- Conduct organizational studies to uncover strengths, weaknesses, and opportunities for strong teams and better organizational outcomes. - Collect and analyze data to generate reports and insights that inform recommendations and implementation strategies. - Present findings to leaders and work together to develop a plan of action. - Design and present educational and training materials for professional audiences. Work closely with subject matter experts to understand an organization's unqiue challenges and the limitations associated with potential solutions.

- Created ad hoc analyses and dashboards for Small Business Relief Program and Paycheck Protection Program efforts.- Tested new content frontiers from conception to launch, including audio/video asset production, planning, and communicating results.- Worked closely with stakeholders to develop strategies and solutions resulting in faster reporting, hours saved, with absolute reporting accuracy by automating processes.- Presented regular deep-dive insights on a variety of topics often marrying internal and external data sources for deeper discovery.- Onboarded new Saas platforms and provided technical expertise to team and decision-makers.- Built and implemented marketing performance learning protocol including experimentationexecution, logging, and communication framework.- Launched a global content-to-conversion analysis and dashboard.

- Created Behind the Small Business by QuickBooks - Booked and recorded interviews in conjunction with wider content priorities- Recorded and edited interviews for content and story- Produced and composed music to bookend each show- Scheduled launch and worked with internal teams on amplification activities

- Leading global Top of Funnel analytics- Aligned all global teams and agencies on a single naming convention for all marketing channels, developed and executed an implementation plan and built an app to aid adoption, scale and maintain consistency; currently measuring outcomes- Spearheaded project to align all Intuit business units, QuickBooks, Mint, Intuit, and Turbo Tax on a single social media reporting framework- Built end to end creative reporting system and dashboard for all channels in all countries, including naming convention, reporting tools, global and partner team alignment, and system implementation- Created a custom index to clearly measure creative asset performance across all digital channels- Provided data support for global teams to secure more budget, be more effective and efficient and share lessons learned - Supported the social, community, acquisition teams with investigations into audience, content, creative- Led the development of topic models using machine learning and innovative thinking to classify content into meaningful categories and extract insights- As a subject matter expert on social media and marketing, I worked in lockstep with the social, community, acquisition, and engineering teams to create and execute campaigns and experiments- Analyzed traffic and user behavior to identify opportunities to improve marketing campaigns, ad creative, and content- Created visualizations and presenting clear, concise and actionable insights to the marketing and product teams; lead discussions on analytics and interpretation of results- Nominated for 2 internal Marketing Star Awards"Great job for getting recognized on your naming convention work. Having a single naming convention and pushing agencies to adopt is a challenge for every company. I’m grateful and excited that you took the initiative to do this for SBSEG globally." ~Nafeesa Fathima (Manager)

- Created a clear and effective strategic vision for paid, owned and earned media and worked to bring this vision to life.- Led shifts in strategic and operational practices and thinking: introduced new software solutions, fostered a culture of data, learning and collaboration.- Used data mining, model building, and statistical techniques for feasibility assessment, cost analysis, optimization and to test tactical and creative ideas.- Developed innovative analytical approaches to benchmark, measure and target growth and effectiveness, and objectively value digital media activity.- Defined growth targets and strategies using insights from historical data, SWOT and other analytical techniques, leading to tangible business results.- Interfaced with other lines of business to develop and execute marketing strategies and tactics, documented and reviewed results and carried learnings forward.- Reduced media costs by > 30% while increasing reach, impressions, GRPs and other KPIs.

- Managed more than $4M budget for global health and environment initiatives in partnership with organizations from high-tech and government to non-profits.- Responsible for $2M ad credit distribution project in partnership with Facebook: studied the effects of advertising on nonprofit fundraising and engagement.- Exceeded growth objectives for high profile global accounts in partnership with Facebook, Discovery Channel, and other agencies, leading up to COP21 in Paris.- Worked cross-functionally to identify client needs and product improvements then translated ideas into deliverables for clients, partners, and products.

- Developed and conducted structured interviews with a representative sample of employees to uncover current themes in the target topics.- Analyzed qualitative interview data and historical employee data then wrote interpretive summary of emergent themes.- Managed the completion of work-streams and delivery of work-packages.- Researched and presented an 18 page executive summary on study findings and made recommendations about how Amazon could address challenges and capitalize on talent management strengths.

I was the team leader on a consulting project to redefine a small audiobook production company, formalize its relationship with Audible.com (Amazon), and more clearly position itself in the market. Furthermore, we provided PUP with a plan to address investment in individual productions and contract negotiations with clients. - Facilitated the formation of a new brand identity for the parent company, Pocket Universe- Designed the structure for a hierarchical group of Limited Liability Companies, with one parent and numerous project-based entities- Developed a digital marketing plan to grow and launch Pocket Universe with a strategic plan to leverage upcoming publicity with the largest launch to date of an Audible drama production- Performed due diligence for existing contracts- Created a business model for independent audio production and distribution- Designed a financial model for estimating the value of an individual author’s work based on fan base, original sales and celebrity involvement- Performed a SCOT analysis with strategic recommendations

I helped undergraduate students learn about the world of digital marketing, innovation and develop a strong presence online so they are more marketable and skilled for the modern workforce.

I used social media and email to generate ROI for our clients. This required me to develop end-to-end strategies and document processes.• Managed and A/B tested social media accounts and email campaigns for clients.• Created original targeted content and content strategies for clients in a variety of industries.• Worked with the production crew to create graphic, photo, and video assets and assisted in development and sourcing of packaging and packaging design.• Coordinated brand activates across functional departments to develop and implement digital and traditional marketing campaigns.• Involved in marketing and communications strategies including creative, copy, packaging, print and digital media, analytics reporting, and the designing of promotional materials.

Nova was a student-led solar startup funded initially by research grants. I was the marketing officer and pitchman for the team. I developed strategies for positioning ourselves among the hundreds of other student-led startups competing in the various university innovation competitions. We went on to win 3 of the 4 competitions we entered, competing against much larger and better-funded projects and eventually came in second at the national competiton, competing against MIT and other major tech schools.