Amy Irving Email & Phone Number

Iron River, Mi, Us

* Ensure digital success through analyzing digital channel experiences and data, distilling findings into actionable insights that drive innovation and growth, and promoting sfindings to drive action* Guide digital strategies by informing leaders and experience owners on digital channel performance and opportunities* Develop talent by coaching and mentoring others on digital channel analytics data and concepts* Expanded analytic capabilities by establishing processes for ingesting Adobe Analytics data, guided development of usable data structures, validated data, and built data confidence through documentation and coaching new users

United States

Leading a talented team of decision science analysts in defining measurement approaches for USAA's digital platforms. Identifying approach for extending the same measurement rigor to other channels and applications. Promoting team's skillsets and use of analytics to solve measurement gaps.

San Antonio, Texas, United States

Promoting team innovation, accountability, and growth through servant leadershipProviding guidance to project teams around best practices for instrumenting channels for measurabilityOther Key Contributions:* Led decentralization of experience tag management for Bank organization and development of new team within Bank * Defined agile implementation approach for Omni-channel reporting team and subsequently served as team’s interim DPO and scrum master* Partnered with executive leadership to drive the strategic vision for Chat channel optimization resulting in $5M savings

San Antonio, Texas Area

USAA, Lead Decision Science Analyst (2015 - present) Ensuring the success of USAA by promoting game-changing analytical approaches and providing value-adding insights through effectively communicating timely, actionable, and relevant analysis. Key contributions include (but are not limited to):* Supporting enterprise-wide priorities by guiding Decision Science Analyst team efforts and providing ongoing valuable insights; as well as, presenting thought-provoking questions in agile team meetings* Helping lead the Decision Science Analyst team in terms of tool and skill development * Staying at the forefront of analytical tool and data source development internal and external to USAA (e.g., Hadoop, Tableau, data wrangling tools, etc.)* Providing guidance to project teams around best practices for instrumenting digital channels for measurability

Tampa/St. Petersburg, Florida Area

Managed day-to-day execution of Internet Marketing Strategy; as well as, managing and executing the processes that supported AARP Life Insurance, AARP Annuities, and Broad Market Sales and Marketing objectives. Key contributions included (but were not limited to):* Implementing and managing new Adobe Analytics infrastructure, guiding the business on web analytic opportunities, and training future digital analysts* Serving as the Agile Product Owner for Internet Marketing development team, which includes coordinating with the business to determine system requirements for future marketing initiatives, breaking down the requirements into stories that can be used by the development team, and providing thought leadership for development initiatives* Managing Internet Marketing development team priorities and guiding transformation of digital page development practices* Coordinating with other Agile teams wherever there were cross-team dependencies, and providing final business acceptance approval* Fulfilling other responsibilities as assigned

Ensured success of USAA by promoting game changing insights and sales and service optimization opportunities; as well as, effectively communicating timely, actionable, and relevant channel and business analysis. * Provided weekly guidance to executives at all levels of the organization regarding the digital channel performance and opportunities; as well as, generating discussions around channel optimization* Evaluated channel effectiveness and collaborated with key stakeholders to optimize USAA’s 1 billion annual member contacts * Monitored and analyzed member experience of approximately 10M weekly Internet sessions and over 5M weekly mobile sessions* Lead initiation and implementation of self-service analytics (SiteCatalyst) and tag management

Customer Experience Certificate, Business

Bachelor, Computer Science

(Business Minor)