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Resume

EXPERIENCE

MARKETING ANALYTICS MANAGER

MercolaMarket.com

SEP 2019 - PRESENT

Storytelling: Provided monthly marketing metrics and KPIs to the Executive team, offering data analysis that tells a story about customer behavior and sale performance, leading to strategic recommendations that drove new campaigns, new products, and site enhancements, resulting in a 7% year/year average revenue growth for the company.

New Launch Reporting: Created a 20-page report tracking new launches' daily averages, sales trends, and quantity sold versus initial orders, enabling the Development team to pinpoint underperformers and capitalize on growth opportunities, leading to an 11% year/year increase in new product revenue.

Presentations: Designed and presented a dynamic 65-slide annual PowerPoint deck to over 30 stakeholders across two countries, highlighting marketing campaign achievements and KPIs, through the integration of Photoshop mockups and data-driven design elements.
 

Email Marketing: Collaborated on an automated campaign series aimed at newsletter subscribers who had visited the site but hadn't made a purchase, utilizing Adobe Analytics to personalize product messages based on pages viewed, which resulted in a 4.2% CVR, acquisition of over 8,000 new customers, and $458K in revenue.

EMAIL MARKETING MANAGER
SENIOR GRAPHIC DESIGNER

Celsius Marketing

MAY 2011 - SEP 2019

Email Design & Delivery: Crafted and coded over 500 emails, along with planning and executing over 25 automated campaigns, including an eight-email campaign series, utilizing Iterable for workflows targeting high school seniors, resulting in a 66% increase in leads.

Content Creation: Research and designed an 80-page reference manual and comprehensive how-to guide for a main client, including brand standards, creative examples, segmentations, project timelines, and detailed procedural instructions.

Communication: Led a comprehensive training session titled "Email 101: Best Practices," encompassing personalization, optimization, and targeting, subsequently earning recognition through a featured blog post on the agency's website.

EDUCATION

UNIVERSITY OF TEXAS AT AUSTIN

Certificate, Data Analytics Essentials

Curriculum included SQL, Python, Tableau, and PowerBI

UNIVERSITY OF FLORIDA

Bachelor of Science, Advertising

Graduated Summa Cum Laude

CORE STRENGTHS

DATA DRIVEN

Throughout my career, I've leveraged data to shape strategic decisions, with diverse experiences across B2B and B2C industries like e-commerce, retail, service, and education. From analyzing complex data to optimizing customer journeys, I bring extensive expertise to the table. Delving into revenue insights for promotions, I identified potential in redirecting subscriber traffic. Our team then conducted A/B tests, comparing directing subscribers to product detail pages (PDP) versus long-form copy. The result? A remarkable 32% lift in orders, highlighting the pivotal role of data-driven decision-making.

INITIATIVE & INNOVATION

From my first professional role, I've been driven to fill informational gaps with insightful reports. This led me to create a comprehensive 30-page report with over 5,000 formulas from 20 diverse data sources, providing a detailed overview of crucial marketing metrics and KPIs, including site traffic, customer behavior, promotions, email engagement, and print performance.

PROBLEM SOLVING

I have long believed that problems are just opportunities for solutions. Upon recognizing the inefficiencies caused by using multiple platforms across projects, I co-managed the integration of 160 team members from 10 departments  into a consolidated  software. This initiative, along with  the implementation of a refined product launch process, significantly improved productivity, and reduced errors leading to a notable 31% increase in product launches compared to the previous year.

SOFTWARE & TOOLS

TECHNICAL SKILLS

  • Microsoft Excel

  • Adobe Analytics

  • Power BI

  • SQL

  • Microsoft PowerPoint

  • Adobe InDesign

  • Adobe Photoshop

  • Tableau

  • Python

  • Adobe Dreamweaver

  • HTML & CSS

PLATFORMS

  • Iterable

  • Adobe Campaign

  • Campaigner

  • ClickUp (Verified)

  • MeisterTask

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