Experience — Senan Mele

Experiences

Utilize machine learning models and techniques to analyze complex campaign performance data sets, uncover patterns, and generate actionable insights.
Ensure data quality, governance, and security standards are met throughout the analytics lifecycle.
Continuously evaluate and implement new tools and technologies to enhance analytics capabilities and improve processes.

Architected a scalable database system using Amazon Redshift, improving data availability and reducing query times by 40%.
Developed visualizations in Tableau and Power BI, enabling key stakeholders to drive business decisions with real-time insights
Employ Multiple Linear Regression for incrementality and forecasting analyses, evaluating media channels and creatives' impact on conversions, and conduct Causal Impact Analysis using test and control markets to assess the effect of new media strategies.
Increase operational efficiency by developing R and Shiny-based data products, enabling the team to conduct diverse analyses, significantly reducing processing time from hours to mere seconds.

Spearheaded and managed concurrent projects in a dynamic and results-driven environment, delivering impactful outcomes.
Architected, implemented, and maintained end-to-end data pipelines leveraging R, MS SQL Server, and Power BI, ensuring seamless data flow from source to reporting.
Developed an API using R and the Plumber package to facilitate external data sharing from MHE's database, fostering collaboration with external stakeholders.
Enhanced and optimized a comprehensive suite of SQL queries and Power BI dashboards critical to clients' campaign reporting, resulting in improved data accessibility and actionable insights.
Engineered R scripts to streamline data extraction from diverse media sources through API integration.
Evaluated key performance indicators (KPIs) of client campaigns, identifying optimization opportunities to drive performance improvements.
Directed cross-functional projects spanning internal teams and external business partners, ensuring seamless collaboration and project success.

Worked with the Electronic Arts (EA) teams and planning teams to develop the learning agenda, campaign objectives, measurement framework, and reporting cadence across all media channels.
Connected with activation teams to identify studies needed to measure brand health and consumer behavioral metrics.
Reached out to data partners (Kantar, Facebook, Twitter, Google, Snapchat, Twitch) and the EA teams to set up brand lift and behavioral studies and baselines for measuring success.
Coordinated the setup for brand lift studies and reporting across planning and activation teams across all regions of the globe: NA, LATAM, EU and APAC.
Reviewed study learnings and made recommendations to the planning and activation teams on ways to improve performance using existing media levers and reach our target audience.
Presented study results to EA teams, and answered any questions related to study learnings and the performance of the campaign.
Supported and trained junior members of the team in Microsoft Excel and Power Query, and worked with them to automate reporting processes.

Senan Mele