Kelsey Snyder Email and Phone Number

• Perform regression and other statistical analyses to forecast bestseller performance• Architect new tables and create more efficient data pipelines via SQL, Cradle and ETL, providing simplified views of key KPIs• Map high-value customer actions (e.g. reading subscription, first book purchase) to downstream transactional and financial data• Build interactive, self-service tools in Quicksight, Tableau and Excel to inform decisions regarding acquisitions, investment, and advertising • Lead marketing attribution strategy, creating the org’s first multitouch attribution model and expanding the products covered, doubling marketing’s attributable profit• Automate reporting using custom SQL queries and ETL, decreasing operational teams’ processing times by 75%• Teach annual SQL training sessions to 40+ students, which received 100% positive survey feedback for quality and usefulness• Create materials for future-proofing SQL knowledge in the org, including multiple wikis, a 50-page SQL Handbook, and a query library• Partner with Leadership and teams in Product and Program Management, Data Engineering, Marketing, Finance, Operations, and Editorial, providing analytical support for key decisions regarding annual goals, title and author performance, pricing, media planning, and program adoption• Promoted from Business Analyst in April 2021

• Analyzed data on key categories and acquisitions opportunities using SQL; analyses include breakdowns of sales data, audience segmentation and crossover, author deep dives, customer loyalty, reader engagement, and frequency of purchase• Created interactive tools and models in R, Tableau, and Excel, which optimized for content, packaging, acquisitions, and publication schedules• Managed pre-publication marketing for the romance, science fiction, fantasy, YA, and commercial fiction categories, including packaging, detail page/back flap promotional text, merchandising targeting, and branding• Partnered with teams across countries and the Kindle org, including Editorial, Design, Merchandising, PR, Project Management, and Business Intelligence

• Managed a portfolio of B2B AdWords clients with $23MM annual spend, growing revenue 38% YoY• Implemented Google Advertising campaigns across search, shopping, display, and video, using A/B tests to make informed targeting and placement decisions• Performed in-depth query trend analyses from AdWords and internal tools, using SQL to pull data and time-forecasting to predict future growth• Led event planning of Breaking B2B Barriers, a Q4 2015 event for 80 B2B clients that received a rating of 4.2 out of 5.0• Conducted 150+ brand lift studies, brand awareness surveys, and behavioral, attitudinal, and product usage surveys• Partnered with all levels at client companies, receiving 100% favorable customer satisfaction, with support referred to as “fantastic”

• Analyzed custom research and created executive keynotes for vertical leadership, which reached hundreds of clients and was featured in industry publications• Developed marketing collateral for sales clients, crafting stories from a combination of primary, industry, and third-party research• Wrote thought leadership pieces such as "The Changing Face of B2B Marketing," an article on Think with Google that received 12k views• Led the tools training committee on the Industry Analyst Role Council, coordinating third-party tools trainings for 100+ Analysts

• Supervised a team of three Analysts, trained them on media measurement tools, delegated research projects, and provided managerial feedback • Built dashboards for media planners and ran ad-hoc analyses to inform media placement decisions for major clients (General Mills, Nestle, Verizon, Sonic, H&M)• Managed the agency’s annual worldwide advertising forecast publication, which was featured in the WSJ and eMarketer• Created target segmentations in syndicated tools and translated them into target stories• Determined deliveries of integrated media plans and optimized media selections for the best ROI• Trained and supported media planners on research tools and organized regular agency-wide trainings• Promoted from Senior Analyst in June 2011

• Produced national television research, upfront support & custom vignette recap decks to Marketing/Ad Sales teams to effectively position NBC in the prime, late night & daytime dayparts• Wrote POVs for potential research tools, critiquing their usefulness to NBC Universal

• Drew actionable insights from data on consumers, media/product usage and competitive ad spending• Collaborated on decks that highlighted market and new media trends• Tracked current economic environment and summarized in a monthly Economic Indicators publication• Wrote training manuals for proprietary tools• Coordinated introductory meetings with all new hires and introduced them to research tools