Analytics Manager specializing in digital marketing analytics, data engineering, product development, and data storytelling.
4+ years of experience transforming complex data into strategic business decisions through analytics, visualization, and problem solving.
About Me
I'm a data-driven analytics professional with over 4 years of experience helping businesses make strategic decisions through comprehensive data analysis and visualization. My expertise lies in transforming complex datasets into clear, actionable insights that drive measurable business outcomes.
Currently serving as Manager, Data Infrastructure at Plus Company, I lead the development of scalable analytics solutions and data-driven strategies. Over the past year, I've been spearheading the development of a comprehensive analytics product that centralizes client reporting ecosystems, featuring customizable dashboards, AI-powered chat assistants, and seamless API integrations. Additionally, I've led critical end-to-end data pipeline projects, managing data warehousing migrations and building efficient ETL processes that ensure seamless data flow across the organization.
My work combines advanced data engineering, real-time reporting, and intelligent automation—leveraging technologies like Firebase, Google Cloud Platform, BigQuery, Dataform, and Vertex AI. I'm passionate about building scalable data infrastructure and creating solutions that enable teams to make confident, data-informed decisions.
Skills & Expertise
Analytics Platforms
- Google Analytics 4
- Adobe Analytics
- Google Tag Manager
- Mixpanel
Data Visualization
- Datorama
- Power BI
- Looker Studio
- Tableau
Technical Skills
- SQL
- Python
- Javascript
- BigQuery
Cloud & Infrastructure
- Firebase
- Google Cloud Platform
- Cloud Functions
- Vertex AI
Data Engineering
- Pipeline Automation
- API Development
- Data Transformation (Dataform)
- Platform Integration
Marketing Platforms
- Google Ads
- Meta Ads Manager
- Campaign Manager 360
- SA 360
Methodologies
- Attribution Modeling
- A/B Testing
- Product Development
- AI Integration
Experience
Over 4 years of progressive experience in digital marketing analytics, data visualization, and strategic insights delivery.
Manager, Data Infrastructure
Plus Company
Dec 2024 - Present
Key Responsibilities:
- •Spearhead development of enterprise analytics product platform using Firebase, Google Cloud Platform, BigQuery, and Vertex AI
- •Architect and implement customizable dashboard framework with AI-powered chat assistant for natural language reporting
- •Lead end-to-end data pipeline projects and data warehousing migration from Salesforce to BigQuery
- •Build automated ETL pipelines using Dataform and Supermetrics for seamless data integration across platforms
- •Develop custom API connectors for real-time data pulls from Meta, Google Analytics, and other marketing platforms
Key Achievements:
- Nominated for Innovator of the Year award at CMDC Awards
- Successfully deployed scalable analytics product serving multiple enterprise clients with customizable reporting ecosystems
- Reduced client reporting setup time from weeks to days through standardized platform infrastructure
- Enabled real-time insights with automated data synchronization, reducing ad-hoc reporting requests by 35%
Senior Analyst
Plus Company
Jul 2023 - Dec 2024
Key Responsibilities:
- •Set up and managed new Google Analytics 4 properties with custom event tagging to capture website interactions including dropdown selections and user behavior patterns
- •Built custom Google Tag Manager configurations to track paid media user journeys and conversion paths across multiple touchpoints
- •Led GA Universal Analytics to GA4 migration for large automotive client, ensuring seamless transition and data continuity
- •Developed data pipeline infrastructure for GA4 reporting that replicated UA structure, enabling year-over-year data comparison
- •Managed comprehensive site migration process for major automotive client, maintaining tracking integrity across platform transitions with zero data loss
Key Achievements:
- Successfully migrated large-scale analytics implementation with no breakage in tracking during or after migration
- Enabled continuous YoY reporting for executive stakeholders through custom data pipeline matching legacy UA structure
- Implemented advanced custom event tracking that increased data granularity by 40% for improved decision-making
Data Analyst
Plus Company
Jul 2021 - Jul 2023
Key Responsibilities:
- •Managed analytics tagging implementation and maintenance across 30+ client websites
- •Created 40+ custom dashboards for various client reporting needs, including integrated reports combining paid media investment with website performance metrics
- •Implemented GTM Server-Side Tagging (SST) and Meta Conversions API (CAPI) for enhanced data privacy and tracking accuracy
- •Built predictive audience models using Google App Engine and BigQuery for improved campaign targeting
- •Performed correlation analysis on KPIs to optimize performance metrics and identify new measurement opportunities
- •Analyzed impact of delayed campaign launches on monthly sales performance, providing data-driven insights to optimize campaign timing and minimize revenue loss
Key Achievements:
- Nominated for Newcomer of the Year award at CMDC Awards
- Successfully managed analytics infrastructure for 30+ websites with consistent data quality and tracking accuracy
- Delivered 40+ dashboards providing unified view of paid media and website performance for strategic decision-making
- Improved campaign timing strategies that positively impacted monthly sales targets
Featured Projects
Case studies showcasing data-driven solutions and measurable business impact.
Scalable Analytics Product Platform
Architected and developed an enterprise-grade analytics product that centralizes client reporting ecosystems with AI-powered insights and seamless multi-platform integrations.
Challenge
The BI tool we were using was approaching the end of its contract, requiring us to find a suitable replacement. During research and testing, we discovered that alternative tools either met our needs but were prohibitively expensive, or were affordable but lacked the functionality we required.
Approach
- •Built full-stack product using Firebase ecosystem (Hosting, Authentication, Cloud Functions, Database)
- •Integrated Google BigQuery as data warehouse with automated ETL pipelines via Cloud Schedulers
- •Developed custom API connectors for real-time data pulls from Meta, Google Analytics, and other platforms
- •Implemented AI chat assistant using Vertex AI for natural language reporting queries
- •Designed highly customizable dashboard framework with default views and end-user personalization
- •Created reusable analysis tools and components for client-specific reporting needs
Key Results
- ✓Successfully deployed scalable product serving multiple enterprise clients
- ✓Reduced client reporting setup time from weeks to days through standardized framework
- ✓Enabled real-time insights with automated data synchronization across platforms
- ✓AI assistant reduced ad-hoc reporting requests by 60% through self-service capabilities
- ✓Platform designed to scale with company-specific features and client customization needs
Automated ETL Pipelines for Data Integration
Built automated ETL pipelines using Dataform and Supermetrics for seamless data integration across platforms.
Challenge
The contract with Datorama was ending, and we needed to replace it with a reliable, cost-effective solution that could handle data integration across multiple marketing and analytics platforms.
Approach
- •Evaluated and selected Dataform and Supermetrics as the core ETL stack to replace Datorama
- •Designed and built automated data pipelines to pull data from multiple ad and analytics platforms
- •Centralized all data into BigQuery as the unified data warehouse
- •Implemented data transformation and scheduling using Dataform for consistent, version-controlled SQL workflows
Key Results
- ✓Successfully migrated off Datorama before contract expiry with zero data disruption
- ✓Achieved seamless data integration across all marketing platforms into a single source of truth
- ✓Reduced dependency on costly third-party BI tools
- ✓Enabled scalable, automated reporting workflows for the team
Meta Creative Dashboard
Built a custom dashboard that joins ad creative previews with delivery and conversion data, providing a unified view of creative performance on Meta.
Challenge
No existing reporting tool could provide a combined view of ad creative previews alongside their delivery and conversion data. Teams had no way to visually assess which creatives were driving results without manually cross-referencing multiple data sources.
Approach
- •Built a custom API using the Meta Graph API to pull ad creative preview links from one endpoint and delivery and conversion data from separate endpoints
- •Joined creative preview data with performance metrics to create a unified dataset
- •Developed a UI that displays Meta ad previews alongside their delivery and conversion data
- •Implemented filtering capabilities across multiple data points to allow users to slice and explore creative performance
Key Results
- ✓Gave creative teams direct insight into how their ad creatives were performing
- ✓Enabled planners to evaluate which creatives were working and inform future creative strategy
- ✓Provided the activation team with actionable data to optimize live campaigns based on creative performance