Anthony Mendez

Lead web analytics while expanding ownership across all marketing data sources, delivering integrated insights across web (GA4), paid media, CRM, and creative channels to inform campaign strategy, targeting, and channel investment decisions Drive the implementation of NinjaCat as a centralized marketing data warehouse, consolidating all marketing data across paid media, GA4, and creative channels (Google Ads, Meta, TikTok, Snapchat) to enable unified reporting and a holistic view of performance Analyze and optimize performance across 415+ marketing campaigns, delivering insights that inform targeting, channel investment, and overall campaign effectiveness

Marketing Analyst II - ACT - Remote / Charlotte, NC

(2025-07)

• Lead web analytics while expanding ownership across all marketing data sources, delivering integrated insights across web (GA4), paid media, CRM, and creative channels to inform campaign strategy, targeting, and channel investment decisions
• Drive the implementation of NinjaCat as a centralized marketing data warehouse, consolidating all marketing data across paid media, GA4, and creative channels (Google Ads, Meta, TikTok, Snapchat) to enable unified reporting and a holistic view of performance
• Analyze and optimize performance across 415+ marketing campaigns, delivering insights that inform targeting, channel investment, and overall campaign effectiveness
• Establish and standardize KPIs and reporting frameworks across marketing teams, aligning stakeholders on a single source of truth and enabling more consistent optimization, resulting in ~20% improvement in test registration performance
• Own Google Tag Manager and develop reporting dashboards, ensuring accurate tracking of user behavior and delivering real-time insights into campaign performance, conversion trends, and budget efficiency
• Partner with communications and creative teams to expand analytics adoption, enabling data-driven decision-making for email and content strategy and increasing alignment between performance insights and campaign execution

Marketing Digital Analyst - BRIGHTHOUSE FINANCIAL - Hybrid / Charlotte, NC

(2022-06 - 2025-07)

• Serve as the Adobe Analytics subject matter expert, leading end-to-end web analysis and delivering quarterly website performance decks to the web leadership team that highlight traffic trends, engagement metrics, and marketing channel insights—informing site strategy and optimization efforts.
• Develop and maintain Adobe Analytics dashboards, train marketing stakeholders, and deliver actionable insights that drive revenue growth and improve campaign performance
• Manage and validate Salesforce data for 400+ financial firms (e.g., JP Morgan, Raymond James, Wells Fargo, LPL, MassMutual), supporting campaign attribution and sales team alignment
• Lead analysis and strategy for marketing-generated leads across annuity and life products, managing over 12,000 leads annually and providing insights into lead quality, source effectiveness, and conversion impact to improve campaign performance and support distribution alignment
• Collaborate with cross-functional teams (Paid Media, Web, Distribution, Execution, and Business Analytics) to align strategies, integrate tools, maintain data quality, and uphold reporting governance

Bachelor of Science - Business Administration, Marketing - WESTERN CAROLINA UNIVERSITY (2018-08 - 2022-05)