Twelve years of turning marketing data into decisions that actually move the needle
I’ve spent my career in the space where marketing meets data — the part most agencies gloss over, but the part that actually tells you whether your campaigns are working.
It started at Archer Malmo in Memphis in 2014 where I cut my teeth managing paid search and display for national and regional brands. I optimized campaigns for Palm Beach Tan and cut their cost per acquisition by 46% year over year. I helped grow the Feline Revolution brand at Zoetis by improving CPA by 24% — a result strong enough that the client increased their annual media investment by $200K. Along the way, I built reporting dashboards pulling together 10+ data sources for over 50 Massage Envy franchisees, and helped Tower Garden cut their tag deployment time from two weeks to two days.
From there, I moved into analytics leadership at Wunderman, where I built a custom multi-channel attribution model for CareFirst that uncovered a 32% lift to SEO and a 500% lift to display campaigns — value that standard last-click reporting had been hiding entirely. I also worked with Blue Cross Blue Shield of Michigan on tracking strategy that helped drive an 11% increase in retention.
I spent the next several years deep in enterprise analytics — at Nutrien, Rent Group, and as an independent consultant — implementing tagging infrastructure, migrating legacy tracking to GA4, and building dashboards in Looker Studio and Power BI that stakeholders actually use. Since 2020, I’ve worked independently with clients including Salesforce, Okta, and Westgate Resorts, auditing analytics implementations, fixing broken tracking, and making sure the numbers leadership sees are ones they can trust and act on.
What I bring to the table:
- 12 years of experience across agency, enterprise, and independent consulting
- Deep technical fluency — GA4, Google Tag Manager, BigQuery, Adobe Analytics, Power BI, Looker Studio, SQL, and hands-on JavaScript/HTML for custom tracking
- A rare combination: I don’t just report on performance, I can also build and optimize the campaigns and the website driving it
- A results-first mindset — I’ve delivered double-digit and triple-digit performance lifts by asking better questions of the data, not just presenting it
Why I do this work:
Most businesses aren’t short on marketing data — they’re short on someone who can turn that data into a clear next step. That’s the gap I fill. Whether it’s fixing broken tracking, squeezing more out of an ad budget, or building a site that supports the strategy instead of undercutting it, I bring senior-level expertise without the overhead of a full-time hire.
Ready to see what your data could be telling you?
Book a free consultation today!