Nov 2019 – Apr 2020 · 5 mos · Dallas/Fort Worth Area

• Adobe Analytics administrator and senior-level analyst for umbrella brand marketing Toyota and Lexus motor companies
• Create reports and dashboards in Analysis Workspace and ReportBuilder providing key insights of performance metrics
• Build and maintain tagging deck strategies across multiple projects for TFS and Mazda Financial Services
• UAT and online user experience provisioning across multiple websites and applications
• Create and implement advanced segmentations to identify and analyze data related to specific audiences and business initiatives
• Setting up alerts for key metrics and data points within Adobe Analytics to detect anomalies and possible tagging issues across digital infrastructure (web/app)
• Coordinating and managing complex knowledge work with JIRA-integrated SCRUM framework

Mar 2018 – Oct 2019 · 1 yr 7 mos

• Enterprise reporting lead for Adobe Analytics across all websites, mobile app, and smart products.

Mar 2017 – Nov 2019 · 2 yrs 8 mos

• Adobe Analytics reporting and analysis including development and training across entire organization
• Setup/schedule/update numerous reports & high-level dashboards for marketing department
• Advanced Excel cross-referencing of data through primary-key strategy to unite KPIs
• Bazaarvoice qualitative data management and reporting to Chief Digital Officer
• Responsible for provisioning and analysis of flye Smart Card within Adobe Analytics suite
• Mobile app performance tracking with Adobe Mobile Services, ReportBuilder & Ad Hoc Analysis
• A/B testing and web page optimization across multiple report suites and servers
• Go to person for e-mail, social media and search data visualizations and report automation from Data Warehouse

Sep 2009 – Sep 2016 · 7 yrs · Dallas/Fort Worth Area

• Company-wide Google Analytics / Adobe Analytics report analysis, development and training
• Created/maintained several reports which provided actionable insights to marketing managers
• Coordination, development and maintenance of all Applications/Solutions content on TI.com
• Created a variety of high level KPI dashboards within Adobe, Tableau, and Business Objects
• Online report development and analysis
• Web content and project coordination
• A/B testing and web page optimization
• Performed search engine optimization (SEO) through on-page HTML updates (both in/outside CMS)

Jun 2009 – Oct 2009 · 4 mos · Dallas, Texas

• Developed and maintained the company website upon it's inception
• Consulted with top professionals on SEO and web design projects
• Designed and setup dynamic websites for clients while advising them on SEO and how to update their website through the WordPress administration area
• Setup and trained admins on website analytics and KPI reporting including how to monitor and get found for keywords and phrases related to their businesses in search
• Consulted business professionals on Paid & Natural Search through Google AdWords, Webmaster Tools and other widely used marketing channels

Dec 2008 – Jun 2009 · 6 mos

• Executed multivariate testing to improve landing page performance by 55%
• Developed messaging across advertising mix that drove +40% CPA & +32% conversions
• Raised visit-to-lead percentage across all landing pages by 143%
• Raised visitor volume by 35% & conversion percentage on company website by 2x
• Managed e-mail marketing performance, affiliate program, & paid search campaigns
• Created & scheduled KPI reports and analysis for CEO and top executives
• Improved overall brand reputation by assessing and responding to negative feedback
• Provided creative specifications & blueprints to improve website and multimedia performance
• Monitored search & display ad campaigns through SiteCatalyst and several other analytics platforms
• Promoted branding and multilevel social media interaction to internal stakeholders

May 2006 – Sep 2008 · 2 yrs 4 mos · Richardson, Texas

• Conceived and implemented several creative design, production, and online advertising projects
• Worked with MediaTwo Interactive in launching and improving TrueResults.com
• Managed and analyzed key metrics regarding Paid & Natural search, and reported weekly results through Omniture SiteCatalyst, Zoomerang (Qualitative Survey Results, NPS 60%+), Google Analytics and several other programs
• Reached and sustained primary online goals through close interaction with various agencies
• Played key role in outperforming traditional media types by greater than 200% in terms of lead/patient acquisition at a much lower cost than traditional media

May 2006 – Aug 2008 · 2 yrs 3 mos

• Promoted to lead digital marketing for the nation’s largest Lap-Band network.

Dec 2001 – Sep 2006 · 4 yrs 9 mos

• Worked part-time throughout college while carrying full-time course load; earned recognition and promotions by consistently producing high quality work while leveraging people skills to excel within team environment.

Dec 2001 – Sep 2006 · 4 yrs 9 mos

• Designed and developed websites for home builders and construction companies.