Working as an independent consultant and contractor.

Managed tracking study initiatives for YouTube and turned the insights into a strategic tool to uncover opportunities, knowledge gaps, and strengths and weaknesses for the organization, which led to discovering areas with high ambiguity, complexity, and difficulty. At the end of the day, these tracking studies helped us foster a deeper understanding of what matters to creators to inspire thoughtful strategies. • Developed and presented research reports and executive studies for the YouTube CreatorMarketing and Product leads — which resulted in new marketing campaigns and enhanced features forvarious fan-funding products, increasing product awareness by +11% YoY.• Developed and translated business questions into analytical plans and research studies that inform strategic and tactical business decisions, including UX insights that drove change and innovation.• Analyzed and interpreted various data, defined patterns, and growth metrics, and presented actionable high-impact insights to internal stakeholders.• Led quantitative and qualitative research methods that highlighted creator diversity and brandloyalty, which uncovered higher satisfaction and perceptions (+13% YoY) with the YouTube brand.• Synthesized research studies from multiple teams into one narrative.• Utilized SQL and Tableau to identify opportunities for improving data-driven storytelling, generated high-impact insights, and enabled the improved discovery of vetted data points.• Led research efforts with the head of product marketing and UXR that shaped a strategy for YouTube consumers based on their primary intent with creators and platform functionality.• Worked with research agencies to drive best-in-class and innovative research approaches, while managing relationships and projects.

Hired as Noodle's first Market Research Analyst to help with the go-to-market strategies for online and hybrid programs. Our work was leveraged to help enhance student-faculty engagement, raise capacity and resilience, lower operational costs, and leverage opportunities for collaboration between institutions. A snapshot of institutions I worked with; Columbia, NYU, Tufts, Tulane, and The University of Tennessee.• Performed qualitative and quantitative research efforts to gain insights on emerging degrees, technologies, program insights, and competitive intelligence.• Distilled key insights from ambiguous data sets to drive improvements in Go-to-Market strategies to support decision-making processes.• Analyzed and interpreted primary research findings that gave useful, strategic insights and prescriptive recommendations for programmatic and brand research in higher education. Created and distributed research briefs based on KPIs and business objectives.• Led a custom quantitative research report focused around the business model, scalability, lifetimepartnership, and customer journey, which resulted in winning bids for a high-profile client, increasingour business portfolio by +14%.• Conducted clickable prototype usability testing initiatives via UserTesting for market research strategies to better understand users pain-points and challenges.• Designed and deployed detailed surveys via Qualtrics to gain consumer insights.• Worked with cross-functional teams as a market research subject matter expert to provide strategic planning and problem-solving.• Presented key findings and conclusions to multiple constituents, internally and externally.

I was brought on to Pearson to work directly on research projects for their enterprise account. Our team handled research deliverables that interpreted consumer behavior, market opportunities and conditions, marketing results, trends, and investment levels.• Employed secondary research methods to summarize, collate, and synthesize data from syndicated sources in order to understand the marketplace and opportunities.• Monitored and reported competitor activities to help the business understand opportunities and threats within the category.• Utilized Tableau to identify opportunities for improving data-driven storytelling, generated high-impact insights, and enabled the improved discovery of vetted data points.

Effin’ Amazing (now McGAw.io) is an analytical focused agency focusing on business intelligence as well as product and growth analytics to drive their marketing automation services. In this role I was responsible for researching, developing, and implementing new marketing strategies and campaigns, including market segmentation initiatives to increase growth and traffic to our portfolio of high-profile clients, such as: Forks over Knives, Eventbrite, Carolina Designs Realty, and Real Thread.• Interpreted and analyzed experimental data to draw conclusions and iterate on test strategies.• Implemented GTM tags on client sites for reporting and measurement purposes.• Reviewed trends and collected data from both primary and secondary sources to draw conclusions and run A/B tests.

Hired by the Director of Operations.Oversaw the creation and optimization of company web pages using customer journey mapping and unique strategies that built upon current brand initiatives.Strategic collaboration with Account & Creative teams. • Researched in house products, services, user behaviors, and current strategies to identify new opportunities to increase conversion rates.• Developed detailed test plans, test scripts, user flows and user personas to create workflow charts and customer journey maps for all active click-funnel pages to develop the most user-friendly process.• Developed SEO strategies for company websites including: keyword research, content development, applying tracking codes and UTM parameters.• Created wire-frames and designed mock-ups with InVision for each funnel design and proposed A/B testing to analyze competitive conversion rates.• Developed case studies and strategy documents based on analytical data to ensure we achieved our departments’ marketing and sales goals.• Researched and compiled demographic and financial data from qualitative and quantitative website research to build insightful user and customer personas.• Created and directed social channels and campaigns for products and software created in-house while creating the voice and tone guidelines for web content.

Hired by the Lead UI/UX Designer• Created and directed social campaigns for multiple high-profile accounts that leveraged social insights to achieve clients’ marketing and sales goals.• Analyzed organic and paid social media data and reports of KPI's to clients and internal management.• Helped grow social media channels; Facebook page likes increased 127%, Twitter followers grew 89%, and Instagram followers improved 63%. • Acted as the user-advocate during the development process, subjecting early-stage designs to usability testing or expert review, and offering implementation suggestions from a user-centered perspective.• Designed and delivered wireframes, customer journeys maps, and mockups optimized for a wide range of devices and interfaces with Balsamiq and InVision.• Identified design and website problems and devised elegant solutions while taking smart risks and promoting new ideas.• Researched and kept up to date with interaction designs and research technology trends.