As the leader of our Marketing and Operations Analytics team, I am responsible for driving scalable insights at the audience and channel level that shape our bank marketing strategies. Additionally, I am responsible for ensuring our operational engine is fully utilized and is performing in a well managed fashion.Lastly, my team is responsible for specifically driving insights on how our customers interact with platforms such as website, optimizing channel performance like Search(Organic and Paid), Facebook, Discovery, and Display. Ultimately, my team provides large strategic leverage across a marketing team of 170 associates, to drive best practices and strategies that grow us as a National Bank.

As the leader of this team, I led 27 analysts to build analytics and data products that help inform on customer behaviors and perceptions, branch/cafe network strategies and reporting, and marketing campaigns execution and effectiveness. As the leader of this team, I drove analytical strategies that supported partner teams with deep insights and reporting to help grow the bank. Despite the context switching I was able to lead our team in evolving to SalesForce based marketing efforts, optimizing our branch/cafe network footprint with consolidation and growth insights, as well as growing our customer profile techniques.

As the team lead for these functions, I was responsible for developing a roadmap and strategies that helped guide and support many of our bank network growth and consolidation strategies. Additionally, my team provided support to existing operations with trended reporting on in-footprint activities such as transactional and customer traffic patterns. This role uniquely positioned me and my team to influence where we would open cafes, consolidate branches, as well as understand the impact of established cafes customer growth strategies. These were critical insights that tied directly to both high monetary investments, as well as potential risks within the branch network. By leveraging cutting edge technologies, I led the team to to quickly bring insights that influence leaders and partner teams on our national physical network from multiple dimensions.