Matthew F

Senior Performance Marketing Analytist

Agency • Full-time

Sep 2024 - Jan 2026 • 1 yr 4 mos

Leading and executing the analytics function in entirety, from tactical applications such as GTM, GA4, BigQuery and Looker Studio work, to strategic-level actions like creating an analytics framework and presenting it to enterprise clients like Choice Hotels, Travel Nevada and Envestnet. Spearheading disciplines of responsible AI usage for analytics, data framework that facilitates AI learning and reporting alike, and audience-based reporting and personalization. Leading VPE (Valuable Personalized Experience) initiatives for clients of all sizes, while tying marketing activities and audiences to next-level metrics like ad decay, in-market spend forecasting and lifetime value. Reporting directly to leadership, client boards and internal teams with a focus on executive summaries expressed in an actionable, value-focused way. ● Modernized client reporting, by implementing audience segmentation in GA4 and Hubspot, integrating CRM and CDPs for a full perspective on the user journey, and visualizing this journey with KPI-focused executive summaries. ● Developed internal operational reporting, tying internal marketing efforts to revenue, and using BigQuery to analyze time-management data to evaluate team efficiency. ● Created a vision and framework for future-proof econometric modeling, developing Multi-channel Media Modeling to analyze marketing impact on revenue and in-market spend over time, allowing us to forecast and calculate Lifetime Value (LTV) of audiences. ● Trained front-end AI and employed it for internal efficiencies, working as a team of two with the Head of AI to create persona-specific AI chats and to use AI for streamlining of operations like reporting and documentation. ● Led company efforts to develop Valuable Personalized Experiences (VPE), as the first team member to join the VPE Committee in less than a year, winning top prize in the VPE competition, writing articles on VPE, and implementing a personalization platform for the state of Nevada using VWO