Measurement architecture
GA4, GTM, server-side tagging, data layers, consent-aware tracking, attribution, cross-domain measurement, and implementation governance.
Analytics · Measurement · Visualization
I turn digital behavior into decisions that grow the business.
Analytics and measurement leader with 10+ years of experience building trustworthy data systems, translating complex customer journeys, and helping product, marketing, and ecommerce teams act with confidence.
What I do best
I bridge the common gap between collecting data and actually using it—designing the measurement foundation, validating its accuracy, and turning it into a clear commercial narrative.
Analytics engineering
SQL-based transformation and QA across BigQuery and Snowflake, scalable KPI definitions, reusable data models, and production-ready requirements.
Decision-focused visualization
Tableau, Looker, and executive reporting that distills complex performance into the signals, drivers, and next actions that matter.
Selected experience
A career spanning ecommerce, enterprise media, healthcare marketing, education, analytics consulting, and agency environments.
Senior Manager, Ecommerce Analytics
- Lead ecommerce measurement, experimentation analysis, conversion reporting, and executive-facing performance storytelling.
- Build scalable SQL and BI solutions across FullStory, Snowflake, Looker, Tableau, and digital commerce data.
- Partner with growth, product, engineering, and marketing teams to turn behavioral data into practical optimization priorities.
Analytics Engineer
- Architect and maintain GA4 and GTM implementations across high-traffic, multi-domain web properties.
- Lead measurement modernization work involving server-side GTM, data-layer governance, cross-domain attribution, consent, and event integrity.
- Use BigQuery SQL and technical QA to diagnose signal loss, validate conversion accuracy, and resolve complex tracking defects.
Associate Director of Analytics
- Developed analytics dashboards and performance reporting for healthcare and patient-engagement initiatives.
- Standardized tagging, UTM governance, data-layer requirements, and GA4 migration strategies across multiple properties.
- Connected technical measurement requirements with marketing strategy and stakeholder decision-making.
Data Visualization Analyst
- Built interactive Tableau reporting for North American marketing teams using data from multiple platforms.
- Analyzed GA360 behavior and campaign performance to guide media, creative, and website optimization.
- Implemented GTM tracking and supported landing-page experimentation measurement.
Senior Analyst
- Led web analytics implementation, KPI reporting, campaign analysis, and patient-insight work across a diverse client portfolio.
- Translated raw quantitative and qualitative data into clear recommendations for senior and nontechnical audiences.
Technical toolkit
Deepest expertise is in digital measurement and analytics, with enough front-end and engineering fluency to work effectively from browser instrumentation through the warehouse and BI layer.
GA4Google Tag ManagerServer-side GTMSQLSnowflakeBigQueryTableauLookerLooker StudioFullStoryJavaScriptHTML & CSSPythonData-layer architectureAttributionExperimentationCROExecutive storytelling
Need someone who can connect clean measurement to commercial action?
Based in Buffalo, New York · Available for the right leadership, consulting, and analytics opportunities.