Lucas Armelin

Data & Operations Analyst supporting Dollar Shave Club (via Revelo) within its Commercial Excellence function. Working across Sales, Marketing, Finance, and Customer Lifetime Value teams to turn data into decisions on pricing, promotion, retention, and growth for a leading DTC subscription brand.

Key focus areas:
- Building AI-assisted analytics and agent workflows using Claude API and modern dat

Engaged via WillDom.

Sole data resource supporting Operations, Sales, Finance, and Customer Success, owning analytics end to end—from data pipeline to executive reporting to process automation.

• Built and maintained the core data pipeline (Cloud SQL → BigQuery, transformations in dbt) and delivered self-serve Looker Studio dashboards for cross-functional teams.
• Stood up data-quality monitorin

Bridged Marketing and Sales, owning the analytics and reporting that connected demand generation to pipeline in a B2B environment.

• Managed and analyzed paid, organic, and email channels across Google, Meta, and LinkedIn Ads, driving lower CPL and higher B2B conversion rates.
• Built campaign and funnel analytics on GA4/GTM to attribute spend to qualified pipeline.
• Delivered Power BI dashboard

Cross-functional BI analyst supporting Finance, HR, Sales, and Marketing; progressed from Sales Project Analyst to BI Analyst by consistently turning data into decisions.

• Built an ICP framework that sharpened targeting and prioritization for the commercial team.
• Redesigned three Power BI dashboards, improving clarity, adoption, and decision speed across departments.
• Developed ETL pipelines

- Led the extraction of HubSpot CRM data via API into the Data Warehouse, using Azure Data Factory.
- Created a Sales Dashboard in Power BI, integrating key KPIs and advanced analytics visualizations.
- Managed HubSpot CRM automation workflows and customized reports for the sales team.
- Developed the ICP (Ideal Customer Profile) to improve customer segmentation and conversion rates.
- Set up lead

Owned growth analytics and paid acquisition across B2B and B2C in the Argentina and Brazil markets.

• Managed Google Ads and Meta Ads campaigns, optimizing spend against funnel and conversion performance.
• Built funnel and conversion analysis on GA4/GTM to identify drop-offs and growth levers.
• Ran acquisition across both B2B and B2C audiences, tailoring measurement and reporting to each.

Led marketing, sales, and operations, and built the KPI and reporting system that drove pricing and product decisions.

• Designed a KPI and reporting system in Tableau (kg sold, $/kg) to guide pricing and product decisions with data.
• Managed operations and logistics end to end, aligning supply with demand.
• Led a 13-person sales team, setting targets and tracking performance against clear metr

Owned e-commerce and social marketing, combining performance channels with product and funnel analysis.

• Ran paid acquisition across Facebook and Google Ads to drive e-commerce growth.
• Built funnel analysis to improve conversion across the customer journey.
• Developed marketing plans and supported product management for the online catalog.

Supported regional commercial planning with automated reporting and data visualization.

• Built automated reporting and dashboards in Tableau and MicroStrategy for regional commercial planning.
• Turned sales data into visual insights that informed planning across Latin America.

Information Design - Automated Reporting - Data Visualization - Commercial Focus

Delivered quantitative analysis and modeling for clients in the energy sector.

• Built quantitative models to support client decision-making in energy.
• Translated complex analyses into clear recommendations for stakeholders.

Python, R, Minería de Datos, BI, Analytics, Minería de Texto