Resume

Summary

Marketing analytics leader with 5+ years building measurement systems and optimizing paid media for DTC and e-commerce brands. Directed $25M+ in managed ad spend across Google, Meta, TikTok, Amazon, and Microsoft. Designs Media Mix Models (MMM), multi-touch attribution, and incrementality frameworks; builds the BI layer (SQL, BigQuery, Snowflake, Domo/Cloud Run, NetSuite, Tableau) that makes those models actionable. Creator of the Mcfly Analytics Shopify App (live): customer value, cohorts and up to five years of sales history for Shopify merchants. Reports to the CEO and turns measurement into budget calls leadership acts on.

Experience

1. Head of Business Intelligence & Performance Marketing

   Black Clover · Feb 2025 – Present

   • Built cross-channel marketing analytics and BI infrastructure to measure Google, Meta, and Microsoft against a $3.6M+ annual ad budget; measurement-led optimization contributed to ~50% YoY revenue growth.
   • Replaced Domo (~$20K/month) with Google Cloud Run for under $30/month; same warehouse work, identity fail-closed so the field can read the number and cannot rewrite it.
   • Engineered SQL/ETL pipelines integrating ad platforms with Oracle NetSuite; shipped real-time MER dashboards that reduced spend leakage ~30%.
   • Built a Cloud Run partner portal for ~50 users (executives, rep leads, and reps) on live NetSuite with tiered access.
   • Cut Google from ~50% to 35% of paid spend while total spend and total ROAS both rose; built a five-year history dashboard so the CEO could see the full picture. Used Meridian MMM plus GeoLift/RCTs when channels claimed the same sale.
   • Architected executive reporting unifying paid and organic KPIs into a single source of truth for leadership.

2. Advertising Data Scientist

   Nutricost · Aug 2024 – Feb 2025

   • Built statistical measurement frameworks for a ~$2M/month paid portfolio across Amazon, Google, Meta, and TikTok; used noise-reduction and incrementality testing to isolate true channel impact.
   • Found Amazon Ads over-crediting itself for sales organic search would have delivered; ran Google Ads campaigns to lift Amazon organic rankings. Developed MTA, cohort, and predictive analyses to guide cross-functional spend decisions.
   • Supported day-to-day optimization on select ad accounts alongside the measurement work: data-first, with hands-on media execution when needed.
   • Drove analytics-led growth for DTC sub-brands (Ketologic, Primaforce); scaled daily spend through data-validated expansion.

3. Founder and Data Analytics Consultant

   McFly Ads · Apr 2020 – Present

   • Advise e-commerce and DTC brands on measurement strategy, attribution, and media optimization; deploy MMM, forecasting, and performance reporting.
   • Built Tableau/Domo BI pipelines integrating Amazon, Meta, and Google data with LTV and channel-level ROI visibility.
   • Partner with non-technical stakeholders to turn measurement output into clear budget and creative recommendations.
   • Shipped the Mcfly Analytics Shopify App (live at mcflyanalytics.com): customer value, cohorts and up to five years of sales history for Shopify merchants (side product; separate from consulting practice).

4. Quantitative Options Strategist

   Independent · 2018 – Present

   • Designed statistical / Bayesian frameworks for systematic options strategies; Level 4 options authorization; independent capital allocation.

Skills

Measurement. Bayesian Media Mix Modeling (Meridian, PyMC), Multi-Touch Attribution (MTA), Incrementality / Lift Testing, Causal Inference, MER & Blended ROAS, Post-iOS14 Signal Recovery

Analytics & BI. SQL, Python, R, BigQuery, Snowflake, Domo, Google Cloud Run, Tableau, Looker Studio, GA4, ETL Pipelines, Oracle NetSuite

Channels. Google Ads, Meta Ads, TikTok Ads, Amazon Ads, Microsoft Ads, Shopify, Klaviyo

Education

BS, Utah Valley University. Emphasis: Data Analytics and Statistics

Certifications

Google Analytics 4 (GA4) · Google Ads Measurement · Meta Blueprint · Domo Data Specialist · Tableau Desktop Analyst · Amazon Retail & Sponsored Ads · Snowflake Hands-on Essentials · Microsoft Advertising · HubSpot Marketing Data & Reporting · LinkedIn Marketing Strategy · TikTok Academy Specialist