• Lead a global Digital Data & Insights team within HPE's in-house agency, delivering strategic analysis and actionable insights to paid media strategists, channel leads, and campaign management teams to inform investment strategy and ad optimizations•Lead standardization of taxonomy standardizations across media and web platforms to enable full funnel digital reporting and insights•Provide cross-channel strategic insights to drive digital demand to acquire quality sales leads and increase brand awareness of HPE•Lead collaboration between digital demand organization and data science organization to enable statistical analysis and AI/ML modeling

• Lead a Digital Data & Insights team within HPE's in-house agency, delivering strategic analysis and actionable insights to paid media strategists, channel leads, and campaign management teams to inform investment strategy and ad optimizations• Own paid media tagging and data operations, ensuring data availability to organizations across HPE Marketing • Drive data-driven decision making through new tools and processes including bi-weekly media pulse insights, campaign and creative-level dashboarding tools, forecasting tools, and monthly cross-channel strategic insights analysis• Establish a strategic measurement framework aligned to cross-marketing strategic goals, aligning paid media KPI’s with branding and demand objectives

• Leveraged website, email, and purchase data to mine insights and personalize web experience leading to up to 5x further site engagement and 25% increase in sales for top segments. • Communicated results of multivariate regression and A/B testing through actionable insights to senior leadership, leading to an increase in data-driven site optimizations. • Created experimentation strategy including guidelines and best practices to standardize testing process internally and drive increase in online revenue per user.

• Managed all digital analytics opportunities and projects for a leading spirits client, doubling client investment in analytics support.• Created branded automation products including campaign reporting dashboards, brand measurement guidelines, and tagging generators that reached beyond day-to-day client to global network.• Developed custom and standardized measurement plans to evaluate advertising campaign effectiveness including digital and non-digital efforts.• Delivered data-backed insights on brand audience to influence client marketing strategies using owned and syndicated data sources.

• Managed analysis of client's digital channels on a monthly & quarterlybasis, reporting insights and recommendations.• Created and executed digital testing that supported client businessgoals and led to creative learnings applicable across platforms.• Evolved digital reporting process by implementing automation toolslike Google Data Studio and SAS, saving >25 hour per client per monthon data collection and manipulation.• Created a solution to track and collect clickstream data from GoogleAnalytics using SAS, leading to new revenue opportunities includingrecommendation engine builds, site pathing analyses, and custom-builtinteractive visualizations using D3.js.

• Collaborated with product managers, product marketers, and solutions marketing teams to map client needs with product offerings to create roadmap for competitive performance testing.• Managed performance testing content creation,producing over $4 million of collateral to support Dell’s go-to-marketstrategy.• Managed a $2.5 million annual OPEX budget, keeping within a 2%variance to plan.