SUMMARY:

• Data - driven, strategic, and creative web professional with experience in Fortune 100 companies, start-ups, government agencies, and higher 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.
• Skillful in defining KPI's and deliverables through close coordination and communication with clients and stakeholders.
• 17+ years of Web Marketing experience. Specialize in Finance, Retail / e-Commerce, 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 others
• Outstanding analytical/methodical abilities, exceptional communication skills
• Fluent in Spanish (written and verbal)
• Over 17 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:

Confidential, Baltimore, MD

Marketing Architect

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.
• Ensured key technology management processes were effectively managed including change management, planning, governance, and architecture.
• 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

Confidential, Milwaukee, WI

Analytics Engineer

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.

Confidential, Eden Prairie, MN

Analytics Architect

Responsibilities:

• Defined and managed data collection tags for Adobe Analytics and worked with technical teams to ensure optimal implementation
• 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.

Confidential, Golden, CO

Sr. Analytics Consultant

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.

Confidential, Richfield, MN

Sr. Web Analytics Specialist

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.

Confidential, Minneapolis, MN

Internet Consultant

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 of in-house sales staff. Hosted tutorial sessions and created documents.
• Implemented and demonstrated enterprise search engine to existing and prospective customers.
• Created and maintained social media plan. Established presence on LinkedIn, Twitter, and YouTube. 3x Twitter followers in 2 months.

Confidential, Richfield, MN

Business Analyst

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 .
• 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.

Confidential, Minneapolis, MN / Panama City Beach, FL

E-Commerce Manager

Responsibilities:

• Implemented WebTrends SmartSource Data Colllector (SDC) tagging by including data tags in web pages and banner ads that were placed on various microsites. Tags were also inserted into Flash applications and on multiple domains.
• Monitored cookies created by SDC by using sophisticated WebTrends reporting features such as Scenario Analysis, SmartView, Path Analysis, and Custom Reporting.
• Worked with cross functional resources in the planning and implementation of customer targeting and testing strategies, and leading projects in data mining, predictive modeling and lifetime value.
• SEO/SEM - Google AdWords, Overture, Ask.com, Banner Ads. Increased traffic through meta-tagging, blogs, and anchor text links on high Page Rank sites.
• Made use of HTML coding to design dynamic email messages, used WebTrends software to follow conversation rates.
• Banner Placement - Managed all online media buying that will profitably drive traffic to the sites. Provided monthly and ad hoc reporting for client using WebTrends data, customizing each report to the specific needs of the client.
• Used SQL to pull relevant data within SAS and SPSS in order to clean, create, transform, and analyze data.

Confidential, Eden Prairie, MN

Director of Marketing

Responsibilities:

• Provided e-Business solutions by validating company’s website effectiveness and redeveloped a desirable and user-friendly portal for their customers.
• Implemented a sound and effective Customer Relationship Management (CRM) and developed the CRM to help them understand and anticipate their customer’s needs and improve sales, marketing, customer service, and performance management.
• Provided quality leads to consultants and maximized revenue in a down market.
• Responsible for annual marketing budget of $1MM+ ($50k-$90k monthly).
• Negotiated advertising rates from 85+ advertising ad partners.
• Requested media and financial documents from advertising partners and developed new strategies.
• Created and executed 20+ marketing campaigns monthly and responsible for strategy, analysis, and creative execution.
• Served as primary liaison for exclusive partnerships with Microsoft, Google, Yahoo, Job.com, 6FigureJobs.com, aQuantive, Franchise Gator, Entrepreneur Media, Wall Street Journal
• Developed online advertising strategy (banner advertising, SEM, SEO, key analytics).

Confidential, Minneapolis, MN

Sales Manager

Responsibilities:

• Closed over $1-3MM in monthly Confidential loans and assisted other staff members with their accounts.
• Financially advised clients on best program for both refinance and purchase.
• Self-generated loans with cold calls and maintained personal clientele.
• Worked as a temporary Marketing and SalesForce manager in charge of duties.
• Managed the IT infrastructure of company including hardware, software, and communications equipment.
• Responsible for creating marketing plan which included sales volume generation, marketing cost control, market share direction and overall growth.
• Produced marketing campaigns and established time-to-close of 45 days program, increased gross revenue by 30% in first year.
• Managed staff: Created a positive corporate culture; delegated responsibilities and defined expected outcomes, provided frequent positive reinforcement, and increased sales volume by 30% each year.