Professional Portfolio
PROFESSIONAL PROJECTS
Python Business Automation
Technical Development
This self-managed project spanned several weeks, encompassing tasks such as writing, developing, and rigorously testing Python code. Its primary objective was to optimize and streamline our client data intake process, aligning it with our Salesforce upload requirements. The journey commenced with immediate, temporary modifications to existing code to meet pressing needs. Eventually, it evolved into a comprehensive code overhaul, essentially starting from scratch.
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This process required collaboration and compliance from various cross-functional teams, leading to a companywide shift in how client data was collected. We dedicated significant effort to create thorough documentation, alongside delivering both high-level overviews and technical presentations to elucidate the intricacies of the process and the code involved.
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The core purpose of the code was to establish a seamless connection between external data sources and our SQL database. It was designed not only to intelligently identify and fill in missing data within our requests. Throughout the project, we meticulously crafted detailed flowcharts, extensively documented the entire process, and rigorously debugged the code, ensuring a robust and efficient solution.
Monthly KPI Initative
Business Reporting
In Q3 2022, we launched a company-wide initiative aimed at defining, developing, collecting, managing, and presenting key performance indicators (KPIs) related to our marketing efforts. These KPIs spanned various marketing channels, encompassing in-house email marketing, third-party email campaigns, brand awareness, social media engagement, digital advertising, and more. Our initial focus was on aligning multiple teams with standardized data definitions and collection methods.
As we established monthly KPIs and gathered data, we aggregated and visually presented the results for month-over-month (MoM) comparisons. As the initiative progressed in the subsequent months, we began to weave narratives around the data, leveraging the growing dataset for deeper insights. This storytelling approach allowed us to identify trends and gain valuable insights, leading us to uncover financial inefficiencies within one of our departments.
This discovery prompted further financial forecasting and, ultimately, a significant and successful reallocation of our budget resources.
Sales PBI Dashboard Reporting
Enterprise Reporting & Analytics
This multi-faced dashboard was developed to display information relating to our monthly new business data. The project began at the backend, with the initiative to develop a new tiering logic for defining and differentiating client segments. The logic was built into the SQL query, where the results were taken to excel for further processing. Using common functions such as VLOOKUPs and pivot tables allowed me to uncover benchmark averages which were to be used company-wide to assess onboarding rates for our new clients. Once written, this query was built into power bi for further data modeling. We worked with our in-house devs to set up gateways, and the final dashboard was a visual representation of the top 10 data points, which could be accessed by anyone in the company.
Once this was presented, I was brought on to produce the monthly email report for this dashboard. Each month I would create an in-depth audit of the data, and collect data based on email bounces, onboarding rates, account completion rates, and other data points specific to the business. Once collected, I would do further data processing to create an easy to understand, color-coded report to demonstrate the current months values, and compare them with our previously defined benchmark averages. To enhance storytelling, I developed a new trendline metric which allowed users to visualize the data overtime. Each month I curated this report with extreme attention to detail and pulled out the key takeaways for ease. This report was sent to our Sales Managers, Account Managers, and the VP of Marketing.
Marketing Strategy Redeveloment
Marketing Strategy
This project stemmed from concerns raised by a specific business unit regarding lower-than-usual web traffic and engagement metrics. Upon identifying patterns of reduced interaction and website usage, which directly impacted sales, I was tasked with developing new insights and crafting a strategic response.
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To initiate the project, I conducted a thorough audit of existing marketing campaigns, analyzing historical data and researching current and projected market trends within the industry. These findings were synthesized into a presentation, accompanied by strategic recommendations, which were shared with stakeholders.
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Following collaborative discussions with stakeholders and colleagues, we devised a new marketing campaign aimed at not only increasing web traffic but also enhancing user engagement metrics such as event interactions. This spanned predominantly across email, web, and social media marketing. Additionally, I thoroughly analyzed ad spend, and assisted with budget re-allocation to digital and social channels.
Ultimately, this initiative yielded impressive results, with a notable 33% increase in sales requests and nearly a 20% uptick in overall sales completion.
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Marketing Campaign Optimization
Marketing Strategy
This project was taken on during my internship and allowed me to be involved in optimizing marketing efforts while the company was preparing to launch a new product. The project involved a comprehensive analysis of past marketing campaigns, data-driven analysis, and the implementation of thoughtful strategies, to enhance the performance of future marketing campaigns.
The project began with an in-depth investigation of past marketing campaigns, while collecting data along the way. Data was derived from email and social media campaigns, pay-per-click advertising, and content marketing initiatives.
Later in the project, I worked with the team to properly segment the target audience, which hadn’t yet been done in the company. This provided valuable insight into the different audiences and allowed the marketing and sales team to understand and cater to each audience differently. This was especially important to understand with the launch of the new product on the horizon.
I performed A/B testing to determine the most effective variations of marketing materials, such as email subject lines, promotional campaigns, and CTAs. I was able to provide support and insight as to landing page designs, and ad creatives. Importantly, I was able to offer insight as to budget allocation based on the results of previous and current campaigns. This led to a shift in the budget, directly prior to the launch of the new product, which proved to be successful. To round out the project, I was a part of the performance tracking and reporting for the new marketing campaign. I developed dashboards within Google Analytics to showcase data trends and the impact of the campaigns. Ultimately, we saw a significant increase in the campaign performance, including higher CTRs, improved conversions, and a higher ROI.
Additional Projects
Above I have outlined only a small amount of the many projects I have worked on. My expertise lies not only within technical reporting, but within marketing strategy, content development, competitive strategy, external communications, sales/field support, and more. Having a broad range of experience on the back end of marketing data has allowed me to see things forward - that much easier. A few additional high level projects:
SEO Optimization
Developed and implemented SEO strategies to improve organic search rankings and drive traffic to the company website.
Email Marketing
Designed and executed email marketing campaigns, segmenting audiences and crafting personalized content to nurture leads and drive conversions
Digital Marketing (PPC)
Led PPC campaigns on platforms such as Google Ads and Bing Ads, optimizing ad performance through keyword research, ad copywriting, and bid management.
Market Research & Analysis
Conducted market research to identify consumer trends, competitive landscapes, and opportunities for product/service innovation, informing strategic decision-making and marketing initiatives