/ About Me
Opening line
I help teams see how users actually convert. When tracking is broken or fragmented, I unify the data so companies can connect digital behavior to real business results.
Where I operate
I work across product, engineering, and marketing, defining what should be measured, how it should be implemented, and how to keep data reliable as companies scale.
I have worked with banking, e-commerce, and digital platforms across both B2B and B2C environments. The pattern is consistent: when data is clean and ownership is clear, teams make better decisions.
My approach
Measurement should be reliable. No need for constant explanations or vanity metrics. Just numbers you can trust.
This means clear event structures, strong identity management, and validated data before decisions are made. I spend time organizing complex ecosystems where different platforms need to connect and revenue happens in unexpected places. Once the data is solid, teams get insights they can use to improve performance and drive growth.
/ 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
I focus on understanding the full digital journey and how users convert. I use modern AI-assisted tools to explore data patterns, test ideas, and go beyond surface-level analysis. My industrial design background shaped my user-first mindset, which I now apply to measurement strategy and data storytelling for cross-functional teams.
Machine learning and data science program training.
Certificate
2018 – 2018
Industrial Designer
Bachelor’s Degree
2003 – 2009
/ Employment
- Connected $650K+ in revenue across cross-domain journeys by unifying GA4 funnel data with third-party transactions, giving teams visibility from 95K intents to 4K+ purchases
- Protected $2.2M+ revenue during domain migration by identifying SEO risks and implementing 301 redirects, then monitoring analytics to verify zero traffic impact
- Built BigQuery data models to make GA4 export data easier to use, reducing report load times by 3-5x and lowering query costs
- Led consent-based measurement and Meta CAPI implementation to improve conversion tracking accuracy
- Designed measurement frameworks for a retail banking mobile app covering 60+ products and 15K+ user interactions across iOS and Android platforms
- Contributed to 30%+ growth in monthly organic traffic for personal banking product pages across 45+ financial products
- Improved analytics efficiency by connecting Looker Studio to BigQuery exports, enabling faster analysis and trend comparison
- Secured funding for website replacement by conducting a successful SEO audit that identified critical technical issues
- Recovered organic traffic after resolving a major Google penalty caused by incorrect structured data implementation, partnering with Google and developers to identify and fix the issue
- Automated reporting workflows, replacing manual PowerPoint reports with Looker Studio dashboards.
- Improved report accuracy and efficiency, giving clients faster access to actionable insights
- Increased organic traffic by 19% through long-tail keyword strategies that improved CTR by ~4% on key product pages
- Managed international SEO using country subdirectories, increasing regional visibility by 15%+
- Supported P&G regional SEO across multiple brands (Head & Shoulders, Duracell, Vicks, Downy, Koleston)
Data doesn’t care what you think
That’s why I measure.