Marketing Intelligence Analyst
I build the data layer marketing teams actually run on — unifying ad platforms, CRM and analytics into one source of truth that leadership uses to decide where the money goes.
Selected work
Pipelines, attribution platforms and dashboards — each with the number it moved.
The Migration
Sole architect of a multi-touch attribution platform unifying Meta Ads, GoHighLevel, GA4 and Google Search Console through native API integration — a Streamlit application that replaced siloed marketing and CRM data with one source of truth.
5,200+ leads and a USD 10K/month media budget tracked end to end. CPL USD 7.45, cost-per-appointment USD 11.58. Adopted by the CEO as the primary strategic decision tool.
The Migration
Nearly a third of booked consultations never happened — and outcome data was too unreliable to see it. I fixed the measurement first, then found the leak and closed it.
Show rate climbed from 68% to 82% — roughly one in five no-shows recovered, from the same bookings and zero extra ad spend.
The Migration
A lead conversion model that scored a suspicious 100%. I audited it, found the leakage, deleted the data that made it perfect, and rebuilt it honestly.
77% accuracy against a 62% baseline. Top-scoring 20% of leads converted at 84%; referral converted at 90% versus 26% for paid social.
Writing
Why more dashboards make decisions slower — and how the practices that move fast replaced five conflicting reports with one number they'd bet on.
Why cost per lead is a trap — and how connecting online ad data to offline revenue reveals which channel actually produces paying clients.
The cheapest growth you have is keeping the clients you're quietly losing — and the signal that predicts who's about to lapse is already sitting in your data.