Professional
Experience

ZAAZ / WUNDERMAN AGENCY, Helsinki, Finland

• Manage monetized reporting of the success of Nokia's testing and targeting program globally, which includes over 100 test campaigns per month across 30+ markets.
• Analyze web analytics data to evaluate potential test cases, and define A/B/MVT test scenarios and success metrics.
• Collaborated with Nokia IT and Omniture to implement plug-in technology that would integrate data between the SiteCatalyst web analytics tool and the Test&Target testing tool.
• Acted as a trainer/evangelist of the testing and targeting program, giving presentations to account directors across the European markets.

ZAAZ AGENCY, Seattle, WA, USA

• Educate clients on best practices for becoming a data-driven organization through goal-setting, key performance indicator selection, scorecard design, monetization, and ROI-based prioritization.
• Guide clients through the process of selecting, implementing, and customizing web analytics and testing tools.
• Provide analytical insights through ongoing scorecards, deep dive reporting, competitive analysis, campaign tracking, and monetization modeling.
• Collaborate with the ZAAZ optimization team on experimental test analysis for A/B/n and multivariate tests, as well as behavioral targeting efforts. This includes creating technical specs for analytics tagging, success metrics definition, and post-test analysis.

FOSSIL, Richardson, TX, USA

• Monitored, analyzed, and reported on traffic and conversions using Google Analytics to track performance, proactively identify potential issues, and quantify success of merchandising and marketing efforts.
• Acted as liaison between Ecommerce business unit and IT to communicate business needs and troubleshoot, prioritize, and resolve operational issues.
• Coordinated and implemented front-end site updates and promotions through collaboration with site merchandisers, marketers, and graphic designers. Managed a team of 4 developers.
• Served as internal subject matter expert on organic search, Scene 7 image serving technology, and traffic/conversion reporting for the migration project from the MarketLive Ecommerce platform to IBM Websphere.

ALCON LABORATORIES, Fort Worth, TX, USA

• Managed the development and maintenance of 15 brand websites through coordination with internal departments and external agencies.
• Strategized and implemented an organic search engine marketing approach on flagship sites.
• Monitored and reported on site traffic and search engine rankings to demonstrate ROI of web efforts.
• Managed email marketing campaigns, including content creation, design, HTML development, list management and campaign reporting.
• Coordinated all intranet activity for the department, including the development of a new internal web-based ordering system for Sales and Marketing, automating the process for requesting marketing materials.

Certification
& Education

• Received Graduate Diploma of Information Technology in December 2001.
• Dean’s Award for Academic Excellence in 2001.

• Graduated cum laude with B.A. in both English and Spanish in May 1999.
• Graduated from the University Honors Program.
• Attended Universidad de Valencia, Spain - Summer 1998.

Computer
Experience

• Omniture SiteCatalyst & Discover, Omniture Test&Target, Google Analytics, Google Website Optimizer, HBX, WebTrends, TruCast, Cymfony, and Radian6.

• ASP, JSP, PHP, HTML, DHTML, CSS, JavaScript, XML, and SQL.

• Macromedia Dreamweaver, Macromedia Fireworks, Adobe PhotoShop, Scene 7, MarketLive, and Microsoft Office.