Catherine W. Email and Phone Number

• Experimentation (A/B testing) • Measurement • Modeling (Multi-touch Attribution, Marketing Mix Modeling, Logistic Regression, Naive Bayes Classifier, Time Series Analysis) • Data Strategy • Sentiment Analysis • Optimization

• Built campaign monitor to track the performance of our ad optimization product, used Excel (VBA & Macros), advanced SQL and Tableau to automate dashboards, and improved problem detection process and iteration efficiency by 50%.• Led A/B testing for new product features about keyword optimization, refined product questions and conducted significant test and regression using Python in order to test hypotheses. • Assisted product managers to build prioritized roadmap and worked with engineers to deliver product features using Agile methodology. New product features increased clients’ sales by 60%, conversion by 21% and revenue by 34%. • Communicated product priority shifts to stakeholders, onboarded cross-functional teams on new product features.• Conducted quantitative and qualitative analysis with 50+ customers, analyzed data and assisted product managers to build prioritized roadmap of UX related features. New features increased user satisfaction rate by 40%. • Designed UX research plan, tracked user behaviors using web analytics tools, such as heatmap and mouse tracking, and collected customer feedback using online survey. Communicated research insights with cross-functional teams, increased trial-to-subscribe rate by 52%.

• Developed marketing metric for our music streaming product, communicated data-driven insights with co-founders.• Built product road-map for our product, collaborated with develop team and designer to build product prototype. • Collected and analyzed data from 150 surveys and 30 interviews, and derived product insights from research data.

• Manipulated big data using SQL and Excel (v-lookups, pivot tables), analyzed and visualized causes of turnover using SPSS and Python (advanced statistical methods), and presented actionable insights to managers and CEO.• Designed digital campaigns (ads and social) for our product, led campaign operations, A/B testing, web analytics (Google Analytic), and marketing metrics measurement. Increased web traffic by 240% and conversion rate by 50%.• Provided insights to improve our HR tech products by competitive research, client communication and UX analysis.

• Diagnosed branding issues of clients’ brands by analyzing marketing data and clients’ products, designed data-driven go-to-market strategies and implemented digital product marketing campaigns. All the campaigns hit their KPIs. • Designed and implemented multichannel marketing campaigns (paid social, paid ads, SEO), conducted KPIs analysis, and built attribution models for clients. Increased clients’ total sales by 121%, impression and website traffic by 150%.• Managed social media platforms (Instagram, Facebook, YouTube) and product launch events for clients, increased followers and engagement by 300%.

• Designed multivariate consumer experiments to identify opportunities for our product, a time management mobile app.• Gathered survey responses from 250+ users, conducted advanced statistics (predictive analysis and factor analysis) in R, created dashboard in Tableau to track KPIs to derive consumer insights and improve user experience.