Michelin North America  |  Greenville, SC

Business Data Analyst  |  March 2023 to Present    

• Develop and assist in the implementation of agile strategies

• Continuous work to help reduce and remove blockers

• Responsible for participating in project status reporting, logging risks and mitigating actionable plans

• Enabling squad success through actionable planning by turning the business ask into JIRA stories

• Coordinating squad members for field mapping to achieve project needs

• Prioritization of user stories and the order of execution by the team

• Writing technical documents (TDs)

• Validating the project roadmap meets business expectations and scope

• Developing agile roadmap to meet the needs of projects and timelines

• Organization based on business value and most viable product

• Responsible for onboarding new team members, and assistance in creation of onboarding plans

 

Data Visualization Developer  |  October 2021 -   March 2023

• Understanding business needs and transposing them into actionable insights through visualizations, specifically with Sales, Marketing, and Finance

• Holding meetings with stakeholders to present conceptual ideas for solutions

• Understanding patterns, correlations, and trends within the data to ensure the significance is understood with ease

• Mapping metrics, facts, and attributes to ensure data integrity

• Developing transformations of datasets between data marts for qualitative and quantitative analysis

• Creating and editing visual content

• Application of correct visualizations depending on data types

• Building highly complex enhancements and resolving complex bug fixes

• Analyzing, design, develop, troubleshoot and debug software programs for end user applications

 

Sinclair Broadcast Group, Inc.  |  Conway, SC

Data Analyst, Drive Auto  |  November 2019 to October 2021

• Creation of quantitative analysis program to analyze overall Key Performance Indicators of over 200 dealerships.

• Deliver impactful insights that drive business decisions.

• Overall data collection of metrics for analysis. 

• Work with the management team and stations to deliver key insights to campaigns and provide recommendations for improvement based on optimizations of campaigns.

• Utilization of quantitative analysis to determine which marketing tactics drive new and used vehicle sales for dealers.

 

Digital Sales, News and Promotions  |  September 2014 – November 2019

 

• Deliver high-touch consultative services to clients by gathering and understanding goals and developing comprehensive marketing strategies that exceed expectations and satisfy business requirements and goals.

• Consistently position marketing materials for accurate and timely digital delivery.

• Leverage and optimize SEO, SEM, display and retargeting, audience extension, IP targeting, email blasts, pre-roll, social media, and dynamic social and retargeting campaigns.

• Track Return On Investment (ROI) and optimize campaigns for ongoing performance improvements.

• Work closely with Account Executives to maintain goals, drive successful campaigns, and make ongoing creative adjustments in response to changes in business climate and business needs.

• Compile and report monthly results vs. goals, achievements, and ROI for campaign mediums through DFP, Google Analytics, and customized dashboards.

• Enhance brand awareness community outreach via social media, websites, video, and digital campaigns.

 

Selected Key Accomplishments

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Auto Dealership requiring an increase in Monthly Units Sold to exceed 100 in 12 Months:

• Increased CTR from 3.05% to 5.59% ⦁ Increased Monthly Conversions from 7 to 1,387

• Decreased monthly client spend by 16.8% ⦁ Average Monthly Units Sold – 113

• 2016: Increased sales 135% over 2015 and increased profit margin

• 2017: Sales and profit margin level with 2016 in down market

• Methods utilized: Inventory Driven SEM, Programmatic Display Banners and Video, Retargeting, Drive Auto Pro Platform

• Methods eliminated: Direct Mail, Cars.com, AutoTrader

 

Two unknown political candidates in races against established career incumbents – 6-month campaign:

• Leveraged i360 for IP Targeting using 15 second videos, homepage takeovers, and 3 direct email blasts

• IP Targeting with video average results: 1.5% CTR, 7 times industry standard ⦁ Homepage takeover average results: .14% CTR, 2 times industry standard

• Email average results: 12.19% Open Rate, 1.3% CTR, 11.23% Open Rate, 1.83% CTR, 10.43% Open Rate, 2.05% CTR, respectively

• Methods utilized: IP Targeting, Banners, and email blasts

• Methods eliminated: Direct Mail