At Annalect (Omnicom Media Group), I developed audience segmentation and performance analytics models for paid media targeting, contributing to a 28% increase in engagement for a federal client. I also built GenAI-powered analytics assistants that help stakeholders monitor campaign performance, paid media KPIs, and advertising system health in real time.
I led GenAI NL2SQL development across Redshift, BigQuery, ADH, AMC, and Starburst, enabling self-service data querying and cutting reporting turnaround time by 80%. I also rebuilt advertising analytics pipelines by migrating from Athena to Starburst, reducing query latency by 60%.
Earlier, I translated marketing mix modeling and multi-touch attribution insights into budget recommendations that reduced CPA by 15%, and built a Google Ads Data Hub propensity model to sharpen audience targeting. My work has also included Azure-based content search, Tableau dashboards, and data analysis for public services and research.
