• Built an ETL pipeline using Python and SQL on Databricks to transform and aggregate 7.7B+ rows of raw Nielsen-based streaming measurement data; automated the process with Snowflake and AWS S3, driving a 70% boost in efficiency• Led the development of the important Streaming Platform Ratings Tableau dashboard to provide business insights through data visualization, collaborating cross-functionally to ensure effectiveness of the dashboard• Implemented statistical and machine learning… Show more • Built an ETL pipeline using Python and SQL on Databricks to transform and aggregate 7.7B+ rows of raw Nielsen-based streaming measurement data; automated the process with Snowflake and AWS S3, driving a 70% boost in efficiency• Led the development of the important Streaming Platform Ratings Tableau dashboard to provide business insights through data visualization, collaborating cross-functionally to ensure effectiveness of the dashboard• Implemented statistical and machine learning models such as ARIMA and LSTM to forecast Peacock’s annual streaming minutes for the next 5 years, achieving a mean absolute percentage error of 6.5% Show less

• Produced daily and weekly data-driven insights reports on Nielsen TV ratings, analyzing linear and digital viewership across diverse demographics for the NBC Network and pinpointing drivers for growth or decline• Developed a comparative analysis project examining differences in age and racial compositions between NBC and Peacock audience; fostered partnership between the two brands by presenting findings to senior executives and cross-functional teams• Created 2 Tableau dashboards… Show more • Produced daily and weekly data-driven insights reports on Nielsen TV ratings, analyzing linear and digital viewership across diverse demographics for the NBC Network and pinpointing drivers for growth or decline• Developed a comparative analysis project examining differences in age and racial compositions between NBC and Peacock audience; fostered partnership between the two brands by presenting findings to senior executives and cross-functional teams• Created 2 Tableau dashboards from scratch and employed VBA Macros to streamline data visualization in reports• Ran 20+ audience profile and affinity reports and managed 4 weekly trackers to facilitate marketing campaigns for new shows Show less

• Conducted quantitative research with Dr. Elanor Williams on how order effects in pricing strategies shape consumer behavior• Launched 5 Qualtrics surveys utilizing A/B testing to yield 1.3K+ insightful responses; performed hypothesis testing (t-test and ANOVA) in SPSS and R to analyze survey data and validate effects, providing evidence for the research paper• Coded survey data from qualitative to quantitative to assist in research presentations

• Oversaw extensive market research on the higher education sector with competitor analysis and 5 focus groups involving 81 students, presenting strong evidence to back up the startup’s mission during business accelerators• Designed A/B experiments in Qualtrics surveys to gather user insights on product features; identified deficiencies in social functionality and optimized Figma designs, resulting in a 49% increase in users’ willingness to refer within 6 months

• Built the EdTech startup’s target audience through growth strategy and market analysis, increased customers reached by 17%• Grew customer engagement by 150% by developing social media calendar and campaign posts weekly, as well as producing an animated commercial to represent brand identity

• Developed and implemented keyword-specific SEO strategies to revamp the fashion brand’s marketing approach, enhancing organic search performance and increasing goal conversion rate by 9%• Executed bi-monthly performance analysis of data from Google Analytics and Shopify to oversee traffic and conversion• Managed social media campaigns, email marketing, and creative assets to assist CRM, increased customer interaction by 103%

• Analyzed data from Google Analytics for the launch campaign of mobile game “Shining Nikki Global”, reached 500k pre-registrants upon launch and exceeded goal by 40%• Managed a web development project, planned social media campaigns, and communicated with influencers for partnership• Wrote and produced the Shining Nikki documentary series on YouTube in collaboration with professionals