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Professional
Experience |
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DIGITAL ANALYTICS STRATEGIST, March 2011 - August 2012
@ Quru (formerly Kwantic), Helsinki, Finland
Consulted clients such as KONE, Nokia, and Rovio in all areas of online measurement.
- Designed an ongoing analytics process for clients which was the first attempt to standardize analytics processes or deliverables at Quru. This process included key performance indicator selection, custom tool implementation/tracking, automated dashboards, custom Excel scorecards, and deep dive studies.
- Created custom analytics tagging strategies and implementation designs, as well as writing technical instructional documentation.
- Managed end-to-end A/B testing, including data analysis to find prime testing opportunities, test design and setup, post-test analysis, and program-level ROI reporting.
- Conducted training sessions and workshops on Google Analytics and Omniture SiteCatalyst.
MONETIZATION MANAGER/ANALYST, September 2009 - October 2010
@ ZAAZ / Wunderman, Helsinki, Finland
Managed reporting for Nokia's global online testing and behavioral targeting program.
- Measured and monetized Nokia's testing and targeting program globally, which included over 100 test campaigns per month across 30+ markets using Omniture Test&Target.
- Analyzed Omniture SiteCatalyst web analytics data to evaluate potential test cases, and define A/B/MVT test scenarios and success metrics.
- Acted as a trainer/evangelist of the testing and targeting program, giving presentations to account directors across the European markets.
SENIOR WEB ANALYST, August 2007 - September 2009
@ ZAAZ, Seattle, WA, USA
Provided web analytics guidance and support to clients including Dell, Ford, and Microsoft.
- Educated clients on best practices for becoming a data-driven organization through goal-setting, key performance indicator selection, scorecard design, monetization, and ROI-based prioritization.
- Guided clients through the process of selecting, implementing, and customizing web analytics and testing tools.
- Provided analytical insights through ongoing scorecards, deep dive reporting, competitive analysis, campaign tracking, and monetization modeling.
- Collaborated with the ZAAZ optimization team on experimental test analysis for A/B/n and multivariate tests, as well as behavioral targeting efforts. This included creating technical specs for analytics tagging, success metrics definition, and post-test analysis.
ECOMMERCE OPERATIONS MANAGER, January 2006 - August 2007
@ Fossil, Dallas, TX, USA
Managed day-to-day operations of ecommerce and branding websites.
- Coordinated and implemented front-end site updates and promotions through collaboration with site merchandisers, marketers, and graphic designers. Managed a team of 4 developers.
- 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.
EMARKETING MANAGER, June 2002 - January 2006
@ Alcon Laboratories, Fort Worth, TX, USA
Coordinated online marketing activities for the Global Surgical Marketing Division.
- Managed the development and maintenance of 15 brand websites through coordination with internal departments and external agencies.
- Monitored and reported on site traffic and search engine rankings to demonstrate ROI of web efforts.
- Strategized/implemented organic search engine optimization on flagship sites.
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Certification |
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Adobe Omniture SiteCatalyst Processing Rules Certification, 2012
Adobe Omniture Certified Professional in SiteCatalyst, 2010
Google Analytics Individual Qualification, 2010, 2012
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Education |
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Charles Sturt University,
Wagga Wagga, NSW, Australia; Jan–Dec 2001
- Received Graduate Diploma of Information Technology in December 2001.
- Dean’s Award for Academic Excellence in 2001.
University of North Texas, Denton, TX; 1995-1999
- 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.
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Specialties |
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Expert:
- Adobe Omniture SiteCatalyst/Discover, Google Analytics, Excel, Pivot Tables, VLOOKUP
Proficient:
- Adobe Omniture Test&Target, Webtrends, HBX, Coremetrics, Snoobi, Visual Website Optimizer, Google Content Experiments
Other:
- general Excel geekery, typing over 80 wpm, and being teased for making everything into a spreadsheet
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To print/download a PDF of this resume.
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