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Erika Rivadeneira

@erikarivadeneira

Senior Marketing Science Analyst at Omnicom Media Group who doubled revenue and increased ROAS from 12x to 24x in one quarter.

Mexico

Message

At Omnicom Media Group, I automated QA checks and reporting workflows across advertising platforms, cutting manual data correction hours by 40%. I also reallocated budget from low-return display to social, doubling revenue and moving ROAS from 12x to 24x in one quarter.

At CIMAT A.C., I led Spanish-language NLP research from problem framing through error analysis, published three peer-reviewed papers, and placed in three international Spanish NLP competitions. My research included Mexican tourism reviews and Spanish-language social media, and I’ve also built campaign dashboards and analyzed digital marketing trends for Cinépolis, Pringles, and Kellogg's.

Experience

Work history, roles, and key accomplishments

Current

Senior Marketing Science Analyst

Current

Omnicom Media Group

Jan 2024 - Present (2 years 9 months)

Automated QA checks and reporting workflows, cutting manual data correction hours by 40%. Doubled revenue and moved ROAS from 12x to 24x in one quarter by reallocating budget based on performance analysis.

TTD Meta DCM TikTok Pinterest Snapchat KPI Monitoring Anomaly Detection LLM Powered Agents GPT Claude Geo Lift Tests Holdout Testing A B Testing Forecasting Audience Segmentation English Communication

Data Scientist / Data Analyst

Mescalina

Jan 2022 - Dec 2023 (1 year 11 months)

Delivered trend analysis and strategic insights for digital marketing of Cinépolis, Pringles, and Kellogg's in the Mexican market. Built interactive dashboards for social media and digital campaigns to track engagement and spot trends.

Trend Analysis Digital Marketing Interactive Dashboards Social Media Analytics Campaign Tracking Engagement Tracking

Assistant Professor and ML/NLP Researcher

CIMAT A.C.

Jan 2021 - Dec 2022 (1 year 11 months)

Taught 8 courses in mathematics, statistics, and data science, designing assignments and grading student work against rubrics. Led end-to-end NLP research projects on Spanish text, publishing 3 peer-reviewed papers and placing in 3 international Spanish NLP competitions.