At Brillio, I work with client Groundworks on full-funnel marketing reporting, tracing data from ad impressions through sold revenue. I reproduced the certified Power BI report from Snowflake tables, matching booked, issued, and sold counts exactly.
I extended the reconciled funnel with impressions, clicks, and spend from eight ad platforms, then prototyped drilldowns and conversion-rate measures in Power BI. I also tested flood-risk and property data against service demand and revenue to assess whether they could add useful marketing signals.
At TheHomeDepot, I managed paid search and e-commerce analytics for Blinds.com, tracking performance against revenue targets with GA4 and Looker Studio. I led a Google Ads budget reallocation to Microsoft Ads over Black Friday/Cyber Monday that cut CPC 10% year over year.
Earlier, at Tinuiti and adQuadrant, I developed attribution and incrementality measurement, managed paid media budgets, and used funnel and product-feed analysis to improve campaign performance. I also built a Chinook Digital Media analytics portfolio using SQL and Python, with an interactive Tableau dashboard for customer lifetime value and cohort retention.
