From the beginning, I've always enjoyed science and the process - to learn from others, to hypothesize, experiment and test, and to continue to learn from the results.
Over the past 6 years of my professional career, I've been working on the digital side of the house. In the last 5 years, I've been focused on helping Burton meet the customer where they are and provide the unique benefits to meet their needs. From managing items like Search (SEO & SEM) to Web Analytics with GTM and GA360, and more recently leveraging qualitative and quantitative data to help build models to predict CPA, CAC, Churn, CLTV, etc. All of this has now lead to the creation and standardization of our various marketing and customer KPIs, but also to providing insights from any data source we have to create strategy for teams across the business, such as: Web Dev and IT, Events Marketing, Brand Marketing, Product, Direct-to-Consumer, and others.
Data has always been at the heart of the work I've done and in an effort to bring data and insights to everyone at Burton, I've worked on democratizing information across all teams and silos. This value includes everything from designing and launching our Customer Data Platform (CDP), managing the ETL and development pipelines, launching related analytics and data projects such as Google Analytics 360, Looker, Google Cloud Platform, or Multi-Touch Attribution, to the global roll-out of work focused tools such as Confluence, Jira, Trello, and Slack.