Chris Riggs Email and Phone Number

Directs a group of analysts to gather and evaluate data from diverse sources, offering valuable insights. Works closely with crucial stakeholders from different departments to identify organizational requirements and transform them into analytics projects and solutions. Manages reporting, BigQuery, tagging, and the analytics framework in the role of Principal Admin for Google Analytics. Handles the Tealium Suite CDP, Tag Management, and Datalayer as the Principal Administrator, integrating online and offline data with tools including Google Analytics, Salesforce, SFMC, and Pendo.• Enhanced conversion rates by 27% through comprehensive funnel optimization and testing.• Engineered the company’s analytics testing infrastructure.• Implemented system and tool integrations to automate reporting processes.• Successfully guided the strategy for acquiring and implementing website and integrated systems tools.• Developed and carried out data-driven strategies, overseeing the creation of analytical models and algorithms while ensuring the accuracy and integrity of data.• Introduced and managed the AB Testing framework, incorporating design and reporting to improve site optimization.• Set up, customized, and managed Google Analytics 4, including training, verification, and ongoing support.• Secured GDPR and CCPA compliance for Digital Analytics with PII filtering and data removal in Google Analytics.

Managed digital analytics for over 100 brands, driving business growth through key improvements. Analyzed digital marketing data to track performance, uncover insights, and guide strategic decisions. Implemented advancements in reporting and analysis functions, optimizing processes, and enhancing decision-making. Collaborated with cross-functional teams to refine digital approaches and provided strategic guidance to support marketing and channel initiatives.• Enhanced reporting accuracy, streamlined BigQuery operations, improved tagging efficiency, and optimized analytics architecture as the Principal Admin for Google Analytics.• Developed and implemented unified visit tables from raw clickstream data sourced from Omniture and Google Analytics.• Transformed business insights by optimizing and automating the reporting process for key brand dashboards.• Executed the deployment and coordination of automatic event tracking and page classification in Google Analytics and Adobe SiteCatalyst.• Facilitated GDPR and CCPA adherence by implementing effective PII protection and data removal mechanisms within Google Analytics and Adobe SiteCatalyst.• Created an auto-click tracking system for the website to monitor key elements and performance indicators.

Directed the development and execution of marketing analytics and reporting strategies for B2B and B2C sectors in North America. Led cross-functional collaborations with Product, Finance, Sales, and European teams. Analyzed complex data to derive actionable insights and inform strategic decisions. Delivered regular reports and presentations to senior management, highlighting key trends and opportunities. Drove innovative marketing approaches and optimized performance based on data-driven findings. Analyzed supply/demand trends, customer retention metrics, geographical and category segments, audience profiles, lifetime value, and customer health, delivering key insights and driving strategic enhancements.• Defined key metrics and protocols to establish a comprehensive global reporting framework.• Created standardized dashboards that improved visibility for global marketing, product, e-commerce, and executive teams.• Developed and managed an OLAP cube that consolidated over 2000 tables from a primary database into a unified tool.• Facilitated company-wide KPI tracking and data access by converting complex databases into a user-friendly analytical tool.• Managed the implementation of Adobe Analytics, establishing key performance indicators (KPIs) and naming conventions to standardize data measurement.• Configured events and variables within Adobe Analytics to capture and analyze crucial data points.• Defined and introduced marketing channel tracking, creating a comprehensive data source for analytics and reporting.• Led the creation of advanced e-commerce reporting for North America, encompassing A/B testing, site flow analysis, segmentation, audience building, web tagging, and optimization strategies, resulting in successful standardization and implementation across Europe.• Developed accurate forecasting and regression models to analyze consumer and revenue trends, enabling strategic marketing planning and optimized budget allocation.

Conducted a thorough review and assessment of key online and offline performance metrics, focusing on the marketing and product departments. Utilized database management systems, web-based platforms, and ad server technologies to create integrated reports, perform statistical analyses, and develop accurate forecasting models. Implemented a cross-functional approach to evaluate key business indicators, guiding strategic decisions and enhancing performance outcomes. Compiled and analyzed data from various sources to improve online media strategies, generating detailed quarterly reports on nationwide marketing campaigns. Tracked and optimized media performance by monitoring conversion rates, click-through rates, revenue, and ROI.• Played a key role in optimizing processes and enhancing functionality, leading to a 78% reduction in CPA and achieving a 2.0 ROI on a $70m online marketing budget.• Created a suite of interactive media planning and optimization tools, Site Performance Index, Cost Forecasting, Keyword De-duplication, and Source Code creation accessible to all team members, providing immediate, actionable results.• Led the creation and management of a Marketing Tracking tool that integrated third-party Ad Server and Database data, boosting data accuracy and flexibility, and improving the precision and effectiveness of online media campaigns.• Collaborated with the development team to create self-service tools for marketing tracking tag placement, reducing implementation time from weeks to minutes and eliminating the need for ongoing technical support.• Initiated and built the European Marketing Analytics team, providing comprehensive training, including templates and reports, and guiding strategic insights for the new group.• Introduced a dynamic Corporate Dashboard that merged database, web-based, and external industry data, facilitating in-depth analysis and trend monitoring of essential corporate metrics over both the short and long term.