Los Angeles, California, United States
I am a Sr. Digital Analytics Manager with over 15 years of experience. I excel at transforming complex data into clear, actionable insights. I integrate diverse data sources, build robust reporting dashboards, and develop sophisticated audience segments. My expertise in digital media channels, including Google Ads and Meta, drives significant improvements. I have a proven track record of optimizing media performance by up to 25% quarterly and increasing customer retention by 50%. I also lead teams and mentor analysts to enhance performance. Let me show you how data can dramatically boost your ROI. Throughout my career, I've integrated tools like Firebase, Braze, AppsFlyer, Google Analytics, and Adobe Analytics to drive ad hoc analyses and develop customer segments. I have established data lakes to consolidate various data sources, providing a comprehensive view of marketing performance. As a result, my clients can make informed decisions based on concrete data. Performance optimization and data storytelling are core to how I operate. I’m also passionate about mentorship and team development, helping teams elevate their execution and impact. In the classroom, I’ve had the opportunity to teach data analytics, visualization, and marketing strategy to university students—bringing real-world experience to future practitioners. If you're looking for someone who can make your data work harder and smarter, let’s connect. Core Competencies: Analytics insight, storytelling and client communication Digital marketing channels expertise (Google Ads [YouTube, Display, Search], Meta [Facebook, Instagram], Twitter/X, LinkedIn, The Trade Desk, etc.) Campaign and conversion funnel analysis, including performance analysis, sales forecasting, and marketing attribution reporting Dashboard creation (Looker, Tableau, Domo, Power BI) Generative AI for analysis and optimization (ChatGPT, Gemini, Claude) Data integration and ETL (Fivetran, Datorama, BigQuery, etc.) Excel, SQL, Python (marketing data science) Google and Adobe Analytics integration A/B testing and statistical analysis
Instructor of the Strategic Sales Planning course, teaching account based & outbound sales methods for enterprise sales to an open enrollment group of students.
* Managed advertising and organic marketing business (Email, Push, Display, Search, Social) for key clients (Bread Savings, CITI, Samsung, T-Mobile, Texas Children's Hospital), leading to enhanced customer engagement and revenue generation. * Implemented integrated client site tracking (Firebase, Braze, AppsFlyer, Domo, Google Analytics, Adobe Analytics) to develop customer segments, provide robust reporting and drive ad hoc analyses, resulting in actionable insights. * Digital marketing channels expertise (Google Ads [YouTube, Display, Search], Meta [Facebook, Instagram], Twitter / X, LInkedin. etc.) * Developed and automated weekly and monthly analytics dashboards to monitor the performance for websites, apps, and services, enabling clients to make data-driven decision-making. * Established data lakes, consolidating 15+ data sources to streamline analysis and provide a holistic view of marketing performance. * Led a team of 3 data analysts, providing mentorship and guidance, resulting in improved performance optimization and ROI across various marketing initiatives.
Led the execution of analytics strategy for clients, including Bread Savings, Citi Credit Cards, Samsung Mobile Electronics, T-Mobile, and Texas Children's Hospital. Oversaw data integration, reporting, measurement, and advanced analytics to optimize media performance 25% quarterly across digital and non-digital channels. Provided strategic business insights by analyzing customer journeys, audience behavior, and conversion trends. Established data lakes, consolidating over 15 data sources to enable performance analytics and introducing insights-driven advertising spend decision-making.
• Managed Digital Media and Audience Journey analytics for Samsung North America Services Business at Razorfish. • Integrated client internal site tracking tools to deliver desired customer segments and target deep linked app pages. • Developed and expanded weekly analytics reporting for various Samsung mobile and television apps.
Remote Instructor teaching the following courses: Data Analytics & Visualization E-Mail Marketing Fundamentals of Marketing Marketing Strategy ECommerce Universities taught at: University of Wisconsin-Madison, University of Nevada, Las Vegas Digital Skills Bootcamps, San Diego State University. California State University Long Beach, Miami University
Led the digital media and audience analytics practice across email, push, PPC/SEO, display, and paid social for entertainment, B2B, and media clients such as AWS, Fox Broadcasting, Fox Sports, Fox News, and World Vision. Directly managed a team of five. Developed and managed audience analytics, Redshift-hosted data pipelines, and marketing attribution models for over $100M advertising spend. Established CRM-driven audience segmentation and look-alike modeling for improved targeting and conversion, churn prediction, and customer lifetime value (CLTV) for subscription-based and ad-supported digital products. Presented executive-level performance analysis and optimization strategies, leading to quarter-over-quarter growth of 150%.
This role managed the Digital Media and Audience Journey analytics business (Email, Push, PPC/SEO, Display, and Paid Social) for multiple entertainment, b2b and media accounts. Integrated client internal site tracking (Segment, AppsFlyer, Google Analytics, Adobe Analytics) to focus on delivering desired customer segments and targeting landing pages starting from their paid digital marketing (DMP) and CRM systems. Developed and expanded weekly analytics reporting for paid media, for client worldwide campaigns for annual advertising spend of up to $100mm.