Analytics and Technology Leader

Adaptable, strategic, dynamic leader with demonstrated success implementing cross-functional analytical and technical solutions to empower teams to reach the next level. Track record of building teams and leveraging data to drive insights, operational efficiencies, strategic transformations and spend optimization in areas such as business intelligence, identity resolution, data governance, digital experience optimization, marketing automation, paid media analytics, audience segmentation and targeting.

Career Experience

EL CAMINO HEATLH, Mountain View, CA 2021 - present

Director, Marketing Operations & Technology

Launched marketing technology and operations functions, optimizing website experience and supporting omni-channel marketing efforts, including website and email strategy, segmentation, targeting, measurement and optimization

Provided thought-leadership and strategic guidance regarding digital experience optimization and personalization

Managed multi-million-dollar budget to support websites, marketing automation and marketing technology

Built six-person team to manage all aspects of website administration, tagging, analytics and marketing automation

Addressed several years of technical debt in website code and data integrations, removing unsupported complex code

Launched Yext to evolve site search, Find-a-Doctor search, provider pages, location pages and public listings

Created provider master, cleansing data from credentialling and other sources to ensure data accuracy and integrity

Supported multi-channel marketing efforts, managing landing pages, tag management and marketing analytics

Created foundation for analytical insights and data democratization by launching BrightEdge SEO, Medallia DXA (Digital Experience Analytics), SiteImprove SEO, Ratings MD, GA4 and worked with agency partners on ROI model

Launched Salesforce Marketing Cloud, including Exact Target, MC Intelligence and Personalization, tied to website

WILLIAMS-SONOMA, INC., San Francisco, CA 2018 - 2021

Senior Manager, Marketing Strategy & Operations (2019-2021)

Led numerous strategic marketing initiatives, transforming customer identity resolution and all segmentation and targeting

Built seven-person team, supporting governance, audience targeting, as well as omni-channel campaign optimization

Collaborated with Product Management, IT, Supply Chain and Data Scientists in Marketing teams to improve website product recommendation engine by ensuring data accuracy and by cross-referencing contradictory sources

Led and managed omni-channel audience segmentation and syndication, with ROAS often exceeding 10:1

Led initiative to overhaul identity resolution and management, combining website activity with transaction activity

Supported evolution of clienteling program to identify top customers for personal contact from lists to dashboard app

Marketing Operations Manager (2018-2019)

Spearheaded efforts to shift spend from lower performing direct mail channels to higher performing digital channels

Managed $5M MarTech/data budget, including all vendor relationships, invoicing, accruals and forecasts

Awarded Spirit of Innovation award for implementing a hackathon in marketing and more efficient ways of working

SONY INTERACTIVE ENTERTAINMENT, San Mateo, CA 2014 - 2018

CRM and Paid Media Analytics Manager (2017-2018)

Led many audience segmentation and targeting initiatives, as well as email and paid media campaign management

Led Year in Review data selection and management to create personalized website experience for over 40M US users

Collaborated with Data Scientists and Web developers to develop website personalization platform

Led marketing email campaigns, as well as technical and analytical projects with vendors and cross-functional teams

Orchestrated triggered and scheduled email campaigns through Salesforce Marketing Cloud (SFMC), Exact Target

Syndicated target audiences to Facebook and Google (for YouTube and Display) through Salesforce Marketing Cloud Automation Studio and Social Studio, as well as Salesforce DMP (Krux) and LiveRamp on-boarding

Established process and data feeds to provide offline retail sales to Google to inform bidding algorithms and ROAS

Segmented audiences and analyzed campaigns using SQL, Tableau, Snowflake and Adobe Analytics

Senior Business Intelligence Engagement Analyst (2014-2017)

Certified Product Owner within Scaled Agile Framework (SAFe) delivering BI and data solutions tied to products

Served as Business Intelligence Consultant to several business units, including Product, Marketing, Finance, HR

GUIDEWIRE SOFTWARE, INC., Foster City, CA 2012 – 2014

Professional Services Operations Manager

Enablement Architect

Senior Enablement Consultant

SONY INTERACTIVE ENTERTAINMENT, San Diego, CA 2011 – 2012

Senior Business Intelligence Analyst

CORELOGIC CONSUMER SERVICES, Poway, CA 2008 – 2011

Manager of Operations Support/ Reporting & Analytics Lead

SHARP HEALTHCARE, San Diego, CA 2007 – 2008

Decision Support Analyst

QUALCOMM, San Diego, CA 2007 – 2008

Systems Analyst

TD AMERITRADE INSTITUTIONAL, San Diego, CA 2003 - 2007

Knowledge Management Assistant Systems Manager

Technology Services Representative

Core Competencies

Budget Management, Business Intelligence, CRM and Paid Media Analytics, Data Analysis and Visualization, Data Governance, Identity Resolution, Marketing Automation, Marketing Strategy, MarTech Architecture, SEO Management, Team Building, Vendor Selection, Web Analytics, Website Content and Production Management, Website Development Management, Website Personalization, Website Strategy

Technical Skills

Adobe Analytics, Amperity CDP, Azure, BrightEdge SEO, DOMO, Drupal CMS, Google Analytics, LiveRamp, Medallia DXA (Digital Experience Analytics), Microsoft/Office 365, MicroStrategy, Salesforce Marketing Cloud, Siteimprove, Snowflake, SQL, Tableau, WordPress CMS, Yext

Education

UCSD Extension, San Diego, California: Certificate in Sustainable Business Practices

San Diego State University, San Diego, California: MBA, focus on Information and Decision Systems

Rice University, Houston, Texas: Bachelor of Arts, Mechanical Engineering

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