Lead client engagement, marketing strategy, and project delivery for marketing analytics and go-to-market consulting SOWs. Manage teams of analysts, strategists, and data scientists to synthesize insights, develop solutions, and deliver actionable recommendations to our corporate clients.• Led assessment, benchmarking, and recommendation for the marketing organization of a top US health insurance provider in order to transform its capabilities to enable cutting-edge product marketing and digital marketing use cases.

Drive marketing analytics strategy and MarTech product vision for paid and owned channels. Lead a team of 7 analysts who specialize in propensity modeling, A/B testing, and engineering partner enablement to develop full-funnel marketing plans. Served as 1 of 4 certified Marketing Analytics instructors within Capital One Enterprise.• Created the product roadmap to response to the depreciation of cookies in 2024. The proposal led to company investment into Data Management Platform (DMP), Customer Data Platform (CDP), Web Analytics, Tag Management, Ad Server (CM360), Conversion APIs, and Cleanrooms (Google’s ADH, Meta’s AA)• Led and implemented alternative measurement methodologies to uncover incremental value of new channels (Meta, YouTube) and achieved executive buy-in for their inclusion within the media planning. • Established incrementality A/B testing playbook from the ground up to implement geo-based matched market, person-based intent to treat, and exposure-based cleanroom media testing to measure incremental conversion. • Produced the Multi-Touch Attribution (MTA) model by leveraging customer journey mapping data from Adobe Clickstream in order to update media channel investment roadmap • Drove Performance Marketing MarTech Transformation strategy and implementation, which resulted in executive investment into Campaign Manager 360 integration and Google Ads Data Hub implementation. • Rebuilt the Media Mix Model (MMM) to enable DMA level insights for the full marketing funnel in order to help allocate budget for the 2023 channel mix.• Created Moment that Matter agenda where we leveraged machine learning to identify the optimal channel mix, timing triggers, and creative strategy for contextual marketing base on customer relevancy, resulting over $1M of incremental revenue to the Referral program within the first year.• Owned MarTech and data product intent, including Data Management Platform (DMP) and Cleanroom

Led B2B marketing, overseeing product marketing strategies across various channels, including direct mail, email, site, display, SEM, and SEO, with a $12M budget. Managed a team of 11, including brand strategists, data analysts, and operations managers, and collaborated with external agencies on market insights and content marketing.• Revolutionized Marketing cross-sell campaigns. Campaigns in 2018 and 2019 brought over $40M and $18M of deposit balance respectively, surpassing the historical benchmark of $2M.• Led the first multi-tier Balance Build campaign targeting existing customers. Brought in over $220M of deposit balance to the bank, surpassing the goal of $40M.• Created the end-to-end GTM strategy of the first merchant service combo product launch, including the product adoption plan for operation and sales teams.• Launched automated new customer onboarding journey through Salesforce Marketing Cloud• Drove value proposition market analysis to understand Capital One’s position in the small business landscape to guide campaign messaging across all channels• Created and implemented site-based lead generation program that converted over 10% of leads, which surpassed the historical list-based lead generation program benchmark of 1%.

Led sales enablement, CRM product strategy, and customer acquisition to advance customer-focused strategies through market intelligence and data analysis• Built and launched the business case for Business Banking Transformation, a 5-year journey to revamp Small Business channels, reporting, incentive, and operations to the result of $40M revenue growth.• Led the effort to pioneer Portfolio Refresh, a once-a-year strategic review of product economics and sales channels; responsible for over 3000 lines of SQL codes spanning across complex data sets.• Designed and built the Client Research Tool to improve sales experience while maintained constant update through user research. The tool was the most popular Tableau dashboard within Capital One and won the Circle of Excellence award.

Lead analyst responsible for setting opportunity-based KPIs for the 1000+ branch network by utilizing predictive modeling through Python and R to analyze performance metrics and key drivers.• Partnered seamlessly with teams such as Incentive, Staffing, Finance, etc. to develop the optimal metrics and goals.• Built 6 new opportunity-based models with Data Science partners to assess KPIs from balance growth to digital transaction usages• Created and led the associate recognition programs on behalf of the senior leadership team; recognized as the key driver for the 11% YOY jump in associate engagement

Dedicated analyst responsible for consulting on the credit card rewards operations to drive operation efficiency, promote customer advocacy, and reduce customer attrition.• Achieved Lean Certification on Reissue Gift Card Process by improving case quality by 50 percent and shortening cycle time by 90 percent.• Saved over $1 million dollars in operational cost by creating a process that captured claimed Rewards checks.• Proved causation effect between time and frequency of Rewards redemption and customer satisfaction, which helped launched new initiative in M&A and Operations to promote redemption.

Managed retail and B2B sales for the student entrepreneur business and advised on overall marketing strategy· Provided quality customer service and effective promotions· Featured on the homepage of the Honors College website for providing exceptional service· Obtained over $12,000 of bulk sales in 3 months, doubling previous semester’s overall bulk sales

Delivered on marketing and mortgage processing responsibilities· Created internship training outlines expediting and guiding the learning process of future interns· Processed and audited more than a hundred mortgage package