The digital analytics subject matter expert supporting Marketing, Product Management, and Technology teams providing insights and analysis to drive business goals through deep understanding of our digital properties. Lead over 250+ Adobe Reporting Analytics, Adobe Target and Quantum Metric training sessions to introduce the platforms, share best practices, and build dashboards for various stakeholders around the organizations.

In my role as a senior web analyst, I have been able to apply critical thinking and analytical skills to help support the global Digital Marketing (DM), Web Tools & Technology (WTT), Customer Analytics (CA) and global iShares and BlackRock Marketing teams by identifying opportunities and making recommendations accordingly. The main initiative I have been supporting in 2016 has been the deployment, maintain and update of Adobe Reporting & Analytics which has entailed business requirements gathering, translating business requirements in a written requirements document, develop implementation plan, spend time QAing the Adobe Analytics code and then audited the data within tool, working with our internal marketing teams and media vendors to update their campaign tracking codes, creating dashboards, and training different stakeholders around the organizations. In 2016, I have worked on 20 implementations for both Adobe Analytics which align with the BlackRock (BLK) key initiatives. I have hosted or co-hosted +30 Adobe Analytics demos and training's where I have gone through the different campaign dashboards, provided training materials I developed, gathered requirements for new business specific dashboards and basic and advanced trainings to answer more complex business questions. Additionally, there are 463 user accounts for Adobe, which means approximately 5% of all BlackRock employees have access to the tool. In 2014 / 2015, I re-platforming all BlackRock websites from IBM Unica to Adobe Reporting & Analytics (Formally Known As SiteCatalyst) and deployed iPerceptions Universal Code to US BlackRock, iShares and UK iShares. 90+ implementations for both Adobe Analytics which align with the BlackRock (BLK) key initiatives.

As a Web Analyst, I am working on the implementation of Unica tags across many different BlackRock sites. Built the 2011 Site Monthly Metrics forecast, including using bottoms up forecast technique, applying indices to find historical seasonal trend, regression analysis to identify relationship within the data, and projecting sales and delivery costs. In the process of constructing monthly dashboards to incorporate analytics and to provide actionable recommendations. In addition to utilizing Unica data now creating processes enhance data visualizations using Tableau to read out trends.

Manage and support the automation of the Macys.com Monthly Key Performance Indicator (KPI) Report; built 2010 KPI metrics monthly forecast which incorporates current trends, historical seasonal trends and forecasts. Built the 2010 Email Monthly Metrics forecast, including using bottoms up forecast technique, applying indices to find historical seasonal trend, regression analysis to identify relationship within the data, and projecting sales and delivery costs. Preformed in-depth event analysis to understand how marketing campaigns and social marketing influenced site metrics and customer experience, then provide recommendations to improve future marketing campaigns and events.

At Cost Plus World Marketing Corporation – Ecommerce, I organized and executed the initial draft of the Ecommerce Business Plan; utilizing the knowledge I gained from successfully completing the Franklin Covey Project Management Seminar, during my summer internship, I took everyone’s contributions and organized each section into a coherent document. My personal contributions to the Plan were competitive product category comparisons, competitive website’s design and features, a comprehensive industry analysis using Porter’s 5-Forces Model, and a competitive analysis focusing on nine ecommerce competitors exposing their current business trends, strengths, and growth opportunities.

Bachelor of Science in CommerceMajor: MarketingMinor: Retail Studies

*Assisted the Labor Management Core Coverage project to improve store hour allocation and budgeting for '06 fiscal year. *Constructed and maintained spreadsheets on market visits to assist in decision-making process for Core Coverage project. *Assembled and maintained the Canadian and US Workload calendars for '05 fiscal year.