Super.com

Refer to below 👇 + some additional direct reports.

Manager & Team Lead, Marketing Analytics

As the lead for Marketing Analytics at Super, my team owns and provides guidance on both marketing tool implementation and analytics.

Our team works to implement analytics tools that aid the Marketing and Growth teams in making smarter spend decisions. Our team has implemented Google Analytics 4, Singular, Amplitude, and internal attribution methods for partner reporting. I work closely with senior leaders on data strategy and provide support by leading our cross-functional team of engineers, data engineers, data analysts, growth marketing and finance folks to find unique solutions to marketing problems.

Our goal is to enable business stakeholders to self-serve marketing data so they can get to the answers they want more quickly. Much of this work focuses around attribution and understanding the question: “Spending X dollars here results in Y customers there".

Our team plays an important role in planning, spend optimization, and illuminating strategic marketing KPIs. These include channel incremental Return on Ad Spend (iROAS), Customer Acquisition Cost (CAC), and LifeTime Value (LTV). In addition, our team heads up marketing experimentation, such as incrementality testing and MMM.

Senior Analyst & Team Lead, Marketing Analytics

As a Senior Growth Analyst at Super, my primary goal is to provide insights, run experiments, and deploy analytical tools to grow the business. 

I continuously experiment with pricing and marketing strategies to get the right product to the right customer at the best price. Day to day, this means that I work closely with business teams to provide the statistical and analytical framework to quickly deploy experiments and interpret their results. 

Additionally, I work on Google Analytics (GA4) deployment to help our Growth & Marketing teams understand what the return on ad spend (ROAS) for different channels and campaigns in order to make more thoughtful spend decisions.

Senior Data Analyst

Tangerine

In this role my main focus is understanding the customer, their journey, and how we can strategically plan for their future. 

In practice, I leverage a suite of new technologies to mine customer data to uncover strategic insights. I do a lot of raw data wrangling on Google Cloud Platform; and using the Google Clickstream via BigQuery is my bread and butter. I bring it all together by using Python & Tableau to drive insights and visualize data. 

Some questions I love to focus on centre around Customer On-boarding (conversion funnels), digital product interaction, and understanding how to best leverage marketing channels to pair the right customer with the right product.

Manager, Customer Intelligence & Analytics

Provide an analytics-based approach to optimize customer onboarding funnels and improve in-app experience. Using data to understand the intricacies of a customer's journey from First Brand Interaction -> Client. Develop an enriched view of the Prospect-to-Client funnel by mining Google Clickstream data to identify areas for growth.

Digital Data Analyst - Customer Intelligence & Analytics

Analyze credit card transaction data to develop new credit products. Creating automated KPI reporting by utilizing Tableau and SQL to drive strategic insights and real-time data accessibility.

Product Data Analyst - Product Economics, Credit Cards

Leveraging data science & analytics to drive insights for digital marketing campaigns. Creating dashboards to inform various shareholders of spend, campaign effectiveness, and overall marketing performance.

Utilized Google Cloud Platform to build out a First-Touch Attribution model to more accurately reflect the ROI of different marketing channels and their effectiveness as conversion paths.

Marketing Data Analyst - Marketing Technology

Scotiabank

Research and development of strategy to aid in the growth of Scotiabanks' Private Banking portfolio in the Pacific Alliance Countries (PAC) which includes Mexico, Peru, Chile, and Columbia.

Worked with country counterparts to understand consumer banking nuances such as financial behaviour, markets, and culture to develop and launch new private banking products.

Strategic Initiatives, International Private Banking

Identified business opportunities where data-driven insights could generate valuable results. Worked in congruence with Digital Marketing (among other digital channels) to personally build and productionalize machine learning models that align with strategic business initiatives.

Data Scientist

University of Toronto

Research assistant at the Department of Economics at the University of Toronto. Worked to ensure statistical soundness and the reproducibility of academic papers.

Research Assistant

Business Financial Services Intern

Red Bull

Student Brand Manager

Passionate about data, its accessibility, and communicating its benefits. I like making marketing dollars stretch and identifying opportunities to spend less and earn more. Ranking my professional interests in terms of personal interest: Team leadership, Statistical Design, Incrementality Testing, Attribution, MMM, Machine Learning.

Relatively good addition to any soccer or volleyball team. Winner of the University of Toronto, St. Michael's College cooking contest.

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