/ About Me
Opening line
I design end-to-end measurement strategies and systems that connect digital behavior to real business results. When tracking breaks or data becomes fragmented, I help teams regain visibility into how users actually move and convert.
Context / where I operate
I work between product, engineering, and analytics, often stepping in when standard tracking setups are no longer enough. I define what should be measured, how it should be implemented, and how to keep data reliable once it goes live across the full customer journey. I focus on building measurement foundations that teams can scale, maintain, and trust as products and platforms grow.
The Approach
My priority is simple: measurement should be reliable. Good tracking should not need constant explanation or defense, it should simply work.
That means clear event structures, consistent identity handling, and proper validation before data is used for decisions. Much of my work involves organizing complex ecosystems where platforms don’t always align and revenue events happen outside the original touchpoint.
Once the data is solid, the goal is straightforward: give teams insights they can trust to make decisions and improve performance. Clean data, clear ownership, and numbers teams can rely on over time.
/ Skills
End-to-end measurement system design across web, mobile, and third-party platforms. Event taxonomy, data layers, attribution logic.
GA4 ownership across portfolios of properties, enabling consistent measurement, progressive maturity, and decision-ready reporting.
GTM ownership translating measurement requirements into reliable client-side and server-side instrumentation, including DOM-level data extraction.
Multi-step funnel analysis from intent to conversion, identifying drop-offs, friction, and revenue impact.
Canonical UUID-based identity stitching to unify fragmented identifiers across distributed systems and user journeys.
Measurement frameworks focused on actionable behavioral signals rather than surface-level vanity metrics.
/ Education
Passionate about growth, I eagerly embrace challenges, seek learning experiences, and quickly grasp complex concepts. Through training, projects, and self-directed initiatives, I stay adaptable, informed, and at the forefront of emerging trends. Committed to continuous improvement, I actively engage with experts, attend conferences, and expand my understanding.
Machine learning and data science program training.
Certificate
2018 – 2018
Industrial Designer
Bachelor’s Degree
2003 – 2009
/ Employment
- Enhanced the visibility of user interactions across key web assets by implementing advanced tracking mechanisms. This initiative enabled more precise conversion tracking and supported data-driven decision-making, directly contributing to the IT & S team’s digital strategy optimization efforts.
- Secured funding for website replacement by 2024 with successful SEO audit.
- Achieved 30%+ growth in monthly organic traffic for personal banking.
- Improved visibility of 45+ products, convinced executives to prioritize SEO.
- Developed successful tagging strategy for mobile app (88% on Android, 74% on iOS).
- Enhanced loading speed and efficiency of Google Analytics data visualization.
- Recovered lost traffic and repositioned a webpage after a Google penalty caused by incorrect rich snippet implementation.
- Transitioned from PowerPoint reporting to automated reports in Google Data Studio, providing real-time and visually appealing campaign results.
- Improved the efficiency of report generation and accuracy of information for clients.
- Achieved a 19% increase in organic traffic by implementing a long-tail keyword strategy.
- Managed an international SEO strategy for a client in Latin American countries, resulting in improved visibility and localized audiences.
Accelerate your online business growth by measuring, adapting, and seizing new opportunities.