Designed and implemented a scalable digital media data architecture leveraging APIs from leading digital data platforms to capture and analyze data from various digital media sources creating standardized data pipelines into our data warehouse.Developed and documented key performance indicators (KPIs) aligned with business objectives to track the effectiveness of marketing campaigns, user behaviour across digital channels, and website performance.Led the integration of marketing automation and analytics platforms for seamless data flow and reporting, utilizing APIs for efficient data exchange.Created compelling data visualizations in Domo and Tableau to effectively communicate insights and drive data-driven decisions. Focused on clarity, interactivity, and tailoring visualizations to specific audiences.Continuous monitoring and maintained data quality through data cleansing and validation processes, providing interactive visualisations to critical stakeholders.Led the comprehensive digital analytics migration from Adobe Analytics to Google Analytics, and then migrating from Google Analytics (Universal) to Google Analytics 4 ensuring continuous data insights and GDPR complianceImplemented server-side Google Tag Manager (GTM) for enhanced control and security.Streamlined tag deployment and management across the entire website portfolio, reducing reliance on IT resources.Developed server-side CAPI templates for seamless integrations between GA4 and media platforms. Facilitated secure and efficient data transfer between GA4 and various media platforms (e.g., META, TikTok, TransUnion).Collaborated effectively with internal IT teams to facilitate the migration, data layer implementation, and server-side deployments.