- Built complete data lake from start to finish using structured and unstructured data sources which gave the organization access to data previously hidden and lead to improved business decisions. - Involved with the complete testing strategy for both marketing and operations, starting with actionable test creation, following through with implementation, and finally, determining success of test with additional recommendations. - Created new and more accurate business forecasts using both the new data lake and more in-depth cohort analysis. - Engineered data visualizations and reports that clearly answered business questions and pointed toward new business directions.

- Led team of analysts in multiple countries. - Transformed fully remote analytics team from a focus on report writing and editing to a true partner team answering key business questions, leading to enterprise-wide improvements in knowledge and efficiency. - Drove the company strategy around how core data was architected. This enabled a move from an operational metric focus to one that enabled trending and modelling. - Supported product launches through early views of long-term retention leading to more agile decision-making and 11% improvement in asset allocation. - Guided the creation of user-friendly dashboards that highlighted the most important metrics driving better business outcomes. - Mentored stakeholders across the organization in data education.

Data Leadership- Spearheaded K-means clustering model of prospects based on linked activities within a dataset of 120MM pageviews per month. Information was used to guide audience targeting and business planning leading to increase in sales conversion rate of 7%. - Built data science intern program and guided interns to produce actionable analysis.- Led the analytics team through the selection of long-term projects and the most efficient modeling methodology.In-Depth Marketing Analytics- Developed machine learning models using multiple data sources (sentiment, customer data, large scale traffic information) to determine presales cycle placement to focus company on the right contact at the right time. - Provided answers to core business questions using Google BigQuery to tie together complex datasets, including full views of prospect activity prior to purchase. - Created and updated flexible attribution model using massive hit-level traffic data leading to increased awareness of how prospects become customers. - Used statistical models to determine the effectiveness of new customer acquisition channels, including direct mail, radio, and partner sources, leading to quickly optimized marketing spends. Product Analytics- Rebuilt on-site recommendation engine using machine learning and statistical models leading to 15% increase in page depth. - Improved call center sales conversion by 9% through in-depth salesperson analysis.- Constructed advanced customer cohort analysis leading to 27% improved customer retention. - Partnered with the product and development teams to construct analytical framework around new customer social tools. Technology Early Adopter- Early adopter of reactive automated data visualizations through R Shiny giving flexible and automated data access to all stakeholders.- Incorporated Github into analytics coding development aiding in coding efficiency and ability to pursue deeper trends.

- Improved direct mail circulation models through a focus on more granular segmentation causing a 6% ROI improvement. - Incorporated e-mail and paid search sources into overall marketing mix and sales attribution. - Led new product launch analyses that resulted in successful long-term strategic growth. - Coordinated with other marketing departments, IT and operations to ensure overall success of email and direct mail customer retention programs.

- Translated complex modeling and data analysis information (CHAID, response and other models) into actionable marketing decisions for a variety of direct marketing customers. - Developed new data mining and analytical tools based on in-depth review of a wide range of customer files.

- Built complex customer marketing plans for a variety of top-tier direct marketing clients, including Lands’ End, Citibank and Dell. - Introduced Google AdWords Beta to clients helping jumpstart their online acquisition efforts.

Developed and presented full scale Internet marketing strategies for an array of business-to-business and consumer marketing catalogers.