Katherine Ruff Email & Phone Number

Created design for a multi-touch attribution model to better understand the impact of lower intent marketing channels and to visualize complex prospect journeys. Analyzed subscription data across a multitude of internal factors to identify key drivers and properties of customers who churn.

Remote

Subject matter expert for data modeling behind inbound marketing acquisition funnel. Designed and built marketing website traffic model to link website visits with inbound marketing funnel. Created "always on" Tableau self service dashboards, Slack alerts, and scorecards to provide executive leadership with a pulse check of performance against goals. Partnered with Marketing Ops to audit Hubspot and Salesforce for breakdowns in data model design and to identify areas of improvement within the Customer Journey.

Plano, Texas, United States

Subject matter expert for Dealer Navigator product. Helped onboard new leadership to datasets and complex customer journeys. Created intent and analysis for model driven feature highlighting within the product to increase product engagement and conversion of customers to car sales.

Plano, Texas, United States

As the first business analyst hired on the team, led weekly product insights and created key monthly business metrics, scorecards, and views to help leadership understand performance of the product.

Maintained execution, optimized population selection, and creative A/B testing for Card cross-sell Direct Mail, Email, and EASE marketing channels. Partnered closely with brand, data science, and tech teams to reimagine each marketing channel and optimize solicitations/processes.

College Station, Texas, United States

Worked with the Agricultural and Electrical engineering department to improve the proof of concept design for a smart sprinkler system.