Marketing/Mar-ops
wEB dEVELOPMENT
managed a high-priority site migration where the dev team hit a major roadblock with API compatibility 48 hours before launch. Instead of pushing the date, I facilitated a 'war room' session to strip the requirements to a Minimum Viable Product (MVP). We launched on time with 100% of core functionality, and I rolled the non-essential features into a Phase 2 sprint
PROGRAM MANAGEMENT
led a cross-functional initiative to overhaul a $500k+ annual marketing spend by implementing a Marketing Mix Modeling (MMM) framework. By analyzing the historical performance of search, social, and offline channels, I identified that our print collateral was being undervalued by 15% in traditional attribution. I reallocated the budget to favor high-intent video placements and localized media, which resulted in a 12% decrease in overall Cost Per Acquisition without sacrificing lead volume.
dASHBOARDS
tasked with making sense of a massive, disorganized dataset for our C-suite team, I built a dynamic Looker Studio dashboard that translated raw numbers into visual KPIs like 'Lead-to-Close' ratios to see where we were losing the customer during their customer journey.
One manager told me that for the first time in three years, they could actually see where their budget was being wasted, allowing them to pivot their strategy mid-quarter.
Servicetitan Optimization
Our ServiceTitan instance was so cluttered with 'test' tags and outdated price books that it slowed down their dispatchers. I led a full data audit and optimization project, streamlining their memberships and automated follow-ups. The result was a 15% increase in technician efficiency and a significantly cleaner reporting suite for the accounting team.