Irina Mihai Email & Phone Number

Amsterdam, North Holland, Netherlands

Herzogenaurach, Bavaria, De

Leading a 15 FTE team of data engineers, data product owners, data scientists and marketing analytics experts supporting the EU ecommerce businessEnsuring a stable and future-proof data foundation across data ecosystemsPiloting and scaling data science capabilities to drive profitable decisions across multiple stakeholder groupsHiring and nurturing talent across Amsterdam (NL) and Gurugram (IN)Presented at the Big Data & AI Conference in London 2023 on Decision IntelligenceFor 8 months, assumed part of the responsibilities of the Snr. Director Analytics

Amsterdam, North Holland, Nl

Established the digital analyst team as valued partners across multiple areas of the LeasePlan digital businessGrew the digital analyst team from 2 to 8 within a time frame of 6 monthsSet up and implemented the RACI model across the organization with respect to digital analytics ways of working and interfaces with stakeholders, across digital products & customer journeysLed the digital data collection engineering capability to ensure stable, compliant and high quality digital data collection implementation needed to drive decisionsLed the Google Analytics 4 and server-side tracking migration

Amsterdam, North Holland, Nl

• Leading the data visualization roadmap & execution for the SME ecommerce customer journey acting as global digital dashboard product owner• Coordinating and coaching a team of analytics specialists (clickstream data collection, data governance & visualization) for the purpose of end to end performance measurement & insights for SME ecommerce customer journey (acquisition channels, website behavior, CRM) • Multi-channel analysis (clickstream, CRM) to inform stakeholders on business performance & steer towards quantified growth opportunities• Impact assessment of both developed features and launches and predictive business cases as input for customer journey roadmap prioritization• Analytics functions resource estimation & planning to ensure optimal analytics support for the business stakeholders' roadmap• Raising the company data maturity by providing analytics trainings on various data related topics

Herzogenaurach, Bavaria, De

Focused on web personalization analytics and strategic global insights by:Identifying strategic focus areas and opportunities for web personalizationSupporting local markets and global .com agile teams with insights, hypotheses and measurement frameworksActing as web analytics expert in a cross-functional team that enables the scalablity of the web personalization programManaged and coached 2 junior analysts

Herzogenaurach, Bavaria, De

Key accomplishments: - Developed an alerting system for critical website KPIs and operationalized it across multiple teams- Winner of the 2016 Alteryx Excellence Awards- Presentation at the 2016 & 2017 Alteryx Inspire conference in London- Alteryx & Tableau Webinar on ecommerce analytical processes at adidas- Completed "Fit to Lead" leadership program for upcoming people managersFor over 8 months I was responsible for web analytics in the Western Europe e-commerce organization. I led a team of 3 individuals with the shared purpose to enable data driven decisions by delivering timely and relevant insights to key stakeholders of all levels. I successfully managed relationships with the onsite merchandising, UX, marketing activation and global web analytics teams in order to maximize sales opportunities, drive online product roadmaps and improve consumer satisfaction, internal analytics processes and data quality.

Herzogenaurach, Bavaria, De

Mission: Improve data-driven decisions within the e-commerce organizationConducted analyses and recommended improvements on A/B Testing, consumer journeys, user interaction with various elements of the site (navigation, onsite promotions, filters, checkout, onsite search), campaign analysis, product performance and missed opportunitiesResponsible for creating and maintaining data visualizations that provide (senior) managers with the necessary information to take the right decisions in a timely mannerResponsible for accurate data collection and tagging requirements of new featuresManaged analytics tools integrationsManaged an information transparency & data coordination project within e-commerce

Amsterdam, Noord-Holland, Nl

Analyzed web metrics and visitor behavior for client websites in a variety of industries with focus on telecom (Vodafone, KPN, UPC Switzerland)Recommended website optimizations & A/B testing with the aim of increasing conversions and user satisfactionConducted multichannel analyses to "connect the dots" between data from multiple customer touchpoints (web, call center, CRM)Analyzed web performance measurements & translated these into actionable recommendationsDefined web analytics tagging requirements and supervised their implementationTranslated business questions into analytics and database integration requirements and was responsible for their implementationAutomated dashboards in Report Builder showcasing current performance versus dynamic targets

Ghent, Flemish Region, Be

• Analysis of large SPSS datasets from online consumer surveys mostly in the FMCG sector • Reporting of results & recommendations based on analyzed data that support clients in the new product development process (concept/idea screeners, in-home use tests)• Project management tasks to ensure timely and accurate delivery of project deliverables from internal and external stakeholders, facilitating information flow between stakeholdes• Worked for: PepsiCo, Heinz, Douwe Egberts, Arla Foods, KLM, Philips

Amsterdam, Noord-Holland, Nl

Projects owned: • Above-the-line spending analyses, Market Seasonality analyses, Portfolio Lifecycle analyses• Research Project Usage & Attitudes in Hair Care Russia• Research Fact Books for Key Business-market combinations• Claims Workshop for the Philips Wake-up LightOngoing tasks: • Analysis & Reporting of Market Tracking results like market share and market developments in international markets for Personal Care categories (male grooming, female depilation, hair care, skin care) • Ad-hoc market analyses, reporting & presentations for consumer marketing & strategy departments• Supported Consumer Intelligence with consumer research projects • Researched consumer trends & competitors in Personal Care

Redmond, Washington, Us

• Set up, analyzed and optimized campaigns on Google, Yahoo, Bing• Created, maintained and analyzed keywords, texts and rankings in the different Search Engines• Generated and analyzed reports, provided recommendations for improving performance• Prepared market research and product analyses

Master Of Marketing Management

Bachelor In Business, Economics And Social Sciences, International Business Administration