John Ubom
Los Angeles,CA
Summary
Results-oriented analyst with expertise in digital analytics, data analysis, and marketing campaign management. Proven track record of improving short- and long-term digital marketing strategies, generating actionable insights, and increasing ROAS and CTR driving metrics. skilled in utilizing Adobe Analytics, adobe Launch, Google Analytics, Excel, Power Point, Tableau, and other tools to analyze campaign performance and insights. experienced in managing social media and email marketing campaigns, creating strategic email campaigns, and improving brand positioning and growth. able to work cross-functionally with data analytics teams and vendors to achieve results.
Overview
10
10
years of professional experience
Work History
Analytics Product Owner
CVS HEALTH CORPORATION
Los Angeles, California
09.2023 - 12.2023
- Owned and successfully completed the CVS Media Exchange and Content Hub project for Adobe Launch and Analytics implementation.
- Designed Adobe schemas to store user data securely.
- Design and implementation of comprehensive data layers for CVS Media Exchange Adobe Launch property, optimizing data capture for analytics and personalization.
- Using confluence I created technical tag speculations for implementation tags on the Media Exchange site which increased implementation efficiency by over 25%.
- Supported Marketing team with Adobe Analytics attribution issues. Meeting and creating technical documentation on how to resolve.
- Conducted daily agile stand-up meetings to meticulously track project progression, ensuring timely and efficient delivery.
- Collaborated seamlessly with stakeholders and the marketing team to address analytics ad hoc requests and resolve issues with Adobe Analytics.
- Worked cross-functionally with the marketing team to support analytics ad hoc request and resolving issues with Adobe Analytics.
- Created and delivered ad hoc reports for web interactions, providing valuable insights to support marketing initiatives.
- Implemented tags using Adobe Launch and Web SDK and performed validations with Adobe platform debugger resulting in a significant improvement of over 20% in data collection efficiency.
Senior Business Analyst
Cygric
Dallas, TX
11.2022 - 08.2023
- Spearheaded the development and execution of marketing strategies to enhance brand visibility and drive lead generation in the cyber security sector.
- Utilized Adobe Analytics to analyze website traffic, customer behavior, and campaign effectiveness, leading to a 20% increase in conversion rates.
- Conducted in-depth market research to identify industry trends, competitive landscapes, and customer preferences, providing valuable insights for strategic decision-making.
- Collaborated cross-functionally with marketing, sales, and product teams to align initiatives and ensure consistency in messaging across all channels.
- Designed and implemented tracking mechanisms to measure key performance indicators (KPIs) and evaluate the success of marketing campaigns.
- Generated comprehensive reports using data visualization tools such as Tableau and Power BI, presenting findings to senior management to inform strategic direction.
- Acted as a liaison between technical teams and business stakeholders, translating technical concepts into layman's terms to facilitate understanding and decision-making.
- Conducted A/B testing and multivariate analysis to optimize marketing campaigns, resulting in a 15% improvement in click-through rates.
- Provided actionable recommendations based on data analysis to improve user experience, increase engagement, and drive revenue growth.
- Played a key role in the development of customer personas and segmentation strategies to personalize marketing efforts and enhance customer satisfaction.
- Actively participated in industry conferences, seminars to stay updated on emerging trends and best practices in cyber security and digital marketing.
Sr Digital Analyst SME (Contract for maternity leave)
United States Tennis Association, USTA Official
White Plains, NY
09.2022 - 11.2022
- Utilized Google Analytics to track website performance, set goals, and create comprehensive customer behavior reports
- Developed and executed social media strategy, resulting in a 20% increase in website and social media traffic
- Conducted in-depth analysis of social media campaigns and implemented data-driven optimizations to improve engagement and conversion rates
- Collaborated with cross-functional teams to ensure consistent brand messaging and cohesive digital marketing efforts
- Monitored industry trends, competitor activities, and emerging social media platforms to identify new growth opportunities
- Created and managed engaging blog content, leading to a significant increase in organic website traffic by 25%
- Researched and wrote compelling blog posts on industry-related, digital and marketing topics, effectively communicating brand messaging and establishing thought leadership
- Conducted keyword research to optimize blog posts for search engine visibility and improve organic rankings
- Collaborated with cross-functional teams to ensure blog content aligned with overall marketing goals and brand voice
- Monitored blog performance metrics, analyzed user engagement, and made data-driven optimizations to enhance content effectiveness and user experience
- Improved short- and long-term digital marketing goals by creating recommendations for tagging strategies for new features on USTA Player-app and websites that decreases page load time
- Collaborated with cross-functional teams, including marketing and development, to define BRDs and SDRs for tracking requirements and ensure proper implementation of Adobe Analytics and Adobe Launch for USTA websites and Player-app
- Pulled site and mobile data from USTA Adobe report suites to create YoY and YTD ad hoc reports that created opportunities to optimize KPIs and metrics
- Leveraged Tableau to create engaging dashboards and visualizations, using data to create a story
- Conducted comprehensive customer journey analytics to identify key touchpoints and optimize the overall customer experience
- Prepared Weekly UAT tag analytics reports for all USTA site and mobile tags implemented, making sure hits are fired correctly
- Used Adobe Analytics Assurance and AEP Platform Debugger to debug USTA’s websites and optimized tags to ensure no discrepancies or errors
- Partially led a project, along with Developer team to implement adobe mobile SDK to migrate data from USTA mobile player app to Adobe Analytics
- Created documentation and checklist for adobe analytics implementation for web and mobile SDK which increased training and efficiency for current and future projects.
Digital Insights Analyst
Target
Minneapolis, MN
11.2021 - 05.2022
- Utilized Adobe Analytics and Adobe Launch to collect, analyze, and optimize the customer journey across various digital touchpoints
- Implemented Adobe Analytics tracking codes and tags to capture and measure user behavior, events, and conversions accurately
- Developed custom reports, segments, and dashboards within Adobe Analytics to extract actionable insights and monitor key performance indicators (KPIs) related to the customer journey
- Conducted A/B testing and multivariate testing using Adobe Target to optimize Target.com and Mobile app experiences, driving increased customer engagement and conversion rates for stakeholders
- Collaborated closely with cross-functional teams, including marketing, design, and development, to define BRDs and SDRs for tracking requirements and ensure proper implementation of Adobe Analytics and Adobe Launch per stakeholder requirement
- Leveraged advanced features of Adobe Analytics, such as path analysis, fallout analysis, and funnel visualization, to identify bottlenecks in campaigns and opportunities for improving the customer journey
- Presented data-driven insights and recommendations from campaigns to stakeholders, including executives, marketing teams, and product managers, to drive strategic decision-making and enhance the overall customer experience
- Participated in the configuration and deployment of Adobe Launch rules and extensions to streamline data collection and enable real-time personalization and optimization efforts
- Led a big project to turnaround over 30 reports in the span of a week
- Designed and executed market research initiatives, including competitor insights, market trends, and quantitative/qualitative research for building reports and insights
- Co-created an internal documentation for workflow that increased efficiency and delivery by 20% weekly
- Created universal workbook for flight report tracking and pulled data from Domo
- Crafted dashboards presenting key performance indicators and trends to stakeholders through intuitive charts and graphs using Domo's advanced visualization tools.
- Conducted ad hoc analyses by leveraging Domo's interactive querying tools, allowing for real-time exploration and in-depth investigation of data.
- Leveraged SQL and Tableau for business KPIs that reduced manual reporting by 9 hours weekly.
Digital Music Marketing Analyst
Matrix LTD
Los Angeles, CA
05.2020 - 10.2021
- Manage digital sales streaming accounts to improve brand positioning and growth
- Source and develop new strategic partnerships, social engagements, and advertising opportunities that generate new revenue streams
- Utilized annotations and cards to create strategies for leveraging relevant content on YouTube and other music platforms to engaging viewers
- Optimizing tags to relevant keywords Leveraged TubeRanker, TubeBuddy, vidIQ Created digital and marketing strategies for both established and developing artists focusing on SEO which drove website traffic, social media engagement and overall audience growth up by 25% Created reports through (Excel, PowerPoint, Visio,) to analyze campaign performance and insights from Google Analytics A/b Testing for PLA, Display and Video content with Google Analytics Helped migrate to and implement Adobe Experience Platform and Analytics
- Created documentation for process.
Marketing Analyst
Photogenik Pictures LLC
Dallas, TX
09.2018 - 03.2020
- Utilized Google Analytics Studio to create ad hoc audience behavior and weekly conversion reports identifying trends and patterns in customer behavior
- Used Google Tag Manager to implemented new scripts that increased performance by 25% Collected and analyzed data on established and prospective customers, competitors and marketing channels and sources that improved web optimization and copy
- Leveraged Salesforce Marketing Clouds email studio and journey builder to create email strategies that engaged customers on their journey with great content and messages that drove awareness and sales by 20% and decreased abandoned cart rate by 9-10% Devised data collection processes and procedures, including surveys, polls and questionnaires that received positive feedback from user experiences, helping optimize the customer journey
- Led Adobe Analytics migration project.
Social Media Analyst
Northwest Recycling
Dallas, TX
02.2014 - 05.2018
- Develop and execute social media strategies for growth and collaboration opportunities locally
- Created informative and captivating content on the importance of recycling and offering ways to help the community
- Manage social media communities and respond to comments and inquiries in a timely and professional manner
- Identify and collaborate with local businesses and brand ambassadors to increase awareness to Northwest Monthly Recycling Events and social media engagement
- Create and manage social media advertising campaigns, including targeting and budget allocation that saved money on Ad spend by 10 % weekly
- Stay up to date with the latest social media trends and best practices and implement them in Northwest Monthly campaigns.
Education
Google Analyst Certification
Associate of Arts - Economics
Texas State University
Skills
- Digital Marketing Strategy
- Analytics and Reporting
- Agile method
- Market Research
- Social Media Management
- Email Marketing
- Adobe Analytics
- Google Analytics
- Web & Mobile SDK Implementation
- Microsoft Office
- Tableau
- Domo
- Adobe Assurance
- AEP Platform Debugger
- JavaScript
- HTML
- CSS
- User Acceptance Testing
- Technical Writing
- Project Management
- Data Analytics
Timeline
Analytics Product Owner
CVS HEALTH CORPORATION
09.2023 - 12.2023
Senior Business Analyst
Cygric
11.2022 - 08.2023
Sr Digital Analyst SME (Contract for maternity leave)
United States Tennis Association, USTA Official
09.2022 - 11.2022
Digital Insights Analyst
Target
11.2021 - 05.2022
Digital Music Marketing Analyst
Matrix LTD
05.2020 - 10.2021
Marketing Analyst
Photogenik Pictures LLC
09.2018 - 03.2020
Social Media Analyst
Northwest Recycling
02.2014 - 05.2018
Google Analyst Certification
Associate of Arts - Economics
Texas State University