Marketing Analytics & Insights Generation• Establish the analytical foundation and roadmap and conduct all analytical work for Product Marketing. • Develop attribution methods, forecasting models, and analysis frameworks for measuring the impact of marketing campaigns. Metrics include incremental ARR, user engagement, and product adoption. • Design and conduct complex analyses and create decision-making frameworks. These inform the mobile user signup flow, paid ad investments, ideal customer profiles, and locations of data centers.• Drastically improve the Product prioritization and roadmap process by creating a dashboard that consolidates and summarizes qualitative user feedback. GTM Strategy• Drive GTM and channel strategies to maximize impact through analyses and generating actionable insights.• Design and measure channel experiments. Findings were distilled into a marketing campaigns playbook that led to 53–91% improvement in user engagement metrics.• Revamp the GTM process to be more data-driven. Includes creating a scenario forecasting dashboard and experiments.

Marketing Analytics and Project Management• Managed all marketing ad hoc analyses and reports for 7 brands. The objective of analyses ranges from understanding market share trends, determining marketing budget allocation, and customer segmentation.• Collaborated with stakeholders in defining business and analysis objectives to better meet business needs. • Significantly reduced ad hoc analytics pipeline turnaround time from 10 weeks to <2 weeks while improving quality by establishing new processes and project management tools. • Led a 4-person onshore and offshore team. Trained and onboarded junior associates. Strategy and Quantitative Modeling• Developed brand-specific and portfolio pricing and forecast models to determine the impact of price adjustments.• Established evaluation processes and assessed cost-effectiveness of pricing scenarios for 30+ brands. • Provided thought partnership for clients on marketing and pricing strategies leading to implementation. Consumer Research • Designed research studies focused on behavioral and cognitive heuristics to gain a deeper understanding of customer attitudes and decision-making. Includes in-depth interviews, surveys, and ethnographies. • Analyzed and interpreted research results into actionable recommendations and collaborate with clients on execution.

Product Management• Created and implemented user settings which resulted in >99% metric compliance and saved clients $4M. The metric previously had the lowest performance (~35%) of all quality program metrics. • Uncovered gaps in user workflow by extracting user data and applying statistical methods (e.g., regression, conjoint). Provided actionable insights and recommendations leading to small and large-scale projects.

Digital Strategy and Evaluation• Developed an evidence-based value assessment model used to prioritize KP’s digital initiatives and budgeting. • Conducted primary market research on patient engagements, leading to journey maps and actionable insights.

Nonprofit Operations• Managed monthly nutrition budget for 9 locations and implemented quality standards set by US Dept. of HHS.• Achieved 9% spending reduction by forecasting demand based on 2 years of operations expense reports.