Work

I'm Alec — a Senior Digital Marketing Analyst based in Denver. I help non-profit clients understand how their marketing drives real world impact. From donor health indicators to marketing mix modeling, I build the analysis and data infrastructure that makes marketing more accountable and effective. I'm passionate about using data to tell stories that drive action — whether that's a compelling visualization, a clear narrative, or a well-structured report.

I started my career working for the Florida House Democrats' Campaign Committee, where I learned the importance of using analytics to make strategic marketing decisions. Despite a nearly 10-1 fundraising disadvantage, the Florida House Democrats won a historic amount of seats in the 2018 midterm elections — clawing their way out from a superminority status and giving the caucus more power than they had in 20 years. This was where I found my passion not just for analytics, but for marketing. I saw how powerful marketing could be when it was done right — how it could drive real change in the world. I wanted to be a part of that, and I wanted to help other organizations harness that power for good. I started working with local candidates to develop their campaign marketing strategies. Doing everything from creative development and web design to media buying and analytics, I got to see the full spectrum of marketing in action. I learned how to craft messages, target those messages, and learn from past results to make future campaigns better. After the 2020 election cycle, I transitioned to working at Amazon Ads, where I went from scrappy campaigns barely spending $100/day to managing millions in ad spend for some of the world's biggest brands. I learned how to scale marketing efforts and how to use data to drive strategic decisions at a high level. Getting to see behind the curtain at one of the world's largest advertisers was an invaluable experience, and it gave me a deep understanding of how marketing works at scale. But it left me unfulfilled in a way — going from the campaign world to the corporate world was a bit like going from indie rock to arena rock. I missed the scrappiness, the creativity, and the sense of mission that came with working on campaigns. So I made the leap to the non-profit world, where I could get back to doing work that felt meaningful and impactful.

What I do professionally

I work at the intersection of marketing and engineering — creating automated reports, building ETL pipelines, understanding the incrementality of marketing, running marketing mix modeling studies, and creating the measurement frameworks that help teams make better decisions about where to invest their budgets. I'm passionate about moving past common knowledge and into the realm of best practices — utilizing causal inference, advanced statistical techniques, and machine learning to extract deeper insights from marketing data. As an analyst, my greatest strength is my past experience working on the front lines of marketing campaigns. I understand how marketing works at a fundamental level, and I know what questions to ask and what problems to solve to make marketing more effective. Combining the technical skills of an analyst with the strategic mindset of a marketer allows me to create solutions that are not only technically sound, but also actionable and impactful. It's helped me create better reports, that drive better decisions and saves teams time and money.

Most of my work happens in SQL, Tableau, Snowflake, Python, and Excel. It allows me to be a full stack analytics engineer, going seamlessly from pipeline creation to automated BI reporting on the other end. While I might not have started my career as an engineer or data scientist, my natural curiosity and love of learning has led me to pick up a wide variety of tools and technologies.