Digital Marketing Analytics

Robert Gonsalves

******@***************.*** 323-***-**** linkedin.com/in/robertgonsalves/

Summary

Seasoned Marketing Analytics professional with extensive experience in data-driven digital marketing. Demonstrated success in managing organic and paid marketing strategies for key clients in finance, health care, charity, technology, and media. Proven expertise lies in developing and implementing marketing analytics systems that deliver robust reporting and actionable insights

Skills

Digital Marketing Analytics Analytics Insight Storytelling / Client Communication Digital Marketing Channel Expertise (Google Ads, Meta, etc.) GA4 & Web Analytics Integration Dashboard Creation (Looker, Tableau, Domo) Generative AI for Analysis / Optimization (ChatGPT, Gemini, Claude) SQL Python (Marketing Data Science) Data Integration & ETL (Fivetran, Datorama, BigQuery, etc.) Campaign & Conversion Funnel Analysis A/B Testing & Statistical Analysis

Professional Experience

RAZORFISH, Los Angeles, CA (Fully remote) 05/2021 – 02/2025

Associate Director, Data Science and Analytics

●Led the execution of analytics strategy for clients, including Bread Savings, CITI Credit Cards, Samsung Mobile Electronics, T-Mobile, and Texas Children's Hospital.

●Oversaw data integration, reporting, measurement, and advanced analytics to optimize media performance 25% quarterly across digital and non-digital channels.

●Provided strategic business insights by analyzing customer journeys, audience behavior, and conversion trends.

●Established data lakes consolidating 15+ data sources to enable performance analytics and introducing insights-driven advertising spend decision-making.

MERKLE, INC., Los Angeles, CA (Fully remote) 08/2019 – 01/2021

Director, Digital Marketing Analytics

●Led the digital media and audience analytics practice across Email, Push, PPC/SEO, Display, and Paid Social for entertainment, B2B, and media clients such as AWS, Fox Broadcasting, Fox Sports, Fox News, and World Vision. Directly managed a team of five.

●Developed and managed audience analytics, Redshift-hosted data pipelines, and marketing attribution models for $100MM+ advertising spend.

●Established CRM-driven audience segmentation and look-alike modeling for improved targeting and conversion, churn prediction, and customer lifetime value (CLTV) for subscription-based and ad-supported digital products.

●Presented executive-level performance analysis and optimization strategies, leading to quarter-over-quarter growth of 150%.

FREELANCE, Los Angeles, CA 01/2017 – 07/2019

Senior Consultant

●Led CRM data analysis, audience segmentation, and predictive modeling initiatives for Walt Disney Studios and Disney Movie Rewards. Implemented lifecycle marketing strategies to improve 50% customer retention and engagement in six months.

●Conducted digital personalization and LTV analysis for Princess Cruises, optimizing cross-channel email personalization and customer cross-sell strategies, leading to a 15% increase in bookings.

●Penske Media designed and executed DMP-driven acquisition campaigns leveraging customer segmentation and conversion rate optimization strategies.

CUSTOMER FARMS, Los Angeles, CA 01/2010 – 12/2016

Marketing Consultant

●Provided data-driven customer optimization strategies for subscription and e-commerce clients, resulting in an average 50% retention growth.

●Led CRM analytics initiatives for brands such as Pink Dot, Pizza Rustica, and Nutpods, optimizing customer segmentation and retention strategies that reduced churn by 50%.

●Developed multivariate email testing and remarketing strategies for Freshology, growing subscriber upsells and renewals by 150% annually.

Education

MBA, University of California, Los Angeles, CA

Bachelor's Economics / Sociology, University of California, Santa Barbara, CA

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