping define mission, roadmap, and hiring strategy •Designed and executed comms + growth strategy for Memberships and Paid Digital Goods, including funnel/retention analysis, experiment prioritization/design, and scaling/automation of successful comms, contributing to significant ARR growth •Led lifecycle comms workstream to support unmanaged creators; experiments drove stat sig impact on creator success, resulting in +21 XFN team headcount in 2021
I led a variety of strategy projects with the goal of driving YouTube revenue growth. I collaborated cross-functionally with product and sales teams to unearth data-driven insights and enact change. A sample of projects: • Created customer segmentation strategy for new ads product, modeling out opportunity size, defining priority segments, and identifying leads for sellers, ultimately growing revenue to $XXXM within months • Led ads product prioritization process, collecting and ranking top feature requests from sales leaders, leading to updated roadmaps and better alignment between sales and product • Identified and analyzed potential emerging markets monetization initiatives, resulting in $XXM of investment in new programs across ten countries
• Conducted industry analysis for Google’s programmatic ad buying business; segmented competitors and evaluated strategic implications, threats, and opportunities • Built headcount allocation model, optimizing size of sales teams against workload, client needs, and size of opportunity
• Growth strategy consulting: led analytical development of growth strategy recommendations, working with Fortune 500 companies across a variety of industries, including retail, healthcare, and consumer packaged goods
• Researched, built, and delivered proposal to reduce out-of-stocks by supporting low-inventory items • Optimized sales-to-space ratios by analyzing units sold vs. facings