Senior Data-Driven Business Analyst

Paul Nangle

Driving Revenue Growth with Data

Londonderry, NH 860-***-**** ***********@*****.*** LinkedIn: www.linkedin.com/in/paulnangle/ Website: PaulNangle.com

PROFESSIONAL SUMMARY

I have a gift for seeing patterns in data and 15+ years of experience to know what to do about it. Marketing analytics and business strategy professional with 15+ years of experience solving difficult business problems through structured analytical reasoning. Skilled in challenging assumptions, investigating root causes, developing analytical frameworks, and translating performance data into actionable recommendations that improve business outcomes.

PROFESSIONAL EXPERIENCE

Consultant – Ad Hoc Engagements

Nov 2024 – Present

• Designed full-funnel reporting frameworks to track conversion, CAC, and channel performance.

• Conducted brand and competitive analysis to inform digital marketing strategies.

• Developed AI-driven reporting workflows to identify drop-offs and optimize customer journeys.

• Automated marketing insights generation using modern analytics and workflow tools.

IBM – Senior Marketing Analyst / Executive Advisor

Apr 2024 – Nov 2024

• Developed and optimized multi-channel digital marketing strategies, contributing to 25% YoY revenue growth.

• Analyzed audience targeting, content performance, and channel effectiveness across paid and owned channels.

• Built audience segmentation and content recommendation frameworks to improve campaign performance.

• Delivered full-funnel insights to improve marketing strategy, targeting, and engagement.

IBM – Senior Marketing Data Analyst

Jan 2020 – Apr 2024

• Managed and optimized paid media performance across search, social, and content syndication with measurable ROI impact.

• Led lead generation and pipeline optimization initiatives, improving targeting and efficiency.

• Conducted ROAS and channel performance analysis, driving 35% revenue growth YoY.

• Built ABM scoring and segmentation models, increasing campaign effectiveness by 53% while reducing spend by 25%.

• Partnered with marketing and agency teams to improve campaign execution and performance tracking.

IBM – Marketing Data Analyst, Security Business Unit

Aug 2016 – Jan 2020

• Brought in to define and build out the business units Marketing Engine.

• Investigated paid media performance, customer behavior, and attribution to improve investment decisions, informing programs associated with 123% YoY revenue growth.

• Implemented A/B and multivariate testing programs to improve conversion rates.

• Led analytics implementation and tagging strategies using Google Analytics, Adobe Analytics, and Google Tag Manager.

• Optimized customer journeys and marketing funnels through data-driven insights.

Coremetrics / IBM – Senior Managing Consultant, Digital Marketing & Analytics

2009 – 2016

• Advised clients on SEO, SEM, email marketing, and digital campaign optimization.

• Improved website performance, conversion rates, and user experience across e-commerce and B2B clients.

• Managed client engagements and cross-functional teams, ensuring successful campaign execution.

• Delivered data-driven recommendations to optimize digital marketing performance.

STRUCTURED ANALYTICAL REASONING

Observe Question Understand Investigate Model Challenge Recommend Measure

ANALYTICAL & TECHNICAL CAPABILITIES

Google Analytics (GA4) Adobe Analytics Google Ads Meta Ads Manager Marketo HubSpot Salesforce Optimizely SQL Tableau Power BI SPSS BrightEdge Bombora G2

EDUCATION & CERTIFICATIONS

Allegheny College – Bachelor’s Degree, Computer Science

• U.S. Patent: Digital Marketing Attribution System

• Advanced Google Analytics Certification

• IBM Digital Analytics Business Analyst Certification

• IBM Consulting Professional Certification

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