o Measure marketing campaign performance using SQL and Pythono Advise marketing managers on test designso Perform sizing and power analysis for marketing experiments using SQL and Pythono Measure performance of marketing experimentso Develop dashboards in looker to track marketing KPI’so Analyze the performance of owned and paid media assets using Google Analyticso Advise marketing managers on optimization opportunities to maximize the effectiveness of marketing spend.

o Lead analytic projects for Wells Fargo Home Lendingo Developed marketing funnel and attribution reports using internal and external datao Developed direct marketing campaignso Implemented marketing test strategies and provided insights on performance and optimizationo Developed documentation including data dictionaries and data flows for the data marts I managedo Worked with 3rd party vendors on integration and enhancement of data sourceso Gathered requirements from stakeholders to gather requirements for reporting solutionso Performed data quality assurance to ensure business requirements were properly implemented

o Developed multi-channel marketing attribution reports using multiple attribution methodologies including time decay, linear, last touch, first touch and event weightedo Extracted, transformed and loaded digital marketing interaction data and account/application data using from multiple data warehouses into marketing attribution data marto Analyzed marketing tests and provide insights on performance and optimizationo Researched data models and data dictionaries to understand data relationships and field definitionso Worked with 3rd party vendors on integration of new data sourceso Worked with stakeholder's on developing and enhancing marketing reporting solutions.o Developed data mapping solutions to standardize data from disparate sourceso Developed dashboards and reports in Tableau to monitor campaign, product, offer and channel performance

o Developed underlying data sources to be used for marketing development and reporting using SQL and Pythono Developed multi-channel marketing campaigns with Unica/IBM Campaigno Performed data and campaign quality assuranceo Provided recommendations on optimization and process improvemento Developed Tableau dashboards to measure marketing campaign performance

o Worked with stakeholders to gather understand marketing reporting needso Developed Tableau reports to monitor campaign, product, offer and channel performanceo Trained Optimization consultants on how to interpret performance data and trendso Analyzed marketing tests and provide insights on performance and optimizationo Researched data models and data dictionaries to understand data relationships and definitionso Worked with 3rd party vendors on integration of new data sourceso Profiled undocumented data sources and incorporate into reporting environmento Wrote SQL and stored procedures to extract transform and load and aggregate enterprise data o Develop data mapping solutions to standardize data from disparate sourceso Develop dashboards and reports to monitor campaign, product, offer and channel performance

o Consulted with business partners to gather project requirementso Developed reports to measure the effectiveness of Wells Fargo’s software development and quality assurance teams, measuring time, cost and outputo Researched enterprise systems of record to understand object relationships and data definitionso Developed mapping documentation to standardize data from numerous lines of business.o Developed reporting data marts integrating data from multiple disparate systems of record.o Created Stored Procedures, Triggers and Views to clean, standardize and transform enterprise data for reportingo Developed interactive Tableau dashboards using functionality including action filtering, sheet swapping, data blending and LOD expressions.o Performed data quality assurance to identify and correct data discrepancies

o Developed multi-segment marketing campaigns using UNICA and SASo Partnered with Marketing Managers to define campaign requirementso Used marketing resource management tool for scheduling and asset managemento Developed QA and ad-hoc reports using Teradata, SAS and Excelo Identified data discrepancies and errors and worked with data warehouse to resolve issueso Partnered with the publishing team to identify personalized data elements needed for creativeso Transferred marketing lists to ESP(Strongview) and other marketing partnerso Provided recommendations on campaign design, optimization, and process improvement

o Consult with marketing partners to strategize and define marketing campaign requirementso Write SQL to identify target audienceso Upload Marketing to lists to ESP platformo Develop campaigns in Responsys Interact: AB testing, dynamic content and personalizationo Modify email creative and apply tracking tags and clean up HTML codingo Train new staff on Responsys Interact and LeapFrog datamarto Provide recommendations on campaign design, optimization, A/B testing and targeting criteriao Report on campaign performance and provide insights to improve KPIs.

o Consulted with marketing partners to strategize and define marketing campaign requirementso Drafted technical campaign requirements including targeting and segmentation ruleso Transferred and explained campaign requirements to UNICA developerso Developed automated and ad-hoc marketing campaigns in UNICA Campaign o Ensured all creative assets and targeting strategies received appropriate approvalso Worked with Email Service Providers on setting up highly personalized content and email response data for campaign reportingo Assured quality of all inbound and outbound marketing files including layout, formatting and application of business logic o Provided recommendations on campaign design, optimization, A/B testing and targeting criteriao Reported on campaign performance and provided insights to improve KPIs.

o Consulted with marketing partners on campaign strategieso Developed user -friendly CRM data universe used for rapid campaign development and analysiso Developed automated and ad-hoc marketing campaigns in UNICA Campaign and Oracleo Ensured quality of campaign selection, segmentation and testing criteria o Developed a user -friendly CRM database to be used for rapid campaign development and simplified analysiso Generated batch files for ERP, website updates, and outbound campaignso Developed reports/scripts in Business Objects, SAS and PL-SQL to ensure data quality and formatting of outbound fileso Ensured delivery and acceptance of marketing files by fulfillment vendorso Provided training and guidance to offshore campaign developers and onshore junior analystso Developed reports to measure response rates, ROI and attrition for marketing campaigns