Analytics Manager

Rate, USD
$70 / hour
Work schedule
Full Time,
Language skills
English, Spanish
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About me

As an individual obsessed over marketing, technology, and analytics, I see these as the foundations for growth. And furthermore, I’m obsessive over incrementality rather than attribution for these foundational elements. Meaning: I care about the baseline that my organization drives simply off its brand, and how much incremental value my team and I can drive on top of that. (Slightly un)realistic expectations. Efficient project management. Data-driven. Profitable growth.

For the last five years, I’ve taken Universal Music’s internal advertising from zero testing to nearly $1MM in annual testing spend. Driving real behavior changes in a business where data and analytics is not as cultural as I’d like. Constant presentations, relationship building, managing up, exceptional testing frameworks. I operate as a startup within a larger organization. I always will.


Professional area



Education

09/2009 - 06/2013 Bachelor of Business Administration @ University of San Diego

Experience

09/2018 - 09/2023 Senior Data Analyst @ Universal Music Group

Managed 3 data analysts, $500k of marketing technology, and $1MM in testing budgets annually.
● Developed and executed experimentation strategy. Savings from my insights amounted to $953k in 2023.
● Weekly presentations to VP, data analytics directors, media strategists given research from BigQuery data lake.
● Worked cross-functionally with data engineering, e-commerce, data scientists to build incrementality testing.

04/2016-09/2018 Marketing Analyst @ KB Home

Negotiated & executed $500k strategic investments in identity management (Signal), & marketing intel (Datorama).
● Managed unified attribution model project (mixed + MTA) which joined CRM, user-level categorical data to optimize
spend and personalize messaging across defined customer segments.
● CRO testing (A/B, bandit) to increase creative engagement, driving CTR up 3% as impressions increased 70%.

01/2015-04/2016 Marketing Analyst @ Mobovida, LLC

Increased email net revenue 85% and net profit 40% for email while only scaling total sends 25%
● Utilized Adobe SiteCatalyst to optimize paid search performance for roughly 250,000 SKUs across 3 brands.
● MySQL to join Magento financial data with Adobe clickstream for testing parameters on recommendation engine

03/2014-09/2014 Digital Strategist @ Precision Digital Marketing

Oversaw client vision which translated into data-driven goals and measurable KPI’s
• SEO: on-page (structured data markup, keyword strategy/research) & off-page (link building, content)
• Managed 3 employees to oversee execution of interconnected SEO efforts and content creation.
• Developed and monitored benchmarking reports for consistent digital marketing performance analysis


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