Lara F. Email & Phone Number

Dublin 2, Ie

Atlanta, Ga, Us

I was accountable for leading various initiatives to modernize and standardize web analytics practices, identifying areas for improvement, and ensuring best practice usage of the Adobe Analytics platform for a leading provider of digital video, internet, phone, home security, and automation services.Some of my key contributions included:➥ Conducted a 3-month analysis of Cox Communications' website and apps to identify and capitalize on improvement opportunities, resulting in enhanced user tracking and engagement capabilities throughout the customer journey.➥ Developed multiple customer journey maps to provide a greater understanding of consumers’ purchasing decisions, resulting in a frictionless website experience and increased revenue.➥ Authored a solution design reference and established a data dictionary to inform data collection and reporting efforts.➥ Enhanced the quality, accuracy, integrity, and reliability of data collection, synthesis, and analysis. ➥ Increased Adobe Analytics adoption, utility, and ROI across all departments.➥ Provided employees with a strong foundation in Adobe Analytics usage, unlocking new business opportunities.

Roseville, California, Us

I joined BlastX Consulting in 2017, where I led a team of up to 5 consultants and managed a suite of projects to embed data analytics best practices into all aspects of customer operations. Among my contributions, I set up user tracking systems to measure the reach and impact of marketing or business efforts.Some of my additional contributions include:➥ Analyzed customer data to identify trends, stories, and improvement opportunities.➥ Ensured value realization of customers’ investments in BlastX Consulting services.➥ Delivered Adobe Customer Journey Analytics virtual live trainings for ~500 Medicare.gov and Healthcare.gov staff.➥ Created training materials to provide staff with a strong foundation in the data analytics tool.➥ Led a 3-member Strategy & Analytics team, partnering with the Implementation team to embed tracking code in 3 large government websites.➥ Achieved 100% team retention; enabled 2 members to promote to progressively senior positions.➥ Overhauled Smartwool’s reporting practices across all marketing channels, resulting in the attribution of 99% of sales via Adobe Analytics.

New York, Ny, Us

I joined SiriusXM in 2016, where I oversaw the entire digital analytics function for a company serving 27M+ customers annually. I orchestrated data analytics activities across multiple channels (including the SiriusXM application and website) to optimize financial performance and enhance marketing effectiveness.Some of my key contributions include:➥ Modernized and optimized analytics procedures, resolving a 6-month backlog of analytics in just 3 months. ➥ Built productive relationships with multiple team leaders, collaborating to streamline data collection and reporting practices.➥ Developed and automated reports for marketing personnel.➥ Enhanced self-service capabilities by training staff in report maintenance/update practices. ➥ Orchestrated social media and website reporting to demonstrate the viability of the newly launched Beatles channel.

Princeton, New Jersey, Us

As Senior Multi-Channel Analytics Lead, I was responsible for managing all analytics efforts – from initial planning through to insights delivery – for high-profile clients including Shire Pharmaceuticals and Bristol-Myers Squib.Some of my contributions include:➥ Leveraged analytics tools to conduct deep dives into customer data, develop data visualizations, and deliver actionable recommendations that fueled business growth.➥ Designed a strategy combining digital and traditional marketing analytics, resulting in improved decision-making capabilities across various marketing channels.➥ Compiled data and information for healthcare practitioners and consumers, facilitating the successful launch of a new indication for an existing ADHD drug.➥ Automated reporting practices, providing greater visibility into KPIs across all marketing channels.

New York City, Us

As Research and Analytics Manager, I performed extensive research (including focus groups, site surveys, and data analytics) to identify opportunities for the Travel Channel.I provided data-informed insights, advertising guidance, and reports that increased web traffic and video views. Some of my contributions include:➥ Instituted new analytics reports for multiple channels including the Food Network, Travel Channel, and HGTV's social media platforms. ➥ Built a repository of research and data insights to inform strategic decision-making efforts.➥ Increased website traffic by 20% and video views by 20%.

Master Of Science - Ms, Marketing & Business

Master Of Science - Ms, Ebusiness: Concentration In Marketing Intelligence And Research Systems

Certificate, Digital Analytics

Bachelor Of Arts - Ba, Literature