A strategic and analytical leader skilled in navigating complex data landscapes to uncover actionable insights and drive business impact. With a balance of technical expertise and business acumen, I ensure every data point contributes to a compelling, data-driven narrative that empowers organizations to make informed decisions.
Enhanced team expertise and efficiency by training direct reports in R’s advanced statistical capabilities and SQL, equipping them with the skills to analyze campaign performance, troubleshoot reporting issues, and develop data-driven solutions.
Optimized cross-channel performance tracking by automating monthly reporting for TV, Print, Search, Social, Programmatic, and Digital channels, leveraging Amazon Redshift SQL views and Tableau to reduce manual effort and enhance data accessibility.
Implemented a structured QA process across multiple sources, while proactively resolving inconsistencies by diagnosing reporting and API issues. Collaborated with data providers to standardize data taxonomy and integration.
Identified inefficient conversion campaigns where shifting dollar spend to a more efficient campaign drove 35% more conversions.
