Brought on board to establish and head Ryman Hospitality Properties’ inaugural analytics team, I played a pivotal role in developing a comprehensive data infrastructure that revolutionized the organization’s data management practices. My focus was on creating centralized data warehousing, efficient data pipelines, and ETL processes, enabling the business to harness data insights for strategic decision-making. Collaborated across various departments to enhance data integration, streamline reporting, and drive operational efficiencies, fostering a data-driven culture throughout the company.Analytics and Data Integration:Led the establishment of an analytics framework using Alteryx, Oracle (OIC) and CDATA ETL tools to streamline data processing and insights generation. Managed the integration of diverse data sources, into our data warehouse while leveraging Snowflake’s suite of products to improve efficiencies and reduce costs. This significantly improved the accuracy and timeliness of executive reports.Operational Efficiencies: Guided multiple projects employing complex data models to identify areas for cost reduction, increased revenue and enhanced data integration across business systems. Data Infrastructure:Designed and implemented a centralized data warehouse in Snowflake, creating a single source of truth. Directed integration of various data sources, ensuring seamless data flow and accessibility. Built efficient data pipelines for automated ingestion and processing using Alteryx and CDATA. This approach enabled efficient data retrieval and analysis, empowering teams to make data-driven decisions.ERP Migration: Developed documentation of data processes, systems, and tools to support ERP migration to Oracle. Guided integration strategy for seamless data transition. Directed efforts to replicate data extraction and load financial data into Oracle with custom integrations using Oracle OIC

Conducted comprehensive systems audits and needs assessments to identify opportunities for improving data infrastructure and analytics reporting across various businesses.Designed and implemented centralized data warehousing solutions, integrating data from multiple sources (e.g., Salesforce, Google Analytics, Call Tracking Metrics) using Azure Synapse and Azure Data Factory for ETL pipelines.Developed custom data pipelines to automate data extraction and integration across platforms, ensuring data accuracy and minimizing manual reporting errors.Led efforts to deploy granular reporting solutions in Power BI, enabling real-time insights into KPI tracking, marketing attribution, and customer journey analytics.Collaborated with clients’ finance and marketing teams to implement best practices for data governance, improve marketing attribution models, and enhance operational efficiency.Built custom API integrations (e.g., Microsoft Flow, Stitch) to optimize data flow between systems, ensuring timely and accurate data availability for business decision-making.Delivered recommendations to improve business processes, optimize marketing technology usage, and set up entity resolution frameworks to handle duplicate data and human errors.Developed and deployed custom scorecards and dashboards for business leaders, providing real-time data insights that aligned with company goals, marketing performance, and customer engagement.

Led the analytics infrastructure for a direct-to-consumer dental aligner startup, achieving an $1.3B valuation and successful exit in under 2 years. Managed data strategies focusing on availability, scalability, and rapid growth. Directed initiatives to minimize concept-to-product timelines, driving informed business decisions and operational efficiencies. Led a team of engineers, analysts, and developers supporting all business aspects. Achievements include a 200% boost in client satisfaction, 18% rise in acquisition rates, 20% reduction in acquisition costs, and 20-50% growth in monthly new customer volume in Q1/Q2 of year 2 compared to Q3/Q4 of the previous year.Leadership and Strategic Initiatives:Built a cohesive, skilled, and diverse data team. As the company scaled, expanded analytics to align with business needs during rapid growth. Led strategic planning and data initiatives driving 90% of new client acquisitions. Fostered a team culture through coaching, mentorship, and feedback.Data Engineering and Warehousing: Led the end-to-end construction of ETL processes, utilizing tools like Azure Data Factory and Snowflake. Ensured smooth transitions and data integrity, optimizing patient data management and consulted engineering team on UI enhancements to improve data quality, reduce human error.Marketing Technology and Analytics:Developed a custom marketing attribution algorithm unifying multiple tracking systems for a comprehensive customer journey view. Enabled agile optimization of marketing spend across channels, reducing acquisition costs. Established a reporting infrastructure supporting growth and scalability.Data Processing and Warehouse Migration:Directed and executed Byte’s migration to streamline data flow, centralize extraction, enhance documentation, and reduce costs. Moved from a Microsoft/Azure-based solution to a centralized Snowflake backend with dbt and Fivetran. Achieved full migration in 3 months, reducing operational costs by 30%

Championed the analytics department’s evolution, focusing on enhancing data utilization across the organization to improve operational outcomes and strategic decision-making. Managed the integration of cutting-edge analytics technologies and methodologies, leading to significant advancements in data-driven practices.Leadership and Department Management: Mentored and expanded the analytics team, fostering a culture of analytical thinking and continuous improvement that aligned with the company’s strategic goals. Directed strategic vision for company-wide analytics functions including ETL/ELT tools implementation, data warehousing, data visualization, and reporting. Fostered a data-driven culture by promoting the use of analytics to inform decision-making across the organization.Strategic Leadership and Collaboration: Spearheaded the design and implementation of a comprehensive analytics framework to support enterprise-wide data-driven decision-making. Worked closely with executives and senior leadership to develop and drive the analytics strategy. Ensured alignment of analytics initiatives with company goals, enhancing overall strategic planning and execution.Operational Efficiency Enhancement: Automated key reporting processes, significantly reducing manual efforts and enabling real-time data access, which enhanced operational agility and efficiency. Also automated manual reporting and data aggregation processes in the finance and accounting departments. Consolidated data from multiple systems into a single application for streamlined financial reporting and analytics.Centralized Analytics Platform: Built a centralized analytics platform that provided granular visibility into performance metrics across the company, leading to improved operational transparency and efficiency.

Department Establishment and Leadership: Established, built and led the new analytics department, focusing on centralizing reporting, analytics systems, and tools. Initiated data governance practices to ensure data accuracy and integrity.Automation and Centralization: Spearheaded efforts to automate manual reporting processes and create a centralized view of data across multiple systems and departments. This initiative significantly reduced manual workload and improved data accessibility and consistency.Strategic Planning and Alignment: Collaborated with executives and other leadership to develop and drive the strategy for analytics solutions. Ensured that analytics initiatives were aligned with the overall goals and objectives of the organization.Marketing Attribution Model: Designed and implemented a comprehensive marketing attribution model in collaboration with engineering and marketing teams. Defined and refined key performance indicators (to ensure consistent and accurate reporting across the business. Created and implemented custom solutions, including a multi-touch attribution model and an automated clinical operations scorecard tool. These tools improved documentation, service quality, and transparency.Call Center Analytics and Intelligent Call Routing: Developed a custom call center analytics platform providing new granular visibility into sales t performance. Designed an intelligent call routing system that matched high-performing call sources with top-performing agents, enhancing efficiency and customer satisfaction.

Site Growth and Budget Management: Created and executed a comprehensive site growth plan and managed the budget. Revamped the portfolio of websites under AAC’s umbrella to align with SEO best practices, driving significant improvements in organic search visibility and traffic.Due Diligence and Digital Asset Analysis: Conducted thorough due diligence and analysis of digital assets for acquisitions. Provided strategic insights and recommendations to support business expansion and investment decisions.Marketing Analytics and Reporting: Managed reporting and analytics for the marketing department, providing actionable insights to inform marketing strategies and optimize campaign performance.

Created and executed online marketing strategic plans across 26 markets within Gannett Central Group. Focused on lead generation, increasing brand awareness, and improving online visibility.Leadership and Strategy: Developed and led comprehensive digital marketing strategies to drive online visibility and lead generation across multiple markets. Collaborated with regional teams to ensure the execution of marketing plans aligned with local needs and company goals.Digital Marketing Campaigns: Managed the creation and implementation of digital marketing campaigns, including SEM, SEO, social media, and email marketing. Optimized campaigns to improve performance and achieve targeted KPIs.Data-Driven Insights: Utilized data analytics to monitor campaign performance and provide actionable insights. Conducted regular performance reviews and adjusted strategies based on data-driven findings to maximize ROI.Stakeholder Engagement: Worked closely with internal stakeholders, including sales and product teams, to align marketing efforts with business objectives. Presented campaign results and strategic recommendations to senior leadership.Team Collaboration: Fostered a collaborative environment by working directly with local marketing teams and providing guidance to six multi-media executives. Ensured consistent and effective communication across all levels of the organization.

Identified business goals and provided consultation on execution through online marketing solutions. Worked directly with local businesses and provided direction to multi-media executives.Business Goal Alignment: Collaborated with local businesses to identify their goals and developed tailored online marketing strategies to achieve those objectives. Ensured alignment of marketing initiatives with business targets.Consultation and Strategy Development: Provided expert consultation on various digital marketing solutions, including SEM, SEO, social media, display advertising, email marketing, and web design. Developed comprehensive marketing plans to enhance online presence and drive business growth.Performance Optimization: Monitored the performance of digital campaigns and provided ongoing optimization recommendations. Analyzed key metrics to ensure marketing strategies delivered the desired results.Training and Development: Guided and trained multi-media executives on the implementation of digital marketing strategies. Conducted workshops and provided resources to enhance their digital marketing skills and knowledge.Cross-Functional Collaboration: Worked with cross-functional teams, including creative, product, and sales, to ensure cohesive and effective marketing efforts. Coordinated the execution of campaigns to meet business objectives.

Quoted website design and development through direct consultation with businesses. Partnered with multi-media executives to develop comprehensive website development plans.Website Development Strategy: Consulted with businesses to understand their needs and goals, and developed tailored website development plans. Ensured websites were designed to enhance user experience and meet business objectives.Project Management: Managed the end-to-end process of website development, from initial consultation to final delivery. Coordinated with design, development, and content teams to ensure timely and high-quality website launches.Technology Integration: Advised on the integration of front-end technology, marketing technology solutions, and back-end technologies. Ensured seamless integration of all components to create functional and effective websites.Training and Support: Provided training and support to clients on website management and maintenance. Ensured clients were equipped to manage their websites effectively post-launch.Collaboration and Communication: Maintained open and effective communication with multi-media executives and clients throughout the project lifecycle. Ensured all stakeholders were aligned and informed of project progress and outcomes.

Developed and implemented online marketing strategies, created custom websites and software tools, optimized websites, and created targeted content strategies to boost search rankings and generate sales leads.Conducted website optimizations and SEO best practices to increase organic exposure and drive traffic.Created tailored online marketing strategies for small to medium-sized businesses to focus on lead generation and conversion.Collaborated with freelance designers and developers to deliver cost-effective website design and development services.