I landed into analytics years ago and fell in love. I'm passionate about data and analytics, a little quirky, and genuinely obsessed with helping organizations understand their data and their customers.
I landed in analytics at a skateboarding company fresh out of college, fell in love with the data, and never looked back. From there: a marketing agency serving local businesses, years in automotive advertising with brands like Ford, Kia, and Hyundai, and eventually leading analytics strategy for platforms driving $100M+ in revenue across multiple countries.
I've worked in-house and at agencies, at startups and enterprises. The throughline is always the same: connect the data to what actually matters to the business, and make sure it's something you can trust.
Every analytics task — no matter how small — connects to a business objective. I never lose sight of that, and I make sure my clients don't either.
Speed matters, but data credibility matters more. I validate the work, check the numbers, and make sure what you're acting on is actually true.
No formal data science degree — just genuine curiosity, a skateboarding company, and a deep dive into Google Analytics that never ended.
Built industry by industry — from local businesses and SEO to national automotive brands and global enterprise platforms — with a consistent focus on data that's trustworthy, connected to strategy, and actually useful.
From tagging strategies and tracking plans to GA4 migrations and full implementation — I make sure the right data is collected, validated, and tied to meaningful KPIs.
A/B testing, multivariate testing, and personalization experiments — designing the tests, setting the benchmarks, and measuring what actually moves the needle.
Turning raw data into dashboards and reports that people at every level of the organization can read, trust, and act on — without needing a data dictionary to decode them.
Executive workshops, KPI frameworks, 2-year roadmaps, pitch decks, compliance guidance — helping organizations of all sizes figure out what to collect, what it means, and what to do next.
Understanding who your customers are, where they struggle, and how they move through your experience — then using that data to remove friction and improve outcomes at every touchpoint.
Helping companies find practical ways to automate and optimize their data and analytics work using AI — identifying the right use cases, implementing the tools, and measuring the impact.
Deep-diving into the numbers across business functions — sales, ecommerce, financial, retail, supply chain, and more — to surface the insights that actually drive decisions.
Measuring what's actually working across your marketing channels — from setting up attribution tracking to optimizing campaigns based on real performance data, not gut instinct.
A sample of engagements across retail, enterprise, nonprofit, and agency — each one tied to real business outcomes.
Led the analytics strategy and KPI framework for the implementation of Google's Vertex Retail Search AI during peak season — replacing their internal site search engine. Established the benchmarks, tracked the test, and validated a +61% increase in Revenue and a +5% increase in Revenue per user as a direct result of the rollout.
Led analytics strategy and full implementation for a B2B agriculture platform deployed across multiple countries and languages — supporting over $100M in business revenue. Owned the KPI framework and tracking architecture end to end.
Provided analytics and implementation support for a data collection platform used by animal shelters across the US — helping shelters qualify for grants and improve adoption rates. Grew from 1,000 to 4,000+ shelters onboarded over three years with ongoing reporting and support.
Identified the top 5 Drybar locations, analyzed competitor pricing and services, and recommended increasing prices from $45 to $50 in key markets — generating $400K in additional monthly revenue and $4.8M annually. Also drove dashboard adoption from 5% to 90% and saved 80 hours/week in manual reporting through automation — a $150K annual labor cost reduction.
Joined when there was no consistent way to sell or deliver analytics work. Built the entire practice from scratch — pitch materials, delivery frameworks, sales training for a team of 30, and technical requirements for developers. Sold over $1M in net new analytics work over 3.5 years while remaining highly billable.
Saved Hyundai $5–6M in potential profit loss per month through in-depth lead analysis and data-backed recommendations. Led analytics for the redesigned Hyundai national website — which went from 3M to an all-time high of 4M visits/month and generated $2.5M in additional monthly revenue. Also led analytics for the #2 AdMeter Super Bowl Sonata campaign.
A broader look at the organizations, brands, and industries I've worked across — from local businesses to global enterprises.
I take on a focused number of consulting engagements each quarter to make sure every client gets my full attention. Here's where I can make the biggest impact:
Executive workshops to identify your biggest data opportunities, followed by a prioritized roadmap that maps analytics work to your business goals — not just the tool list.
A thorough audit of your current tracking, data collection, and reporting setup — with a clear diagnosis of what's broken, what's missing, and what to fix first.
From tagging strategies and technical requirements docs to instructing developers on exactly how to implement — I make sure your data is clean, validated, and trustworthy.
Custom dashboards that actually get used — built around your KPIs, your audience, and the decisions your team needs to make every day.
Test planning, benchmark setting, experiment design, and results analysis — focused on the improvements that move real business metrics, not vanity numbers.
Analytics strategy and KPI frameworks for AI-powered features and tools — so you know how to measure whether it's actually working, and can prove the ROI.
Whether it's a consulting project or just a conversation — I'd love to connect. Fill out the form and I'll be in touch.