Served as System Admin for Adobe Analytics, Google Analytics, and Google Tag Manager, managing users and system security for a suite of websites reaching over 13 million monthly unique visitors.Developed architecture and implementation plan to migrate from Google Universal Analytics to Google Analytics 4, providing guidance to developers and implementing via Google Tag Manager.Developed a campaign tracking schema allowing the marketing team to correctly attribute conversions and manage ad spend.Created Adobe Analytics reporting workspaces for marketing team and other stakeholders.Performed ad hoc analyses to investigate anomalies in the web analytics tracking data.

Developed digital analytics solution designs for Google Universal Analytics, Google Analytics 4, and Mixpanel, enabling tracking of lead conversions and user engagement across fifteen websites and three apps reaching more than 22 million unique monthly visitors in the United States and Europe.Oversaw migration from Google Universal Analytics to Google Analytics 4, providing guidance to developers and implementing via Google Tag Manager.Administered Google Analytics, Google Tag Manager, and Google Optimize accounts, including creating custom dimensions, setting up properties and views, and managing users.Created, updated, and maintained tags, triggers, variables, and containers in Google Tag Manager for both Google Universal Analytics and Google Analytics 4 properties.Collaborate with developers, product owners, marketing team, and other stakeholders to provide specific web analytics tracking acceptance criteria to developers for new content, pages, and sites.Audit web analytics frameworks to identify and repair gaps and errors in tracking and to optimize implementations.Serve as subject matter expert for Google Analytics, Tag Manager, and Optimize and training users.Conducted ad hoc analyses of website traffic data to interpret trends and provide recommendations to meet business objectives.

Designed and implemented a database to report Institutions for Mental Disease utilization to comply with state and Medicaid requirements and provide insight into costs and trends.Scrubbed, reformatted, and deduplicated hundreds of thousands of records prior to ETL from a legacy inpatient utilization database to an enterprise clinical behavioral health database.Prepared and processed monthly financial reports for 35 substance use and mental health providers.

Re-engineered Adobe Analytics digital analytics implementation, integrating web traffic data, previously spread across 14 disparate Adobe Analytics report suites, covering 4 company websites, 4 apps, and multiple partner and customer websites, into a single report suite, enabling marketing and sales analysts to make business decisions by facilitating their access to the traffic data.Oversaw migration from Adobe Analytics to Google Analytics 360, guiding the solution design and deployment via Google Tag Manager.Reduced time required to produce monthly business intelligence reports for executive management by 60% (from five days to two days) and reduced errors by developing an MS Access ETL tool and an MS Excel reporting document containing 24,000 vlookup formulas.Provided monthly reporting on worldwide boat sales showing value in USD, EUR, and GBP, and time to sale by country, boat type, boat class, boat length, and manufacturer.Performed ad hoc analyses of lead trends, seller inventories, boat listing impressions and click-through rates, site visitor segmentation, visitor device type usage, site traffic pathing and referral sources, external campaigns for executive management, and the marketing, editorial, and sales teams.Created a universal convention for content, conversion variables, and success events across all properties. Deployed report suite through Adobe Dynamic Tag Manager. Administered Adobe Analytics. Trained users.

Designed and implemented multi-dimensional, analytical, leads and revenue summary and forecasting reports for sales and marketing using Access and Excel. Created data flow diagrams. Designed data model. Designed a standardized schema for tracking lead channel and campaign information. Drafted changes to data model required for implementation. Drafted user interface forms. Created data flow diagrams.Wrote an 8,000 line SQL algorithm to automate and standardize assignment of school degree program attributes, to ensure consistent program merchandising across two dozen web properties. Wrote user documentation. Trained users.

Eliminated human error and reduced task completion times by 80% to 90% by designing and building an Access-based ETL process to import leads data from multiple external data sources into a Siebel database. Conducted business requirement and stakeholder analyses. Drafted system data flow diagrams. Wrote user documentation. Trained users.Designed and implemented an automated weekly sales rep management dashboard using SQL, Access, and Excel. Wrote SQL to tally weekly contacts made. Reduced reporting time by 75%. Removed two people from process.

Designed and implemented weekly index derivative trading volume report for CEO, CFO, and Director of Corporate Finance using Access, PowerPoint, and Excel to track weekly transactions of derivatives of twelve stock indexes traded on nine exchanges, and their resulting revenue. Created ETL processes for extra-company data sources. Wrote system and user documentation.Developed Access database to track billing to corporate auditors and consultants to ensure compliance with Sarbanes-Oxley regulations. Wrote system user documentation. Automated asset depreciation calculations for corporate tax returns by creating a MS Access tool. Prior manual system required more than 40 hours of work by tax attorney and was prone to error. Automated system completed the process in one hour without errors.

Business IntelligenceDesigned and implemented an Access database to track medical utilization by 2,000 members of two employee health insurance plans. Provided summaries to plan directors and rapid turn-around ad hoc reports to plan manager.Conducted member satisfaction surveys.