Cesar A. Florero Email & Phone Number

Washington, DC, US

Washington, District Of Columbia, US

• Act as a technical and solutions expert in the areas of digital analytics implementation, business intelligence, data management and governance.
• Design and implement advanced analytics solutions to meet the data and reporting needs of the agency.
• Lead and mentor a small team on data capture principles and best practices, tools and techniques to enhance their understanding and proficiency in solutions implementations.
• Strategize and provide analytics implementation support in compliance with tracking technologies for Web, Mobile, OTT digital platforms
• Participate in defining standards for data quality and creating data test and validation plans.
• Responsible for generating SDR, data mapping, user stories documentation and data governance for future reference.

New York, US

• Conduct analytics implementation audits/UAT/QA of web, smartTV and native applications.
• Create user test cases documentation to identify potential bugs impacting reporting data across multiple platforms and devices.
• Collaborate with Product Owners, PMs, BI and Engineers to review and implement measurement strategies of MarTech tools, including Adobe Analytics, comScore, etc.
• Advocate data hygiene/governance best practices and adhere to SDR/Tech Spec standards.
• Working Knowledge of Tealium IQ tags implementation, data layer customization by using Extensions and other components.
• Keen focus in measuring streaming Media in Adobe Analytics, which include Media SDK and Collection API tracking methods.

Washington, District Of Columbia, US

• Provide expertise and operational support of digital analytics solution implementation utilizing a suite of tools, mainly Adobe Analytics, Chartbeat, Tealium, etc.
• End-to-end responsibility for digital analytics tracking implementation, from design, thru technical specification and delivery.
• Responsible for defining and developing technical requirements related to Web data collection, measurement and reporting, which includes gathering and documenting business, technical and reporting requirements that.
• Spear-head efforts in the digital analytics team to revamp Mobile and OTT apps analytics implementation strategies for multi-lingual apps.
• Conduct beta testing scenarios across all digital platforms and devices to validate adherence to technical specifications.
• Produce and maintain documentation for Adobe Analytics solution architecture including variable mapping, UAT scenarios, processing rules, tag management and overall QA/debugging procedures for the agency’s five major.

Washington, DC, US

• Lead the World Bank’s effort to implement a new solution design of Adobe Analytics across 30+ web properties.
• Engage in meetings with business stakeholders from both external and internal groups to gather and translate digital analytics reporting needs into a solution design reference (SDR) document.
• Work closely with developer teams to define data layer taxonomy and develop a technical specifications (Tech Spec) document with inherent instructions to deploy the data layer JS object.
• Conduct a complete a 360 inspection and audit of the solution design implementation by performing routine QA and debugging tasks to validate analytics data collection in Adobe reports.
• Responsible for the project’s governance documentation and communications plan by creating a ‘wiki’ site with resources and information detailing the projects goals and objectives, timeline, training material, etc.
• Consult and strategize to create an analytics program that is manageable and scalable at the World Bank and its multiple agencies.

Falls Church, VA, US

• Design the implementation of Google Tag Manager (GTM) for the Department of Veterans Affairs’ third largest public domain (eBenefits.va.gov).
• Set up usability tracking using GTM to understand user’s click behavior to complement ad hoc UX research results and analysis.
• Generate analytics reports within the Digital Analytics Program (DAP), a GA Premium platform for the federal government across 35+ agency websites.
• Devise solutions to expedite tracking requirements leveraging GTM, JavaScript data capture and event handling methods via the DOM model of client’s website.
• Conduct a full heuristic evaluation of the VA’s eBenefits.va.gov portal resulting in corrective measures to improve user’s overall satisfaction and task completion.
• Collect and synthesize ForeSee’s Voice of Customer (VOC) UX data by producing scheduled reports focused on UX, Text Data and Sentiment analytics.

Reston, Virginia, US

• Built the ICF’s corporate digital analytics program from the ground up, creating an information-rich environment in order to improve the effectiveness and efficiency of online data gathering.
• Served as the subject matter expert for digital analytics architecture, planning, implementation, tracking, reporting and analysis needs.
• Designed dashboard reports delivered and presented to c-level executives.
• Managed and maintained analytics implementation strategy and governance.
• Conducted a series of analytics training sessions aimed for campaign managers and other internal stakeholders across different lines of businesses.
• Developed documentation standards, processes and structures for analytics and third-party tag management using Universal Analytics and Google Tag Manager.

Burlington, Massachusetts, US

• Responsible for implementation of IBM Digital Analytics (Coremetrics) and Google Analytics analytics tools.
• Lead efforts to define, collect and analyze user data to deliver actionable insights and recommendations.
• Worked with internal stakeholders in the ecommerce team to define KPI's and create custom reports and dashboards.
• Coordinated spend integration and data validation efforts for Convertro's channel attribution model.
• Evangelized importance of online and offline campaign data tracking by following campaign tracking/tagging best practices.
• Managed, deployed and tested third-party vendor tags using Tealium's tag management solution.

Fort Lauderdale, FL, US

• Developed, governed and maintained data collection, reporting and analysis standards for web intelligence team.
• Monitored and analyzed traffic patterns, KPI’s, conversion metrics and site usage for Citrix's 20+ web property eco-system.
• Coordinated efforts to successfully deploy Universal Analytics Premium across Citrix's multiple accounts, properties and profiles.
• Utilize advanced analysis techniques to develop new ways for mining web data and yield user behavior insights.
• Collaborated and provided analytics training and support to strategist and product managers at Citrix.

Herndon, VA, US

• Executed web analytics measurement plan by identifying key online business objectives and outcomes to determine overall key strategies and tactics.
• Responsible for standardizing web analytics best practices and site-wide tracking requirements gathering.
• Analyzed web data from multiple analytics tools to evaluate KPI metrics, and provide recommendations or actionable insights on web metrics and data trends.
• Established close collaboration with Project, Email, Copywriting teams, and other internal stake holders to translate business goals, and strategies into web analytics KPIs and subsequent reporting requirements.
• Deep knowledge of web analytics tools (e.g. Google Analytics), heatmap tracking and experience using A/B testing tools like GA's content experiment and Maxymizer.
• Support Digital marketing lead generation efforts by providing report and analysis of campaign landing and funnel conversion pages.

Washington, DC, US

• Provided web analytics reports, and analysis of AARP's Member Benefits content site for internal distribution accessing Adobe's SiteCatalyst.

• Provided qualitative and quantitative web data analysis and produced KPI dashboard reports.
• Managed company-wide implementation and QA of Google Analytics tracking code for various clients, including custom modification of GA code.
• Managed agency wide SEM and SEO strategic and tactical efforts.
• Developed standard procedures and documentation for SEO best practices and ongoing optimization for clients' web properties.
• Created SEO strategies and techniques for implementation in order to achieve site's goals and objectives.
• Worked closely with team members of the Engagement Department and provide guidance.

• Established comprehensive web analytics reporting through custom dashboards allowing clients to make informed business decisions through key performance indicators.
• Provided qualitative and quantitative analysis of online marketing tactics including site content performance, SEM, display advertising, and email marketing.
• Managed implementation, tagging, and QA of Google Analytics for various clients.
• Responsible for internal quality assurance and testing measures of digital tactics before deployment.
• Managed delivery of time-sensitive email acquisition and retention campaign metrics for clients and provide analysis for campaign optimization efforts.
• Developed executive-level digital campaign reports for monthly meetings with management and clients.

Fairfax, VA, US

• Led company wide internet strategic efforts and planning for increased online presence and brand awareness for various business units.
• Provided with a comprehensive analysis of web sites' metrics and other key performance indicators to initiate actionable insights for organic search and on-page content optimization.
• Analyzed both quantitative and qualitative data sets from paid search, email and other online marketing programs, make recommendations leading to improvement of online efforts.
• Delivered monthly/quarterly reports and other documentation of web site activity and performance measures creating executive dashboards with web analytics tools.
• Responsible for validating correct implementation of Google Analytics tracking.
• Led company-wide strategic efforts and planning for increased online presence and brand awareness for various business units.

• Designed all Harmony marketing materials, including advertisements, trade show displays, table exhibits, document templates, PowerPoint presentations, and other print media.
• Collaborated with marketing team on the design and development of visual concepts for a new corporate logo and revised visual identity.
• Supported CEO, department vice presidents and members of senior management team on presentations and graphics needs in support of strategic marketing initiatives.
• Contributed to the structure and design of a new corporate web site.
• Coordinated logistics and event planning for all participation in tradeshows and conferences.
• Led quality assurance process for Harmony web site; monitored performance, updated style and technology, and verified html validity; audited and enforced consistency with stylistic conventions; and edited and uploaded.

Bs, Marketing Management

Associates, Visual Communications