Adriana Castro Email & Phone Number

San Francisco, Us

• Own the vision, strategy and success measurement to help telco clients increase the effectiveness of their ad campaigns and products. Creating business and operational metrics and models to evaluate revenue growth and operational performance. • Specialize in stitching and calibrating sparse and noisy data across various data sources to deliver high-quality insights to guide business prioritization, investments and service creation.• Spearhead exploratory analysis and deliver quarterly and ad hoc reports that track performance across key metrics, surfacing notable trends and changes in brand health.

Dallas, Tx, Us

• Drive analytics for user revenue and engagement growth programs by analyzing data and communicating insights to stakeholders.• Work closely with product managers to understand product and customer behavior and features to develop recommendations for improving customer experience and engagement.• Specialize in stitching and calibrating sparse and noisy data across various data sources to deliver high-quality insights.• Support ad-hoc data and analysis needs to better understand customer behavior.• Build reporting frameworks and resources that enable partners to self-serve information.• Partner with teams including product analytics, Go-To-Market, and Campaign to drive business objectives.

Dallas, Tx, Us

• Analytics SME for new feature tracking defining KPIs, and reporting requirements for instrumentation. Impacting ~60% of the total existing user base with personalized offers and devices for their upgrade experience in app during 2021. • Conducted in-depth analysis of customer behavior to identify opportunities for revenue and engagement growth.• Collaborated with cross-functional teams to develop and execute A/B tests to optimize website features and user experience.• Designed and built dashboards and reporting tools to monitor key performance indicators and track progress against business goals.• Worked with data engineers to ensure data accuracy and completeness

Dallas, Tx, Us

- Own the design, development, and maintenance of ongoing Owned Traffic metrics, reports, and dashboards for Directv Now and TV products. - Make recommendations for new metrics, techniques, and strategies to improve marketing campaign targeting and result measurement. - Empower leadership decision making by providing data driven insights from multiple sources and compiling it into a digestible and actionable format

Redmond, Washington, Us

• Developed Feedback loop project plan; implementing agile methodology, resource allocation, scope, budget and timeline for 2 in market Windows applications. • Lead to collaborate with UX, UR and Dev teams in key project decision making. • Managed project scope by developing work breakdown structure for major milestones and critical path tasks for meeting project deadlines and deliverables.• Devised forecasting and capacity planning strategy to enhance customer experience, and increase project revenues

Redmond, Washington, Us

• Provided data-driven recommendations for the digital customer experience for Microsoft Mixed Reality Suite providing insights for product development from Google Analytics and Adobe Analytics tags. • Campaign managed Instagram ads for Windows Apps reaching 40MM non-technical GenZ/ Millenials. This was the biggest campaign Microsoft has done for that audience. • Designed and implemented SEO and SEM strategy for Remix3D sustaining a 3% conversion rate month over month during six months.

Boston, Massachusetts, Us

• Subject matter expert in SQL and Tableau for the agency’s operations in Mexico and Latin America • Integrated multiple data sources using SQL, Excel and Tableau adding reporting as a new offering to Digilant’s portfolio increasing the average sales value 30% per month. • Designed and created Tableau dashboards with data aggregation functions for granular data drill down as a mobile friendly solution for real time reporting. • Developed KPI framework and leadership team communication assets in form of power point presentations, info graphs and newsletters.

Boston, Massachusetts, Us

• Planned and optimized display campaigns towards CPA, CPC, CPL goals achieving 340% ROI on average for ecommerce sales campaigns.• Managed customer relationship, helping refine business questions and requirements for campaign development. • Spearheaded e-commerce strategy to achieve ROI and conversion goals designed user journey and conversion funnel.• Created the SEO and SEM strategy for Pepsi Doritos rainbow, Lays and Cheetos in Latin America, analyzing audience per brand to create ‘personas’ and data driven re-marketing strategies.

Cuauhtémoc, Ciudad De México, Mx

• Performed data analysis from transactional systems using SQL server and excel pivot tables providing real time reports for stakeholders. Created data driven campaign strategy, partnering business development vision with buyer’s deals and product availability gathering requirements and project managing partner’s deliverables and deadlines.

Practical Data Science

Bachelor Of Business Administration (Bba), Business Administration And Management, General

Bachelor Of Science - Bs, International Business