Spearheaded the establishment and execution of a comprehensive data governance program for a company aiming to transform itself into a truly data-driven organization• Led Data Governance Strategy Development: Directed the creation and enforcement of data governance frameworks, policies, and standards ensuring consistency and quality across 18+ systems• Stakeholder Engagement and Communication: Formed and led Data Governance Council, aligning key stakeholders, and enhancing decision-making to ensure consistency, quality, and security of critical data• Data Catalog Implementation: Oversaw the design and development of a data catalog to automate data discovery, provide detailed lineage, and instill a curation process through stewardship to add business context to data assets• Master Data Management: Implemented master data management, producing mastered “golden records” for common business domains such as Customer, Product, and Location.• Cross-Functional Team Leadership: Led cross-functional teams to create single source of truth for business data with defined pipelines and quality checks for integration, and standardized targets for consumption • Advanced Analytics Enablement: Collaborated with data science and analytics teams to ensure high-quality, governed data was available for advanced analytics, enabling ML models for dynamic fuel pricing and labor standards for site hours

Led a dynamic team to harness advanced analytics and business acumen, driving insights and data-informed decisions for Hilton Honors, Customer Engagement, and Co-Brand Partnerships teams• Strategic Collaboration: Partnered with cross-functional teams to assess efficiency and effectiveness of program benefits, reward products, marketing offers, and strategic partnerships• Voice of Customer: Integrated Voice of Customer insights into commercial strategy, leveraging text analytics to produce sentiment analysis indicating customer thoughts and feelings about Hilton’s brands, products, and services• Innovative Leadership: Led the development and deployment of over 300 propensity models, including customer lifetime value, next best action, and churn prediction, ensuring continuous improvement in audience targeting• Analytical Excellence: Delivered data-driven insights from high-quality analytics leading to extreme growth in co-brand card acquisition and spend which drove a +27% increase YoY in remuneration for the company

Led development and implementation of data governance frameworks, tools, policies, and procedures for guiding various data management processes - including data lifecycle, quality control, data security, and data dissemination activities• Data Governance Technology Solutions: Implemented state-of-the-art data governance technologies, including data catalog, master data management, and data quality tools, streamlining data discovery and governance processes• Data Architecture: Developed Enterprise Logical Data Model to serve as reference for efficient data management• Security & Compliance: Classified sensitive data across systems and ensured robust encryption and access controls were in place to protect customer data, maintaining compliance with data protection regulations• Data Consolidation: Consolidated redundant data sets to standardized targets integrated through common business entities, reducing storage costs and risk exposure while improving quality, consistency, and user navigation

Managed all aspects of the After-Sales CRM Marketing Program at Volkswagen Group of America, aiming to boost customer satisfaction, foster loyalty, and increase maintenance service sales at affiliated dealerships• Implemented MarketingIQ Platform: Successfully launched a sophisticated, data-driven marketing platform used by over 600 dealers nationwide to execute, monitor, and analyze marketing campaign performance• Enhanced Direct Marketing: Leveraged advanced analytics to forecast vehicle-specific commodity failure points, resulting in more relevant and personalized marketing offers to customers likely to need maintenance• Strategic Client Consultation: Provided weekly strategic marketing consultations and performance insights to the client, ensuring continuous optimization and alignment with business goals

Successfully managed the migration of customer data to a new data lake environment, ensuring data integrity as well as compatibility and continuity of critical customer engagement and analytics workflows in consuming platforms• Cross-Functional Collaboration: Worked with multiple business units and IT teams to gather use cases, define business requirements, and translate them into technical specifications for cloud-based solutions• Solution Design: Developed a clear reference architecture diagrams to facilitate informed decision-making during the data lake migration process, ensuring alignment with business goals and technical feasibility• Technical Leadership: Offered hands-on support in data discovery, source-to-target mapping, data modeling, and ETL processes, ensuring seamless integration and data flow across the organization

Leveraged data-driven insights to optimize the Lifecycle Marketing Program, significantly boosting incremental revenue with a 30% YoY increase• Optimized CRM Analytics and Reporting: Transitioned the team from reactive report preparation to delivering proactive insights, enhancing decision-making efficiency• Enhanced Measurement Methodologies: Conducted comprehensive audits and re-coded processes in SQL to ensure accurate test/control partitioning and outlier treatment, stabilizing experiment results• In-Depth Campaign Analysis: Executed thorough analyses of marketing campaigns and developed business cases for new initiatives, providing actionable insights into customer behavior

Delivered in-depth analysis, reporting, and forecasting to monitor performance and optimize Honors loyalty program offering• Provide internal stakeholders with reporting, insights, and KPI as it relates to Honors Performance• Utilize SQL to execute data pulls for analysis, report updates, elite tier list pulls, and ad hoc requests• Conduct deep-dive analysis to provide understanding as to what is driving Honors Performance• Simplified member history review process, and trained/mentored Customer Service team enabling them to independently pull accurate transactional history on members who inquire about their Honors account status • Fulfill data requests from Brand Performance Support, Loyalty and Partnerships teams, and individual hotels• Create and update customized user-friendly dashboards for internal stakeholders• Create PowerPoint decks to communicate findings and deliver key insights• Support elite tier initiatives with member loyalty statistics, data pulls, email lists, etc.• Train and mentor new team members on Honors reporting, SQL and tables in customer database

• Develop complex mail strategies for multi-million dollar budgets• Maintain excellent client relations and serve as effective client advocate• Execute complex statistical analysis utilizing testing reports, Mail Stats, list selections, segmentation, and budget projections• Develop client analysis and reports, including Annual Reports and Plans of Action• Create client budget and ensure projections are met

• Create strategic Mail Plans and Telemarketing Plans across four clients in coordination with budgets and projections• Monitor, track and analyze results of individual campaigns, programs, and overall performance• Conduct data analysis for findings such as lifetime-value, response by segment comparison, acquisition by channel, acquisition by market, etc.• Report findings directly to agency partners internally and in client meetings• Make data-driven recommendations on optimization of segmentation (housefile), retention/attrition, acquisition (in-house prospects/list rentals/exchanges), cultivation and acknowledgement• Update and maintain weekly performance reports for clients including Actual vs. Projected overall performance, performance by campaign, performance by segment, and performance by list• Collaborate with agency partners to produce Fiscal Year Projections• Work with 3rd Party data vendors to ensure clean and accurate merge/purge and data output• Work closely with clients on various CRM systems (Convio, Raiser's Edge, Salesforce, etc.) to ensure data integrity on final data outputs• Conduct ad hoc analysis as requested

• Coordinated direct mail production as liaison between vendors and Account Executive• Assisted in creative direction of direct mail packages• Analyzed past results and created projections for mailings• Researched and recommended lists for prospect mailings• Worked closely with data company to ensure accuracy of merge/purge and data counts• Lead Masterfile/Database Optimization and Analytics Team• Analyzed Masterfile/Database and individual client files to determine optimal select queries• Identified problems and opportunities through trends, anomalies, and cause/effect relationships• Conducted test analysis to determine winning/losing direct mail packages• Helped set goals for response rates, costs, and avg. gifts with clear breakeven points