Global data, digital & marketing insights strategy supporting enterprise and strategic growth initiatives within analytics, modeling & insights

Measurement lead in a cross-functional agile marketing environment with a goal towards personalizing the customer journey while taking the channel attribution landscape into account, with a focus on optimizing paid media channels. Work alongside a team of like-minded analysts to perfect the enterprises Measurement Playbook which is focused on creating methodologies by channel to be leveraged during in-house A/B testing to determine incremental impact. Extrapolate data and insights to deepen engagement, acquire new customers, and increase loyalty across paid media and CRM campaigns while sizing priority, considering cost constraints, and identifying key areas to test into.

Lead analyst for internal B2B SaaS start-up, Hero, which partnered with SmartGift to create the premier gifting destination: https://corporategifts.1800flowers.com/heroAfter moving data from Magento to Snowflake, created queries from scratch using SQL syntax, as these were untouched datasets before this position was filled at the company. Leveraged datasets that were created to provide weekly business updates and insight into multiple pillars of the business division. Launched Jobs-To-Be-Done (JTBD) style customer interviews with key accounts. Leveraged notes from interviews to tie key themes with the newly available data to unlock untapped growth and fuel the product roadmap. Advised various stakeholders on where to allocate marketing spend in a competitive B2B landscape with no historical benchmarks. With limited analytical resources, eventually became an influential voice and valued team member in terms of how optimize spend and fuel growth across the enterprises food groups (Harry & David, Cheryl’s, etc) attribution landscape and marketing budget. Provided monthly business recaps on paid media performance to inform where to invest incremental spend. Eventually started launching marketing A/B tests for paid channels leveraging RockerBox datasets in Snowflake. Worked with Tealium and InfoTrust to tag the newly created site for Google Analytics 360, identified key events and kpis needed to be tracked along with prioritizing where the work would fall in each sprint with limited dev recourses. Ran A/B tests in Optimizely to understand how to best optimize the site experience to drive new prospects down the sales funnel.

Work across all business units in a fast paced start-up environment, holding myself accountable for the accuracy and relevance of deliverables in order to own responsibility for work product and consider these factors in the end-to-end analytical process, from data gathering to analysis to formatting and presentationDrive and challenge entire executive management team on their assumptions of how they will successfully execute their plans and achieve long term successPassion for problem solving using data and numbers to tell the story, whether it be through creating complex SQL queries, financial bridges, models, etc Project Examples: Served as in-house consultant to gain a stronger understanding of drivers and opportunities within B2B2C to position for continued growth in the core business by understanding what has driven growth historically by collaborating with sales team to combine their knowledge with data to drive further value and unlock new learnings. Codified B2B2C asset tagging/nomenclature through complex SQL queries to gain new insight into growth mechanics and set groundwork for future tracking. Developed framework on how to allocate spend to B2C marketing channels by dissecting KPIs (CAC, ROAS, LTV etc) while taking into account the entire attribution landscape (last click, cookied, incrementally, etc). Unlocked plethora of areas of improvement within B2CRestructured Loyalty Program to make it profitable by identifying weaknesses in the "earn & burn" approach which led to an unprofitable contribution margin. Supported backend technical work to switch loyalty vendors

Development, execution, and optimization of acquisition, retention and win-back campaigns to drive growth. Leveraging SQL Server to add more customer data points to existing platform/advertising data • Analyze campaign/paid media data, advising on optimizations that reduce CPA across our digital media channels and partners• Track and report on quality of customers coming from the various acquisition channels, supporting optimization towards high quality customers as determined by LTV.• Heavy execution of SQL queries against multiple data environments, comparing the results and documenting outcomes. Eye towards finding data inconsistencies within a complex data landscape.• Diligently monitor campaigns, proactively identify areas of opportunity or risk, and partner with Account Management to enhance overall Performance Marketing yield• Manage company coupon strategy including AOV and discount rate• budget allocation by vendor/campaign and communication to vendors..• Manage co-op agreements worth $2M+ through features on the website, emails, and social channels while analyzing which placements work best.

- Updating email HTML code, design and copy, Dreamweaver- Managing promotional coupons and other operational items- Manage and manipulate analytics data in Excel- Perform research audits of competitive e-commerce websites’ personalization, audience engagement and retention campaigns

Digital Analytics:- Assist the website marketing department with daily analyses of overall site performance and marketing campaigns leveraging data from Google Analytics 360 (GA).- Collaborated with team’s analysts and managers on ad-hoc requests while dissecting and exploring attributes of user behavior on different website platforms (desktop/mobile/tablet). - Analyzed general trends and asset placement performance for the desktop’s homepage, yielding improved conversion rates of nearly 19% YoY for summer 2017.- Created various dashboards and custom reports within Google Analytics and Google Sheets.- Reviewed internal marketing strategies, providing insights and perspectives for better acquisition and retention of younger demographics within the ecommerce retail industry.- Provided critical insights and creative recommendations for continued growth and change relating to relevant events affecting the ecommerce space, government, and foreign affairs.Business Plan Competition:Developed and presented strategic business plan to the CEO, and other executives aiming to increase Smile Farm Inc’s brand awareness while simultaneously increasing revenue for 1-800-Flowers.com.- Leveraged 1-800-Flowers’ website KPIs to help guide the brainstorming of innovative marketing ideas that grab the consumer's attention while increasing their willingness to buy. - Developed conceptual Smile Farms focused advergaming experience where participation resulted in enticing promotional offers available to use on any of 1-800-Flowers’ family of brands.Digital Leadership Program:Assisted with market research and the operational executions for Florist.com, Fruit Bouquets and 1-800-Flowers International, three of the enterprise’s fastest emerging divisions. - Utilized Google’s AdWords and Keyword planner tools to assist in brand optimizations.- Researched and developed implementation plan for marketing new product offerings.

Mobile, Tablet, International Experience Intern-Device optimizations for mobile/tablet users through different site testing and campaign creative development.-Customer service assistance for internal start-up company, Florists.com.-Shadowed management teams of organizations internal division on concepts, strategy, and operations.-Learned about various opportunities in the marketing field like analytics decision making, international marketing, consumer behavior, etc.