• Established a global data model for reporting as we launched the loyalty program internationally, integrating and validating all of the new data sources.• Leveraged a new strategic framework for Loyalty KPIs that tangibly connected our high-level objectives to more granular strategies and tactics, allowing us to comprehend the Loyalty Program as a single, more holistic ecosystem.• Delivered statistically significant, yet actionable, insights regarding the effectiveness of new Marketing tactics we introduced through A/B Testing.• Built confidence into our Consumer Data Platform (CDP) through robust data validation across multiple platforms, discovering any lurking issues, and developing the appropriate resolution.

• Created a segmentation & personalization strategy using R and consumer behavior data to classify users into actionable marketing personas. • Developed foundational reporting for week-over-week insights on the consumer lifecycle, campaign performance, and evolving member demographics.• Introduced and analyzed the effects of Sweepstakes as a major driver for engagement allowing us to reduce the volatility of our Weekly Active Users (WAU) and create better benchmarks for forecasting. • Leveraged SQL to incorporate custom features for stakeholders into Snowflake and the Tableau Dashboards.

• Performed analytical deep-dives to share insights surrounding marketing campaigns, product collaborations, and member demographics.• Implemented, validated, and operationalized our Consumer Data Platform (CDP) for marketing personalization as well as our CCPA data privacy initiative. • Governed the data engineering, maintenance, & execution of the weekly data extract process for the Consumer Lifecycle Management (CLM) team which pulls together 20+ data sources via Alteryx workflows to update foundational databases & automated Tableau dashboards.

• Identified inactive consumers for a database hygiene initiative that reduced operational costs by $60k+ per year. • Conducted A/B testing related to the Loyalty Program, CRM, and in-store strategy, such as driving lower-funnel performance and evaluation of segment engagement. • Identified inefficiencies within the weekly reporting process and developed an Alteryx alternative which reduced total processing time from 4 days to 36 hours.

• Wrote intricate SQL queries to build an AWS database using member demographics & app engagement data. • Enabled stakeholders to make data-driven decisions through a "refine & iterate" approach that allowed me to learn their objectives deeply and develop highly-tailored insights & automated Tableau dashboards utilizing SQL backbones.• Identified ideal merchant partnership opportunities by comparing marketresearch with internal data leading to more efficient expansion and the earliest monetized deals. • Taught the fundamentals of data analysis with Excel, SQL, and Tableau with various exercises, shadowing, and in-depth projects.

• Utilized campaign performance, consumer demographic, and paid media data to optimize our marketing efficiency through monthly paid media reallocation recommendations based on FICO, cost, volume, and other digital marketing metrics. • Contributed to an early Data warehouse initiative and leveraged SQL to pull insights for the Digital Marketing & Brand teams. • Spearheaded a competitive SEM analysis of keywords and ads to create a bidding strategy for under-valued keywords which lowered acquisition costs by shifting spend to a more efficient mix.

• Facilitated numerous digital marketing campaigns that required coordination across multiple platforms. • Collected, analyzed, and interpreted data from Google Analytics and reported to clients about their campaigns’ effectiveness.• Raised upwards of $5,000 from sponsors to fund a fitness festival for a major client.