• Leadership & Vision: Led a team of marketing analysts, setting a clear vision, establishing measurable KPIs, and driving team performance through strategic frameworks.• Continuous Improvement: Cultivated a culture of continuous improvement through clear expectations, team motivation, and structured development programs.• Marketing Attribution Strategy: Developed and implemented strategies optimizing spend efficiency and improving key business outcomes across the customer lifecycle.• Experimental Frameworks: Designed experimental frameworks to measure the incremental impact of marketing across paid channels, enhancing overall marketing effectiveness.• Customer Insights: Leveraged analytical frameworks to uncover insights into customer behavior, identifying opportunities for acquisition and LTV growth.• Data-Driven Pilots: Collaborated with marketing channel owners to design and execute data-driven pilots, boosting the efficiency of performance marketing initiatives.• Go-to-Market Strategies: Partnered with Product Marketing to define and execute go-to-market strategies for new product launches.• Team Management: Recruited, led, and mentored a team of 12 analysts and data scientists, contributing hands-on to critical projects while maintaining high-performance standards.• Analytic Community Builder: Founded and hosted monthly analytic Lunch & Learns and digital analytics book club, inviting internal and external speakers, fostering marketing research collaborations with universities, and awarding research assistantships to top graduate students.

Consumer banking leader responsible for aspects of analytics supporting the optimization and strategy of enterprise marketing initiatives with a focus on driving new-to-bank households across all channels. 1) Selected analytics lead of Agile Super Squad to partner with McKinsey consulting company on KeyBank’s pillar project for digital acquisition (May 2021)2) Provide strategic analytic leadership in support of the development and execution of the brand awareness, line of business marketing, customer contact strategy, product development, distribution strategy, and winning market by market 3) Create data-based decision-making environment through implementing test & learn plans, designing experiments, performing deep-dive analysis, and generating insights for campaign improvements4) Lead marketing analytics in consumer checking acquisition and supervise the campaign and analytical strategies on mass media, paid search, sponsorship, direct mail, digital and omni-channel tactics5) Identify and develop initiatives to improve marketing analytics and decision science capabilities by building and executing plan against a 6-12 month roadmap to transform analytics for key business areas6) Supervise marketing and product portfolio modeling engagements from understanding the business objectives and evaluating the model’s business impacts through data sourcing and deep-dive analysis to model development and implementation including channel/fractional attribution, marginal attribution, marketing journeys, retention path and client life-time value7) Innovate campaign design to ensure initiatives are measurable and establish test & learn cadences that move the programs forward to spend optimization8) Manage relationships with 25+ marketing channel leaders, business product owners, and risk/compliance officers ensuring strong communication, agreed upon clear action plans and delivery against priorities 9) Recruit, train and develop seven analysts and data scientists

As a data scientist of the Client and Product Analytics team, I work directly with product managers and the third party agents to measure the business performance, design measurable and learnable campaigns, model the clients behaviors, patterns and life time values, develop innovated statistical methodologies, and represent the analytic team inside and outside KeyBankMajor responsibilities1) Innovated statistical algorithms to solve complex marketing challenges in big datasets 2) Performed machine learning techniques to identifying high value clients in banking 3) Guided business partners with appropriate statistics and applicable methods to perform data analytics4) Conducted campaign design, determined data collection schemes, created statistical analysis plan and performed data preparation and statistical modeling5) Develop new methodologies for calculating incrementals in mass media and sponsorship campaigns6) Interpreted the results to business partners, and wrote statistical methods and conclusions

As a core statistician of the Knowledge Program (KP) and Neurological Institute Center for Outcomes Research & Evaluation (NICORE), I work closely with clinicians and financial directors to provide statistical support in the area of study design, big electronic health data processing, statistical analysis, machine learning, and manuscript writing. During these four years, I have accumulated rich experience in analyzing complex or high dimension data using advanced statistical methods (penalized regression, generalized linear mixed models, logistic regression, finite mixture models, survival analysis, Bayesian choice model, item response theory, cost-effectiveness analysis, etc) and machine leaning (decision tree, random forest, clustering, etc). Furthermore, I have been a scientific reviewer for peer-reviewed journals and internal grant review committees, and served as co-principle investigator/lead biostatistician in multiple grant applications. Major responsibilities1) Led the statistical analysis of each year’s Neurological Institute outcomes book, an institutional marketing report, for stakeholders and medical professionals2) Conducted study design, determined data collection scheme, created statistical analysis plan and performed data preparation and statistical modeling, interpreted the results to investigators, and wrote statistical methods and conclusion on a variety of projects including randomized clinical trials, case control and cohort studies 3) Implemented statistical analysis, and generated tables and figures using SAS (BASE, STATS, macro, SQL, ODS, etc) or R packages (Hmisc, rms, glmnet, dplyr, ggplot2, etc)4) Optimized existing SAS macros and R functions, created new macros and functions for automated reports. 5) Developed and validated new algorithms and standard operating procedures on data warehouse, data extraction, programming and validation documentation, and implement them using SAS macro / R function

As data analyst and SAS programmer, my accomplishment included (1) five clinical trials at different phases of development in Abdominal Aortic Aneurysm and Iliac Artery Disease, (2) three internal funded grants on data monitoring, standard operating procedures for FDA audit and risk based monitoring, and (3) one SAS macro to address FDA’s request on reporting format. Major responsibilities1) Performed summary statistics, hypothesis testing, parametric/non-parametric survival analysis, and categorical data analysis2) Assisted establishing standard operating procedures for the clinical programming team, screened data queries, performed data cleaning, created analysis datasets and specifications, validated quality aspects of deliverables3) Prepared SAS utility Macros to facilitate clinical data analysis process, formulated data handling conventions for data management and statistical analysis, reviewed and debugged other team members’ codes4) Assisted reports for premarketing assessment, final FDA submission and FDA auditing