Led marketing analytics for a start-up to create marketing insights, develop dashboards, design UTM tagging schema, create attribution methodology and build data warehouse. Marketing Insights: Provided leadership team with insights based on data from Google Analytics, Facebook Ads, Pinterest Ads, Klaviyo, Microsoft Ads, and internal company systems on a weekly basis to illustrate the efficacy of marketing initiatives on traffic and bookings.Attribution Modeling: Created regression-based models to attribute sales to marketing channels. Regression analysis avoids effects of privacy initiatives that have plagued cookie-based attribution.Predictive Lifetime Value Modeling: Created models to predict LTV of customers based on their recent behavior. Models are based on historical customer behavior.Sales Forecast Models: Created models to predict the number of bookings created on both a monthly and annual basis. Models used recent booking trends, planned marketing and product initiatives, changes in marketing spend and strategy, and historic customer behavior to estimate sales performance.Developed UTM Tagging Schema: Implemented a UTM tagging schema across marketing channels to facilitate analysis of marketing effectiveness by campaign, creative, offer, and products. The schema facilitated automated dashboards by allowing easy parsing of the tags by dashboard tools.Marketing Dashboards and Reporting: Created dashboards and reports in Google Data Studio and using Supermetrics to facilitate data-based decision making by the marketing team.Data Warehouse Design: Gathered Marketing business requirements for the data warehouse. I was on the team to build out the data transformations and dashboards in an Amazon Redshift environment using Jira, GitHub, DBT and LookerAd Hoc Marketing Analysis: Conducted analysis for marketing by combining data from our PostgreSQL data base and external data sources to performance and efficacy of marketing activities.

Marketing, Planning and Analytics – Architect marketing datamarts to develop functionality, coach team to analyze data for marketing insights, and incorporate new data into the environment.Sling Marketing Datamart Product Owner: Business product owner for the design and development of the Sling marketing datamart. Responsible for managing changes in the datamart to adapt to new products, processes, and partners. Gathered business requirements for reporting and automated data feeds and validated the end products. Prioritized and managed projects to improve datamart functionality.Marketing Planning and Analytics: Worked with the CMO to develop reports and analyses to measure the performance of products, promotions, the sales funnel and marketing campaigns. Executed ad hoc analyses for the Marketing department to interpret data into consumer insights. Designed and built customized dashboards for Marketing and Operations data using Tableau.Operationalization of Redpoint Marketing Segmentation Tool: Integration of Sling Datawarehouse data into the Redpoint Interaction tool to target current and former Sling customers for upsell and winback communications.Campaign Sales Attribution: Provisioning marketing materials with unique toll free numbers and URLs to capture algorithmic sales attribution using Convertro and Upper Quadrant. Tagged campaigns by channel, tactic, and test groups for effective marketing analysis. Assigned response curves in order to conduct Project to Final analysis of campaigns.Churn Behavior Analysis: Designed methodology for understanding the churn behavior of Sling customers based upon their introductory packages and tenure as a subscriber. Analyzed the lifetime value of the customers acquired through these plans. Led the design of a cohort datamart to conduct survival analysis on a large scale. Sling TV Competitive Analysis: Designed processes for identifying and assessing competitive threats.

Developed and utilize change methodologies and processes for deploying projects to 40,000 employees in over 1,700 locations

Created and implemented Change Management and Communication Plans for internal projects; certified in Prosci Change Management Methodology. Facilitate departments in designing and documenting business processes.

Management Consultant specializing in Operations.

Air Compliance Officer

Evaluated and re-engineered the departmental work processes and increased equipment reliability and performance.