Independent consultant providing marketing analytics, marketing operations, and strategy services.

Oversaw and directed marketing analytics and operations function, serving as key leader in driving marketing success and instilling a data-driven culture across the organization.Areas of focus included:• Predictive Analytics: Utilized machine learning (ML) models and other data science methods to predict marketing outcomes, such as throughput, response rates, and revenue. Directly integrated into workflows to automate decision-making.• Marketing Technology Integration: Led a team in successfully integrating the marketing technology stack, including CRM, marketing automation, ad platforms, analytics platforms, and data management systems to streamline marketing operations and improve efficiencies. Ownership over majority of MarTech stack.• Marketing Performance Dashboards: Developed comprehensive and actionable marketing performance dashboards for C-level to front-line stakeholders, highlighting key metrics and insights that drive ROI.• Forecasting: Developed top-down and bottom-up forecasts as part of the corporate strategic planning process.• Strategy Development: Developed and led the implementation of data-driven marketing strategies and roadmaps aligned with the organization's goals and objectives.• Team Development: Built and led a high-performing marketing analytics team, mentoring team members, and fostering a culture of continuous learning and growth.• Stakeholder Communication: Effectively communicated insights and recommendations to executive leadership and other stakeholders, influencing informed data-driven decision-making.

Influential leader tasked with building the marketing analytics function from the ground up, putting in place the systems and tools, the people, and the processes necessary to impact change within the organization.Areas of focus included:• Data Integration: Successfully integrated data from various sources, such as ad platforms, CRM systems, marketing automation platforms, web analytics, and social media, using various ETL processes and extensive data pipelines; created a centralized and comprehensive data repository.• Attribution Modeling: Created and implemented attribution models (e.g., linear, first touch, last touch, etc.) to accurately measure the impact of various marketing channels on conversions and sales.• A/B Testing and Experimentation: Designed and executed A/B tests and marketing experiments to optimize ad copy, landing pages, marketing messages, and targeting.• Cross-Channel Analysis: Analyzed and optimized marketing efforts across multiple channels, including digital (PPC, social media, display, video, email) and traditional (TV, radio, print)• Performance Measurement: Defined and developed tracking for key performance indicators (KPIs) to measure the success of marketing initiatives and campaigns.