Project lead for a new Marketing Return on Investment program, integrating multi-touch attribution data science models and partnering cross-functionally to standardize a decision-making framework that enhances efficiency and effectiveness of marketing spend
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Championed the rollout of IBM’s marketing experimentation program, utilizing marketing analytics and testing frameworks to drive adoption across senior leadership to deliver up to $78M in incremental revenue potential
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Built and led a high-performing team of 7 analysts and launched a comprehensive marketing reporting and data training curriculum, scaling data literacy to empower 2,000+ marketers and significantly increase reporting adoption enterprise-wide
Drove end-to-end product management and feature development for the marketing reporting platform on a monthly release schedule, while developing and maintaining project timelines and documentation
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Conducted monthly release presentations to entire marketing department, communicating the latest in marketing performance management and enabling individuals and teams to measure their success effectively
Partnered with stakeholders across MCC and CIO to identify key data inputs and validate assumptions on data operations, serving as SME for data issues and opportunity areas for improved user experience within reports
Managed and launch new visualization projects globally while playing an active part in optimizing campaign performance and data-driven decisioning
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Created datasets from multiple sources through collaboration with business stakeholders, engineers and marketing teams at all levels to deliver data and insights efficiently and intuitively
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Collaborated with internal stakeholders on the design, deployment and ongoing enhancements of award-winning IBM Pearl product, a suite of reporting solutions
Built new data visualization tool to report on daily delivery metrics, blending multiple data sources to communicate sales performance insights to account management team and clients
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Served on task force to launch companywide campaign visualization tool, which was implemented
across ESPN, Freeform, Disney Digital Network and ABC Network
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Collaborated cross-functionally to execute team strategy shift from inventory focus to business
intelligence by establishing new database access points and validating data integrity
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Contributed to department financial goal of 22% annual growth ($9.5M) as a result of strategy shift
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Led forecasting for local stations’ ad inventory and optimization to fulfill campaign revenue goals
