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| Résumé | 2023-11-08T10:22:23-08:00 | false |
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Business leader with strong analytics, data, and marketing expertise. I have applied data analytics and programming to deliver results across a wide range of industries, including mobile game marketing, web publishing, the electrical grid, and transportation. As a manager, I uncover opportunities, remove impediments, and guide team members toward professional growth. I am known for developing a strong network within an organization, driving innovative technical solutions, and effectively coaching a diverse set of team members.
Work Experience
Electronic Arts (EA)
Senior Diector of Growth Analytics and Data Science (2020--2023), including Glu Mobile
Building and leading teams with a focus on growth marketing, including a cross-functional business intelligence team (in partnership with engineering), marking analysts (embedded with the Marketing team), and data science with a focus on user acquisition. I define the vision for growth marketing analytics and the execution the plan. As a member of EA Mobile’s Growth Team senior leadership team, I collaborate across teams to more effectively measure the health of players and games, identify differences in our players, and discover new opportunities to grow revenue revenue.
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Accomplishments include:
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Saving the company $100 million in marketing expenses when launching a new game. I surfaced and demonstrated that the incumbent forecasting methodology would lead to bad business decisions prior to game launch. I then convened a cross-functional team to tackle the problem. Additionally, I implemented a transition state model for forecasting cohort growth as an \texttt{R} package. In addition to reducing wasteful spend, the approach I drove enabled informed, constructive conversations between the game development and marketing teams.
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Cutting the effort required for analyzing marketing campaigns in half. Prior to me joining Glu, we stored player activities in terms game events and did not completely track our marketing activities. Furthermore, the tools we were using (Hive and Hadoop) required specialized computing skills. I assembled a cross-functional team effort to modernize our business intelligence practice. We now use a scalable, cloud-based relational data warehouse with analytics friendly tables of key business processes. We are adopting this approach across the entire EA Mobile portfolio.
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