Vp, Data Technology & Analytics
CurrentLeads the enterprise Data & Analytics team. This team successfully translates the unique data assets of Custom Ink into actionable insights and deliverables for the rest of the company.• Built the Data & Analytics function at Custom Ink. Organized the team around a centralized+embedded hybrid model that created close collaboration with stakeholders and brought a cohesive approach to data management and measurement across the entire company. • Contributed $15M in annual sales by building and deploying predictive models around customer behavior. This created significant revenue increases by connecting high-value customers with dedicated account reps, as well as cost savings by eliminating costly catalog mailings to customers unlikely to repeat. • Increased profitability with a new revenue forecasting model and process, improving forecast accuracy from 80% to 95%+. Accurate forecasts made a significant impact on overall profitability by matching hiring to order volumes. • Built a framework to compare all marketing channels on common metrics, capturing both incremental revenue and contribution margin. The framework captured margins of uncertainty, and integrated results from channel-specific incrementality tests as well as media mix models. • Maintained margins in the face of continued cost increases by creating a geo-based price testing architecture using causal inference to measure price elasticity. • Ran the paid search marketing channel while the Marketing team backfilled a director. Profitably grew spend 18% over 9 months by identifying areas of over and underspend. • Introduced the analytics engineering role and rolled out dbt to manage the logic that built key elements of our data warehouse.
