PureGym

Digital Marketing Analyst

Findmypast

•Led website tracking and reporting efforts for two cross-functional teams dedicated to lean experimentation. Collaborated closely with developers, designers, and product teams to direct and execute an A/B testing roadmap.

•Presented updates to key business stakeholders by using Looker dashboards to report on experiment progress.

•Actively participated in competitor research and product ideation sessions. Leveraged data to inform experimentation approach and generated ideas to align with the product development strategy.

•Advocated for the purchase of FullStory, a platform to enhance customer journey insights. Conducted numerous training sessions for other teams to effectively utilise this tool for product analysis.

•Specialised in user journey analytics, including the implementation of bespoke e-commerce tracking to align with a new SAAS payment platform.

•Supported crucial new marketing campaigns with reporting requirements, including the launch of the national 1921 census.

•Led a 6-month data privacy project, ensuring GDPR compliance by implementing cookie consent across several websites and liaising with various stakeholders.

•Served as the in-house expert for Google Analytics 360 and Google Tag Manager. Managed the transition to GA4 whilst assisting other teams with GA queries.

Data Implementation Analyst

• Took ownership of strategy meetings, especially around feature tracking and product insight.

 • Identified improvement opportunities in Data Science & potential new Data Science Projects the team can work on.

 • Improved tracking new features in order to provide better visibility to the business on how users are interacting with the website & enhance product.

•Built complex Snowplow event schemas and used Google Tag Manager to overhaul company website event tracking.

 • Designed and built daily KPI, Retention and other key dashboards to send out to stakeholders to improve visibility on performance post-covid.

• Took an active role in company data learning and democratization by teaching other members in the business how to use and develop their skills with Looker, hosting regular Looker office hours every week.

• Took ownership at teaching other company members how to use Google Tag Manager.

• Led the Cookie-Compliance project in Google Tag Manager, working with several stakeholders to achieve compliance across multiple websites & also add new Marketing & Performance Tags that complied with cookie laws.

• Overhauled the dataLayer by ensuring we were tracking the right variables with each event.

• Delivered company-wide presentations about the new Data Stack (DBT, Snowflake, Snowplow, Looker)

• Used SQL to query Redshift & Snowflake directly & queried data from Snowflake in Python using Pandas.

Data Science Analyst

• Generated insight and customer cohort analysis through dashboarding & reporting tools such as Google Data Studio, Google Analytics and Looker.

• Aided multiple teams in Product, Marketing & Engineering with their data reporting requirements for quarterly projects.

• Updating and maintaining website tags within Google Tag Manager as well as implementing &  documenting bespoke custom dimensions and auditing and reviewing GA account set-up (goals/events).

• Assisted with the set-up of A/B tests through Google Optimize and reported back to stakeholders across the business on performance and progress.

• Supported with data migration project to promote self-service analytics in Looker by using tools such as Snowplow, Dataform and Kibana. Worked on the creation and implementation of new web event schemas to collect and track data.

• Overhauled and improved mobile app tracking by updating events in Firebase and GA4. 

• Created funnels for key app features to improve visibility on performance and drop off points and provided analysis on app user demographics.

Web Analyst

(6 months)

I spent some time travelling solo around South East Asia (Thailand, Laos, Cambodia, Vietnam, Hong Kong, Malaysia, Singapore) & New Zealand. I wanted to take some time away from my career to visit new countries & experience different cultures, having always been passionate about travel.

On return, I completed Google Tag Manager & Google Analytics courses, Google Ads Fundamentals & Google Ads Search assessment and have also been teaching myself SQL and Python.

Travelling

Destinology

* Daily liaison with Paid search agency for Google Adwords and Bing management. Working closely to deliver leads at an efficient CPA. Budget modelling to ensure spend strategy meets business needs.

* Landing page/ ad copy testing to improve conversion and click through rates.

* Reporting on weekly KPIs through Google Analytics & Tableau data analysis (Marketing Dashboard).

* Design bespoke dashboards for different marketing channels via Google Data Studio to improve marketing performance visibility with the wider business.

* Strategic analysis and value modelling of user journey. Enhance UX, relating to website improvement/CRO by utilising tools such as Sessioncam, Clickfunnels, Maxymiser.

*Responsible for Google Tag Manager implementation & adding new tracking codes.

*Management of paid digital display ads. Designing animated HTLM5 ads, monitoring results and tracking the ROI on display activity. (Adroll, GDN)

* Support on SEO & liason with agency to improve content strategy & visibility in organic listings. Writing Meta Descriptions & Page titles across web pages.

* Assistance with Social Media campaigns (both paid & unpaid) & reporting on weekly Social Media performance as well as implementing, monitoring & reporting on paid Facebook ads.

* Affiliates – liaison with affiliate marketing agency in order to grow the affiliate network. Identifying new publishers and offers to promote in the affiliate space. 

* Utilise attribution software to understand relationship between different digital channels and to make recommendations to improve marketing strategy and end-to-end marketing funnel.

* Optimisation of TripAdvisor & Travelsupermarket meta-search account and API management. Management of monthly budget to drive maximum lead volume/ monitoring click costs on a daily basis.

*Travel Industry Market Analysis - Utilise & monitor Google trends data to capitalise on changes in search/market demand for different destinations.

Digital Marketing Executive

•	PPC - Liaison with PPC agency for Google Adwords and Yahoo/Bing management. Optimisation of TripAdvisor account and API management. Reporting of all KPIs on a weekly basis.
•	Display marketing - Management of the display marketing & retargeting channel, including: management of paid ads on digital channels, ad creation, payment, tracking results and managing the ROI tracker for paid ads. 
•	Affiliates - Manage and grow the affiliate network.
•	Analysis and value modelling of customer journey, including marketing analytics.
•	User experience, relating to website improvement.
•	Business banners – make sure the banner on the website are balanced (sponsored vs business)
•	Email marketing - Assist with the build & send of emails within the Dotmailer environment. Segment database, schedule sending of emails and report results on a weekly basis.

Digital Marketing Assistant

GIGsoup

Writing articles, album reviews and gig reviews for the music website Gigsoup in my spare time. I have always been a keen writer, whilst also having a huge passion for music and so this experience has helped to combine two of my interests whilst also helping to improve my written communication skills and skills at working within a small team.

Contributing Writer

Advansys Limited

Between August and October 2015, I worked as an intern at Advansys eCommerce Solutions in Wigan. My title was PPC Digital Analyst and I was tasked with aiding the PPC Team, for PPCjunkies.co.uk, who worked within the  Woking office.PPC junkies are a specialist PPC agency who focus on Pay per click management of Google Adwords Campaigns.

•	During the internship, I produced daily reports for approximately ten different clients. My responsibilities included frequently compiling geographic reviews, schedule reviews, device performance reviews, search query reports, quality score reviews, keyword reviews and keyword research.  When conducting Keyword research, I had to utilise Adwords to determine the frequency of search terms and phrases that related to the clients industry. This helped to give me vital market research skills.
•	All of the reports I produced, involved downloading data from Adwords and then creating professional documents in spreadsheet format using Microsoft Excel. I had to analyse key metrics in order to determine the best and worst performing variables, and then offer my opinion on how conversion rates could be increased. This experience bolstered my analytical skills.
•	I also had to test landing pages and provide feedback on how traffic to these websites could be improved. This gave me added knowledge on how e-commerce works, and what makes a successful online business.

PPC Digital Analyst

Festaff

I worked as a Wristbander at both Glastonbury and T in the Park festivals in 2014. At Glastonbury, I worked on the busiest gate, processing and wristbanding customers as they entered the festival. This was a particularly demanding job because it involved dealing with thousands of customers over the course of the week. This experience enhanced my customer service skills.

Wristbanding

Our City Radio

Whilst at University, I worked for an independent online radio station as a digital promoter. I was tasked with writing blog posts on local businesses and local bands as well as trying to improve the radio stations online presence by promoting it through various social media outlets. I learned to create engaging tweets and Facebook posts that would help increase the number of listeners for the radio station broadcaster. The station did all of its work online, which meant that I also learnt important digital team working skills whilst learning to communicate my ideas more efficiently.
During my time as promoter, the radio station frequently had a broad listener base and I believe that part of this was down to my effective use of social media to promote the site.

Promoter

Aedas

I had a work experience placement during April 2011 at Aedas Architecture in Manchester where I was taught how to use advanced software in order to design basic building designs. This proved a useful experience because it tested my ability to use creative software efficiently.

Intern

A driven individual with experience working in Digital Marketing, Web Analytics and Data Implementation. I’m a creative person and have worked closely with Product, Marketing, Engineering and Data teams to turn questions into data-driven answers through collecting events, isolating key user journeys and drop off points. Certified in Google Analytics and experienced with Self-Service tools such as Looker and Tableau, I'm also highly competent with Google Tag Manager and implementing bespoke website tracking. I’ve helped businesses identify, measure and actively improve key digital metrics for more than five years.

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