Profile
Data evangelist specialized in driving business growth by improving user acquisition and conversion rates, with a
passion for optimizing websites and app experiences that impact millions of customers. Known for high-level thinking,
hyperfocusing on projects with tight deadlines, and the ability to lead and influence diverse teams to create, launch,
and optimize experiments that improve an organization's web marketing presence. Expert understanding of owning
and managing web experiment roadmaps, partnering with cross-functional Agile teams, and revealing insights from survey data.
Experience
CVS Health - Senior Manager, MarTech
March 2023 - September 2023, Boston, MA- Led and managed the implementation and adoption of marketing personalization technology solutions and systems for the entire CVS Health and Aetna enterprise across the MarTech current and target-state environments.
- Build, prioritize, and maintain the flow of product backlog to ensure delivery and realize business value.
- Led tool migration to Adobe Target to expand and enhance personalization capabilities and to deliver cost savings of over $800K.
- Drive cross-functional business-IT strategy development, solution planning, site digitization, risk management, and relationship management.
- Coach and mentor internal users including marketers and optimization strategists to improve campaign performance, utilize the proper tooling, and determine options for audience targeting.
- Develop and oversee governance and usage of user licenses, internal onboarding to personalization tools, server calls, and growth marketing and CRO campaigns.
CVS Health - Digital Optimization Manager
May 2017 - March 2023, Boston, MA- Owned conversion rate optimization (CRO) and web journey optimization across eCommerce and user enrollment flows.
- Lead data analysis on A/B testing, supporting 10+ Agile product teams (100+ product marketers).
- Managed A/B testing campaigns end-to-end: from concept, hypothesis building, implementation, to results reporting and recommendations.
- Major initiatives included buy online and store pickup services; content ad monetization (15% increase on $8.5MM annually); delivery and subscription loyalty programs (6.5MM members).
- Built user flow and journey maps to reflect user experience and to drive opportunities/identity risks.
- Collaborated with Executive Leadership/C-suite, product leaders, designers, researchers, and engineers to address user pain points and optimize experiences.
- Conducted product research, A/B testing, and competitor analysis.
Boston Globe Media - Senior Digital Analyst
March 2014 - May 2017, Boston, MA- Created complex end-to-end digital marketing campaigns across Boston Globe and Boston.com.
- Analyzed web analytics data with Adobe Analytics, BlueConic, and internal data sources to identify audiences and areas of opportunity to drive engagement and subscriptions.
- Distilled site performance on 15MM visitors per month for a wide audience including C-suite, marketers, and the newsroom.
- Automated data feed of top stories for ingestion into newsletter campaigns for continued reader engagement.
- Developed Analytics strategy for website launches and refreshes. Proven ability to expand penetration of products and services into new markets, segments, and geographies.
- Modeled performance of subscription drivers and created testing plans for optimizing growth.
Pongo Resume - Digital Analyst
June 2008 - December 2013, Northborough, MA- Deployed and analyzed $15+MM marketing campaigns using Google Analytics, Adobe/Omniture SiteCatalyst, and internal systems (SQL).
- Created executive dashboards for C-suite and product/marketing leads.
- Conducted business analysis for procurement of $5MM business loan for continued company growth.
- Responsible for optimizing current processes, defining customer experiences, and utilizing data to drive growth.
Education
Colby College
BA Economics & East Asian Studies, 2004 to 2008Certifications
Skills
- Analytics: SQL, Adobe Analytics, Adobe CDP, Google Analytics, Tableau, Power BI, Chartbeat
- A/B Testing & Optimization: Adobe Target, Optimizely, VWO, User Testing
- Project Management: Jira, Rally, Trello, Confluence, Asana
- Design: Figma, Invision, Miro, Sketch