Professional Experience

CMI Media Group

Director, Business Insights - Hybrid

April 2025 - Present

SOLVE(D)

Associate Director, Data & Analytics - Remote

October 2023 - April 2025

Primary responsibilities included supervision of the analysis of seven brands and management of a small team of individual contributors.

Strategy

• Collaborate with inter-agency teams to formulate data-driven campaign recommendations, utilizing the strategic analyses developed for each client.

• Develop the data story told in the analyses and creation of strategic insights presented to clients.

• Provide recommendations to Media team on Target List segmentation, utilized within the media campaigns.

• Provide recommendations to clients and inter-agency creative teams on website content and structure based on insights gleaned from Google Analytics.

• Lead the development of Measurement Plans for clients, ensuring the seamless alignment of campaign KPIs with business objectives. 

Analysis

• Lead the analytics relationship with seven Pharmaceutical brands of varying sizes to ensure expectations are met on analyses and reporting calls. 

• In collaboration with data analysts develop strategic insights and data visualizations in Tableau with data from clients' websites and media campaigns.

• Lead reporting presentations to  the seven clients for monthly and quarterly analyses. 

• In conjunction with web analytics team, created tagging matrices for client websites and implemented Google Analytics tags through Google Tag Manager.

Development

• In conjunction with direct reports, create development plans which are tied to individual's skillsets.

• Train junior team members on the extraction of insights from 1st and 3rd party data sources, then developing these insights into strategic recommendations.

Tinuiti

Director, Business Insights & Analytics - Remote

September 2023 - October 2023

Primary responsibilities include supervising the analysis of twenty-plus brands, pitching new analytics business, and leading a remote pod of four direct and seventeen indirect reports ranging from Associate Analysts to Senior Managers.

Associate Director, Business Insights & Analytics - Remote

May 2022 - September 2023

Primary responsibilities included the supervision of analyses on twenty brands and development of a remote pod of four direct and seventeen indirect reports ranging from Coordinators to Senior Managers.

Strategy

• Collaborate with the Media and Client Strategy teams to formulate data-driven campaign optimizations, leveraging strategic analyses and macroeconomics.

• Create and manage client scopes to ensure all clients are properly staffed, allocated, and billed.

• Be the point of contact for all clients on major escalations, scoping questions, and staffing concerns.

• Guide the managers towards the overarching data story told in the analyses presented to clients.

• Lead managers in the development of Measurement Plans and Learning Agendas for clients, ensuring the seamless alignment of campaign KPIs with business objectives.

• Serve as the analytics spokesperson during new business pitches, crafting presentation materials and delivering compelling pitches to prospective clients.

Analysis

• Oversee the development of KPIs and analysis for client’s first $3.5MM Super Bowl TV ad and subsequent digital campaign.

• Supervise relationships on the twenty brands of varying sizes and industries to ensure expectations are met on analysis and reporting calls.

• Develop various templates for clients within Google Slides using Tableau for visualization and analysis. 

• Present to our largest clients for monthly and quarterly reporting.

• Standardize various processes so that analysis is completed accurately and efficiently.

Development

• Collaborate with leadership to create department goals, role competencies, and promotion pathing.

• Proactively disseminated information and answered challenging questions from junior members about the Analytics department during recent leadership and objective shifts.

• Together with their direct managers, develop junior members towards personal goals and promotion. 

• Created direct reports goals which were tied to department and companywide goals.

• Utilized self created insights training course to train department on insights writing and storytelling.

CMI Media Group

Associate Director, Business Insights - Remote

October 2021 - May 2022

Primary responsibilities included the oversight of analyses and presentations for twenty-five brands and development of a remote team of five direct and three indirect reports from Associate Analysts to Managers.

Manager, Business Insights - Hybrid

August 2019 – October 2021

Primary responsibilities included the analysis and presentation of fifteen pharmaceutical brands’ reports while managing a team of three direct reports ranging from Associate Analysts to Senior Analysts.

Strategy

• In conjunction with the media team, developed media strategies based on a proprietary MMM tool. 

• Collaborated with senior staff members towards companywide OKRs for growth of CMI business, disseminated information to direct reports for companywide goal completion.

• Developed measurement plans across all clients to ensure KPIs and program goals were met. 

• Created and managed client scopes to ensure work was properly allocated and billed while working on brand assignments for direct and indirect reports.

• Facilitated weekly internal Analytics meetings to ensure all team members executed client goals.

Analysis

• Nurtured relationships on the twenty-five brands so expectations were met on analysis and calls. 

• Built best-in-class reporting in PowerPoint for proprietary PROACT system media campaigns. 

• Developed best-in-class reporting templates for clients in PowerPoint using Tableau for data analysis. 

• Presented to clients for monthly and quarterly reporting.

• Oversaw Insights analysts while collaborating with Data Analytics team for analysis in Tableau. 

• Implemented standardized processes to ensure analyses were completed accurately and efficiently.

Development

• In conjunction with HR, developed junior team members to reach their career goals within CMI.

• Onboarded employees by teaching Adobe Analytics, Report Builder, and Customer Insights foundations courses

ISM Connect

Marketing Analytics Manager - Hybrid

April 2019-August 2019

Primary responsibilities include providing insights to DOOH Networks and brands and analyzing sales data to determine upcoming marketing strategies.

• Created and managed a detailed dashboard to measure the effectiveness of marketing activities.

• Spearheaded the re-implementation of Salesforce and the integration of sales team activity/marketing team collateral for network sales opportunities; utilized to analyze sales pipeline dashboard towards 2019 Fiscal Goals.

• Led the creation of necessary reports and insights for advertisers to be used for campaign creation; utilized for DOOH Network Venues for location identification.

• Performed collaborative ad-hoc analysis with internal stakeholders in order to update networks.

• Perform collaborative ad-hoc analysis with internal stakeholders in order to update networks.

• Implement Search Strategies in order to drive traffic to ISM website and increase organic search rankings.

Destination Maternity

Analytics Manager - Office

August 2017-April 2019

Primary responsibilities include providing day-to-day insights and high-level analysis to plan and optimize marketing and promotional effectiveness across all of Destination Maternity’s omni-channel Ecommerce and marketing initiatives. 

• Developed and managed a detailed, strategic analytical framework to measure the effectiveness of all marketing and promotional activities.

• Built original dashboards and reports for daily, weekly, monthly and quarterly distribution to senior stakeholders for high-level understanding of impact of sales initiatives.

• In collaboration with the CEO, created Conversion Funnel Dashboard for her direct use to determine the point of daily loss.

• Led efforts around quantitative and qualitative research to inform brand & promotional strategies, track customer perceptions, and monitor competitive trends.

• Developed the revenue equation KPI planning and budgeting process for the Digital Marketing Channels; shared with key stakeholders to ensure the success of the various programs.

• Assisted in development of product and promotional sales forecasts with planning, allocation, marketing, and operational teams.

• Analyzed marketing performance measurement in order to predict marketing revenues and presented expenditures to senior management.

• Created the monthly Ecommerce hindsight with input from various members of cross-functional teams; share with senior stakeholders for the purpose of guiding new monthly initiatives.

• Provided ad-hoc analysis on various marketing, merchandising or strategic initiatives when needed.

SPENCER SPIRIT HOLDINGS INC.

Promotions & Analytics Manager - Office

July 2016-August 2017

Primary responsibilities for both companies include the set-up and management of daily, weekly, monthly, quarterly, and yearly reporting, and the execution of all email and promotional campaigns, with the overall objective of driving revenue via the promotional cadence and email marketing channel.                               

Responsibilities with Spencer Gifts

My primary responsibility is to ensure Spencer Gifts Ecommerce utilizes the In-Store promotional campaigns while creating appealing ways to shop the website. This includes new website banners, promotion testing, and engaging email campaigns. 

Responsibilities with Spirit Halloween

From August to October my primary responsibility is to ensure the promotional and email cadence ties in with the Spirit Halloween pop-up stores marketing plan. This involves creating various reports for the key stakeholder meetings that are used to create promotional cadence throughout the Halloween season.

Overall Responsibilities with Spencer Spirit Holdings

• Analyzed Daily Product Reports as essential function for merchant teams in determining top products sold.

• Married data from the various email vendors and Omniture to develop a new all-encompassing Weekly Email Report in order to gauge customer engagement and develop future email strategies.

• Cultivated a promotion campaign report from inception to weekly updates for promotions meetings.

• Set up various reports from MicroStrategy and Omniture for colleagues across Spencer Gifts and Spirit Halloween that are used to determine the health of various sectors.

• Designed detailed reports in Excel for merging numerous data sources in order to determine the direction of the various departments throughout the fiscal year.

• Charged with the careful management of the promotional calendar, involving the marriage of Ecommerce and In-Store promotion data, for the use of the VP of Ecommerce. 

• Led a team consisting of one salaried employee and one temporary employee by managing and delegating the responsibilities for successful execution for email campaigns, promotional codes, and website banners in order to meet the Ecommerce sales plan.

CATHERINES

Digital Analytics Specialist - Office

January 2015-July 2016

Primary responsibility was to report on the various aspects of the company, which included Product reports, Promotional Code reports, Sales reports, and Website Usability reports, among ad hoc reporting requests. 

• Led the weekly Ecommerce recap meeting when the Director of Ecommerce was unavailable.

• Used Teradata to run SQL to mine internal databases, married with Omniture data in Excel, in order to determine any changes in customer behavior. 

• Developed Monetate A/B Testing plans used in the execution of testing for gaps in the website; results were used to create strategies to gain new and repeat business. 

• Created a Device and Browser report used to help determine testing cases for new business initiatives. 

• Collaborated with colleagues in various departments to create new reports to gauge the health of the business.

• Developed Weekly Promotion Code Report that was utilized by the Ecommerce team to determine the value and health of each promotion. 

• Managed the Daily Ecommerce reporting that was sent to key internal stakeholders to determine website sales.

Online Marketing Specialist - Office

May 2013-January 2015

Primary responsibility was to create engaging email marketing strategies and automated programs based on relevancy, promotion, and industry best practices. 

• One of the automated trigger programs developed delivered double the Catherines Perks Card renewals in the same timeframe as the old renewal trigger program.

• Utilized Omniture and Responsys Interact to create Weekly Email Reports that were used to gauge the success of the various email programs. 

• Maintained email calendar and Ecommerce marketing promotion code handoffs, which were used by the Creative and Operations teams to set up the various campaigns.

• Prepared marketing briefs for the creative teams that explained the goal, look, and feel for the email and website promotional campaigns.

• Proofed emails, homepages, and various banner ads before the creative went live.

CHARMING SHOPPES

Ecommerce Intern - Office

June 2012-August 2012

• Identified brand assets and references on the various brand websites.

• Created Excel spreadsheets to log the various brand assets and references.

• Helped test for graphical errors and promotional bugs on the websites.

• Created a marketing plan with an intern group to migrate Fashion Bug customers to sister brands.