Built from ground up a high-performing team of analysts and data scientists, focused on monitoring site funnel performance against forecast models to quickly identify and resolve issues. Optimized conversion rate by successfully increasing A/B testing velocity and accuracy, gaining a deep understanding of both test performance and customer behavior through advanced methodology and reporting. Leading the journey to personalized content to deliver more of what customers want. Applying strong critical thinking skills to solve complex problems in a fast-paced environment, always striving for innovation

Led the analytics insights team for the Flights and Cars business, supporting key stakeholders across Product, Marketing, Sales, and Operations. I defined the strategy and methodology to deliver actionable business insights and achieve objectives. My work focused on optimizing automated testing capabilities to ensure accuracy, increasing A/B test cadence, and expanding the capacity of the insights team. I also developed an insights strategy to address key customer pain points, incorporating automated KPI deep dives, a flight deals algorithm, CRM reporting, and customer segmentation.

Led three digital analytics teams throughout the e-commerce funnel (Discover, Search, and Content Personalization), collaborating closely with product management, engineering, and data science to shape the product roadmap. Coached analysts to focus on customer-centric insights that drive actionable outcomes and incremental revenue. Partnering with Product, I assessed the impact of new algorithms, personalization models, and targeted content to drive continuous product improvements. Additionally led the analytics strategy for a content recommendation personalization project, working with cross-functional stakeholders and aligning the team on advanced methods to measure the incremental value of content and personalization algorithms, ultimately optimizing customer lifetime value (LTV).

Led advanced analytics insight delivery for Ahold USA, a $26 billion grocery retailer with approximately 10 million active customers. My work provided both long-term strategic insights and day-to-day tactical analysis, identifying over $20 million in customer opportunity areas. I calculated customer lifetime value (LTV) to enhance CRM targeting for high-ROI customers, assessed the halo impact of promotions, and created efficiencies by automating deep dive analyses and insight detection to accelerate the discovery of actionable insights.

Advised on Statistical approach, coded metrics and performed statistical analysis for drug trials, researched methodologies and collaborated with international multifunctional teams as Statistical lead for a Phase III compound. Supported drug submissions to the FDA.