Apr 2020 – Apr 2025 · 5 yrs · Nashville Metropolitan Area · Remote

• Instagram Youth Protection. May 2024 - Apr 2025
• Central Social Impact - Youth Well-being. October 2021 - May 2024
• Creator monetization, creator incentives platform, and video monetization. April 2020 - October 2021

May 2019 – Apr 2020 · 11 mos · Greater San Diego Area

• • A lead in product analytics on online grocery delivery, subscription, membership, and fulfillment. Acting as an analytics lead across online grocery

Feb 2018 – May 2019 · 1 yr 3 mos · Greater San Diego Area

• Forecasting and leading discussions of annual and quarterly financial plans and budgets.
• Executive team member participating in organizational goals setting, project planning and strategic
• decision making.
• Project mang. - leading company-wide quarterly initiatives from ideation, to planning, and execution
• Multi-touch marketing attribution model
• o Designing, building, and implementing
• o Getting organizational buy-in to move to using one single source of revenue, conversion and
• ROAS/ROI truth.
• o Implementing reporting of attributed revenue, conversions, ROAS, CPA’s, contributing margin,
• and max bid targets for marketing to use in optimizing bids and spend within channels and across
• channels.
• o Attribution ROAS driven bids and channel spend has resulted in higher ROAS on higher ad-spend when comparing the 12-months after
• implementation when compared to the same 12-months YoY.
• Pricing optimization
• o Developing pricing testing and strategy roadmap.
• o Overhauling pricing with-in 4 weeks of starting in the position which resulted in changing of
• prices on 78% of the products (500 SKU’s). The pricing overhaul resulted in a 9-percentage point
• improvement in the year-over-year revenue growth trend.
• o Ongoing price-elasticity modeling and optimization
• Own and lead all website, marketing, mass-media, promotional, merchandising, and operations testing (a/b test and multi-cell tests). Including in-taking test proposals, prioritizing tests, recommending test- design, setting test duration and measurable outcomes, providing test analytics, and recommending strategy based off insights from test analysis.
• Data science modeling including repeat prediction model, boosted decision trees, used for targeting emails and direct mail initiatives.

Apr 2017 – Mar 2018 · 11 mos · Greater Seattle Area

• Automate analytics and reporting using AWS Redshift, R, Python, and Tableau in support of Direct Mail, Email Marketing, In-person Events, Loyalty, PPC, and Paid Social.
• Support Marketing attribution modeling
• o Through model improvement by updating touchpoint type and touchpoint order weighting using
• scaled-coefficients from quasi-experimental estimation
• o Updating forecasting methodology by building-in automatic adjusting of click-to-contact and
• contact-to-close distributions, which improved forecast mean-percent-error by 50% (3 percentage
• points)
• o Broadening the marketing touchpoints flowing into the multi-touch attribution model.
• Independently identifying the opportunity for and value in relocation specific product. I developed a model, gradient boosting decision trees, from user browsing behavior to identify users that were moving. This model was automated to run in a chron job and write a table deliver users daily.

Sep 2016 – May 2019 · 2 yrs 8 mos

• Designing research methodologies and discussing the benefits of different analysis options with clients
• Drafting research proposals to submit to clients, executing statistical analysis, creating reports and
• presenting to clients
• Developing new market research product offerings, moving from ideation stage, to planning
• labor/resource inputs for development and execution, to product delivery format and timetables.
• Providing guidance on product and research proposal pricing.

Jun 2016 – Apr 2017 · 10 mos · Greater San Diego Area

• Customer level research through modeling transaction level customer data
• Interviewing candidates, onboarding and training new analytics hires, holding weekly team meetings with analyst/sr. analysts, and leading analytics review sessions with the analysts/sr. analysts to secure analytics
• team alignment on the results, interpretation, and strategic insights before communicating analysis across
• the organization.
• Drove brand & marketing calendar strategy with analytics (e.g. Customer price-elasticity study generating
• insights used to determine the value promotion by market in the next window).
• Econometric modeling to optimize couponing strategy (price elasticity and price optimization). Used the
• learnings from the analysis to oversee the implementation of a 4,000,000-coupon mailer test to 9 cities
• with 200+ restaurants.
• Test Design, test analysis and recommendations for marketing promotions and operational initiatives.
• Restaurant level Sales Forecasting presenting to C-level executives for sales guidance on earnings calls.
• Business Data Analyst, 2016
• Operations initiative deep dive that resulted in brand-wide initiatives and brand standards audit.
• Matching voice of the customer surveys to transaction level data, and using quasi-experimental methods to estimate the impact of various service and product related events. These estimates influenced the brand standards, refranchising scorecards and the VOC survey.
• Modeled Consumer Behavior via Logistic, Multivariate Linear and Negative Binomial Regressions,
• Recursive Partitioning, Gradient Boosting, etc..
• Forecasting restaurant level sales, food costs, and labor costs for FP&A teams use in budget planning
• Consumer Insights, 2015 - 2016
• Quantitative and Qualitative research in support of the new product development (NPD) process
• Use of internal transaction level data to segment/profile customers and perform analysis of customer
• behavioral responses to promotions and initiatives

Jan 2016 – Jun 2016 · 5 mos · Greater San Diego Area

Sep 2015 – Jan 2016 · 4 mos · Greater San Diego Area

Jun 2015 – Aug 2015 · 2 mos · Dallas/Fort Worth Area

Aug 2014 – Jan 2016 · 1 yr 5 mos · Greater San Diego Area

Jan 2009 – Aug 2014 · 5 yrs 7 mos