Strategic Leadership: Led data management efforts, partnering with media directors and buyers to create data-driven cross-channel marketing plans for clients.Budget Management: Collaborated with Account and Project Managers to develop analytics budgets within broader media and creative scopes, ensuring department profitability.Technology Optimization: Managed and optimized internal marketing and analytics tech stacks, gaining an in-depth understanding of ad platforms and third-party data integration.

Website Analytics: Oversaw and improved website analytics solutions across client websites, enhancing website metrics tracking and future decision-making.Data Visualization: Utilized advanced data visualization techniques to extract and present critical insights from large datasets to key stakeholders.Strategic Framework: Employed LTV/CAC framework for strategic decision-making and marketing spend optimization.

Professional Development: Developed individual training plans for team members, aiming for skills development and certifications in cutting-edge tools like PowerBi, Fivetran, Funnel, and Google Cloud Platform. Fostered continuous learning and skill enhancement within the team.Recruitment Leadership: Managed recruiting efforts with a strategic approach, achieving a remarkable 2x increase in junior and senior-level analytics staff over a one-year period. Built a talented and diverse team aligned with organizational goals.Merger Transition Management: Assisted the transition of the analytics team during a critical merger. Provided marketing analytics-specific training, initial client onboarding, integration with existing teams, and analytics execution support for key new clients. Ensured continuity and excellence in service delivery during a period of significant change.

Reporting Automation: Designed and built robust ETL and data pipeline solutions for real-time marketing/CRM data use in reporting tools. Enhanced data accuracy and reduced manual data collection, streamlining processes and improving efficiency.Website Tracking Enhancement: Enhanced website tracking capabilities for 25+ senior living websites. Utilized Google Tag Manager and custom Javascript code to create tailored tracking solutions, providing valuable insights into user behavior and site performance.