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Work Background
Williams-Sonoma, Inc.Digital Analytics
Mar. 2024San Francisco Bay Area• Develops comprehensive reports and automates KPI dashboards for brand and technology executives, site managers, merchandisers, and product managers about engagement with merchandising, navigation, checkout and carting, holiday trends, and product features across mobile and web.
• Leads reporting for Pottery Barn Teen’s newly launched dorm category website and mobile app product features, including Wishlist, 3D Bedding Visualizer, and Pick Up Near Campus.
• Collaborates on website A/B testing and synthesizes insights using Adobe Analytics data.
Storytelling Over CoffeeData-Driven Digital Marketing Manager
Apr. 2023San Francisco Bay AreaMarketing services for small businesses with a focus on analytics and copywriting. Clients span across a variety of industries including e-commerce, manufacturing, transportation, etc.
OracleAnalytics and A/B Testing Director
Mar. 2022 - Oct. 2022San Francisco Bay AreaManaged web analytics reporting, which included highlighting key data trends and content optimizations for senior leadership. I also oversaw the website A/B testing.
AccentureMarketing Analytics
Apr. 2019 - Mar. 2022San Francisco, California, United States• Led end-to-end digital marketing analytics across six industry verticals, overseeing campaign and channel-level (website, email, search, programmatic ads, social media, etc.) measurement plans, raw data pull execution, analysis, and presentation.
• Developed impactful reports and dashboards using data storytelling techniques such as impactful visualizations and contextual narratives with tools including Adobe Analytics, ContentSquare, Eloqua, and BI visualization software (Tableau, PowerBI, etc.) to explain recommendations for enhancing website traffic, on-site content engagement, campaign activity, and improving the customer journey.
• Created Accenture’s first standard marketing benchmarks in partnership with the data science team.
• Efficiently managed a global team through comprehensive training about how to present data-driven insights and one-on-one mentorship, resulting in the promotion of a team member within a year.
• Developed a data literacy training series for stakeholders on how to pull data from Adobe and analyze it in Excel, which resulted in a 20% increase in analytics understanding and reporting efficiency.
AccentureAssociate Interactive Marketing Manager
Oct. 2015 - Apr. 2019San Francisco, California, United States• Delivered reports with actionable insights for digital marketing campaigns and website performance to internal marketing stakeholders across three industry verticals.
• Created a comprehensive SEO training guide for industry marketers, covering keyword selection, meta description optimization, internal linking guidelines, and recommendations for quarterly site audits.
ModClothSocial Media Marketing Strategist
Nov. 2012 - Dec. 2014San Francisco, California, United States• Led social media analytics reporting across channels including Facebook, Instagram, Pinterest, Twitter, and Wanelo, as well as the downstream impact on product sales using Google Analytics.
• Presented social media performance analysis (organic and paid) during monthly marketing retrospectives in alignment with marketing team objectives.
• Coached the social media team on analytics best practices and how to use Google Analytics.
• Developed the content strategy for this e-commerce brand’s Facebook and Twitter channels in partnership with the promotions, project management, and creative teams.
• Developed a data-driven UGC (user-generated content) strategy, resulting in an increase of Facebook fans by 40% (surpassing 1M fans) by analyzing six months of organic Facebook posts and determining the type of content and day of the week with the highest engagement rates and click-through rates.
Pretty Innovative BlogEditor-in-Chief
Aug. 2009 - Sep. 2012www.pretty-innovative.comCovered the convergence of fashion and technology, including topics such as wearable technology, mobile shopping apps, and fashion brands’ digital marketing strategies. Conducted primary source interviews, executed all social media efforts, and edited contributors’ copy.
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