Danielle Coulson Email & Phone Number

Ellicott City, Md, Us

Woonsocket, Ri, Us

Leading the migration and evolution of authenticated and unauthenticated digital experiences to WebSDK and the AEP mobile SDK supporting implementations that unlock the newest Adobe HIPAA ready stack (Real Time CDP, Adobe Experience Platform, Adobe Journey Optimizer and Adobe Customer Journey Analytics) while building a comprehensive data collection strategy.

Woonsocket, Ri, Us

Created and grew the Data Collection team from 2 FTEs supporting Aetna’s Digital portfolio to 8 FTEs and 6 contractors supporting the CVS and Aetna Digital portfolios. Lead multi-team, multi solution initiatives allowing for remediation of data issues across e-comm, B2B and healthcare sites. Built data literacy across the Digital organization by training over 700 individuals on data collection principles, tools, technical knowledge and processes. Socialized and implemented a comprehensive data collection model that resulted in business partners funding new resourcing to use the model. Directed tag management team responsible for the implementation and improvement of third- party integrations and vendor pixels for Marketing and Product partners using Tealium tag manager. Solutioned compliant data capture strategies on assets with PHI and PII elements utilizing new server-side data collection technology. Instituted consistent stakeholder communication forums to share progress and key business issues and risks.

Woonsocket, Ri, Us

Managed a team of 10 by leading grooming sessions, gathering requirements from stakeholders across multiple business units, and reprioritizing work following the SAFe Agile framework. Determined high level data strategy and documentation to ensure a consistent, reliable data story is delivered across the Aetna enterprise. Created new processes to increase understanding and accuracy of clickstream data and call center data across different levels of stakeholders. Produced documentation to translate technical data science work into guides that business stakeholders can understand. Built multiple mapping documents and data dictionaries to build an understanding of clickstream data for data engineering and data science teams to utilize in multiple coding languages. Learned Python to help with the creation of a new call after metric that will allow benchmarking and deeper analysis of OKRs.

Woonsocket, Ri, Us

Created awareness campaign process and UAT testing process that serves models for all customer centric programs developed by the Office of the Consumer PMO. Served as IT program delivery subject matter expert for consumer experience programs. Identified success metrics, then performed performance analytics to determine success of programs and analyzed steps for optimization. Built Tableau dashboards and custom data tables for analysis to track members’ multichannel interactions during participation in programs

Woonsocket, Ri, Us

Taught IT and business teams to utilize IBM Tealeaf CX for performance and business needs. Using IBM TeaLeaf CX found performance failures by discovering code that contained API failures. Built a Tableau report that allowed high level and granular monitoring of VOC feedback from the newly launched secure member site. Followed user journeys using Adobe Data Workbench to complete cross channel analysis with an emphasis on call center costs. Continued to update and improve Adobe Analytics implementation on the new member secure site by investigating tagging gaps and creating strategy to continually improve reporting. Completed Adobe Analytics integrations with multiple data connectors including IBM Silverpop and OpinionLab. Directed, tested, and debugged Adobe Analytics reporting on the new mobile app.

Woonsocket, Ri, Us

Served as application owner for IBM TeaLeaf CX and taught management and peers how to leverage the tool by investigating customer pain points. Worked as part of a two person analytics team that created the strategy and monitored the implementation of Adobe Analytics using Adobe Dynamic Tag Manager for a redesigned member secure website. The strategy and implementation involved changing analytics platforms and building a strategy that works for a responsive site that uses angular javascript. Served as a usability, content, and customer experience SME during a multi release agile project. Created reports and dashboards to monitor trends for optimization while communicating these opportunities to executives and non-analytics minded teams. Was able to use analytics implementation to give optimization suggestions that lead to an 11% increase in registration conversion.

Purchase, New York, Us

Audited all Pepsi vendors on the University of Maryland campus, identified opportunities, and made suggestions to increase sales. Found discrepancies in asset lists that led to a significant increase in revenue. Became a liaison for the new contract between Pepsi Beverage Company and the University of Maryland.

Washington, Dc, Us

Responsible for Profit and Loss results for a $70,000 business by creating and implementing strategic direction. Forecasted demand for products and stimulated sales that led to an increased sales by 150% in three months. Created, implemented, and managed a contingency plan for new hires. Received bonus for exceeding operating income.

Minneapolis, Mn, Us

Increased guest survey response by 74%, which led to an increase in guest survey scoresActed as a leader on duty (overall management for the store) on multiple shifts which entailed creating a daily strategy, and delegating short and long term goals to employees. Responsible for front end operations and overall guest experience.