In my role as a Senior Data Scientist, I have had the opportunity to collaborate cross-functionally in designing and implementing controlled experiments (e.g., A/B, Matched Market, Synthetic Control Method, Difference-in-difference) to evaluate the effectiveness of advertising tactics across different media channels. I conducted thorough test analysis and effectively communicated the results to clients and key stakeholders. Notably, I identified potential annual savings of $450K that could be redirected towards growth initiatives.Additionally, I provided valuable support in the development of a proprietary testing tool. This involved researching statistical methods, including hypothesis testing, experimental design, and causal inference techniques. Furthermore, I made contributions to the UI design wireframes, ensuring a user-friendly and intuitive interface for seamless usage of the tool.Overall, my work as a Senior Data Scientist has allowed me to leverage my expertise in statistical analysis and experimental design to drive data-informed decision-making and deliver meaningful insights to clients and stakeholders.

As a Data Scientist at Dentsu, my responsibilities included delivering monthly competitive analysis reports by leveraging 1st party and 3rd party data to assess current media efforts and plan future tactics. These reports were presented to senior managers and directors during each quarterly business review (QBR).I applied Bayesian structural time-series models to perform causal impact analyses on diverse client datasets, spanning industries such as Retail, Insurance, and Financial Services. This involved utilizing advanced statistical techniques to uncover the relationships between variables and identify the factors influencing business outcomes.To efficiently analyze a vast amount of historic marketing text, I employed Natural Language Processing (NLP) techniques in Python and utilized Amazon AWS (EC2 & S3) for scalable computing power and storage. Through this approach, I successfully identified key words, phrases, and sentiments driving traffic.Furthermore, I developed time-series forecasting AI models using Facebook Prophet in R. These models incorporated various factors such as seasonality, holidays, economic trends, and other covariates to accurately estimate ad spend and revenue, achieving a daily accuracy of 85% or higher.

Developed multiple linear regression (MLR) machine learning algorithms for predicting clicks and conversions, providing valuable insights to support marketing analysts in their daily advertising budget decisions. Additionally, I worked closely with Sr. Data Scientists, assisting them with various tasks such as auditing code, performing data cleaning and transformation, and conducting exploratory data analysis in Python. These activities allowed me to summarize key findings and generate meaningful visualizations that effectively communicated technical methodologies and results to non-technical audiences. By contributing to deck building for storytelling purposes, I ensured that complex concepts were presented in a clear and concise manner, facilitating understanding and engagement.

I participated as an intern in the Media Academy, a summer program that offered the opportunity to work cross-functionally with specific clients and receive training in various digital marketing capabilities, such as Account Structure, Search Engine Marketing (SEM), Paid Social, Ad Copy, Display, Programmatic Advertising, Bidding, and Reporting.After completing the training and earning certifications in Bing Ads and Google Ads, I utilized my skills to analyze daily reports on clients' marketing campaign performance using Excel and PowerPoint. Additionally, I collaborated with a team of ten people to develop a comprehensive digital marketing strategy. We then presented our well-researched recommendations to the client, who enthusiastically accepted them.Moreover, I had the privilege of working on an engaging internal project with the Data Science team. Our objective was to develop a model that optimizes snack ordering and budget allocation in the office. This involved considering popular preferences, product variability, and budget constraints to create an efficient and satisfying solution.

The capstone project from the MScA program at UChicago provided an invaluable opportunity to apply the skills acquired throughout my coursework. This project entailed a collaboration with Kraft Heinz's People Analytics team, enabling us to deliver multiple analytics solutions.Working in a team of three, we designed and developed a predictive tool utilizing machine learning techniques to optimize the hiring process by estimating the difficulty level of filling job requisitions. Additionally, I utilized first-party human resources data and US Census data to generate a comprehensive descriptive report, offering data-driven recommendations for enhancing the hiring process.The project encompassed a three-month research phase, during which we crafted a formal proposal for our solution. This was followed by an extensive nine-month development phase, where we analyzed data, tested various models, and created the solutions alongside a detailed report.

While at ProgresSum, I had the opportunity to work in a client-facing role, collaborating within a team to develop tailored solutions for various clients. This included the development of a custom operational and financial modeling Excel-based tool, which supported a global NGO's effort to assist producers from developing countries in managing their businesses efficiently.During my time as a Business Analyst at ProgresSum, I honed several skills, including client-facing interactions, critical thinking, financial and investment analysis, as well as operations and business analysis.

As a Marketing Analyst at Novus International, I had the opportunity to enhance my analytical and research skills. I successfully executed a global pricing and cost analysis campaign, which involved identifying current revenue leakages and providing actionable recommendations to improve revenue by 10+% in the upcoming years.

Following my successful work as a Senate Member for the Student Government, I was elected to the position of Public Relations Coordinator. In this role, I not only acquired new technical abilities but also developed leadership skills by collaborating closely with leaders from various clubs and associations. I ensured that their marketing materials met the predetermined criteria for approval and provided innovative ideas to enhance the effectiveness of their campaigns.One of my key responsibilities was executing an aggressive advertising campaign, which included redesigning the association's logo and brand identity. This initiative significantly increased exposure for the association and resulted in a remarkable growth of club membership, from 15 to 30 clubs, within just 6 months.

Working for a world leader in inspection, verification, testing, and certification provided me with the opportunity to create and publish audit reports while delivering exceptional customer service to clients seeking national and international certifications for their products, processes, systems, and services.During my time in this role, I also had the privilege of assisting the finance department. In addition to providing regular updates on the company’s accounts receivable report, I successfully expedited collections and ensured that multiple accounts were aligned with their payment schedules.

During my time at Lindenwood University, I had the opportunity to join the Student Government as a Senate member. Some of my responsibilities involved representing the student body in all matters within the university and greater community, as well as representing campus committees or serving as a liaison to departments or groups as deemed necessary.Along with a team of eight, I was in charge of conducting thorough research and gathering students’ concerns and suggestions. This information served as valuable supporting material for potential proposals presented to the campus executive board.