Work

TrueSense Marketing

• —Built the agency's Marketing Mix Modeling capability end-to-end — from data preparation in Snowflake through model development to a scenario planning engine — enabling non-technical teams to forecast campaign outcomes and make data-driven budget decisions
• —Designed end-to-end incrementality testing programs for 7 clients, building holdout audience frameworks, conducting power analysis, and creating evaluation documentation to measure the causal impact of marketing spend
• —Provided digital marketing reporting and analytics for 85 nonprofit clients across 8 verticals, leveraging Snowflake and Tableau to analyze campaign performance, donor file health, and paid media effectiveness
• —Built an end-to-end ETL pipeline using Python, Azure Blob Storage, and Snowflake to validate, ingest, and aggregate digital marketing data, expanding reporting coverage from 30% to 100% of digital clients. Implemented proactive error logging and monitoring, created technical documentation, and trained a team member to maintain the system independently
• —Created Tableau Digital Reporting suite - with Email, Paid Media, Texting, Sustainer, Google Analytics, and Transaction reports
• —Developed an Omnichannel Marketing Dashboard by consolidating API sources into a unified Tableau dashboard, allowing for enhanced campaign monitoring and internal benchmarking

Amazon Ads, contact

• —Managed $2MM+ monthly ad spend for 25 clients across multiple verticals, creating and optimizing campaigns to increase efficiency while maintaining flight schedules and delivery agreements.
• —Identified upsell opportunities across emerging ad channels (CTV, OOH, Twitch) and recommended expansion packages to clients, contributing to $350K in additional ad sales.
• —Developed new audience segments based on growth category analysis and competitive conquesting strategies, expanding targeting capabilities and driving +12% acquisition and +19% awareness YoY for advertisers in adjacent markets
• —Automated reporting using Excel Macros to reduce time spent by 28%, improving the accuracy of reporting

Analytics leadership and freelance digital strategy across political campaigns, advocacy organizations, and government stakeholders

• —Created spend models and dashboards to guide marketing spend, leading to historic campaign success
• —Performed website redesign, optimizing SEO and adding analytics tagging, resulting in first-place rankings for relevant search terms and increased online fundraising.
• —Centralized data for political fundraising, increasing fundraising by 23% through improved donor research
• —Conceptualized and executed digital marketing campaigns for political clients, resulting in a 66% win rate
• —Provided data analysis using Excel, SQL, and QGIS to inform political strategy and marketing efforts