RESUME

 
Professional ​
info​​

Dynamic and resourceful Data Science Professional with meaningful success in research, statistics, machine learning, data visualization, and creative thinking. Adept at working with large datasets, with textural and unstructured raw data in real-time with programmatic execution. Passionate about finding hidden secrets in vast amounts of data.

Skills

APPLIED STATISTICS

DATA DRIVEN DECISION MAKING

PREDICTIVE MODELING

QUANTITATIVE ANALYSIS

DATABASE MANAGEMENT

SIGMA QUALITY LEVEL EVALUATION

Work​
experience​

Data Analyst, Drive Auto

(Sinclair Broadcast Group)

​2018 - present

  • 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.

 

 

Digital Sales Assistant, News and Promotion, Sinclair Broadcast Group

​2014 - 2018

 

  • 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

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

Languages/Software

PYTHON

R

SQL

PHP

HTML

TENSORFLOW

PHOTOSHOP

JUPYTER NOTEBOOKS

ADOBE SUITE

GOOGLE SUITE

MICROSOFT SUITE

DOUBLECLICK FOR PUBLISHERS

WORDPRESS

WIDE ORBIT

JIRA

Education

Syracuse University

​2017 - 2019

 

Master's of Science in Applied Data Science

Degree Anticipated: March 2019

GPA: 3.90 

Coastal Carolina University

​2004 - 2009

 

Bachelor's of Arts in Interdisciplinary Studies, emphasis on Business, History, and Education

Degree Obtained: May 2009

GPA: 3.46 

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© 2019 Kirby Hood

 

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