Kelly Labuta Email & Phone Number

Boston, Massachusetts, Us

Boston, Massachusetts, Us

-Independently managed multiple accounts and junior team members-Formed data strategies aligned with business goals starting from measurement framework and data collection to reporting results-Oversaw the extraction, cleaning, and integration of data from disparate sources, including media data, site-side analytics, and other partner agencies-Created and implemented an elevated website measurement strategy agencywide, directly resulting in new business opportunities and growth-Managed 10+ GA4 implementations across various verticals; created internal and external educational materials and led company-wide trainings-Developed tagging processes and documentation for web and media, resulting in increased efficiency in setup and a reduction in data errors-Collaborated across functional teams (e.g. Media, Creative, Tech) to identify opportunities for both client optimization and internal improvement

New York, Ny, Us

-Responsible for conceiving, planning, and executing data visualization efforts across multiple data sources for ongoing reporting -Led team in report automation efforts using R and Power BI to reduce time spent by 60%-Translated data from Adobe Analytics, Google Analytics, and heat-mapping tools for actionable insights and strategies to increase site performance for key conversion behaviors -Presented deep dives and ad-hocs to clients, walking them through key findings and subsequent recommendations in a clear, consumable manner-Developed measurement plans for advancing business strategy-Created and maintained documentation of metrics and dimensions definitions-Trained and oversaw development of new team members-Assisted with MRM pitches by analyzing data through social listening tools

New York, Ny, Us

-Analyzed user behavior through GA360 to give recommendations on how to optimize web and media experiences -Connected multiple data platforms (online and offline) for seamless reporting including GA360, SA360, DCM, and Salesforce-Automated ongoing core weekly and monthly reporting as a Power BI dashboard-Led efforts to utilize attribution modeling to better understand media performance across channels -Worked with implementation to create tagging plans in order to track full user journey -Took and passed SQL class led through the company

Grand Rapids, Michigan, Us

Managed content implementation, optimization, and maintenance on U.S. and four international sitesCreated briefs, concept mock-ups, and wireframes for web applicationsLed and designed numerous projects to improve the website for user experience Quantified improvements and identified areas of opportunity using Adobe AnalyticsUtilized User Testing and A/B Testing to better understand users and target audiences Worked closely with product teams, designers, global content managers, and external vendorsAttended the Adobe Summit 2018 conference focusing on sessions about Adobe Target, Adobe Analytics, and personalization

Grand Rapids, Michigan, Us

Uploaded and added content across multiple websites using WordPress and Express Engine CMSProject lead on developing User Personas to build a more personal web experienceOptimized content for SEO strategy Began training on User Testing and A/B Testing for website user experience

Allendale, Mi, Us

As my Honors Senior Project I worked with Padnos International Center, the study abroad office at GVSU, to perform market research in order to better understand why students choose to study abroad. I wrote and distributed a survey to students at Grand Valley who had studied abroad and then analyzed over 140 survey results using SPSS predictive analytics software and Stata. Afterwards I presented my findings and subsequent suggestions to Padnos International Center.

Grand Rapids, Mi, Us

Gained certification for Google Adwords, Bing Ads, and DoubleClick Campaign ManagementOptimized 30 accounts weekly across Twitter, Facebook, Google Adwords, DoubleClick, and Bing AdsAnalyzed ad performances and helped report data findings on Tableau

Grand Rapids, Michigan, Us

Completed client-specific research, competitive audits, and survey analysisPresented client research findings while actively participating in team meetings Gained a strong understanding of the branding processDeveloped skills with Adobe Creative Suite, Google Analytics, and Google AdWords

Lenexa, Kansas, Us

Acquired sales daily through a strong value placed on customer service Zoned, organized, and stocked storeWorked the cash register

Plano, Texas, Us

Learned the fundamentals of retail and working in a fast paced environment.

Promoted from Page to ClerkUsed Work Flows Computer system to check patrons' books in and outAssisted in setting up local fundraising events

Bachelor Of Business Administration (B.B.A.), Marketing And Economics

Faculty Of Arts

Education record