Digital Analytics Manager
Current• Devised and integrated a statistically appropriate A/B testing protocol within Google Sheets, reducing testing duration by up to 2 weeks and minimizing false positives, thereby improving the accuracy and efficiency of the company’s continuous testing process for website and pricing point variations.• Automated marketing reports by connecting various analytics platforms (Google Analytics, Google Search Console, Mixpanel) to Google Sheets via APIs, reducing weekly report creation time by 6 hours.• Created the company’s first analysis of product lifetime value and packaged it into a user-friendly dashboard, leading to the identification of unprofitable digital products and guiding the strategic allocation of Google Ads bids.• Led the company’s first fraud detection initiative, identifying fraud transactions totaling $4-5 million and preventing potential bank chargebacks, thereby retaining a key partner merchant.