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.
Optimized media cost analysis and campaign spend tracking by automating weekly dynamic cost deliverables for cross-channel attribution and conducting quarter-over-quarter and year-over-year analyses of GRPs, spend, and impressions, leading to more efficient budget allocation and performance insights.
Streamlined data ingestion and ensured accurate predictive analysis for AT&T’s Marketing Mix Modeling (MMM) by using Microsoft Power Query to process measurement feeds, improving data integration and reliability.
Enhanced competitive intelligence and media planning by compiling engagement reports on AT&T and its competitors’ social media presence, providing actionable insights that informed strategic decisions.
Increased efficiency in media cost analysis and reporting by automating dynamic cost computations and streamlining Local Cable TV spend calculations, significantly reducing manual effort and enhancing data accuracy.
