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.
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.
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%.
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
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
Young Black Caribbean professional with a passion for Christ, executive/personal assistance, and data science seeking to improve systems and gather insights for the commonwealth.
More than 5 years combined Full Lifecycle Infrastructure and SDLC Project Management and Leadership experience, along with a background in customer service. Expertise in all stages of project management from Discovery to Cut Over and Project Close.
I’m a highly trained and experienced remote Helpdesk Technician who consistently performs in the top percentile of my team/company.
I have a six year ICT working experience and genuine passion for enhancing cybersecurity to keep large companies’ data and information secure from cyber-attacks, hackers, malware and other threats and I also have a background in full stack development, I am eager to contribute my expertise to your team.
Have completed multiple coding, cybersecurity, Linux, and SQL just looking to get some experience to get me started.
