SUMMARY:

• Data - driven, strategic, and creative web professional with experience in Fortune 100 companies, start-ups, government agencies, and higher education institutions.
• Expert in analytics & big data reporting, implementation, planning, inventory management, and QA processes.
• Frequently provide leadership in developing project requirements and specifications, guiding Omnichannel Marketing projects to successful completion. Adept at managing client accounts for Analytics, SEO, and various Online Marketing Channels.
• Highly proficient in installing and testing platforms such as Adobe Analytics/Target/Campaign/AEM/Audience Manager, WebTrends, ClickTracks, Google Analytics, Optimizely, Ensighten/Tealium/DTM/Launch, LiveRamp.
• Skillful in defining KPI's and deliverables through close coordination and communication with clients and stakeholders.18+ years of Web Marketing consulting experience. Specialize in Finance, Retail / e-Commerce, Telecom, and Healthcare industries
• Experienced as an architect, project manager, and analyst in complex and fast-paced organizations
• Strongly familiar in defining business cases, bridging business and technical teams, and lifecycle project management
• Self-motivated, strong team leader who enjoys training others
• Outstanding analytical/methodical abilities, exceptional communication skills
• Fluent in Spanish (written and verbal)
• Educational Qualification
• Electrical Engineering, Bachelor of Science
• Concentrated in Information Technology and Applied Sciences.
• Over 18 years of web experience focusing on analytics, interface development, ETL, micro - services, usability strategies, search engine optimization, retail marketing, graphic design, web design, branding, business identity systems, front-end web development and design, streaming content and video editing
• Iterative software development fundamentals including experience with Scrum, Agile and other iterative approaches (Experience with JIRA / Rally / Confluence / HipChat / Slack)
• Strong familiarity with BI platforms such as Power BI, Tableau, Domo, Periscope, Cognos, Business Objects, etc.
• Proficient in Microsoft Word, Excel, PowerPoint, SAAS & Social Media Services (SalesForce, Google, Facebook, Youtube, Twitter, SMS, etc)
• Experienced with Customer Relationship Management applications such as Microsoft CRM, SAP CRM, Salesforce.com
• Working knowledge of programs such as Photoshop, Illustrator, Quark, InDesign, Premier, Flash
• Expert with HTML, JavaScript, CSS, XML
• Cross platform capabilities include PC or Apple

EXPERIENCE:

Adobe Architect

Confidential

Responsibilities:

• Lead Adobe Campaign technical implementation, which includes migration from Campaign Classic to Campaign Standard and managing developers.
• Provide Adobe Campaign configuration, customer & recipient schema. Create Technical/Campaign Workflows, external account configuration, offer management, data schema, and other configuration. Expertise in SOAP & Rest API to interact with other upstream/downstream systems. Expertise in Message Centre including Real Time/Batch email/SMS & push functionality.
• Principal architect in delivering end-to-end solutions within the Adobe Experience Cloud - primarily Campaign, Launch, Mobile SDK, Analytics, Target.
• Review technical specs and ensure completeness in support of multi-channel online campaigns, analytics data collection, and optimization efforts.

Marketing Data Architect

Confidential

Responsibilities:

• Architected large scale marketing technology solutions primarily using all the Adobe Experience Cloud solutions - primarily Campaign, Analytics, Target, and Audience Manager.
• Lead Audience Manager technical implementation, which includes integration of data sources, ID sync implementation, creating destinations and segments. Coordinate with data source teams to get the correct attributes, setup the environment required and work with Adobe or LiveRamp to setup platform for data source integration.
• Created the company’s marketing technology road-maps, supported development efforts, and suggested future design/solution decisions.
• Reviewed technical specs and ensured completeness in support of online campaigns.
• Built, executed and delivered accurate audience data for assigned campaigns using marketing automation tools.
• Supported brand teams in the development of measurement plans for campaigns, audiences and A/B testing.
• Provided recommendations for Adobe Campaign regarding integrations with other upstream/downstream systems.
• Main proponent in developing a proof-of-concept and conducted a vendor analysis for various campaign orchestration tools.

Marketing Architect

Confidential

Responsibilities:

• Managed Marketing Technology Cloud solution architecture, delivery, and business client relationships.
• Responsible for design, development, managing stakeholders’ expectations, vendor management, project management, and delivery of the Adobe Experience Cloud platform. effectively communicated strategies, goals, and business priorities to key stakeholders such as Marketing and Data Science teams.
• Managed a core MarTech portfolio, made strategic decisions on integrating technology solutions.
• Lead design, development, and support teams across broad technical and business disciplines in a fast-paced environment; guided teams on business objectives while providing best technical solutions to ensure project milestones were completed on time, on budget and with the desired results.

Systems used: Adobe Experience Cloud (AEM, Audience Manager, DTM/Launch, Analytics, Target, Campaign), AWS (Snowflake,S3,SNS), Salesforce, Informatica, Rally/Jira, Alteryx/MSPowerBI/Tableau

Analytics Engineer

Confidential

Responsibilities:

• Worked with various teams and product stakeholders to implement data collection methods that support analytical requirements using Adobe Analytics and DTM.
• Initiated and created analytical business requirements from multiple sources including LearnVest, product management, client data, marketing, financial agents, home office staff, and Data Science teams.
• Oversaw the lifecycle of analytics and maintain communication between my team and The Enterprise.
• Worked at a rapid pace in a Scrum environment for successful delivery.
• Lead troubleshooting and QA of web analytics.
• Worked with product stakeholders to understand, define and prioritize reporting requirements.
• Specified classifications, extracts, and data warehouse jobs with Adobe Data Warehouse, Netezza, and SQL.
• Provided insights, trends, and analysis of key performance indicators, with PowerBI/Tableau/Excel/Adobe.
• Developed a holistic view of the digital customer experience that continues to drive measurement, optimization, and execution of marketing tactics and strategies.
• Supported implementation and analysis of A/B and Multi-Variate Testing.

Analytics Architect

Confidential

Responsibilities:

• Defined and managed data collection tags for Adobe Analytics and worked with technical teams to ensure optimal implementation for these brands: Fingerhut.com, Gettington.com, PayCheck Direct.
• Coordinated with IT/e - Commerce Team for website changes to ensure that all metrics were built into the system.
• Saved the team over $2 million in Adobe fees by minimizing the abundance of excess server calls.
• Identified new reporting requests and devised a plan for Adobe Marketing Cloud implementation (SiteCatalyst/Target).
• Created detailed requirements for new data implementation initiatives.
• Performed business requirement analysis and created requirements documentation.
• Tested new implementation to ensure requirements were met.
• Monitored data capture on a regular basis to ensure accuracy, used ObservePoint and CatchPoint.
• Identified reporting problems in AMC.
• Debugged implementation problems/configuration/coding errors (eg. Javascript, product functionality etc.).
• Configured report, profiles, filters etc., depending on the business requirement.
• Led a proof-of-concept test for tag management tools such as Tealium/Ensighten/DTM.

Sr. Analytics Consultant

Confidential

Responsibilities:

• Remotely managed the ongoing development, maintenance, and reporting requirements
• Oversaw the implementation of Omniture code and reporting infrastructure for our clients.
• Used tools such as Charles, HttpFox, Firebug, and DTM to test and implement Omniture code.
• Used A/B or MVT landing page testing to optimize advertising, campaigns, and leads.
• Proactively provided strategic recommendations applicable to clients' business models, expectations, and goals.
• Monitored and reported on metrics such as keyword ranking, effectiveness of site optimization etc.
• Built rapport with clients through routine and scheduled interactions.
• Created dashboards using Adobe Analytics, Report Builder, and custom Excel formats.
• Served as consultant to our clients’ business units on SEO/search strategy. Leveraged search analytics and applied knowledge to increase web activity for our clients.
• Produced relevant market, competitive intelligence and insights to inform the strategic development of digital campaigns.

Sr. Web Analytics Specialist

Confidential

Responsibilities:

• Gathered business requirements and created technical designs for measuring online metrics.
• Supported developers throughout the Omniture analytics platform implementation process.
• Extracted data, built reports & shared data/results with Senior Management/Directors.
• Developed and measured Key Performance Indicators (KPI's).
• Worked with business owners and development groups to ensure the optimum tagging strategy was implemented to fulfill the business requirements for data capture.
• Developed complete and accurate business models including process, data and organization.
• Responsible for managing and maintenance of current web analytics reporting, information repository/databases, ETL (extract/transform/load data pipeline), and ad hoc and other metrics reporting systems, as needed.
• Assisted in the ongoing development and maintenance of the analytics and reporting infrastructure which included databases for operational metric, statistical, customer profile, sales, and various reporting data collected.

Internet Consultant

Confidential

Responsibilities:

• Supported more than 500 customers who use the company’s quality assurance, SEO, internal search engine, and web analytics SAAS solutions. Worked as a consultant with customers and ensured they received maximum benefit from the services. Created demos using HTML, CSS, and Javascript.
• Provided guidelines and recommendations to the CEO for future product development.
• Responsible for training of in-house sales staff.
• Hosted tutorial sessions and created certification documents.
• Implemented and demonstrated enterprise search engine to existing and prospective customers.
• Created and maintained social media plan.

Business Analyst

Confidential

Responsibilities:

• Worked with the Web Analytics Manager to coordinate all Web Analytic initiatives using Omniture SiteCatalyst, Omniture Insights, and Report Builder.
• Stayed current with web analytics product developments; advised management team of new implementation or data collection opportunities.
• Monitored analytics tracking in web pages and Flash applications throughout site to correctly capture web analytics variables, properties, events, and filters.
• Worked closely with product owners and technical staff to develop optimized tracking and automated reporting for their web applications.
• Consistently analyzed and investigated new reporting capabilities for the websites.
• Built custom tracking applications to support needs of various stakeholders.
• Administered web analytics product; managed profiles, dash boards, campaigns, reports, standard and custom code, issue management, and training.
• Coordinated with various internal business/user groups to determine, analyze and identify process improvements on the site, new product initiatives, and customer behavioral tests such as A/B testing.