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Work Background
GoDaddySenior Business Analyst
Dec. 2024As a Senior Business Analyst, I deliver strategic analytics to optimize media performance and investment decisions. Key contributions included: Incrementality Analysis: Analyze Geo Lift test results (GeoX, Google Ads) to evaluate the incremental impact of paid marketing campaigns across global markets. Data Re-architecture: Partnered with Data Engineering to shift data ingestion from BigQuery transfers to direct integration with the Google Ads API, improving data freshness, pipeline control, and failure handling. Strategic Insights: Provide in-depth analyses on experiments performance, attribution, and seasonal effects, directly influencing incremental GCR. Performance Dashboards: Built interactive QuickSight dashboards for tracking paid marketing performance, improving visibility and enabling significant cost savings. My work is empowering data-driven decisions, ensuring effective media strategies and incremental growth.
BoldBusiness Analyst (Growth)
Jun. 2024 - Dec. 2024ColombiaAs an Expert Business Analyst, I drove data-driven decision-making by delivering actionable insights across growth marketing, growth product, brand and customer behavior analytics. My key contributions included: 1. Search Strategy Optimization: Led a comprehensive project to optimize the search strategy, aligning it with user journeys and refining search terms, keywords, and ad creatives. 2. Enhanced Forecasting: Developed an improved TPV forecast model that accounted for outliers, delivering more accurate and actionable insights for the CMO. 3. Customer Insights: Conducted cohort and funnel analyses to identify retention trends, conversion drivers, and channel cannibalization. 4. Advanced Reporting: Built dynamic dashboards in QuickSight and SQL-based reports using Redshift and Athena to track KPIs and support strategic initiatives. 5. Experimentation: Designed and analyzed A/B tests to improve marketing and product strategies. My work enabled teams to achieve measurable growth through precise analytics, collaboration, and data-driven strategies.
BairesDevGrowth Data Analyst
May. 2022 - May. 2024As a Growth Data Analyst at BairesDev, I lead analytics initiatives across various areas of the Growth team, driving strategic decisions and enhancing our market leadership in nearshore technology solutions. Here are my core responsibilities: 1. Paid Growth Analytics: I develop comprehensive reports for SEM and display advertising campaigns to improve lead quality and operational efficiency. Utilizing tools such as Google Ads, Meta Ads, and LinkedIn Ads. 2. Growth Product Analytics: I oversee analytics related to growth experiments, including AB testing outcomes, sample size calculations, and duration planning. I use both frequentist and Bayesian methods to declare winners and to draw conclusions from experiments, guiding product development and strategic refinement. 3. SEO Analytics: I perform analyses using Google Search Console and Google Analytics 4 to track keyword positions, manage lead attribution, and assess external site performance. These activities are crucial for refining SEO strategies and enhancing online visibility. 4. Brand Analytics: I manage data requests that support the validation of content and publications, ensuring our branding efforts are data-driven. 5. Advanced Data Analysis and Reporting: I work extensively with Microsoft Server SQL, Databricks, Tableau, and Google Analytics 4 to generate crucial reports and conduct in-depth analyses. These tools help me extract actionable insights from complex datasets, enabling data-driven decision-making across the organization. In summary, my role involves not only analyzing and reporting but also collaborating closely with various teams to ensure that our strategic insights lead to effective growth initiatives. Through expert use of analytical tools and methodologies, I significantly contribute to BairesDev’s ongoing success and leadership in the technology sector.
BairesDevGrowth Marketing Intern
Nov. 2021 - May. 2022
Bajo CeroHead of Digital (Marketing & Sales)
Jan. 2021 - Nov. 2021Barranquilla, Atlantico, ColombiaAt Bajo Cero, I led a committed team as the Head of Digital despite the challenges of limited budgets, resources, and tools. Together, we tackled the task of developing highly effective Google Ads search and display campaigns, focusing on maximizing conversion rates. In addition, we embarked on a website revamp project, working with the Wix platform to enhance the user experience and create a seamless online presence. Notably, we leveraged our creativity and expertise to make the most of the available resources and deliver a visually appealing and user-friendly website. We also created a plan to track and attribute leads that arrived through our digital channels, allowing us to gain valuable insights into their effectiveness, despite working within constraints.
Quik SolutionsHead of Digital (Marketing & Sales)
Mar. 2020 - Nov. 2021Barranquilla, Atlantico, ColombiaDuring my tenure at Quik Solutions, I was entrusted with the responsibility of formulating a comprehensive business plan that played a crucial role in obtaining dealership approval from Club Car. Despite working with limited resources and tools, I collaborated closely with a talented team, providing guidance and support in navigating the digital landscape. Taking charge of the SEM and display campaigns, we strategically optimized our efforts, achieving outstanding results. Remarkably, our campaigns generated an impressive return on ad spend (ROAS) of $98,876 within the first year, contributing to the company's growth and success. Our achievements demonstrated that with creativity and resourcefulness, even with limited means, significant accomplishments can be realized.
Walt Disney WorldDisney College Program
Jan. 2020 - Mar. 2020Orlando, Florida, United StatesDuring my internship at The Walt Disney Company, I had the incredible opportunity to engage guests as a host of Turtle Talk with Crush. I also played a crucial role in ensuring safety and communication within The Seas (Epcot Aquarium), while contributing to park clearances and fireworks coordination. This transformative experience deepened my passion for creating exceptional guest experiences and exemplifying the magic of Disney.
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