Senior Director, Digital Optimization
CurrentDirected and managed enterprise Digital Analytics team within NASCAR’s Analytics and Insights organization, a group responsible for delivering actionable insights, business intelligence, and trending analysis of the company’s digital performance and user and fan behavior to stakeholders. Distilled structured and unstructured enterprise data from disparate sources into business-impacting insights. Acted as key subject matter expert and thought leader for data processes, data governance, analyses, visualizations, and presentation of key learnings, which were delivered to senior executives. Manages the $3MM digital analytics budget, all partner/vendor contracts, and manages direct reports while assisting in their upward growth.• Developed innovative Key Performance Indicators (KPIs) that integrated digital and social data to benchmark, measure, visualize, and report all aspects of digital performance across platforms, which were presented to senior leadership and used in business development efforts. • Successfully executed long-term technology roadmap for cornerstone in-house digital analytics platform, which was used to generate operating reports related to customer / fan behavior. The platform served as a primary source of Voice of the Fan enterprise data and was a key factor in securing a multi-million dollar marketing partnership. • Led the overhaul of reporting methodologies to focus on integration and use of business intelligence tools to increase overall analysis impact. Utilized statistical methods to discover trends in fan behavior and content performance. Worked with external stakeholders to develop predictive models of user and fan behavior.• Coached and developed team members in areas of cross-platform data synthesis, aggregation, integration, and visualization of disparate data types – content performance metrics, customer demographics, segmentation, customer behavior, corporate reputation, and media exposure valuation.
