SUMMARY:

• Innovative and impact - focused Web Analytics Specialist with 10 years’ experience producing profit-making results; synthesizing data analyses into actionable insight; developing and implementing strategic initiatives; identifying and overcoming obstacles; and auditing and improving existing processes. Core competencies:
• Web Analytics/Data Analysis
• Project Management
• Verbal/Written Communication
• Digital/Online Marketing
• Market Research
• Campaign Optimization
• Problem Solving
• Relationship Building
• Strategic Planning/Implementation

TECHNICAL SKILLS:

SOFTWARE & TOOLS: Excel; Access; PowerPoint; Outlook; Word; Google Analytics; Omniture/Adobe SiteCatalyst; NetInsight; Hitbox; comScore; Nielsen NetView, @plan, Ad Relevance; e-Marketer; Compete; Quantcast; Google AdWords; Bing; Yahoo ; Ask; MIVA; AdBrite; Facebook Ads; Google Webmaster Tools; Raven; SEOMoz; Majestic SEO; Wordstream; Marin Software; Marketo; Compass; Axosoft OnTime; Projector Accounting Module; Fraudlogix; CPA Detective

PROFESSIONAL EXPERIENCE:

Confidential, Boca Raton, FL

Web Analytics Specialist

Responsibilities:

• Oversaw implementation and configuration of Google Analytics and other platforms as well as maintenance, troubleshooting and improving existing installations
• Led development of KPIs, dashboards and custom reporting designed to monitor and improve marketing campaign performance
• Monitored, analyzed and reported performance of Paid Search, SEO, social media, display and email campaigns
• Created data-driven recommendations for site improvements and conversion optimization
• Analyzed A/B and MVT (multivariate) tests and recommended implementations of winning campaigns/variables
• Tactical point of contact for all multichannel analytical needs

Confidential, Ft. Lauderdale, FL

Manager, International Web Analytics

Responsibilities:

• Gathered business requirements synthesized from multiple business units for reporting and data needs
• Created presentations and held meetings with management to identify objectives; set goals and outline a digital marketing & measurement model to put in place for the company’s globalization efforts
• Set standards for conversion metrics, reporting, analytics, and dictated best practices and processes
• Provided business intelligence and recommendations impacting the strategic direction of all metrics and conversion data by leveraging analysis and presentations
• Involved in strategy development for overall optimization of multiple web sites and conversions
• Worked with the e-commerce team on advanced site tagging across multiple sub-domains in order to track the entire consumer journey and purchasing funnel
• Identified opportunities for SEO optimization based on average rankings, traffic and conversions

Confidential, Deerfield Beach, FL

Sr. Online Analyst

Responsibilities:

• Collected and analyzed large multi-dimensional data sets; evaluated potential optimizations and audited existing processes; data mining and analysis of marketing campaigns’ impact on user acquisition and monetization
• Established baseline metrics and thresholds to establish a standard measurement of quality
• Monitored trends in campaign and offer performance in order to uncover and leverage new opportunities to optimize revenue; profit margin and traffic quality
• Identified and scaled high-potential partners with most profitable campaigns based on historical performance
• Conceptualized new promotions based on consumer interest in specific product categories
• Calculated and implemented pricing strategies based on demand; forecasts; trends; and historical data
• Designed and validated new approaches to analysis such as testing, segmentation and targeting
• Created and implemented standard protocol for detecting fraudulent activity and non-performance
• Decreased daily losses from $10,000 to $3,000 within 6 months
• Collaborated with Technology to enhance current reporting capabilities by building enhanced tracking/optimization reports and automated alerts
• Supervised outsourced teams to ensure assigned projects were carried through according to scope

Confidential, Miami, FL

Sr. Online Marketing Analyst

Responsibilities:

• Established clients’ needs; objectives; goals and KPIs and developed customized and automated reports
• Trained and managed offshore teams to efficiently complete recurring reports within confirmed deadlines
• Identified trends and anomalies in data to derive and communicate actionable insight
• Used advanced segmentation to analyze consumer behavior and develop strategies to optimize conversions
• Established and set-up goal funnels to measure success and identify abandonment/areas of concern
• Evaluated marketing campaigns’ effectiveness by integrating and cross-tabulating multiple data sources
• Led efforts to drive profitable new customer acquisition and increase the long-term effectiveness of SEM efforts
• Developed and initiated strategic programs across multiple client accounts
• Created, modified and implemented Google Analytics code including client-specific customizations

Confidential, Boca Raton, FL

Research & Analytics Manager

Responsibilities:

• Spearheaded and audited the implementation of the site’s Web analytics solution (Omniture SiteCatalyst)
• Led the interdepartmental execution of comScore’s Unified Digital Measurement initiative allowing server-side traffic data to be reconciled with person-level audience measurements
• Minimized data discrepancies and increased traffic rankings amongst competitors
• Planned, launched and evaluated paid search marketing campaigns on Confidential .com and Spill.com
• Translated and integrated quantitative and qualitative data into sales presentations, collateral and proposals to close revenue-attached sales deals within established deadlines resulting in enhanced revenue
• Studied wireframes and supported the redesign of Confidential .com with site analytics and visitor behavior
• Managed marketing and analytics vendor relationships and contract negotiations
• Directed various analytics methodologies such as testing, competitive analysis, surveys and market research

Confidential, Ft. Lauderdale, FL

Sr. Research Analyst

Responsibilities:

• Conducted research and analyses to identify new sales opportunities and strategies to monetize ad inventory
• Set up Web site tracking and ad targeting guaranteeing correct measurement of editorial content and ad campaigns
• Collaborated with product managers, web designers and ad traffickers to design, implement and analyze consumer behavior research surveys in order to enhance business products and improve client relations
• Proactively interpreted, analyzed and disseminated internal and syndicated research data to all levels of the organization including senior management to enable timely decision-making
• Supported product development with industry, competitive, market and internal research data
• Produced generic and industry-specific ad sales collateral and made them readily available minimizing research requests and maximizing workflow efficiency