Senior Data Analyst, Audience Segmentation - Bank Of Montreal - Toronto, ON
(2022-05)
- Lead the development and execution of audience segmentation strategies; drove a 50% increase in site traffic and generated an average annual revenue of $1.2 million through data-driven targeting
- Manage A/B testing on audience segments and campaign strategies within Salesforce CDP, identifying statistically significant performance drivers and KPI's to optimize marketing spend and ROI
- Analyze complex 1st and 3rd party data within Adobe Analytics to diagnose performance trends, providing tailored recommendations to executive leadership on high-priority market investment
- Standardizing and ingesting data from BigQuery into Looker Studio, automating the manual report generation process and enabling real-time, data-led decision-making for cross-functional stakeholders
Marketing Analyst - Constellation Software - Toronto, ON
(2021-05 - 2022-05)
- Analyzed behavior patterns and performance drivers for a portfolio of 50,000+ monthly users; leveraged insights to guide engagement strategies that increased user interactions by 29% per session
- Developed targeted, trigger-based growth frameworks and lifecycle campaigns that scaled the active user base by 32% month-over-month.
- Architected executive-level dashboards in Power BI and Google Data Studio to visualize complex marketplace trends, providing high-visibility reporting to influence future capital and resource allocation.
- Partnered with product and tech teams to implement campaign improvements based on deep-dive Salesforce diagnostic reports.
Digital Consultant, Small-Business Growth - Digital Main Street - Toronto, ON
(2020-06 - 2021-05)
- Acted as a strategic advisor for a portfolio of SMBs, delivering data-driven optimization projects that resulted in an average 47% revenue growth and a 97% account retention rate.
- Spearheaded end-to-end digital strategies for e-commerce partners, managing everything from initial audience mapping and pricing sets to final measurement and ROI reporting.
- Built custom decision models to track critical KPIs—including conversion rates, lead generation costs, and LTV—enabling business owners to optimize incentive allocation and spend.
- Utilized Google Analytics and Facebook Business Manager to diagnose marketplace inefficiencies and implement corrective growth strategies
