Apr 2024 – Apr 2024 · 0 mo

• Delivered a proprietary digital event system including user and session-based features by creating alignment among marketing, product, and finance teams and writing requirements and data definitions for analytics engineering and data engineering teams.
• Completed the enterprise onboarding of Amplitude to enable self-service analytics for product, design, engineering, marketing, and analytics team.
• Responsibilities in this project included guiding product leadership in measurement strategy, defining required events and properties, and collaborating with software and analytics engineering teams to deliver required features.
• Lead onboarding initiative including office hours, enterprise training, and documenting key features, definitions, and education guide.

Oct 2022 – Mar 2024 · 1 yr 5 mos

• Analytics lead for marketplace product mission team. Consistently collaborated with product managers to ensure that any new features are grounded in measurement hypotheses to answer if investments have an impact.
• Conducted research to educate Designers and Product Managers about how consumers utilized platforms, where opportunities exist, and provided guidance on feature prioritization.
• Served as a conduit between Growth Marketing and Product Management to deliver "Listing Landing Pages" a joint function initiative to ensure that consumer experiences were differentiated based on consumer journey stage and objective.
• Blended qualitative and quantitative data to guide the improvement of the search results experience, solving a major point of consumer friction.
• Developed model for weighting the impact of product feature changes to competing revenue sources (ad delivery versus lead generation).
• 2022 Finance Team CARSY Recipient
• Championed the proactive sharing of information beyond individual product teams to the wider organization through dedicated communication channels.
• Analytics lead for internally-built CDP. Provided guidance on the definition of a consumer and methods to resolve identities.

Apr 2021 – Sep 2022 · 1 yr 5 mos

• Lead a team of software and analytics engineers to implement a server-side experimentation platform and deliver the first experiment in 2+ years.
• Designed experimentation procedures prior to onboarding an external partner and later in-house experimentation staff.
• Lead measurement and data collection strategy for new website and mobile applications.
• Conducted conversion correlation analysis to dictate which features were prioritized for the MVP release of the new web platform and two mobile applications.
• Developed a refactored model of estimated incremental revenue, enabling ROI analysis at a marketing channel level.
• Saved $50k/month of recurring revenue by uncovering the root cause of a recurring data issue.
• 2021 "Lightyear" Award Winner for consistently going "Above and Beyond" expectations.

Mar 2020 – Apr 2021 · 1 yr 1 mo

• Automated digital marketing daily reporting from 20+ sources - reducing manual efforts by 300 hours/year and enabling report availability 7 days/week. Automation included SQL modeling, Adverity, and Tableau Server.
• Created a model for attributing dealer walk-in visits to marketing channels via Markov Chains, using SQL and R.
• Leveraged SQL and Tableau to educate enterprise that internal identity resolution systems could be more effective at enabling people-based marketing or behavioral analysis than third party systems - enabling $250k in annual savings.
• Q4 2020 Team MVP

Jan 2019 – Mar 2020 · 1 yr 2 mos · Greater Chicago Area

• Leveraged Alteryx, R, and SQL to automate digital marketing monthly and weekly reporting - reducing manual efforts by 400 hours/year.
• Created website performance monitoring alerts that increased annual revenue by ≈$100k
• Developed and delivered cross-functional training to digital marketing, social, content, product, distribution, engineering, and devops team; expanded analytics platform usage by 500%
• Leveraged multi-source data to create product enhancement recommendations, leading to the introduction of ‘remembered’ and ‘user location’ based search functionality on TeeOff.com
• Analyzed and delivered research to CMO to enable the deprecation of Golf18Network.com; reducing annual expenses by $100k+
• Audited analytics implementation and used Adobe Launch/DTM to resolve 50+ issues with data collection

Oct 2017 – Jan 2019 · 1 yr 3 mos · Greater Chicago Area

• Analytics & DMP leader - Kitchen & Bath digital transformation initiative.
• Expedited business decision-making by standardizing web reporting across 100+ business units.
• Lead analyst for 150+ distinct digital properties.
• Enabled $60K efficiency via the selection and deployment of an automated testing platform.

Jul 2016 – Oct 2017 · 1 yr 3 mos · Greater Chicago Area

• Designed and conducted internal analytics enablement training, empowering users to self-service
• Piloted attribution initiative by building standards, technical solutions, and creating alignment with global business
• teams and media/acquisition agencies
• Created measurement strategy methodology and trained teammates to conduct business interviews
• Built initial corporate data layer specifications to ensure accurate digital data collection
• Adobe Analytics subject matter expert

Oct 2015 – Jun 2016 · 8 mos · Chicago

• Present weekly, monthly, quarterly, and ad hoc reports using a variety of tools (Tableau, Powerpoint, and Excel).
• Collaborate with clients to produce KPI frameworks and implementation prioritizations.
• Evaluate online consumer behavior using Google Analytics Premium and Adobe Analytics.
• Conduct landing page analysis and produce A/B testing recommendations.
• Create content for international Partner Academy training courses.

Aug 2013 – Oct 2015 · 2 yrs 2 mos

• Lead program restructure to increase revenue 31% (7.1% annual) from 2010-2014.
• Annually develop optimized program schedule based on forecasted participant ages and school release times.
• Analyze, design, and implement a $1.5 million annual facility budget.
• Direct all aspects of a 500-player youth program
 - Recipient of 2014 Chicago District Facility of the Year Award.
• Researched and wrote grant from the APTA to help finance the $2.3 million dollar Glenview Prairie Club.
• Recruit, hire, train, schedule, supervise, evaluate, and lead 20 person coaching staff.
• Member of Wilson Tennis Advisory Staff
• Serve as Manager-on-duty in absence of facility director.

Aug 2010 – Aug 2013 · 3 yrs

• Wrote and implemented curriculum in accordance with the USTA Ten & Under Tennis Initiative.
• Scheduled and administered regional, sectional, and national USTA tournaments.
• Planned and conducted staff development sessions.

Sep 2008 – Sep 2010 · 2 yrs

• Served as Junior Camp Director for the Evanston Recreation Department.
• Acted as site director at overnight summer camps at Western Michigan University.
• Created content for website and develop and publish bi-monthly newsletters promoting academy programs.
• Coordinated all aspects of special events including registration, scheduling, and event management.

Sep 2008 – Aug 2010 · 1 yr 11 mos

• Coordinated staffing, scheduling, class placement, and billing for all club junior programs.
• Created content for website and published monthly newsletters promoting club programs.
• Coordinated aspects of tournaments including registration, scheduling, and event management.
• Created curriculum and taught tennis classes to students ranging in ages 3-80.
• Assisted in all aspects of club operations as assigned by management.

Aug 2007 – Jun 2008 · 10 mos

• Assisted with the development of club budgets, schedules, procedures, and risk management assessment.
• Planned and organized leadership training, group meetings, and club sports events.
• Oversaw the collection and filing of all required club sports forms, including rosters, schedules, medical information, liability waivers and travel information.
• Managed a $147,000 budget, including $49,000 of funding from Segregated University Fees.
• Member of the Assistant Director of Intramurals and Clubs Search and Screen Committee.

Sep 2006 – May 2008 · 1 yr 8 mos

• Supported the promotion of varsity teams by working at events and in the Sports Information office.
• Assignments included recording statistics, research projects, aiding in the preparation of printed materials, web maintenance, and media assistance.
• Software systems utilized include Photoshop Elements 6.0, Microsoft Office, The Automated Scorebook, Stat Crew, Collage, FrontPage, and ICS SideAarm.