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Work Background
PerformicsManager, Global Data & Analytics (Publicis Groupe)
Nov. 2023Chicago, Illinois, United StatesCatalyst Award Gold Winner – Best Use of Dashboards (2024)
Catalyst Award Gold Winner – Best Agency Initiative (2024) • Responsible for ensuring the availability and integrity of the data in our enterprise dashboards.
• Developed and implemented a taxonomy strategy to support global reporting requirements.
• Manage the integration of multiple media platforms including Google Ads, CM360, DV360, SA360, Meta, TikTok, Snapchat, and AppsFlyer to ensure seamless and accurate data flow into the dashboards.
• Designed dashboard logic based on taxonomy and media platform configurations to maintain data accuracy.
• Established a data governance framework to uphold data quality and compliance with global reporting standards.
• Collaborate with cross-functional teams to update dashboards in response to changing business needs.
• Created and launched a new JIRA instance to manage data-related issues from over 100 global users.
• Manage 2 offshore Analysts
Leo BurnettManager, Core Data & Analytics (Publicis Groupe)
Aug. 2022 - Nov. 2023Chicago, Illinois, United States• Analyze the performance of ad campaigns and provide insights that inform creative direction, messaging, and audience targeting.
• Interpret data trends, patterns, and anomalies to provide actionable recommendations for optimizing future campaign effectiveness, audience targeting, and ad spend allocation.
• Monitor the performance of ad campaigns across various platforms including direct mail, email, SMS/RMM, and web.
• Present data findings in a clear and concise manner to non-technical stakeholders, enabling informed decision-making.
• Design and execute A/B tests to assess the impact of different ad creatives, coupon offers, targeting strategies, and landing pages.
• Analyze test results to determine which variations yield the best outcomes and can drive improvements in future campaigns.
• Segment target audiences based on demographic and behavioral attributes to personalize advertising efforts.
• Analyze customer segments to identify high-potential audiences and tailor messaging accordingly.
• Collaborate with marketing teams to develop data-informed advertising strategies aligned with the client’s business goals.
• Provide training and professional development opportunities to team members to enhance their analytical skills and knowledge.
Zego (Powered by PayLease)Product Owner, Data
Nov. 2021 - Aug. 2022Chicago, Illinois, United States• Responsible for building out a new team focused on making data readily available to the organization.
• Established a process that outlines how the organization can engage the data team to ensure maximum productivity.
• Follow Product Management Lifecycle (PML) standards to execute primarily on roadmap initiatives for new products, product migrations, and product sunsets. • Collaborate with Product Management on the definition of the Product Vision, Strategy, and Roadmap. • Work closely with Engineering to ensure their efforts align with the expectations of the business.
• Actively participates in technical design discussions with Engineering when defining product initiatives. • Actively participates in Agile ceremonies (Grooming, Sprint Planning, Sprint Review, etc.
• Ensures user stories are ready for development, including a clear business value and acceptance criteria. • Manage the product backlog in Jira and balance conflicting priorities.
• Create and maintain supporting product design documentation, including diagrams (user workflows, ERDs, DFDs, process swim lanes), mock-ups, vision boards, and implementation plans. • Supporting the roll-out of client-facing insights project.
• SME for all visualization platforms including Tableau, Looker, Snowsight.
Resolution AgencySr. Analyst, Data Visualization (Omnicom Media Group)
Nov. 2019 - Oct. 2021Chicago, Illinois• Develop and maintain dashboards in Tableau.
• Meet with business leads to understand the requirements for the development of new dashboards.
• Develop a thorough understanding of all systems that store data that is being reported on in order to determine the best way to extract, transform, and load (ETL) the data.
• Extract data from the required systems through the use of scheduled reports.
• Transform data through the use of tools such as Excel and Alteryx.
• Ensure the accuracy of the data being presented in Tableau.
• Communicate to business leads key insights and changes in the business on a regular cadence.
• Illustrate the ‘why’ behind the data through the use of visual models.
• Enhance the end user’s ability to explore the data in the dashboard through the use of filters, parameters, level-of-detail (LOD) expressions, and other calculations.
• Act as a liaison between business teams and technical teams. • Manage an offshore Analyst who is primarily responsible for the ETL portion of the data process.
Les Mills US (LMUS)Business Intelligence Analyst
Nov. 2016 - Aug. 2019Chicago, Illinois• Analyze historical data trends and produce forecasting models for gross sales, revenue, and potential losses.
• Regularly analyze large quantities of data from Salesforce to understand where the business’ strengths and weaknesses lie, while making note of any significant trends.
• Provide sales directors and C-suite executives with actionable, data-driven insights that will not only drive sales but enhance overall business performance.
• Consult with various teams across the business to determine appropriate KPIs and how they will be measured/tracked in Salesforce.
• Conduct monthly audits of our database and clean up data as needed to ensure maximum accuracy and data integrity.
• Develop sustainable and user friendly data models that transform complex data sets into comprehensive, digestible summaries. • Design, develop, and maintain dashboards in both Salesforce and Microsoft Excel that provide visibility to the entire team around business performance. • Perform ad hoc analysis for all departments across the business including but not limited to Sales, Marketing, and Finance.
• Reconcile reported sales and financial invoices to ensure there are no discrepancies. • Train all new hires in the proper utilization of Salesforce as well as provide ongoing Salesforce support to the entire U.S. business. This includes ongoing training and advanced reporting.
• Act as liaison between the global technology team and the U.S. operational team. Excel Power User: Pivot Tables, VLOOKUPS, Macros, VBA, Data Validation, IF/THEN Statements, COUNTIF(S), Data Visualization via charts and graphs.
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