Responsible for developing a data-driven culture to enhance customer satisfaction and the consumer experience, increase ROI, and improve the functionality of marketing programs.• Developed digital/marketing analytics road map resulting in incremental sales and other key business outcomes.• Implemented multi-touch attribution modeling and reporting to derive conversion-focused insights.• Integrated advanced analytics in marketing, optimizing campaign effectiveness and customer experience resulting in 35% savings of potential ad spend waste .• Streamlined data-driven decision-making process in marketing, contributing to enhanced customer insight and business growth.

Work with digital agencies as a consultant to develop, build and implement comprehensive roadmap for data and analytic strategy implementation. Created an environment of understanding, assessment, and interpretation of online marketing.• Designed and built best-in-class post campaign data mart for end-to-end analytics across all media channels. • Provided visibility into the performance of all business silos across different platforms for internal and external stakeholders.• Reduced reporting update time from 10 manual hours a week to zero using automation.

Responsible for development and expansion of corporate data modeling, reporting, and analysis as it related to business forecasting and planning. Identified and measured key corporate-wide metrics, modeled all key sales drivers to help analyze current business performance and maximize ROI to increase revenue & profit. • Led marketing database conversion, responsible for all aspects of the data migration efforts. Developed database wireframe and managed the project plan and schedule to meet the objectives, budget, and timetable of the successful data migration. Resulted in budget variance reduction from 30% to 3%. • Created digital business reporting system incorporating e-commerce order data, email data and Google Analytics site traffic data. Drove increase in average units per order by 8.4% and average order value by 11.2% in 18 months. • Developed and implemented new budget modeling system to improve existing processes and add insight. Improved update and reporting process time from 6 days to 1.5 hours.• Led promotional planning systems conversion, working with internal teams and external vendors to develop and manage implementation plans. Created a new reporting package measuring key corporate metrics. System change reduced planning and updating overhead speed by 25%.

Director of Analytics, Agora Publishing Services, Baltimore, MD | 2006 - 2008Directed corporate reporting department for analysis of circulation, marketing efforts and overall publication health and strategic decision-making. Served as analytical lead for multiple internal businesses.• Created a new BI reporting and analysis package across all marketing channels for each individual business silo. Developed performance benchmarks, reports, and ongoing performance analysis.• Developed and implemented new budget modeling system to improve existing processes. Created the entire budget reporting package. Created profitability and life-time value analysis.