- Lead and execute marketing initiatives and member engagement strategies across multiple channels, overseeing projects from conceptualization to launch. - Leverage data analytics to identify member engagement opportunities and develop targeted segmentation strategies, enhancing overall marketing effectiveness.- Collaborate closely with cross-functional teams including Product, Engineering, Copy, Design, and Brand to transform strategic concepts into compelling member experiences.- Conduct comprehensive performance analysis of initiatives and campaigns, utilizing insights to optimize member experiences and drive sustained growth.- Design and implement intuitive dashboards to visualize key performance indicators (KPIs), facilitating data-driven decision-making across the organization.

Responsibilities:● Compiled and analyzed comprehensive performance marketing reports across digital channels, identifying optimization opportunities to drive ticket sales, event awareness, and customer acquisition.● Developed and maintained attribution models and benchmarks for key metrics such as CPM, CPC, CPA, and ROAS, resulting in improved marketing ROI.● Collaborated with Data & Analytics, Product, and Data Engineering teams on cross-functional projects to enhance paid media data aggregation, measurement, and visualization.● Utilized SQL to analyze large and complex data sets, extracting actionable insights for stakeholders.● Created and maintained reporting dashboards using tools such as Tableau, Power BI, Datorama, DOMO, and Google Data Studio● Documented databasesKey Achievements:● Improved reporting efficiency by 40% by engineering a digital marketing self-service dashboard in Domo BI, leveraging MS SQL Server, Python, and Spark to consolidate data from multiple social media platforms.● Boosted user adoption by 22% through the implementation and company-wide training of a new Domo BI digital marketing self-service dashboard, enhancing data consistency and reporting accuracy.● Enhanced data completeness by 75% through the development and implementation of an NLP-driven logistic regression ensemble model, improving marketing segmentation and event analysis.● Saved 780 hours annually (15 hrs weekly) in manual effort by automating multiple source-to-map processes using Excel, SQL, and Python, streamlining data processing workflows and improving team productivity.● Enhanced campaign revenue attribution through strategic partnerships with Meta Advanced Analytics and Google BigQuery Media Monks, leveraging advanced analytics capabilities to improve the accuracy and granularity of attribution models.● Engineered an ETL process for a pilot Customer Loyalty & Subscription Program, laying the data foundation to drive macro-level ancillary revenue growth.

Owned analytics, forecasting, and reporting to empower everything related to growth and guide business priorities and decisions. Worked closely with Fleet, Sales, and Operations teams to drive high visibility analytics projects. Conducted quantitative and qualitative research to inform market expansion and diversification. Identified opportunities for channel optimization and lead the development of data-driven channel strategies. Prepared financial reports with reliable conclusions. Highlight Project: Vehicle Fleeting Tool● The company increased from 4 locations to 11 locations. Rental demand and sales increase drastically. Their data processing capabilities were outgrown and fleet inventory hemorrhaged cash. Using my highly proficient skills in SQL, MS Excel, and Python I created a model to augment fleet purchasing decisions.● I used SQL and Python to convert Revenue Reports and Vehicle Fleet Lists into a time series dataset to predict van rental sales demand and the required fleet inventory with a buffer for overbooking.● I convinced the owner to adopt and use Tableau dashboards to report data results with easy to understand visualizations. For example, I created a Tableau dashboard with an interactive map showing rental demand by state & by city, a pie chart showing the split between repeat customers and non-repeat customers, and a horizontal bar graph showing demand by van type.● The tool is used as a 2nd check and replaced several manually prepared reports

Projects Included:Van Rental Sales ForecastingMachine Learning & Tableau • Converted revenue reports into a time series dataset to predict van rental sales demand for a nationally operated van rental company.• Trained and evaluated several dozen algorithms such as Statsmodels ARIMA, Pyramid Auto_ARIMA, Facebook fbprophet, and Keras LSTM.• Instantiated powerful AWS EC2 machines to increase computational power and decrease training time.• Created Tableau dashboard to report data results with visualizations.Probability Distribution ClassifierConvolutional Neural Network & Statistical Analysis• Generated over 25k random histogram images with labels• Trained a Keras multi-layered Convolutional Neural Network on powerful AWS EC2 machine.• Created a custom chi-square test algorithm to mathematically confirm distribution classification.Prescription Drug AnalysisHypothesis Testing & Data Visualization • Analyzed the Center for Medicare & Medicaid Services (CMS) prescription drug claims tobetter understand drug demand.• Retrieved data using pySQL, SQL, bigquery, & Google Cloud Platform.• Utilized python packages such as numpy, pandas, scipy, matplotlib, & seaborn.

Recorded and reconciled health plan enrollment by site. Accrued, reallocated, and trued up medical claims expenses. Prepared intercompany transactions and maintained DueTo DueFrom accounts.Highlight Project: Physician Bonus Payouts (P4P) Restructuring● Prior to my involvement, the process was manual and convoluted. I streamlined the process by creating a unique key system that enabled automatic updating per budget payout. This automation also enabled physicians & regional directors to check bonus balances in real time and improved turnaround time by 30%.● Further, I persuaded multiple departments to adopt this more efficient model and created a department-wide training protocol. This showcased my ability to utilize technical skills and communication skills to improve efficiency and solve complex business problems.

Physical inventory account reconciliations. Recorded and analyzed inventory rebates. Assisted in month-end close procedures. Highlight Project: Southern California Pharmacy Audit ● Assisted with auditing over-budget pharmacies. Focused on high-cost variance drugs and discovered pharmacy-to-pharmacy transfers were overpricing drugs at 10 times actual cost. This discovery improved multiple pharmacies' bottom lines by several thousand dollars.