Denea Farrar

I've been an analyst for over 20 years working with all types of data. (web, social, app, survey, etc) I enjoy helping businesses make sense of the data and answer strategic questions by leveraging custom build dashboards and/or providing analysis to teams.

Consultant, Director of Data Science - Blackbird Data Insights | Portland, OR |

2016 – Present

• Lead analytics maturity and measurement strategy by embedding within client organizations, mentoring analysts, and evolving reporting infrastructure across web, social, app, and consumer research datasets.
• Drive C-suite decisions by building scalable performance reporting with custom metrics and automated insights, and translating complex data into executive-level, strategic recommendations.
• Improved reporting efficiency by 60% by restructuring analytics workflows and dashboard automation.

• Directed the Analytics & Optimization team, driving revenue growth and reducing team attrition by restructuring processes, expanding enterprise services, and closing multi-million-dollar engagements.
• Led client-facing measurement strategy and optimization programs, driving the development of measurement playbooks and new service offerings to scale agency capabilities.

• Managed global intake and execution of analytics requests for Digital Brand Marketing and Strategic Planning, fulfilling 70% within 24 hours.
• Led a team of 9 analysts to standardize KPI frameworks, improve turnaround time, and developed a global Quarterly Business Review measurement model used by C-level and category leadership.

• Drove the technical implementation of SiteCatalyst, delivered validated insights reporting for stakeholders across new web experiences, and trained over 100 employees on analytics tools and reporting best practices.

• Managed retail marketing execution, budgets, and multi-channel campaign rollout from concept through in-store launch.

• Drove eCommerce campaigns generating $1.1M in online sales and provided BI reporting for senior leadership and CPG partners.

• Top-Secret clearance; managed 12 remote intelligence platforms and supported mission-critical surveillance operations

• Analytics & BI Tools: Tableau, Sprinklr, Adobe Analytics, Google Analytics, Google Tag Manager, Looker Studio, BigQuery, SQL, Brandwatch, Funnel
• Data & Reporting: Excel (Expert), PowerPoint, dashboards, forecasting, optimization frameworks
• Marketing & Digital Platforms: Paid/organic social, content performance, customer experience, lifecycle marketing, survey-data

• Business Intelligence • Insights Storytelling • Leadership & Team Development • Social Listening • Consumer Behavior Insights • Data Strategy • Campaign Measurement • KPI & Framework Development • Digital Transformation • Executive Enablement

AS - Computer Science

BA - Marketing Communications (in progress)