Digital Analytics Consultant

• Jan 2021 - Present

Sr Digital Analyst

• Dec 2018 - Dec 2020

Responsible for the planning, implementation project management and data governance lead of Adobe Analytics via Tealium Tag Manager for Riamoneytransfer.com website consolidation from multiple country sites to one site as well as the launch of a new mobile app.● Developed and led the web analytics tag implementation and testing during the development of the new website and mobile app as well as marketing landing pages.● Streamlined and continuously optimized site tagging and tag management process.● Partnered with front end development team members to execute seamless analytics tag releases via Tealium Tag Manager.● Collaborated with multi-functional teams to understand needs, translate business requirements, execute data collection & ensure the validity of data.● Designed, tested, debugged, and implemented reporting solutions that supported the needs of the company across projects and the release of new features.● Maintained and supported web data integrity/validation; Coordinated tagging for new site content and functionality, tracking parameter implementations; identified gaps in the current data capture strategy and collaboratively implement enhancements.● Contributed to the design, execution, and analysis of the testing program (A/B, multivariate) through data driven prioritization and opportunity analysis.● Designed and automated weekly, monthly and quarterly dashboards and reports, including executive summaries and detailed channel performance reports.

eCommerce Digital Analyst

• Feb 2017 - Oct 2018

Responsible for the planning, execution, and analysis of site enhancement projects and A/B tests as well as in-depth data analysis to drive increased engagement, conversion, and sales. ● Analyzed GA and BI data sources to surface insights that inform site optimization opportunities and future test plans as well as review active test results● Identified and tested new technologies and practices to improve conversion rate performance, consumer engagement, delivery against key metrics● Investigated and assessed customer behavior across the funnel, identify 'pain points', developed test hypothesis and ensue insights that can be delivered from both winning and failed tests● Coordinated the execution of tests and optimization efforts including management of timelines and resources outside of the direct team including UX, Marketing & IT● Performed quality assurance testing post-implementation● Led weekly test review meetings with cross-functional teams to share out post release analysis of test results and upcoming test opportunities● Built executive-facing dashboards to track business progress and assess core initiativesResponsible for the implementation, data governance and data analysis via Google Analytics and GTM for eBags.com● Identified opportunities for tagging efficiency and implemented solutions directly through Google Tag Manager● Collaborated with site developers to modify the existing tagging infrastructure and surface needed dataLayer elements through basic JavaScript and custom event listeners in Google Tag Manger● Debugged implementation problems/configuration/coding errors via console and dataslayer● Created and maintained implementation documents for Google Analytics, Optimize, Tag Manager and FullStory● Implemented 3rd party pixels on site via Google Tag Manager. Tested and validated for data accuracy

Sr. Analytics Implementation Contractor

• Oct 2016 - Jan 2017

4 Month Project Contract through Robert Half TechnologyResponsible for developing a customized analytical solution for the Imperial Supplies team via Google Analytics.● Led implementation of Google Analytics through Google Tag manager, ensuring consistent implementation across all products and platforms● Defined hierarchical structure of tagging and performed ongoing testing of tracking and reporting, certifying accuracy, and reliability of reports● Conducted deep-dive analysis of site traffic and user behavior as it related to feature usage, new product launches, revenue optimization, and overall business goals.

Sr Digital Marketing eBusiness Analyst

• Sep 2014 - Aug 2016

Responsible for delivering data driven strategic marketing campaign and website enhancement recommendations to boost customer retention and increase share of wallet across channels and product.•Supported the continuous improvements to the online experience for HD Supply customers through deriving meaningful insights from the wealth of data from customers, logistics networks and suppliers.•Led development of KPIs, forecasting models and dashboards designated to monitor and improve marketing campaign performance and to identify and recommend online revenue growth opportunities drawing insight from online/offline quantitative and qualitative customer data•Analyzed project performance integrating online/offline sales performance data and customer buying habits and patterns•Evaluated the strengths and feasibility of projects, campaigns and online/offline marketing strategies as they affect individual and multiple customer accounts including customer loyalty analysis and promotion effectiveness•Formalized goal setting and success measurement process for new enhancement web projects directly impacting customer experience such as order status, web quotes and account features•Collaborated with external and internal teams (marketing and technical) to analyze business needs and work on the execution of project deliverables including requirements documentation, technical development, customer user flows and campaign performance•Championed end user testing and data validation for Adobe Analytics full site implementation including technical documentation and validated the business requirements were met. Managed ongoing identification of causes and solutions to data capture issues or unexpected results identified in reporting. Served as the conduit between the customer community and the software development team.Accomplishments have helped increase company e-business penetration over 10% to a total of 55% of company gross sales over the past 1.5 years.

Digital Marketing Strategy Analyst

• Aug 2013 - Aug 2014

Responsible for identifying insightful and scalable online strategies for a leading major financial industry client across 10 lines of business.● Analyzed performance of existing content and site to provide suggestions while driving SEO and growing organic revenue● Monitored and managed program performance KPIs to identify account risks and develop mitigation strategies● Identified opportunities for client program expansion leveraging online visitor behavior and associated revenue streams data● Collaborated with SEO strategists on executable and measurable strategic site updates which increased ROI, and improved consumer experience● Leveraged cross-channel attribution performance in IBM CoreMetrics to mine insights and provide recommendations● Championed web analytics tool configuration and code integration for reporting (CoreMetrics & Google Analytics)● Investigated, identified and resolved data problems and inconsistencies across reporting tools● Automated multiple weekly/ monthly reports and dashboards to maximize productivity, efficiency, minimizing human error in reporting and analytics. Formalized the process to automate ongoing client reporting● Mentored team members in advancing their analytics career, setting work quality standards, best practices, and strategy● Managed 1 analytics strategy intern

Digital Marketing Analyst

• Sep 2012 - Aug 2013

> Defined key performance indicators (KPIs) across the 10 unique lines of business> Formalized a process to automate ongoing client reporting> Conducted competitor marketing tactics research

Digital Marketing Consultant

• Jan 2012 - Aug 2013

> Designed, executed and measured online marketing initiatives including email marketing, social media marketing strategy and website content optimization.> Planned community educational events.> Securing corporate sponsorship and raffle prize donations. > Designed, executed and measured online marketing initiatives including email marketing, social media marketing strategy and website content optimization.> Planned community educational events.> Securing corporate sponsorship and raffle prize donations.

Digital Marketing Analyst

• Sep 2010 - Sep 2012

Responsible for:Representing client interests in interactive marketing plans and strategies for 20+ clients.Determining appropriate KPIs from client business goals and objectives; configure analytic platforms for reporting and analysis across a variety of web marketing tactics.Analyzing activity across online channels across a variety of verticals, including ecommerce, telecommunications and technology, automotive, restaurant, travel and home building.Creating executive-level dashboard and KPI analyses, including ensuring appropriate selection and presentation of metrics in a timely and easy-to-understand format, to allow key decisions to be made based on appropriate data.Contributing to strategists' and internal teams' understanding of client work and share key learnings and trends on a recurring basis.Providing client and internal training on analytics tools and methodology.Acting as a point of contact with analytics vendors and informs senior members of team about new developments and/or tools.

Associate Digital Marketing Analyst

• Sep 2009 - Aug 2010

Research Coordinator

• Sep 2008 - Sep 2009

> Supported daily data requests from the digital marketing teams including PPC, SEO, Email Marketing, Social Media Marketing and Web Analytics projects.>Formulated data driven insights and introduced recommendations on how to improve overall user experience for client websites.> Assisted with the planning and execution of presentations, campaigns, surveys, research, feedback and other tasks for internal stakeholders and clients.> Managed project schedules.