Manager, Analytics Implementation & Testing

• Nov 2022 - Present

Digital Analytics & Tagging Consultant

• Sep 2021 - Nov 2022

Providing expertise at the nexus of digital analytics, tag management, and A/B testing methodologies to support business growth through digital marketing. ● Implement and maintain web analytics implementations via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten and Tealium ● Perform extensive Universal Analytics to GA4 Migrations ● Execute TMS platform migrations ● Audit existing tagging and analytics implementations to identify and realize areas to… Show more Providing expertise at the nexus of digital analytics, tag management, and A/B testing methodologies to support business growth through digital marketing. ● Implement and maintain web analytics implementations via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten and Tealium ● Perform extensive Universal Analytics to GA4 Migrations ● Execute TMS platform migrations ● Audit existing tagging and analytics implementations to identify and realize areas to improve workflows, documenting the recommendations and business cases ● Create and main Solution Design Reference (SDR) specifications to document all client-side web touchpoint variables for reporting ● Develop custom JavaScript tagging solutions as necessary to capture analytics data that may not be readily available out of the box ● Architect, document provide DataLayer requirements to website and app developers as necessary to improve tagging data collection ● Collaborate and partner with external third-party agencies as necessary to implement tags ● Consult stakeholders to identify reporting KPI’s for reporting and measurement ● Perform technical SEO Audits, recommendations, and execution ● Ecommerce tagging implementation and analytics configuration and reporting ● Implement A/B split testing experiments based on hypothesis, tracking, and testing ● Consult and coach team members regarding analytics and tagging best practices Show less Providing expertise at the nexus of digital analytics, tag management, and A/B testing methodologies to support business growth through digital marketing. ● Implement and maintain web analytics implementations via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten and Tealium ● Perform extensive Universal Analytics to GA4 Migrations ● Execute TMS platform migrations ● Audit existing tagging and analytics implementations to identify and realize areas to… Show more Providing expertise at the nexus of digital analytics, tag management, and A/B testing methodologies to support business growth through digital marketing. ● Implement and maintain web analytics implementations via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten and Tealium ● Perform extensive Universal Analytics to GA4 Migrations ● Execute TMS platform migrations ● Audit existing tagging and analytics implementations to identify and realize areas to improve workflows, documenting the recommendations and business cases ● Create and main Solution Design Reference (SDR) specifications to document all client-side web touchpoint variables for reporting ● Develop custom JavaScript tagging solutions as necessary to capture analytics data that may not be readily available out of the box ● Architect, document provide DataLayer requirements to website and app developers as necessary to improve tagging data collection ● Collaborate and partner with external third-party agencies as necessary to implement tags ● Consult stakeholders to identify reporting KPI’s for reporting and measurement ● Perform technical SEO Audits, recommendations, and execution ● Ecommerce tagging implementation and analytics configuration and reporting ● Implement A/B split testing experiments based on hypothesis, tracking, and testing ● Consult and coach team members regarding analytics and tagging best practices Show less

Manager, Digital Technologies and Marketing Analytics

• Mar 2020 - Sep 2021

Directly managed all tagging initiatives across a wide range of public web properties across our higher education and alternative learning offerings, currently spearheading the drastic changes undergoing the analytics industry including User Privacy Requirements, Server-Side Tagging, and the downstream implications on both internal reporting and interfacing with third-party vendors and reporting systems. ● Lead a team of five team members on the Enterprise Marketing Analytics Team to… Show more Directly managed all tagging initiatives across a wide range of public web properties across our higher education and alternative learning offerings, currently spearheading the drastic changes undergoing the analytics industry including User Privacy Requirements, Server-Side Tagging, and the downstream implications on both internal reporting and interfacing with third-party vendors and reporting systems. ● Lead a team of five team members on the Enterprise Marketing Analytics Team to work with analytics and tagging tools including Adobe Analytics, Adobe Launch, Google Analytics and Google Tag Manager ● Solely responsible for the implementation, testing and optimization of third-party vendor tags, supporting the broader tagging team with technical expertise as necessary ● Provide expertise and guidance to media teams, analysts, and other internal teams regarding technical industry changes and forward-looking resources and expectations ● Work close with technical and development teams to identify and scope back-end website needs as it pertains to tagging, analytics, reporting, and measurement initiatives ● Liaison between business leaders and media teams to scope reporting needs ● Champion actional data and analytics to improve return on marketing campaigns and media spend Show less Directly managed all tagging initiatives across a wide range of public web properties across our higher education and alternative learning offerings, currently spearheading the drastic changes undergoing the analytics industry including User Privacy Requirements, Server-Side Tagging, and the downstream implications on both internal reporting and interfacing with third-party vendors and reporting systems. ● Lead a team of five team members on the Enterprise Marketing Analytics Team to… Show more Directly managed all tagging initiatives across a wide range of public web properties across our higher education and alternative learning offerings, currently spearheading the drastic changes undergoing the analytics industry including User Privacy Requirements, Server-Side Tagging, and the downstream implications on both internal reporting and interfacing with third-party vendors and reporting systems. ● Lead a team of five team members on the Enterprise Marketing Analytics Team to work with analytics and tagging tools including Adobe Analytics, Adobe Launch, Google Analytics and Google Tag Manager ● Solely responsible for the implementation, testing and optimization of third-party vendor tags, supporting the broader tagging team with technical expertise as necessary ● Provide expertise and guidance to media teams, analysts, and other internal teams regarding technical industry changes and forward-looking resources and expectations ● Work close with technical and development teams to identify and scope back-end website needs as it pertains to tagging, analytics, reporting, and measurement initiatives ● Liaison between business leaders and media teams to scope reporting needs ● Champion actional data and analytics to improve return on marketing campaigns and media spend Show less

Manager, Digital Marketing, Analytics & Tag Management

• Aug 2018 - Apr 2020

In this role, I directly managed the implementation of tag management and analytics platforms with a focus on data accuracy, website speed, and compliance with user privacy laws. Additionally, I provide technical guidance and expertise to agency partners and lead all analytics and tag management initiatives. ● Lead all data/analytics initiatives using Google Marketing Platform (Google 360) and the Adobe marketing platform ● Led a robust, multi-website tagging migration from Tealium to… Show more In this role, I directly managed the implementation of tag management and analytics platforms with a focus on data accuracy, website speed, and compliance with user privacy laws. Additionally, I provide technical guidance and expertise to agency partners and lead all analytics and tag management initiatives. ● Lead all data/analytics initiatives using Google Marketing Platform (Google 360) and the Adobe marketing platform ● Led a robust, multi-website tagging migration from Tealium to Ensighten, coordinating business needs and team resources across dozens of websites ● Develop custom Google Analytics segmentations, custom dimensions, and advanced reporting metrics for corresponding stakeholders and teams and partner agencies ● Support national and regional partners' Google Analytics and Adobe Analytics needs ● Develop custom data layer architecture for tracking, tagging, and other business requirements ● Work with development teams to architect and implement advanced data layer enhancements ● Optimize website tagging with a focus on site speed and performance ● Work with marketing and engineering teams to drive A/B split-testing best practices Show less In this role, I directly managed the implementation of tag management and analytics platforms with a focus on data accuracy, website speed, and compliance with user privacy laws. Additionally, I provide technical guidance and expertise to agency partners and lead all analytics and tag management initiatives. ● Lead all data/analytics initiatives using Google Marketing Platform (Google 360) and the Adobe marketing platform ● Led a robust, multi-website tagging migration from Tealium to… Show more In this role, I directly managed the implementation of tag management and analytics platforms with a focus on data accuracy, website speed, and compliance with user privacy laws. Additionally, I provide technical guidance and expertise to agency partners and lead all analytics and tag management initiatives. ● Lead all data/analytics initiatives using Google Marketing Platform (Google 360) and the Adobe marketing platform ● Led a robust, multi-website tagging migration from Tealium to Ensighten, coordinating business needs and team resources across dozens of websites ● Develop custom Google Analytics segmentations, custom dimensions, and advanced reporting metrics for corresponding stakeholders and teams and partner agencies ● Support national and regional partners' Google Analytics and Adobe Analytics needs ● Develop custom data layer architecture for tracking, tagging, and other business requirements ● Work with development teams to architect and implement advanced data layer enhancements ● Optimize website tagging with a focus on site speed and performance ● Work with marketing and engineering teams to drive A/B split-testing best practices Show less

Sr. Growth Product Manager

• Nov 2015 - Jul 2017

Hybrid Marketing Manager / Product Owner role reporting to CMO. Responsible for growing core financial products and services for the organization. Manage the digital marketing team. Serve as liaison to CIO, developers, and technical colleagues. ● Manage external advertising agency partner relationships and other vendors ● Work with sales operations to integrate digital marketing campaign data with Dynamics CRM ● Provide leadership and guidance to a team of 12-15 digital… Show more Hybrid Marketing Manager / Product Owner role reporting to CMO. Responsible for growing core financial products and services for the organization. Manage the digital marketing team. Serve as liaison to CIO, developers, and technical colleagues. ● Manage external advertising agency partner relationships and other vendors ● Work with sales operations to integrate digital marketing campaign data with Dynamics CRM ● Provide leadership and guidance to a team of 12-15 digital marketers ● Work with executive leadership to develop quarterly and annual budgets for the marketing team ● Optimize paid search campaigns resulting in a -400% reduction in cost per lead ● Implement a marketing automation strategy for existing leads with a 25% re-engagement rate ● Paid Search Audits and Optimization ● Google Tag Manager Implementations and Governance ● Paid Search Management & Optimization ● Website / WordPress Performance Optimization ● A/B Split Testing, Personalization and User Testing Show less Hybrid Marketing Manager / Product Owner role reporting to CMO. Responsible for growing core financial products and services for the organization. Manage the digital marketing team. Serve as liaison to CIO, developers, and technical colleagues. ● Manage external advertising agency partner relationships and other vendors ● Work with sales operations to integrate digital marketing campaign data with Dynamics CRM ● Provide leadership and guidance to a team of 12-15 digital… Show more Hybrid Marketing Manager / Product Owner role reporting to CMO. Responsible for growing core financial products and services for the organization. Manage the digital marketing team. Serve as liaison to CIO, developers, and technical colleagues. ● Manage external advertising agency partner relationships and other vendors ● Work with sales operations to integrate digital marketing campaign data with Dynamics CRM ● Provide leadership and guidance to a team of 12-15 digital marketers ● Work with executive leadership to develop quarterly and annual budgets for the marketing team ● Optimize paid search campaigns resulting in a -400% reduction in cost per lead ● Implement a marketing automation strategy for existing leads with a 25% re-engagement rate ● Paid Search Audits and Optimization ● Google Tag Manager Implementations and Governance ● Paid Search Management & Optimization ● Website / WordPress Performance Optimization ● A/B Split Testing, Personalization and User Testing Show less

Vice President

• Feb 2015 - Mar 2016

Oversee and direct all marketing & technology related initiatives for the organization, including website functionality, content, reporting and strategic partnerships. • Ensure fellow board members have access to tools and resources they need to grow • Grow and promote the organization within the digital marketing community • Ensure effective membership registrations and financial KPI's are being met • Managed Ecommerce platform for membership and event registration •… Show more Oversee and direct all marketing & technology related initiatives for the organization, including website functionality, content, reporting and strategic partnerships. • Ensure fellow board members have access to tools and resources they need to grow • Grow and promote the organization within the digital marketing community • Ensure effective membership registrations and financial KPI's are being met • Managed Ecommerce platform for membership and event registration • Provide marketing and financial reports to the board • Formerly served as Director of Technology

Director of Technology

• Feb 2014 - Feb 2015

Sr. Interactive Solutions Architect

• Jun 2012 - Nov 2015

Work with Fortune 500 brands to lead all web development and digital marketing initiatives. Managed all Reporting & Measurement via Google Analytics and Google Tag Manager. • Focus on using customer data to tell a story and inform the decision-making process • Serve as point of contact for the Google Analytics Certified Partners (GACP) program • Manage client reporting and web analytics implementations utilizing tools such as Google Analytics, Adobe Analytics, Webtrends, and… Show more Work with Fortune 500 brands to lead all web development and digital marketing initiatives. Managed all Reporting & Measurement via Google Analytics and Google Tag Manager. • Focus on using customer data to tell a story and inform the decision-making process • Serve as point of contact for the Google Analytics Certified Partners (GACP) program • Manage client reporting and web analytics implementations utilizing tools such as Google Analytics, Adobe Analytics, Webtrends, and Google Tag Manager • Facilitate cross-departmental meetings by serving as a liaison between marketing and technical teams. Show less Work with Fortune 500 brands to lead all web development and digital marketing initiatives. Managed all Reporting & Measurement via Google Analytics and Google Tag Manager. • Focus on using customer data to tell a story and inform the decision-making process • Serve as point of contact for the Google Analytics Certified Partners (GACP) program • Manage client reporting and web analytics implementations utilizing tools such as Google Analytics, Adobe Analytics, Webtrends, and… Show more Work with Fortune 500 brands to lead all web development and digital marketing initiatives. Managed all Reporting & Measurement via Google Analytics and Google Tag Manager. • Focus on using customer data to tell a story and inform the decision-making process • Serve as point of contact for the Google Analytics Certified Partners (GACP) program • Manage client reporting and web analytics implementations utilizing tools such as Google Analytics, Adobe Analytics, Webtrends, and Google Tag Manager • Facilitate cross-departmental meetings by serving as a liaison between marketing and technical teams. Show less

Co-Founder, Head of Marketing

• Feb 2010 - May 2012

WebproLeads is a performance marketing company focused on lead generation services for partners in the education vertical. Leveraging our extensive multi-channel online media expertise, we engage your customers through our expertise in organic and paid search, media buying, social media, email marketing, and landing page optimization. WebproLeads was acquired by Quinstreet, Inc in 2012. WebproLeads is a performance marketing company focused on lead generation services for partners in the education vertical. Leveraging our extensive multi-channel online media expertise, we engage your customers through our expertise in organic and paid search, media buying, social media, email marketing, and landing page optimization. WebproLeads was acquired by Quinstreet, Inc in 2012.

Information Technology Specialist 5

• Jan 2006 - Jun 2010

Sr. Web Development role managing the strategic integration and development of various internal/external systems and databases, working with lending partners to ensure first-time homebuyer programs are accurate and up-to-date, and integrating various Federal and State multi-family loan administration systems to support affordable housing initiatives. Sr. Web Development role managing the strategic integration and development of various internal/external systems and databases, working with lending partners to ensure first-time homebuyer programs are accurate and up-to-date, and integrating various Federal and State multi-family loan administration systems to support affordable housing initiatives.