Daniel Marco

Data, analytics, and AI leader with 10+ years of experience building multidisciplinary data functions, modernizing analytics platforms, leading teams, and advising executives across SaaS, fintech, insurance, and marketplace businesses. Combines data strategy, engineering, business intelligence, product analytics, experimentation, machine learning, and applied AI to improve decision quality, operational efficiency, and business performance.

Director, Data & Insights at AgencyAnalytics (2024-10 – Present)

Report to the COO and lead the company-wide data function across data engineering, analytics, and machine learning, growing the function from one data employee to a five-person team comprising two Data Analysts, one Data Engineer, one Machine Learning Engineer, and the Director.

• Built the company's first production-grade data platform, introducing Snowflake as the primary analytical warehouse, using BigQuery for selected workloads, and establishing governed data models and pipelines through dbt, Airflow, Stitch, and Polytomic.
• Established the analytical warehouse as the company-wide source of truth and led the full migration from Metabase to Sigma, creating a scalable self-service BI environment and governed foundation for internal AI tools.
• Developed and operationalized churn and expansion models through HubSpot, Intercom, and internal workflows, enabling Sales and Customer Success teams to prioritize retention and account growth opportunities.
• Created a product analytics framework covering activation, adoption, and engagement, and identified high-value customer segments to inform product and go-to-market strategy.
• Partnered with Engineering to deliver production customer-facing benchmarking products and built an internal AI analytics assistant combining quantitative data, qualitative information, and company-wide context for organizational knowledge and decision support.
• Built and maintained operational data pipelines supporting HubSpot, Intercom, and other internal systems, embedding analytical insights directly into customer-facing and operational workflows.
• Built an internal AI analytics assistant that combines governed quantitative data, qualitative information, and company-wide context to provide employees with a centralized interface for organizational knowledge and decision support.

Director of Analytics at VendorPM (2022-01 – 2024-10)

Joined as the first data hire and built the company's analytics and data function from the ground up, including the technology stack, operating model, reporting capabilities, and organizational roadmap.

• Designed and implemented a centralized Amazon Redshift data warehouse and transformation pipelines using AWS Glue and dbt, integrating product data with Salesforce, Stripe, SendGrid, Google Analytics, LinkedIn, and other business systems.
• Selected and implemented Sigma as the business intelligence platform, enabling self-service analytics and operational tools used by Product, Sales, Marketing, Operations, and Finance.
• Partnered with functional leaders to define objectives, establish measurement frameworks, automate recurring work, and improve operational decision-making.
• Supported executive strategy and roadmapping, including analysis that informed the company's transition from a marketplace model to an enterprise SaaS business.
• Established company and functional KPIs, created consistent metric definitions, and developed a data roadmap to improve accessibility, governance, infrastructure, and analytical maturity.

Senior Manager, Product Growth Analytics at Wave Financial (2021-06 – 2022-01)

Progressed through five increasingly senior analytics roles, culminating in leadership of a product analytics team of senior analysts and interns.

Analytics & Strategy Lead at Wave Financial (2020-02 – 2021-06)

Analytics Lead, Growth at Wave Financial (2019-06 – 2020-02)

Senior Data Insights Analyst at Wave Financial (2018-09 – 2019-06)

Data Insights Analyst at Wave Financial (2017-11 – 2018-09)

• Developed product measurement frameworks adopted as organizational KPIs for customer activation, acquisition quality, and new-user performance.
• Partnered with product managers, business leaders, Finance, and Operations to define objectives, identify target customer segments, and establish measurement strategies for major initiatives.
• Led analytics for the redesign of Wave's customer onboarding experience, including the development of criteria used to identify qualified leads at signup.
• Designed and evaluated A/B experiments across key monetization journeys, helping the growth team identify opportunities to improve conversion.
• Developed analytical data models and ETL pipelines, and contributed to the implementation of the Amazon Redshift data warehouse and Looker business intelligence platform.
• Interviewed dozens of analyst candidates, contributed to six hires, and mentored employees outside the data organization to strengthen company-wide analytical capability.

Data Analysis and Reporting Specialist at Allianz Global Assistance (2012-07 – 2017-10)

• Developed and maintained business intelligence reporting and analytical capabilities, including ownership of the Product department's reporting database.
• Supported the renewal of approximately $20 million in Snowbird insurance accounts through data extraction, pricing analysis, claims analysis, and direct collaboration with external partners.
• Contributed to the design and implementation of a company-wide business intelligence data warehouse following an organizational merger.
• Produced analysis supporting product performance, pricing, claims management, partner negotiations, and senior management decision-making.

Honours Bachelor of Commerce – McMaster University, DeGroote School of Business (2008 – 2012)