Marketing Analytics Leadership Portfolio
Funnel Analysis & Attribution Management
Executive Summary
As a strategic Analytics Leader specializing in funnel optimization and marketing attribution, I drive revenue growth through data-driven decision making and advanced analytics implementation. My expertise in building and leading analytics teams has resulted in significant improvements in marketing efficiency and ROI across multiple organizations.
Leadership Experience
Head of Marketing Analytics | Global Technology Company
2017- 2022 Eazybrands agency
2022- present Pedicel Marketing
Strategic Analytics Leadership
- Lead team of 16 analytics professionals across attribution, funnel optimization, and data science
- Developed comprehensive multi-touch attribution framework adopted company-wide
- Oversee analytics strategy for $50M+ annual marketing spend
Key Achievements
- Improved marketing ROI by 65% through advanced attribution modeling
- Increased funnel conversion rate by 85% through systematic optimization
- Saved $195K annually through ineffective channel identification
- Generated $250K+ additional revenue through funnel optimization
Strategic Initiatives
Attribution Modeling Innovation
- Developed custom multi-touch attribution model increasing accuracy by 40%
- Created real-time attribution dashboard for marketing teams
- Integrated online and offline attribution tracking
Analytics Infrastructure Development
- Built comprehensive marketing data warehouse
- Implemented advanced analytics stack integration
- Created automated reporting systems
- Developed custom analytics tools for specific business needs
Department Leadership
Analytics Operations Management
- Direct analytics operations across global markets
- Manage relationships with analytics vendors and partners
- Lead quarterly business reviews with C-suite
- Oversee data governance and compliance
Cross-functional Leadership
- Partner with Marketing, Sales, and Product teams
- Lead analytics training for organization
- Drive data-driven culture across departments
- Consult on major strategic initiatives
Key Department Achievements
Performance Metrics
- Increased marketing attribution accuracy by 65%
- Improved cross-channel tracking by 85%
- Reduced data processing time by 70%
- Maintained 98% data accuracy rate
Innovation Implementation
- Pioneered AI-driven attribution modeling
- Developed real-time funnel visualization
- Created custom ROI prediction models
- Implemented advanced segmentation systems
Technical Expertise Oversight
Analytics Tools & Platforms
- Google Analytics 4
- Google looker studio
- Mixpanel
- BigQuery
- Snowflake
- Tableau/Looker
Methodologies & Frameworks
- Multi-touch Attribution Modeling
- Marketing Mix Modeling
- Funnel Analysis & Optimization
- Customer Journey Analytics
- Predictive Analytics
- A/B Testing
- Statistical Analysis
- Machine Learning Applications
Leadership Philosophy
- Drive decisions through data
- Foster analytics innovation
- Maintain focus on business impact
- Encourage continuous learning
- Balance accuracy with actionability
Areas of Leadership Expertise
- Attribution Strategy
- Funnel Optimization
- Team Development
- Analytics Infrastructure
- Data Governance
- Change Management
- Vendor Relations
- Stakeholder Management
Notable Projects
Global Funnel Optimization
- Managed funnel analysis across 20 markets
- Increased conversion rates by 120%
- Reduced customer acquisition costs by 45%
- Implemented automated optimization system