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title: 'Resume'
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title: Résumé
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date: 2023-11-08T10:22:23-08:00
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draft: true
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draft: false
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data:
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jobs:
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EA:
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name: Electronic Arts
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url: 'https://ea.com'
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Glu:
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name: Glu Mobile
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url: 'https://glu.com'
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---
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Just a placeholder
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Consider placing data in the YAML block. Then insert this in a way that makes
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sense, given the output format. The advantage is that it makes parsing easier
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and more robust. The trade-off is the distance between data and text.
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-->
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<!-- revise with text from resume writer -->
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Business leader with strong analytics, data, and marketing expertise. I have
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applied data analytics and programming to deliver results across a wide range
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of industries, including mobile game marketing, web publishing, the electrical
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grid, and transportation. As a manager, I uncover opportunities, remove
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impediments, and guide team members toward professional growth. I am known for
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developing a strong network within an organization, driving innovative
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technical solutions, and effectively coaching a diverse set of team members.
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{{< rawhtml >}}
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<a rel="me" href="https://mastodon.sdf.org/@axs">Mastodon</a>
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{{< /rawhtml >}}
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## Work Experience
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### [Electronic Arts (EA)](https://ea.com)
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_Senior Diector of Growth Analytics and Data Science (2020--2023), including
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[Glu Mobile](https://glu.com)_
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<details>
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<summary>
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Building and leading teams with a focus on growth marketing, including
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a cross-functional business intelligence team (in partnership with
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engineering), marking analysts (embedded with the Marketing team), and data
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science with a focus on user acquisition. I define the vision for growth
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marketing analytics and the execution the plan. As a member of EA Mobile’s
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Growth Team senior leadership team, I collaborate across teams to more
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effectively measure the health of players and games, identify differences in
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our players, and discover new opportunities to grow revenue revenue.
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</summary>
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Accomplishments include:
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- *Saving the company \$100 million in marketing expenses when launching a
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new game.* I surfaced and demonstrated that the incumbent forecasting
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methodology would lead to bad business decisions prior to game launch. I
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then convened a cross-functional team to tackle the problem. Additionally,
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I implemented a transition state model for forecasting cohort growth as an
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\texttt{R} package. In addition to reducing wasteful spend, the approach I
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drove enabled informed, constructive conversations between the game
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development and marketing teams.
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- *Cutting the effort required for analyzing marketing campaigns in half.*
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Prior to me joining Glu, we stored player activities in terms game events
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and did not completely track our marketing activities. Furthermore, the
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tools we were using (Hive and Hadoop) required specialized computing
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skills. I assembled a cross-functional team effort to modernize our
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business intelligence practice. We now use a scalable, cloud-based
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relational data warehouse with analytics friendly tables of key business
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processes. We are adopting this approach across the entire EA Mobile
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portfolio.
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</details>
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<!--
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\item \emph{Cutting the effort required for analyzing marketing campaigns in
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half.} Prior to me joining Glu, we stored player activities in terms game
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events and did not completely track our marketing activities.
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Furthermore, the tools we were using (Hive and Hadoop) required
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specialized computing skills. I assembled a cross-functional team effort
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to modernize our business intelligence practice. We now use a scalable,
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cloud-based relational data warehouse with analytics friendly tables of
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key business processes. We are adopting this approach across the entire EA
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Mobile portfolio.
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\item \emph{Navigating Apple’s App Tracking Transparency initiative to
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maintain acquisition budgets.} Apple’s
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\href{https://developer.apple.com/documentation/storekit/skadnetwork}{SKAdNetwork}
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initiative is a threat to businesses that have relied on performance
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marketing and use attribution data to manage user acquisition campaigns.
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I lead our business intelligence and data science teams through our
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response to this challenge. We built new pipelines and analytical
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strategies that let us continue advertising budget on iOS while
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competitors drastically reduced budgets.
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\item \emph{Increasing the returns from product marketing.} Building an
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embedded marketing analysts team. Our Marketing team had operated without
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dedicated analytical support prior to my arrival. As a result, the team
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was limited in its ability to design experiments that would result in
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unbiased measurements. Our move to an embedded model means that analysts
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now have the full context of marketing initiatives, the authority to
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design experiments, and responsibility for interpreting results. We set
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the combined marketing and marketing analysts team on a path of continuous
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improvement cycles with clear ties between marketing activities and
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incremental revenue.
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\end{itemize}
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-->
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