SUMMARY:

• Analytical, Creative, P&L savvy Web/ Business Analyst professional, offering 15 plus years’ experience with a proven history in Digital Marketing and Analysis as well as Project Management.
• Results oriented and collaborative approach to problem solving; working to succeed across multiple cross - functional teams.

TECHNICAL SKILLS

Analytic Tools: Adobe Analytics*, Reports & Analysis, Workspace, Data Warehouse, Google Analytics360*

Tag Validation: ObservePoint, Adobe Debugger, Charles

Tag Management: Ensighten (GSK) Tealium (AZ, BMS, Penske) Adobe DTM Penske, (Astra Zeneca, Confidential ) Adobe Launch ( Confidential )

Visualization: Tableau 2019.2, Tableau Prep, Google Data Studio

Web Services: AWS S3

Meta Data: Data Layer, ISO 9000, SEO Code Minification

Multi Variant: SiteSpect, Optimizely

Front End: HTML5, CSS, React, JavaScript, SQL

Personalization: IBM Interact, Adobe Audience Manager, Marketo (Now Adobe Marketo)

CRM Solutions: IBM SilverPop, Adobe Campaign, Salesforce

Programming: SQL, Python 3.x

Ad Tracking: Double Click for Advertisers (DFA)

Issue Tracking: JIRA, Confluence

SEO Tools: SEO Moz, Google Console, Hub Spot, SEM Rush

Office: Excel - Pivot tables, Graphing, PowerPoint, Access

Methodologies: Agile, NWOW/ New Ways of Working, Waterfall

PROFESSIONAL EXPERIENCE

Confidential

Web Analyst / Business Analyst

Responsibilities:

• Worked with business teams and gathered requirements for acquisition and increased relationship building
• Worked with Sr level marketers and project managers to provide reports in MS-Excel, PowerPoint and Tableau to solve business questions, Offered optimization recommendations as well as compared various segments within the UI to determine where clients and prospects may find the interface less than optimal.
• Worked with PMs and Group leaders in New Ways of Working to get better accountability with Siloed workflows.
• Led a small group of Analysts and Developers to support KPIs and the measurement planning required to get clean, actionable data & insights.
• Created weekly, monthly and quarterly reports along with ad-hoc requests for adobe performance data along with some ad server data available from double click.
• Adobe Analytics - Including Adobe Datawarehouse, Workspace and Reports and Analytics
• Dashboarding (Tableau)
• Landing Page Tagging Recommendations and Measurement
• ObservePoint and Adobe Debugger to validate tagging
• Attribution for Paid Search and SEO campaigns both Ad Server and On-Site behavior
• Discovered marketers’ needs in both campaign and real revenue goals via New Ways of Working (Agile).
• Developed “Paid” and “Earned” Score Cards
• Developed engagement model with current customers who have less than 100,000 in holdings with Vanguard
• SiteSpect A/B Testing & Optimization for Demographic Targeting
• Add, manage and track user stories and use cases in Jira

Confidential

Web Analyst / Business Analyst

Responsibilities:

• Developed User Stories and Use Cases for 2 and 4 week sprints, meeting daily with full team.
• Used Conductor (SEO platform) to track, analyze and present keyword research and rankings for visualization.
• Worked with both Adobe Analytics as we moved to Google Analytics 360 and Google Data Studio, created documentation for event and custom segmentation in GA360 (both sampled and unsampled reports)
• Working with U/I and Creative Director to assure User Experience is optimized for campaigns including email and Banner Ads / Paid Search, set goals, budget allocation and timeline to 3rd party team
• Developed a group of weekly, monthly and Ad Hoc Reporting along with tagging strategy responsibility.
• Tagging Strategy to support KPIs
• Updated Stories, Use Cases, Epics and backlog in JIRA. Used SQL to pull data from Salesforce and Marketo to define analytics and business requirements
• Reported to Director, created ad hoc reports to study optimization, conversion of eCommerce transactions and reservations.
• Developed overall tagging requirements for business team to use in order to streamline operations around New Ways of Working.
• Digital “evangelist” to business to help mentor and prove digitals’ reach and capabilities with both written and verbal presentations and use case studies.
• A/B testing within our rental application via Optimizely where I helped define this marketing system for our needs.
• Worked with YEXT (A LOCAL SEE firm) to get a common local SEO listing for all 300 Penske Trucking locations.
• Worked directly with Agency (Demand Labs and JPL) on Campaign creation and Paid Search Performance reporting.
• Documented processes like tagging strategy and implementation of Google Analytics, 3rd Party tagging for email and paid search as well as providing that to our 3rd party agencies.

Confidential

Project Manager/ Business Analyst

Responsibilities:

• Liaised with various groups to define the content authoring and reporting functions within GSK.
• Worked and collaborated with business teams to ensure there was a shared understanding of the requirements of each country’s’ specific needs as they roll up to the Global leadership.
• Project managed the design, testing and roll out of a new tool to assist our Content Authors to select and author the correct values and their variables to each page of content on each portal. This is done via a workbook process and Adobe AEM 6.0 and AEM 6.2. to all 29 country’s websites including Canada.
• Establishing and implemented a global mapping table of Data Layer Values (eVars) in the html of each of the pages of the HCP Portals for 29 websites globally.
• Responsible for data collection and reporting accuracy is at an exceptionally high standard.
• Developed content publishing strategy with Publications team director to include how Data Layer values could be authored in one action instead of on a page by page process due to AEM’s additional capabilities.
• Kept a score card of all sites pages/values/errors to assure 95% compliance as a standard.
• Developed a tool for content owners/marketers to select the data layer values that need to be authored into our pages via a SharePoint based tool that offers quick access to all values companywide for easy selection and exporedt to our workbooks.
• Developed timeline and roll out schedule for project and kept both risk and expenses transparent to stakeholders.
• Assisted in developing the tools for automated site/content migration with Adobe Connect, Adobe Target and Gigya.
• Tools used: Adobe Analytics, Adobe AEM 6.0 and 6.2, SQL, Observe Point Web Assurance, JIRA, Data Slayer / Charles Debugger, Tracking First - Campaign Code Validation utility

Confidential

Web Analyst / Business Analyst

Responsibilities:

• Ran six to ten major reports supporting a twelve to fifteen-person marketing team.
• Reported on as many as 50- email campaigns monthly for four websites, finding trends and created benchmarks for performance.
• Reported in MS-Excel and Tableau
• With Sr. Director, developed Road Map for Certification Website and Tools within this site.
• Worked with Race Point Global, our media agency, to review and provide metrics and performance recommendations on Paid Media campaigns, including Paid Search, Banner advertising, Paid Social and some print direct mail we still created.
• Developed KPIs and the associating of web metrics to support and analyze performance.
• Did A/B testing of new responsive designed application for certification clients and certification website.
• GAP analysis of the Adobe S code and the functionality of the implementation to identify what additional Functionality we need to support business capabilities.
• Helped to identify budget and creative direction based on data driven insights
• Tools used: Adobe Marketing Cloud including, Adobe Analytics, Adobe AD-Hoc, Adobe Data Warehouse Primarily. Also work with Site Core CMS, IBM Silver Pop, SQL, Microsoft Excel & PowerPoint, HubSpot Social Media Tools, SEO MOZ, Raven tools, SEM Rush, Observe Point auditing and debugging software and Tableau.

Confidential

Senior Digital Capabilities / Project Manager

Responsibilities

• Worked with analysts to help define KPIs and tie those to metrics
• Worked with internal engineers to create tagging specifications
• Worked with IT to implement both site tagging for new sites and Media and CRM, which have different specifications
• Created a backlog of user stories with analytic specificity.
• Created Road Map for Lead Generation tool (Fit2Me) to funnel traffic to Branded Consumer sites.
• Worked with Adobe Analytics and CQ5, Google Analytics, Tealium, DFA and Point Roll Ad Servers
• Contributed to viewability project with MOAT, a Publicis agency to increase inventory of visible Display Advertising
• Developed Adobe Genesis Integration plan for the enterprise.
• Liaised with Creative Agencies, Media Agencies, AZ CRM department, Accenture and Cognizant Development teams along with AZ Web Services and internal Encima Engineering.
• Created recommendations for Media Agencies to use as they run Multi-Million Dollar campaigns in support of 6 branded Web Sites and One non-branded DTC site.

Confidential

Web Analyst

Responsibilities Included:

• Wrote the narrative parts supported by analytics to inform Paid Search campaigns and how other “paid media” should be applied.
• Worked in JavaScript to assure better tagging.
• Worked in HTML to create better SEO ranking along with minification of that code.
• Reported on SEO performance and ranking for all sites including monthly reports on Brilinta and Crestor for their brand teams in both Adobe and Unica Analytics packages as they transitioned.
• Was responsible for strategy and Analysis behind the Vanity URLs we used.
• Developed roadmap for tagging requirements for Google Analytics, Adobe Site Catalyst and IBM’s Unica;
• Used and created strategy using Adobe DTM.
• Created advanced charts in Microsoft Excel and Microsoft PowerPoint.
• Developed performance metrics of sites for Bayer, Jakafi, Dendron, Astra-Zeneca, ViroPharma and other pharmaceutical sites.
• Developed JIRA strategy for logging work, projects and communication.
• Identify certain pages that were not performing well organically or via direct sources, I would recommend different ways to make pages perform more effectively by looking at a wide range of characteristics.