Roberto Cruz Email & Phone Number

Portland, OR, US

Beaverton, OR, US

• Key contributor to high growth in a multi-billion-dollar division, delivering insights on business and consumer performance. Managed analytics for digital and brick-and-mortar (B&M) operations.
• Supported U.S. and overseas-based leaders and cross-functional teams by providing actionable short- and long-term recommendations.
• Recruited and coached a team of data science analysts and insights managers, both onsite and remote, across multiple countries including the USA, Japan, Korea, Chile, Brazil, Singapore, and Mexico; achieved high team.
• Elevated the Consumer Growth Analytics function, enabling strategies to optimize acquisition, increase retention, and leverage segmentation and life cycle management to increase consumer lifetime value (CLTV).
• Defined BI vision and managed the data analysis function for multiple websites/apps and retail stores, enhancing decision-making capabilities for a large group of cross-functional users
• Collaborated with engineering and enablement teams on ingestion, reporting, and insights for new initiatives, including B&M doors, Omnichannel, Nike.com and Nike app launches.

Beaverton, OR, US

• Built a new Business Analytics team to support retail and the launch of digital commerce and O2O operations in multiple countries. Received several promotions while leading the growth of the team in both size and scope.
• Instrumental in achieving 10x digital revenue growth, supporting decision-making across operations, loyalty, product, marketing, and finance.
• Fostered professional advancement for a team of data scientists and business analysts.
• Established the brick-and-mortar channel analytics role and created short- and long-term roadmaps for data, engineering priorities, and reporting frameworks.
• Delivered analysis and reporting on the Nike app and Nike.com, including A/B testing, visitor journeys, conversion funnels, entry points, and paid/owned/organic traffic, resulting in conversion and sales lifts.
• Created dashboards to recommend actions based on product traffic, conversion rates, and inventory levels.

Beaverton, OR, US

• Defined a new approach to business reviews, creating a framework to bring standard views of the initiative’s performance and more effective weekly recaps, introducing elements later adopted by the wider organization.
• Developed a reporting road map aimed to bring existing information closer to users which in turn is expected to elevate the level of data used in decision making. This track of work includes development in areas like.

Beaverton, OR, US

• Managed the Web analytics team, defining, tracking, reporting and communicating key performance indicators and initiatives performance.
• Managed the reporting and performance analysis for the online marketing channels (paid search, SEO, media, email, etc). Participated in strategic planning activities for each channel like setting targets, defining.

Las Condes, Región Metropolitana De Santiago, CL

• Modelled and pre and post evaluated changes for LANPASS (loyalty program) needed to increase the correlation between the customer’s value to the company and their LANPASS Elite Status. After one year the changes proved.
• Analyzed costs and revenues of LANPASS marketing initiatives, which included new benefits and promotions. Information was used to enable decision making.
• Developed and implemented an efficient methodology to track the performance and costs related to the frequent flyer program redemption tickets. Developed redemption policy changes which increased customer satisfaction.

Industrial And Electrical Engineering, Engineering

Master Of Business Administration - Mba, Business Administration And Management, General