Digital Marketing Advanced Analytics

MARIA H. WRIGHT

313-***-**** ******.*.*****@*****.*** San Diego, CA 92130 linkedin.com/in/mariahussainwright/ Advanced Analytics Proficiency Data-Driven Marketing & Decision-Making Multi-Channel Strategy Optimization Agile Leadership Strategic leader in advanced analytics and digital marketing; drives transformative marketing initiatives across top-tier organizations by harnessing deep expertise in data systems and tools and directing actionable insights and strategic recommendations. Champions data governance and ethical data practices, ensuring powerful and principled decision-making. Inspires a culture of innovation, continuous learning, and diversity, enhancing team innovation and stakeholder engagement. Key Skills: Marketing Analytics & Insights, Data Management & Visualization, Predictive & Campaign Analytics, Digital Marketing & E- commerce Strategy, Customer Data Platforms, Stakeholder Engagement & SLA Negotiation, Change Management & Compliance, Budget Oversight, Customer Experience Enhancement, Operational Efficiency. TECHNICAL PROFICIENCIES

Data Analysis & Visualization: Python, Tableau, Lucid Charts, SQL, R (ggplot, tidyverse, etc.), Snowflake, Teradata, Vertica, Oracle, Databricks, PySpark, Spark SQL, Salesforce, and SAP ERP/BW. Project Management & Collaboration: GitHub, Jira, Smartsheet Forms, Confluence, Microsoft Office Suite. AI: ChatGPT, Synthesize, Canva, Social Media Campaigns, Prompt Engineering, ML and LLM optimization. PROFESSIONAL EXPERIENCE

Principal Marketing Advanced Analytics, DIRECTV 02/2022 – Present Facilitated a company-wide transition to Snowflake from legacy systems to enhance analytics capabilities and strengthen data governance. Consolidated duplicate scripts into centralized repositories, simplifying reporting procedures. Streamlined employee onboarding by creating detailed training materials; sped up contractor ramp-up and boosted team productivity. Strategic Analytics Initiatives

• Drove a $387M revenue increase by spearheading analytics for value-added product offerings; employed advanced data analysis and visualization techniques to surpass subscription and revenue goals.

• Revamped BI reporting infrastructure involving a $250M project; redesigned dashboards, rebuilt ETL pipelines, and refined data architecture, boosting customer engagement and lifetime value. Upheld strict data integrity and governance standards.

• Optimized multichannel marketing through strategic customer segment audits; boosted retention and cross-product engagement, improving subscriber experiences.

• Led an AI-driven customer-centric marketing strategy; enabled precise targeting and optimized resource utilization. Operational Efficiency & Automation

• Cut report generation time from 2 weeks to 4 hours by automating legacy SQL scripts and optimizing workflows with Python.

• Boosted operational efficiency by 50% by automating manual reporting with Teradata, Snowflake, and Databricks. Earned recognition and awards for streamlining data workflows.

• Directed global process enhancement and automation initiatives that halved project timelines and boosted efficiency by 30%, while enhancing data integrity and governance across business units. Trained stakeholders.

• Navigated organizational change during system upgrades by improving training and communication; minimized post- implementation issues.

Global e-Commerce & Marketing Analytics Manager, Seagate Technology 10/2019 – 02/2022 Facilitated the company’s strategic pivot to cloud storage solutions, leveraging market trend analysis to transition from physical data products and compete with platforms like Google Drive and iCloud. Delivered actionable insights into product performance and market trends through advanced data science initiatives, driving targeted marketing strategies and efficient resource allocation.

• Directed a $4M quarterly revenue increase by deploying dashboards to monitor and enforce SLA compliance across major retailers, including Costco and Target, ensuring products were sold at agreed prices.

• Increased annual revenue by $2M+ through end-to-end analytics solutions that streamlined data workflows and improved business decision-making processes across NAMER, EMEA, and APAC regions.

• Built advanced Salesforce-based pricing tools to analyze global competitor trends and implement dynamic pricing strategies.

• Standardized training and operational processes for business stakeholders and analysts, reducing global training time by 50%.

• Improved cross-regional data analysis and reporting by training analysts on complex data categorization techniques.

• Drove sales growth during the crypto mining surge through advanced data analysis and data-centric campaign optimizations. Data Scientist, TriMet 09/2018 – 10/2019

Led transformative initiatives to modernize Portland's public transit operations; developed an interactive Google Maps report to optimize bus routes; leveraged data analytics to identify accident-prone areas and facilitate road widening projects. Built predictive models for tire maintenance and supply chain forecasting, reducing costs and repair delays across 12 bus fleets. Led data process improvements through comprehensive documentation and visualization; enabled data-centric strategic decision-making.

• Secured $80M in government funding by streamlining data workflows, reporting, and fleet management, enabling the transition to electric buses and enhancing safety and operational efficiency. Supported the decommissioning of older fleets.

• Created and deployed advanced dashboards and reports using SQL, R, SAS, and Excel, delivering actionable insights on fleet performance and maintenance while reducing data analysis time by 50% for 100+ users.

• Advocated for system integration and data governance. Trained staff on data accuracy. Business Development Manager, DNATA 09/2015 – 04/2016 Oversaw the company's marketing strategy, boosting brand visibility and audience engagement across social media platforms and online contents. Streamlined vendor management and contract negotiations, enhancing partnership quality.

• Increased annual profits by 23% by analysing sales data and optimizing pricing strategies for freight handling.

• Led Corporate Branding and communication initiatives that improved Brand Impression and Engagement. Business Intelligence Consultant, K-Electric 05/2011 – 05/2013 Led the design of real-time dashboards in QlikView, enhancing visibility and strategic decision-making. Improved business-IT alignment by serving as a liaison between business units and the technical team; translated business processes into the SAP system.

• Drove $10M in savings by streamlining reporting from 120 to 60 through company-wide gap analysis; influenced 100+ users. EDUCATION & CERTIFICATIONS

Master of Science in Information Technology & Data Analysis, Rutgers University – Newark 2018 Master of Business Administration (MBA), Lahore University of Management Sciences 2015 Bachelor of Science in Economics, University of Karachi 2010 Certifications:

AWS Cloud Practitioner, Udemy 2023

End-to-End Data Science Practicum in KNIME, Udemy 2020 Forecasting and Time Series Analyses in Tableau, Udemy 2020 Tableau Server Essentials: Skills for Server Administrators, Udemy 2018 Maria H. Wright Resume Page 02 313-***-**** ******.*.*****@*****.*** linkedin.com/in/mariahussainwright/

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