Digital Analytics Experience
Objective: Uncovering Business Opportunities through Data
Position: Marketing Technology & Analytics Manager (Global Programs)
January 2017- Present
· Leading the Analytics Team in Marketing Operations to
optimize B2B customer journeys and provide insights and recommendations across
the global marketing department to optimize marketing pipeline with a positive
impact on close rate and velocity
· Lead multiple technology integration
and adoption for Salesforce such as Database Duplication Management, Lead
Enrichment, Automated Lead Assignments, Attribution Modeling, Funnel Stages,
Marketing Content Development specific to the buyer journey & data visualization
and consumption
· Collaborate across various teams and
departments to establish strategic data-driven initiatives that include field
marketing, digital marketing, campaign marketing, corporate marketing, product
marketing, partner marketing and global markets (Americas, EMEA and APAC)
· Ability to understand and share very
complex data & models and build out decks/insights that simplify
consumption & for Executive leadership & Management teams
------------------------------
Company: Waste Management (Consumer Goods Industry)
Position: Senior Strategist, Web Analytics
April 2012- January 2017
· Lead the online analytics strategy using Adobe tools
to optimize user behavior on the web, mobile & app
· Encharge of operational
analytics, data classification & attribute mapping for confidence level
models
· Serve as the subject expert
for Tag Management Systems implementation & ongoing support
· Strategize and drive all A/B and multi-variant testing
for wm.com
· Optimize the shopping cart experience with funnel
conversion rates & deep data analysis
· Establish partnerships with Agencies to manage paid
search and SEO efforts
· Partner with teams to build out Social Media Strategy
with Voice of Customer & Analytics insights
· Present periodic performance update and roadmap to the
CIO and Executive team
------------------------------
Company: Charles Schwab (Financial Industry)
Position: Senior Web Analytics Manager
October 2008- April 2012
·
Perform
deep-dives to various sections of the site to uncover opportunities using Adobe
Insight and other analytics tools
·
Research web
marketing hypothesis to guide business decisions and present findings to
Directors & VP’s
·
Partner with key
business leaders to develop new marketing research topics & evaluate new vendor offerings to
determine fit with business (Test & Target, Ratings & Review,
Community, Social Media)
·
Develop fully
customized website dashboards in excel relevant to business and present
quarterly results
·
Encharge of all
page tagging and web enhancements and testing for all schwab sites and micro
sites (20+)
·
Create segments
based on web behavior for deeper insight on conversion and performance
------------------------------
Company: Reliant Energy (Energy Industry)
Position: Online Analyst
May 2006- October 2008
· Led the WebTrends implementation of Web Analytics on
the award winning reliant.com website in 2007
· Analyzed top web analytics vendors and served as the
business lead for Omniture’s Site Catalyst implementation in 2008.
· Identified Key Performance indicators for the
organization and created custom reports and dashboard players focused on
improving conversion and increasing ROI for each unit
· Developed multi-level measurement strategies for
online and offline marketing activities with custom dashboards for individual
channels performance
·
Institutionalized
a campaign tagging, tracking & reporting system that reduced the process
time 3:1
------------------------------
Company: TravelCLICK (Hospitality Industry)
Position: E-Marketing Analyst
Aug 2004- May 2006
· Consulted with clients and developed custom marketing
plans focused on client objectives Managed ad campaigns on multiple channels by
applying strategic analytical solutions
· Performed Search Engine Optimization to improve
website visibility along with ongoing vendor discovery and evaluation to
improve upon the SEO offering
· In charge of training of web analytics and other
Internet Marketing Services products both internal and external
· Developed strategic marketing application in excel
that increased the specialists productivity from 1:5
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