Senior Data Analyst with Marketing Focus

415-***-**** *******@*****.*** https://www.linkedin.com/in/petertallo/

SENIOR DATA ANALYST

SUMMARY

Adaptive Utilizes a variety of data analysis tools including statistical modeling and data visualization to lead data-driven strategy through data exploration, storytelling, and descriptive, predictive and prescriptive analytics

Proven Experience in marketing techniques for a variety of industries, communicating actionable insights from complex datasets across marketing, finance, sales teams

Insightful Identifies data trends and KPIs to clearly communicate findings from data preparation, ETL, analytics, and automation

SKILLS

Tools: SQL R Tableau Excel Adobe Analytics Power BI Qualtrics Alteryx SAP

Python (Numpy, Pandas, Matplotlib, Scikit-learn, TensorFlow) AI Machine Learning

Data Analysis: Database Management Market Research and Strategy KPI Reporting Optimization Predictive Analytics Salesforce Marketing Facebook & Google Ads

Project Management: Scheduling Budgeting Stakeholder and Vendor Communication Agile Jira

EXPERIENCE

Senior Data Analyst

Charles Schwab San Francisco Apr 2025 – Feb 2026

SKILLS: Excel, SQL, BigQuery, Google Cloud Platform, Tableau, PowerBI, Jira, Adobe Analytics

Optimized customer account engagement and retention by automating KPI dashboards in Tableau and PowerBI, delivering faster actionable insights and strategy for marketing and sales teams

Leveraged Adobe Analytics to analyze Schwab.com performance by implementing and validating tagging frameworks, monitoring on-site search and SEO trends, and translating insights into actionable recommendations that improved site discoverability, optimized user journeys, and increased conversion efficiency within automated Tableau Dashboards

Validated and governed marketing data pipelines in Google Cloud Platform by auditing and reconciling large-scale datasets using SQL, ensuring data accuracy, consistency, and trustworthiness across downstream reporting and analytics use cases

Designed and optimized SQL reporting tables to improve query performance and scalability, while partnering cross-functionally with marketing, analytics, and engineering teams to align data definitions, document metrics, and enable self-service reporting

Senior Data Analyst

Exelixis (Biotech) Alameda Sep 2024 – Feb 2025

SKILLS: Excel (Pivot Tables), SQL, Tableau, Alteryx, SAP, Ariba, Copilot AI

Designed interactive and informative Tableau dashboards for enhanced decision-making, KPI tracking, pricing and cost-effectiveness, budget impact, and sales performance

Discovered valuable insights in cost-effectiveness, competitor research, and compliance with regulatory requirements that support the value proposition of product to payers and healthcare providers

Streamlined ETL workflow enabling automated and accurate insights for strategic planning in marketing, finance, and sales operations by utilizing Alteryx, Excel, and Python

Supported successful negotiation strategies by analyzing B2B partnership contracts to identify high-performing collaborations through actionable insights

Utilized AI and Machine Learning to forecast market access trends, optimize pricing strategies, and generate predictive insights in Python

Senior Data Analyst

San Mateo County Transit District (Transportation) San Mateo Feb 2024 – Aug 2024

SKILLS: Excel, MS Access, SQL, Tableau, Marketo, Qualtrics, Copilot AI

Optimized marketing campaign progress, financial operations strategy, and scorecard metrics while facilitating clear communication and strategic decision making with marketing, communications, and finance teams

Improved customer segmentation within the customer base (travel frequency, preferred routes, demographics) and targeted marketing campaigns

Automated email workflows to send personalized travel updates, reminders, and promotions based on customer behavior and preferences

Conducted statistical analysis, A/B tests, customer sentiment analysis, and data visualizations to report survey findings surrounding transportation services, service and infrastructure improvements, and customer satisfaction

Senior Data Analyst

Google (YouTube) Mountain View Jul 2023 – Dec 2023

SKILLS: SQL, Google Sheets, Tableau, KPI, Dashboard, ETL, Python, Project Management

Presented statistical findings (i.e. Reach Curve), qualitative evaluation (customer satisfaction), and feature adoption tracking to advertisement vendors

Performed weekly validation checks between ad partner API and internal dashboard

Updated systems and performed weekly check for bugs in API tools by debugging SQL workflows

Clearly communicated product roadmap, priorities, and key performance indicators (KPIs) at regular stakeholder meetings

Senior Data Analyst

SimPRO Software (SAAS) San Francisco Oct 2022 – Feb 2023

SKILLS: SQL, SmartSheet, Salesforce, SFMC, MS Excel, KPI, Dashboard, Sage Intact

Monitored key campaign metrics (e.g., open rates, click-through rates, conversions) as well as paid digital and non-digital metrics (ROI, ROMI, and ROAS) to evaluate effectiveness and suggest improvement

Conducted thorough SAAS market research through predictive statistics and customer analysis to monitor and forecast trends

Increased marketing campaign performance by reporting down-funnel and top-of-funnel engagement metrics

Managed paid campaigns and channels including Facebook and Google ads

Data Analyst

The Doctors Company (Medical Malpractice Insurance) Napa Jun 2022 – Sep 2022

SKILLS: Smartsheet, MS Access, SQL, Tableau, Power BI, NICE SatMetrix, QlikView

Strengthened customer and stakeholder relationships through customer surveys, physician data insights, and competitor reports

Improved customer satisfaction survey response rate by 15% by collecting insights from A/B testing, consumer trends, target demographics, and competing brands

Help identify market trends, asses risk, and make decisions regarding policy adjustments, claims processing strategy, and resource allocation

Data Analyst

ClosetWorld (Home Organizing) Whittier Feb 2022 – Aug 2022

SKILLS: MS Excel, R, Python, SQL, Yelp Analytics, Power BI, Adobe Analytics

Led complete product launch process from concept to market, including vendor selection, pricing, and promotion

Reported on marketing KPIs such as leads, conversion rates, website traffic and social media engagement (delivery, open, click-through rates) to VP of Marketing

Optimized performance of search results and social media content to display across conversion funnels to increase customer engagement and conversions while decreasing cost of customer acquisition

Collaborated with VP of Marketing to budget $50M in monthly ad campaigns across the US

Data Analyst

MyItalianDecor (E-Commerce) Novato Jan 2021 – Aug 2021

SKILLS: MS Excel, Google Analytics, Tableau, SEO, HTML, WordPress

Increased website traffic by 20% with content marketing strategy (i.e. campaign development, website design, and customer research) across vendors

Worked with the CEO to oversee and monitor marketing investments as well as report e-commerce metrics as needed

Managed social media account, blogs, and digital marketing campaigns

Data Analyst

Pensa Systems (Information Systems) San Francisco Mar 2020 – Jan 2021

SKILLS: MS Excel, Power BI, Data Modeling, Google Analytics

Enhanced retail performance by conducting thorough market research and identifying key trends

Implemented successful loss prevention strategies, resulting in reduced shrinkage levels across multiple locations

Streamlined inventory management processes for improved efficiency and cost reduction

Increased brand visibility and collaborated with merchandising team to develop cohesive product presentations

Data Analyst

Advantage Solutions Marketing (Marketing Agency) Irvine Feb 2018 – Mar 2020

SKILLS: Excel, Tableau, Data Collection, Qualtrics, Google Analytics, Outreach

Increased brand exposure through targeted marketing campaigns

Identified product issues and customer needs through focus groups and market research surveys

Reported social media activity and website traffic to help inform actionable decision-making

Data Analyst

TNG Merchandising (Retail) San Francisco Mar 2014 – Jan 2018

SKILLS: Excel, Google Analytics

Negotiated product costs and contract terms by communicating with vendors

Maximized effect of sales promotions by collaborating with brand representatives

Assessed inventory levels and sell-through rate to identify capacity and profitability

Planned new store assortments and prepared acquisition models

Calculated sell-through rates to measure goods sold during set timeframes

EDUCATION

Master of Science (M.S.) Data Science and Analytics 2021 – 2022

California State Polytechnic University, Pomona

Selected Coursework: Optimization Methods Business Analytics Advanced Statistics for Decision-Making Big Data Technology Social Media Analytics Data Mining Data Management Idea Development and Team Science Advanced Programming

Bachelor of Science (B.S.) Business Management 2018 – 2020

University of California, Riverside

CERTIFICATIONS

IBM Data Science Professional Certificate 2025

Import and clean data sets, analyze and visualize data, and build machine learning models and pipelines

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