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Work Background
MaterialDirector, Analytics
Apr. 2022Austin, Texas Metropolitan AreaHired from consulting engagement to take on directorship within Digital Analytics organization focused on product development and delivery for multiple clients including Yamaha Motors, Ring, MD Anderson Cancer Center, US Tennis Association, Presidio National Park, ABM, Chuck E Cheese.
• Work with clients to develop measurement plans and define reporting strategies, ensuring technology and engineering support business needs, and create executive and tactical reporting suites.
GameStopDirector, Digital Analytics
Feb. 2010 - Mar. 2012Irving, TXBrought in by General Manager to move digital business to data-driven decision-making model. Responsible for decision support across all areas of the digital business; including web analytics, social media analysis, A|B testing, customer research, marketing strategies and investment due diligence. Established key performance indicators; created and managed daily, weekly and monthly report suites to guide day-to-day management of the business. Implemented full-scale enterprise web analytics and voice of the customer solutions, managed all aspects from vendor selection to requirements gathering, implementation project management and end-user training. Worked with marketing and operations teams to create data collection and analytic mechanisms for new loyalty program Power Up Rewards. Identified underserved audiences via segmentation, recommended segment-specific marketing efforts, increasing acquisition in the Affiliate channel 15% in one month.
Passport Analytics LLCLead Consultant
Aug. 2008 - Apr. 2022Austin, TXPassport Analytics was founded to help navigate organizations through their sea of data to focus on what truly matters: their business. Passport Analytics has extensive knowledge and expertise in all areas of business analytics as well as in-depth experience solving specific business problems, having been on both the client side as well as the consulting side. Passport Analytics has worked with all types of clients from Fortune 500 to small startups to help them make their data work for them, to get to know their customers better and super-serve them. Projects have focused on a variety of verticals and business types: luxury retail, grocery, gaming, ticketing/events, marketing agencies, pharmaceuticals, B2B, and many more.
CreditCards.comDirector, Business Analytics
Mar. 2007 - Dec. 2008Austin, TXReporting to VP of Corporate Development; responsible for decision support strategy, data architecture and operations, day to day analytics for all areas of the company. Systematized Business Development, Operations, SEM and Marketing (Affiliate, Display and DRTV) reporting to streamline operations. Increased Paid Search spend productivity by 75%, increased Business Development and Partner reporting efficiency by 20% by developing automated reporting solutions. Conducted critical in-depth analysis of the financial services industry for presentation to Board of Directors and potential institutional investors.
AOL LLCDirector of Analytics
Oct. 1997 - Mar. 2007Dulles, VAReporting to the VP of Finance; responsible for decision support for AOL’s suite of non-flagship brands, including Netscape, CompuServe, ICQ, AOL Instant Messenger, MapQuest and Moviefone. Managed team of 7, both local and remote. Managed subscriber metrics and product performance to increase effectiveness of acquisition methods, retention strategies and product engagement. Developed customer segmentation that identified potential cancellation patterns, resulting in a 40% reduction in customer attrition for AOL’s flanker brands within 6 months. Determined weak spots in marketing conversion funnels, corrective recommendation resulted in 30% increase in uptake. Led deployment of AOL’s e-commerce products and business reporting systems to AOL’s international ventures, providing business case and market readiness analyses. Established in-country business reporting competencies. Provided audience targeting recommendations to Personal Finance content team that increased traffic by 60% within one year’s time.
The Washington Post CompanySales & Marketing Analyst
Mar. 1996 - Oct. 1997Washington, DCLaunched The Washington Post's first two online ventures: PoliticsNow.com and washingtonpost.com. Determined business and technical requirements for in-house logfile-based SAS reporting system. Managed project and development team through implementation. Directed ongoing competitive analyses to ensure competitive product offerings. Managed advertising sales back office from client prospecting and media kit development to billing and account management. Established and maintained advertising and contract compliance reporting systems.
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