Global Head Marketing Analytics, Manager, Audience Management and Personalization, Industry Analyst

* Promoted to Global Head of Marketing Analytics.
* Built out and managed a Global Analytics Marketing team of 8, where we collaborate with global
marketing teams to help build the strategy and scaling their marketing programs. This led to:
o Created marketing strategy and helped with Go-To-Market strategy for different GEOs.
o Optimization of media dollars in remarketing.
o Effectively show return on spend through attribution and market mix optimization.
o Management of end-to-end campaigns.
o Lead reporting and analytics of marketing channels such-as: SEO, SEM, Display, Social, Email
and their role in the customer journey.
* After success as DMP lead and building out analytics team, in prior role:
o Built and executed the global segment modeling framework for the business to better identify,
reach, and target our core segments across the business: Consumer, SMB, and Commercial.
* Lead the consolidation of adtech at Lenovo.
* Saved Lenovo $5M in display advertising annually by leading an algorithmic retargeting project.
* Scaling propensity algorithm to be leveraged globally and utilized across all marketing programs, such as:




Email, SEM, Affiliates, Social (facebook, linkedin and others). Projected to have $20M in savings that
were reinvested back into the marketing programs.
* Led Marketing Pilot, across multiple siloed business units that reshaped how we fundamentally market to
our customers by implementing a single adtech and martech stack.
o Created a framework of true end-to-end experience for our customers.
o We were able to see an 18% lift on our gaming audience and 5% lift on our SMB.

* Global DMP (Audience Manager) lead at Lenovo.
* Lead the personalization and optimization program for the eCommerce team globally, leveraging Adobe Target.
* Established the vision and roadmap for personalization at Lenovo.
* Responsible for identifying, creating, and activating Lenovo's audiences and segment strategy.
* Leveraged 3rd party data sources to enhance and grow qualified audiences.
* Reduced overall homepage bounce rate by 10% through the qualified audiences and onsite experiences.
* Lead discussions and implementation of DSPs, Adservers, and media tagging for better optimization.
* Lead the strategy and built business case for adtech and martech to ensure seamless customer journey and
identification of offline data sources.
o This lead to the unification of adtech and martech at Lenovo.
* Grew our team budget by 35% and managed a total team budget of $7M, by building out business cases and
selling our analytics products internally.
* Built and lead a small global team that supported 70+ regional stakeholders for their analytics and marketing
needs to help grow and understand their market.

* Improved Commodity Cost database analysis and data checking techniques through the use of data modeling.
* This helped the management of the database to refine and uphold the data's consistency and accuracy, while
reducing the amount of time needed for data QA by 20% and focus on true analysis.
* Gathered and analyzed weekly data on DRAM and NAND open market, which was prepared for many other
business units within Lenovo.
* Compiled and analyzed data for monthly C3 Report (Commodity Cost Competitiveness) and Commodity Forecast
Reports, which helped influence procurements buying and drive our marketplace competitiveness.
* After analyzing and creating the C3 report I organized strategic reviews where I presented the data to other
business units and procurement in order to make decisions on their buying strategy.