I help businesses understand which marketing activities are actually driving sales using practical Marketing Mix Modelling (MMM). I combine Python, statistical modelling, machine learning, and marketing strategy experience to analyse the impact of channels such as Google Search, Meta, TikTok, TV, retail media, promotions, pricing, and seasonality. My focus is not just building models, but translating the results into clear business decisions: which channels are working, where budget may be wasted, and how investment could be reallocated more effectively. My background combines AI/ML engineering with 20+ years of marketing experience across FMCG, digital strategy, performance marketing, and media planning. This means I can work with both technical teams and marketing leaders, making complex modelling outputs easy to understand and act on. Typical projects include: - Building a simple MMM in Python - Cleaning and preparing marketing/sales data - Estimating channel contribution and ROI - Analysing seasonality, pricing, promotions, and media spend - Creating clear reports and recommendations for budget decisions If you need a practical, business-focused approach to MMM, I can help turn your marketing data into clearer investment decisions.

Hi there! 👋 I'm Full Stack Developer with expertise in building modern, user-friendly, and efficient web applications that cater to your business needs. Key Skills & Technologies Frontend Development: React.js, Next.js, JavaScript (ES6+), Tailwind CSS, HTML5, CSS3 Backend Development: Node.js, Express.js, RESTful APIs Database Management: MongoDB, PostgreSQL, Firebase Tooling & Libraries: Zod, React Hook Form, Chart.js, JSON viewers Others: Git, Agile Methodologies, SEO Optimization, Responsive Design What I Bring to the Table End-to-End Project Delivery: From ideation and UI/UX design to development and deployment. Problem-Solving Expertise: Skilled in debugging, feature enhancement, and creating scalable codebases. Client Collaboration: Proven ability to understand client requirements, suggest improvements, and deliver tailored solutions. SEO-Friendly Websites: Ensure high-performing, search engine-optimized web pages. Past Projects MMM for Pharma: Contributed to internal capabilities for marketing mix models, providing insightful analytics solutions. Simulator and TPO Projects: Delivered high-quality frontend and backend functionalities, ensuring seamless client experience. JSON Viewer Tool: Designed and developed a feature-rich tool for viewing, editing, and sharing JSON files with a sleek UI and cloud integration. Product Label Generator: A web tool enabling store owners to design and print customized labels seamlessly. Why Hire Me? ✔ Reliable & Communicative: I keep you in the loop throughout development. ✔ Attention to Detail: Every project I handle is crafted to perfection. ✔ Deadline-Oriented: Deliver on time without compromising quality. ✔ Flexible & Adaptive: I adapt to your workflow and evolving requirements. Let’s collaborate and turn your ideas into powerful web solutions! 🚀

I provide strategic growth leadership to organizations seeking stronger performance, clearer positioning, and better marketing results. Over 20+ years, I’ve led transformation across brand, acquisition, analytics, and digital experience. My background spans brand and media strategy, demand generation, full-funnel optimization, marketing analytics, and lifecycle automation. I’ve helped higher education organizations 2x student populations and achieve first-ever double-digit growth, driven Extra Space Storage web revenue from $28M to $123M+, and improved federal digital conversion performance through conversion optimization and paid media strategy. I’m best suited for teams that need a senior strategic partner who can shape direction, align stakeholders, and turn insight into action.

Senior full-stack engineer. I ship AI-powered SaaS, integration workflows, and data products from spec to production. Most of my work falls into four buckets: - AI-powered SaaS MVPs. Next.js + Supabase/Postgres + OpenAI/Anthropic. From "we have a Notion doc and a wireframe" to a logged-in product in 2 to 4 weeks. RLS, auth, billing, the boring parts done right. - Workflow and integration glue. n8n / Make / Zapier wired into HubSpot, Airtable, Stripe, Twilio, Google Workspace, and custom REST APIs. Lead triage, document standardization, sync pipelines, billing automations. - AI features dropped into existing products. Chat assistants, RAG over your docs, transcribe audio, structured extraction, background agents. I plug into your codebase, not next to it. - Scrapers and data pipelines that don't break weekly. Playwright / Puppeteer + clean storage, retries, alerting. Price tracking, catalog aggregation, market data, lead lists. - Stack I reach for: TypeScript, Next.js, Node, React, Python, FastAPI, Postgres, Supabase, OpenAI, Anthropic, LangChain, n8n, Make, Zapier, Airtable, Stripe, Twilio, Playwright, Cloudflare. Simpler tools when simpler tools win. How I work: - I write the brief back to you before I start. If we can't agree on the success criteria, we don't start. - The smallest demo-able slice ships in days, not weeks. We layer from there. - Direct communication, async-friendly. The person you hire is the person writing the code. No agency, no sub-contracting, no handoffs. - Senior-level codebase: typed end to end, tests where they matter, a README a new dev can follow on day one. Best fit when: - You have a real spec, or at least a clear "build this with these tools," not "make us something beautiful." - You want to ship something usable now and iterate, not staff a 6-month committee. Pixel-perfect Figma fidelity is not the deliverable. The working product is. - You want the project done, not the team built. - If that sounds like your project, send the brief. I usually reply the same day.

I design creative systems and campaign architecture that unlock Meta, TikTok, and YouTube algorithms. With 15+ years leading enterprise-level paid media ($100M/yr) across Advantage+, Smart+, and Performance Max, I focus on the inputs that drive algorithmic performance: - AI-Driven Creative Delivery: hook, angle, and format testing - AI Campaign Architecture: Advantage+ / Smart+ / PMax with proper conversion signals - UGC Strategy: sourcing, briefing, and directing creators for platform-native ad content - Cross-Platform Attribution and Measurement: MMM, incrementality testing, and MTA If you're investing $10K+ per month on Meta, TikTok, or YouTube and your ROAS has plateaued or your creative is burning out faster than you can replace it, we should talk.

Results-driven digital marketing strategist with 4+ years of experience across e-commerce and agency landscapes, specializing in biddable media across Meta, Google, and TikTok. Proven track record in driving business growth and performance through full-funnel media strategies, from awareness to conversion. Skilled in collaborating with cross-functional teams and scaling campaigns across APAC. Culturally adept and performance-focused, I bring both creative and analytical expertise to every campaign. Certified in Meta, Google Ads, and PowerBI — combining data, insight, and execution to deliver measurable impact.

Performance Marketing Strategist | Paid Media, Attribution & Growth Strategy I’m a performance marketer with 5+ years of experience helping businesses grow through paid acquisition, full-funnel strategy, and data-driven experimentation. I currently work on a high-growth ecommerce team scaling from $20M to $75M in annual revenue, where I focus on performance strategy, testing frameworks, and measurement across multiple paid channels. My experience includes analyzing and managing campaigns across $200K–$2M in monthly ad spend while optimizing acquisition systems for profitability and long-term growth. I specialize in building scalable paid acquisition systems that combine demand generation, creative testing, and strong measurement frameworks. What I Help Businesses With • Paid media strategy (Meta, Google, YouTube) • Full-funnel acquisition strategy • Creative testing frameworks for paid ads • Campaign audits and performance diagnostics • Attribution analysis and tracking strategy • Customer acquisition cost (CAC / NCAC) optimization • Cross-channel demand capture strategy Platforms & Channels • Meta Ads (Facebook & Instagram) • Google Ads & YouTube • eCommerce marketplaces including eBay • Multi-channel acquisition ecosystems Measurement & Growth Strategy My work focuses heavily on performance analytics and strategic decision-making: • Attribution modeling • Marketing Mix Modeling (MMM) insights • LTV-driven acquisition strategy • Conversion tracking implementation • Funnel performance analysis Experience Highlights • Experience managing and analyzing $200K–$2M monthly ad spend across multiple platforms • Currently part of a team scaling an ecommerce company from $20M → $75M in revenue • Built testing frameworks that improved campaign CTR and lowered CPL through structured experimentation • Mentored agency owners and marketers on paid media strategy and performance optimization Ideal Clients I work best with: • eCommerce brands • DTC companies scaling paid acquisition • Agencies needing performance strategy support • Businesses looking to improve paid media ROI Services • Paid Media Audits • Acquisition Strategy Development • Creative Testing Systems • Funnel Optimization • Performance Marketing Consulting If you're looking to scale paid acquisition while maintaining efficiency, I’d be happy to review your current setup and identify opportunities for growth.

I help businesses turn messy data into automated dashboards, reporting systems, and decision-ready insights using Power BI, SQL, Excel, Python, Tableau, dbt, and Google Sheets. Over the last 3 years, I’ve worked across data analysis, business intelligence, dashboard development, reporting automation, and analytics engineering to help companies track KPIs, automate reporting, uncover revenue leaks, improve visibility, and build scalable systems teams actually use. If you are spending hours updating spreadsheets manually, struggling with unreliable reports, or sitting on data that never turns into actionable insights, I can help. WHAT I BUILD: Dashboard Development & Business Intelligence Interactive Power BI, Tableau, and Looker Studio dashboards for sales, finance, operations, marketing, customer analytics, KPI tracking, and executive reporting. Data Cleaning & Transformation Cleaning, structuring, validating, and transforming datasets across Excel, SQL databases, APIs, CSV files, and Google Sheets using Power Query, SQL, Python Pandas, and ETL workflows. Reporting Automation & Excel Systems Excel automation, VBA macros, Power Query workflows, KPI trackers, Google Sheets automation, and reporting pipelines that reduce manual work and improve reporting accuracy. SQL & Data Analysis SQL reporting, data extraction, ETL pipelines, database analysis, forecasting, churn analysis, cohort analysis, funnel tracking, customer analytics, and operational reporting. Statistical Analysis & Predictive Analytics EDA, regression analysis, A/B testing, forecasting models, machine learning workflows, predictive analytics, and statistical analysis using Python, R, scikit-learn, Pandas, and NumPy. REAL WORK: Built automated dashboards that reduced reporting time from hours to minutes. Developed KPI and executive dashboards for startups, e-commerce brands, and small businesses. Cleaned and transformed large datasets for forecasting, analytics, and operational reporting. Built Excel and Google Sheets automation systems that eliminated repetitive manual reporting processes. TOOLS & TECHNOLOGIES: Power BI, SQL, Excel, Python, Tableau, Looker Studio, Google Sheets, dbt, Power Query, VBA, Pandas, NumPy, scikit-learn, ETL Pipelines, Reporting Automation, Data Visualization, Business Intelligence. If you need dashboards, reporting automation, forecasting, business intelligence, KPI reporting, SQL analysis, Excel automation, or data analytics that supports real business decisions, send me a message and let’s discuss your project. Data Analyst, Data Analysis, Data Analytics, Business Intelligence, BI Developer, Analytics Engineer, Reporting Analyst, Data Visualization, Dashboard Developer, Dashboard Design, KPI Dashboard, Executive Dashboard, Automated Dashboard, Business Dashboard, Power BI Dashboard, Tableau Dashboard, Interactive Dashboard, Reporting Automation, Business Reporting, Data Insights, Business Insights, Performance Tracking, KPI Reporting, Data Cleaning, Data Transformation, Data Wrangling, Data Extraction, ETL, ETL Pipeline, Data Pipeline, Database Analysis, SQL, MySQL, PostgreSQL, SQL Server, BigQuery, dbt, Power BI, DAX, Power Query, Microsoft Excel, Excel Automation, VBA, Google Sheets, Tableau, Looker Studio, Python, Pandas, NumPy, Data Automation, Workflow Automation, Statistical Analysis, Predictive Analytics, Forecasting, Financial Analysis, Sales Analysis, Marketing Analytics, Customer Analytics, Revenue Analytics, Cohort Analysis, Funnel Analysis, A/B Testing, Machine Learning, Data Science, Operational Analytics, Executive Reporting, Business Intelligence Dashboard, Analytics Dashboard, Automated Reports, Custom Dashboard, Data Consultant, Business Performance Analysis, Reporting Solutions, Actionable Insights, Data Modeling, Data Mining, Data Processing, Data Management, Reporting Systems, Data Storytelling, Dashboard Expert, Real Time Dashboard, Financial Dashboard, Marketing Dashboard, SQL Reporting, Excel Dashboard, Spreadsheet Automation, Data Integration, Data Quality, Data Warehouse, Reporting Solutions, Business Analytics Expert, SaaS Analytics, Ecommerce Analytics, Power BI Automation, Dashboard Automation, Advanced Analytics, Data Driven Decisions, Analytics Strategy, Executive Dashboard, KPI Tracking, Automated Reporting, Data Automation, Workflow Automation, Data Modeling, Revenue Analytics, Customer Analytics, Sales Analytics, Financial Reporting, Predictive Modeling, Churn Analysis, Cohort Analysis, Funnel Analysis, Interactive Data Visualization, Operational Analytics, Reporting Pipelines, Data Engineering, Analytics Engineering, Business Intelligence Consultant, Analytics Dashboard Development, Data Reporting Automation Expert, Data Visualization Specialist, Power BI Reports Development, SQL Data Reporting, Business KPI Reporting, Data Strategy, Data Architecture Design, Cloud Data Analytics, Data Systems Development, Decision Intelligence, Data-Driven Reporting Systems, Business

With over 20 years of experience leading analytics for Fortune 500 companies across diverse industries, my expertise lies in translating complex datasets into actionable strategies that deliver measurable results. I specialize in incrementality measurement, AI-enhanced insights, advanced statsitical analysis (MMM) and building high-performing analytics teams. I've successfully managed media portfolios exceeding $1B and led teams of over 100 professionals, consistently elevating client outcomes and enhancing internal capabilities. If you need a strategic partner who can turn analytics into growth opportunities and foster cross-functional alignment, let’s connect. I am ready to help you unlock the full potential of your marketing efforts.

Performance Marketing Analyst and CRM specialist with 5+ years supporting agencies, founders, and marketing teams with the data, reporting, and operations behind their growth. Most recently at New Engen (a full-funnel digital marketing agency), I QA'd $270K–$300K in weekly media spend across 10+ paid channels, built MMM data hubs and executive decks for 3 retail/CPG brands, and authored biweekly client-facing pacing reports supporting $1.5M+ in quarterly revenue decisions. Before that, I built dashboards, ran A/B tests, and managed CRM workflows for clients across healthcare, eCommerce, sustainability, and B2B. I bring agency-grade analytics rigor to teams that usually can't afford it in-house — without the slow ramp. WHAT I DO: ✅ Marketing analytics & dashboards — GA4, Google Tag Manager, BigQuery, Tableau, Power BI, Looker Studio ✅ CRM setup, cleanup & reporting — HubSpot, Salesforce, Zoho, Nimble, Mailchimp, GoHighLevel ✅ Performance marketing reporting — Meta, Google, TikTok, Pinterest, YouTube, Affiliate, Display ✅ MMM support, weekly pacing, and revenue forecasting (CAC, AOV, ROAS modeling) ✅ Data QA, reconciliation, and taxonomy work across BigQuery/SQL pipelines ✅ Executive-facing reporting — translating multi-channel data into clear client narratives ✅ Email & lifecycle marketing — HubSpot, Mailchimp, Constant Contact, segmentation, automation ✅ Paid social campaign analysis — Meta Business Suite, Google Ads, audience reporting ✅ Lead gen ops & sales pipeline support — CRM hygiene, lead routing, list enrichment (Apollo, ZoomInfo, LinkedIn Sales Nav) ✅ Marketing operations — campaign QA, project timelines (Asana, ClickUp, Monday, Trello), stakeholder reporting WHY CLIENTS HIRE ME: ✔ Agency-trained analyst with executive-facing reporting experience for retail and CPG brands ✔ Dual M.S. in Marketing Analytics + Communication Studies (Illinois State University) ✔ 100% Job Success on Upwork across 12 completed projects in CRM, admin, and analytics support ✔ Certified across HubSpot Inbound, HubSpot Email, GA4, Google Tag Manager, Salesforce Fundamentals, and IBM Data Analytics ✔ Direct communicator — I send clean reports, flag issues early, hit deadlines, and don't ghost TOOLS I WORK IN DAILY: HubSpot, Salesforce, BigQuery, SQL, GA4, Google Tag Manager, Tableau, Power BI, Looker Studio, Meta Business Suite, Google Ads, Mailchimp, Constant Contact, Sprout Social, WordPress, Canva, Adobe Suite, Asana, ClickUp, Trello, Monday, Slack, Apollo, ZoomInfo, LinkedIn Sales Navigator, Google Workspace, Microsoft Office Available for ongoing retainers, scoped projects, or one-off fixes. Send your problem and I'll tell you straight whether I'm the right fit and what the timeline looks like.