I play a crucial role in the success of our integrated marketing efforts by leveraging data and analytics to provide actionable insights to marketing and business development teams.I'm also responsible for building go-to-market analysis process and reports, monitoring marketing campaign performance/KPIs and outcomes, and trends related to agency and consumer behaviors, for the purposes of informing strategic decision-making and optimizing marketing initiatives.

Assumed ownership of 2 in-flight projects, the monthly GTM Executive Report, and the Smart Targeting Initiative, both of which were transitioning from a Big 4 consulting engagement to in-house. Accelerated project execution by optimizing research, data science, and engineering; and by upleveling cross-functional collaboration.► Refined project management methodology for the GTM Executive Report. Instituted deliverables calendar, built project assets repository, launched executive dashboard, and directed stakeholder communications.► Instituted Agile environment and Jira project management tools to accelerate utilization of Smart Targeting, which used AI and ML to optimize account targeting, from 1 project line to now 8 products in the vaccine portfolio.

Articulated the marketing analytics and GTM strategies, with the primary objective being to evolve the organization towards predictive analytics, in order to effectively calculate ROI on marketing campaigns and trade shows. Cultivated partnerships with marketing leads across diverse business units, to jointly define KPIs and build performance dashboards. Supervised a team of 2 marketing analysts.► Increased campaign optimization 25%, by integrating comprehensive reporting and enabling real-time adjustments such as altering landing pages and CTAs. Integrated campaign reporting to sharpen performance measurement.► Raised engagement 30%, by translating data into compelling narratives. Utilized Salesforce insights to identify market opportunities, increased primary CTA responses 30%, and shifted the focus from impressions to meaningful actions.► Introduced predictive analytics, which raised forecast accuracy 40%. Collaborated with the data science team to develop models of historic data, and enhanced forecast formula by including online digital marketing activities.

Executed a series of digital marketing projects in IBM’s in-house agency, Blue Studio.► Enhanced ROMI tracking by 25% and accelerated delivery by 30%, largely by authoring 50 user stories, streamlining digital marketing implementation, and implementing Agile methodologies to treat each campaign as a project.► Drove a 15% improvement in customer acquisition, by partnering with stakeholders to optimize landing page conversion points, such as "contact us" or "complete a purchase".

Recruited to develop data and actionable insights from that data, which would be instrumental to decision making on spend for digital marketing campaigns and trade shows. Introduced real-time dashboards and analytics to the organization, to enhance visibility into campaign performance, engagement, spend, and conversion.► Increased ROI by 20% by coordinating analytics and engagement tactics to establish, monitor, and assess campaign KPIs. Determined which analytics to collect and effectively report.► Raised campaign effectiveness and engagement 30%, by joining with business line leaders across the organization to define and monitor KPIs.

Managed a portfolio of business and marketing analytics projects. Scope encompassed authoring 10 system specification documents spanning marketing, SEO, analytics, and enterprise data warehousing, all to institute data governance. Presented 15 well-defined user stories to stakeholders across management, IT, and development teams. Recommended marketing automation solutions.

Strategically planned and implemented the organization’s 1st marketing analytics function, and collaborated with stakeholders across the business to define KPIs and calculate MROI. Launched a dashboard to demonstrate marketing campaign performance to senior leadership.► Instituted 7-member specialized team of digital marketers who increased efficiency by 15% and data insights by 20%.► Raised engagement 25% by directing installation of 3 strategic channels: TV, digital advertising, and email marketing.

Directed the 20-member international group across the US, South America, and Europe reporting on web analytics for all of IBM.com.► Provided instrumental leadership in raising accuracy by 25% and efficiency by 30% in just 6 months, largely by instituting a regular cadence of reports and join sessions with different units across the business.► Delivered a 20% revenue increase by overhauling campaign reporting and optimizing spend per channel, based on data used to align the business units’ specific goals to campaign CTAs.► Optimized campaign metrics by 15%, by deriving insights from cross-channel data and aligning that with targeted KPIs.

Optimized annual campaign performance by 25%, delivering 15% higher CTRs and 20% improved conversion rates for surge protection, HVAC, and appliance services. Drove 300% growth in call center inquiries and a 68% closure rate, through expanded outreach initiatives. Implemented A/B testing to boost user experience metrics by 20%.

Introduced groundbreaking functionalities delivering a 25% productivity increase, 20% delivery acceleration, and 30% customer satisfaction boost. Raised availability by 20% and decreased response times by 25%.