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Work Background
RazorfishAssociate Director, Data Science and Analytics
Sep. 2022 - Feb. 2025Remote* Managed advertising and organic marketing business (Email, Push, Display, Search, Social) for key clients (Bread Savings, CITI, Samsung, T-Mobile, Texas Children's Hospital), leading to enhanced customer engagement and revenue generation.
* Implemented integrated client site tracking (Firebase, Braze, AppsFlyer, Domo, Google Analytics, Adobe Analytics) to develop customer segments, provide robust reporting and drive ad hoc analyses, resulting in actionable insights.
* Developed and automated weekly and monthly analytics dashboards to monitor the performance for websites, apps, and services, enabling clients to make data-driven decision-making.
* Established data lakes, consolidating 15+ data sources to streamline analysis and provide a holistic view of marketing performance.
* Led a team of 3 data analysts, providing mentorship and guidance, resulting in improved performance optimization and ROI across various marketing initiatives.
Various Schools & UniversitiesDigital Marketing and Data Analytics and Visualization Co-instructor
Sep. 2021 - Jan. 2023Madison, Wisconsin, United StatesRemote Instructor teaching the following courses:
Data Analytics & Visualization
E-Mail Marketing
Fundamentals of Marketing
Marketing Strategy
ECommerce Universities taught at: University of Wisconsin-Madison, University of Nevada, Las Vegas Digital Skills Bootcamps, San Diego State University. California State University Long Beach, Miami University
RazorfishManager, Data Science and Analytics
Jun. 2021 - Sep. 2022Los Angeles, California, United States• Managed Digital Media and Audience Journey analytics for Samsung North America Services Business at Razorfish.
• Integrated client internal site tracking tools to deliver desired customer segments and target deep linked app pages.
• Developed and expanded weekly analytics reporting for various Samsung mobile and television apps.
Merkle, Inc.Director, Digital Marketing Analytics
Jun. 2019 - Jan. 2021Greater Los Angeles AreaThis role managed the Digital Media and Audience Journey analytics business (Email, Push, PPC/SEO, Display, and Paid Social) for multiple entertainment, b2b and media accounts. Integrated client internal site tracking (Segment, AppsFlyer, Google Analytics, Adobe Analytics) to focus on delivering desired customer segments and targeting landing pages starting from their paid digital marketing (DMP) and CRM systems. Developed and expanded weekly analytics reporting for paid media, for client worldwide campaigns for annual advertising spend of up to $100mm.
GenuentInterim Manager, CRM Data and Analytics (@Walt Disney Studios)
Aug. 2018 - Jun. 2019Greater Los Angeles Area• Walt Disney Studios, Consumer Data / CRM: Acting Manager, CRM for DisneyMovieRewards.com focusing on acquisitions and promotions. Brought omnichannel, guest focused acquisition strategy to the site, focusing on social retargeting, search remarketing, and refer a friend (FriendBuy) campaigns. Participated in strategic planning focusing on a refocused and expanded product elements.
Self-EmployedCRM, Loyalty & Conversion Rate Optimization
Jan. 2017 - Jul. 2018Greater Los Angeles AreaHead down front-line consultant doing cross-channel campaigns, personalized trigger-based email, CRM marketing automation and conversion optimization engagements for:
• Princess Cruises: conduct a digital personalization at scale analysis focusing on the implementation of Adobe Experience Cloud reviewing cross-channel personalization, LTV improvements, and customer cross-selling, churn reduction and retention. Utilizing Adobe Analytics, Adobe Experience Cloud, and Responsys. Analysis included Tableau data presentation
• Ziff Davis: Model a marketing segmentation and online trigger campaign to cross sell existing customers into offers from television OTT providers.
• UberMedia: A CRM study focusing on the competitive set and sales marketing materials and positioning.
UCLA ExtensionStrategic Sales Planning Instructor
Sep. 2016Greater Los Angeles AreaInstructor of the Strategic Sales Planning course, teaching account based & outbound sales methods for enterprise sales to an open enrollment group of students.
Penske Media CorporationDirector of eCommerce
Mar. 2016 - Jan. 2017Greater Los Angeles AreaSolo contributor who under management direction implemented first analytics reporting on customer segmentation, click through and conversion rate optimization, acquisition segments. Help create database marketing triggered email campaigns segments from website visitor segments. • Reporting: Built and maintained initial reports as to monthly sales, acquisition channel sourcing, demographics, and customer segmentation to identify top segments for target marketing. • Created unique customer segments across the portfolio of sites and ran multivariate tests against segments to identify top purchaser’s segments. Targeted upsell and cross sell promotions against these segments delivered via Salesforce DMP for triple digit growth vs. unsegmented campaigns. • Launched and reported on E-Commerce CRM advertising through targeting email campaigns based upon triggered website pages visited using Salesforce Marketing Cloud E-Mail Studio for 130% click through lift.
Customer Farms AgencyCRM and Analytics Marketing Consultant
Mar. 2010 - Nov. 2015Greater Los Angeles AreaCustomer Farms was a digital customer optimization consulting agency that helps subscription and E-Commerce clients in food, fashion, fandom, and entertainment increase digital customer lifecycle retention and growth. Averaged a 50% retention growth by analytics analysis on customer lifetime value models, defining customer segments, creating email marketing automations, and implementing conversion rate optimization. CRM Engagements highlights included: • Pink Dot, Pizza Rustica, Nutpods and others: Created Customer Segments, Life Time value of Customer, email list analysis and cleaning, data driven home delivery segmented customer email campaigns Impact was the tripling customer retention for food manufacturers and local retailers utilizing digital automated personalized marketing services. 2014 – 2015 • Freshology: engaged to oversee CRM customer subscriber acquisition to grow subscriber upsells, renewals and expand subscription food program clients. Assisted in launching 3 new programs based upon customer data analysis. Used Salesforce Email (ExactTarget) for customer segmenting and personalized multivariate email testing and Facebook for remarketing advertising. 2013 - 2014 • Glamhouse: launched a segmented email & database marketing effort for a celebrity fashion jewelry E-Commerce division. Within eight months helped increase digital marketing sales by $150,000. 2012 • Indomina: served as interim digital marketing lead. Built the initial digital business strategy and launched their digital presence including direct-to-fan E-Commerce sales sites and more than 12 films websites. 2010 - 2011
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