Director, Marketing Analytics
San Francisco, Ca, Us
• Built and led a high-performance team from the ground up, contributed to the company IPO (DOCU) in April 2018, partnered with the global marketing team and key sales and finance stakeholders to define frameworks for analyzing marketing results including reporting for board of directors, marketing ROI, campaign attribution and influence, and pipeline generation and acceleration• Hired, coached, and developed junior and experienced analytics professionals to foster career growth, guided team to extract insights and build stories to support executive-level presentations, and drove the development of advanced models and enablement of highly adopted dashboards• Built, automated, and led weekly sales pipeline updates with key insights and actions for global and regional go-to-market leaders for x years• Modernized best-in-class B2B lead scoring model via machine learning algorithms by leveraging both internal and external data sources• Built and scaled a few widely adopted dashboards across marketing, sales, business development, product, engineering, and finance, including data modeling, scripting, visualization, on-going maintenance, and user training• Collaborated with marketing program managers, marketing operations, sales operations, enterprise apps, and business intelligence on system, process, and database enhancement projects to build cutting edge data products• Built multi-product pipeline measurement framework to help Docusign transform from a single-product to multi-product company• Served on the data leader committee for Enterprise Data Platform migration from Azure SQL Server to Snowflake• Led deep dive analyses (i.e., predictive analytics, lead scoring, customer response journey, pipeline forecast, cohort analysis, sales capacity & productivity analysis, segmentation, velocity and conversion analysis, A/B testing, hypothesis testing, lift analysis), synthesized results and provided actionable insights to stakeholders