Aaron Fellers
Austin
Summary
Dynamic Advertising Sales Lead at Uber Technologies Inc, leveraging data analytics and insights to drive campaign performance and ROI. Proven track record in developing KPIs and dashboards, while fostering collaboration across multifunctional teams. Expert in Tableau and Salesforce reporting, with a passion for delivering impactful results and enhancing client relationships.
Overview
17
17
years of professional experience
Work History
Advertising Sales Lead, Sales Insights & Analytics
Uber Technologies Inc
12.2024 - Current
- Partner with sales leadership to develop go-to-market strategies informed by data, trends, and customer behavior.
- Deliver advanced insights and analytics to inform advertiser ROI, campaign performance, audience targeting, and market opportunities.
- Establish and enhance KPIs, dashboards, and reporting frameworks for internal stakeholders and external partners.
- Collaborate closely with product, engineering, and data science to develop scalable analytics tools and models.
Ads Performance Manager, Global Sales Compensation
Uber Technologies Inc
Chicago
08.2024 - 12.2024
- Served as Advertising POC for Change Management team, spearheading comprehensive restructuring of SIP structures for 3000 SIP participants across all LOBs within Uber.
- Delivered comprehensive advertising team proposals to Delivery Leadership team overseeing project
- Resolved all questions pertaining to modifications in Advertising SIP "Office Hours" throughout transition phases.
Ad Sales Performance Manager, Uber Advertising
Uber Technologies Inc
Chicago
11.2022 - 08.2024
- Pioneered formation of Advertising Sales Operations team achieving annual run rate exceeding $1.0B in managed advertising campaigns
- Launched first global Weekly Business Reviews for all Advertising teams focused on Delivery and Mobility LOBs across various regions (13 domestic and international teams).
- Oversaw Advertising sales pipeline and collaborated with strategic finance teams to forecast future advertising revenues prior to migration of Advertising products into Salesforce.
- Executed quarterly compensation reporting for commission payouts across 15 global advertising teams, impacting approximately 350 sales representatives.
- Achieved $250M in total advertising sales in Q1 of 2025 through local ads teams.
- Managed and maintained comprehensive reporting systems to ensure accurate commission calculations.
- Coordinated with international teams to streamline compensation processes and enhance operational efficiency.
Sales Operations Manager
Dropoff, Inc
Austin
01.2022 - 11.2022
- Managed Sales Engineer and deal desk that calculated all RFPs and other pricing opportunities as the enterprise's ARR doubled from FY 2021 to FY 2022.
- Calculated, built, and presented a two-year sales growth plan for 35% annual growth to the leadership team and board.
- Worked closely with the operations team and built several Tableau dashboards to measure market, driver, dispatcher, and customer performance to help reduce costs and increase on-time percentages.
- Developed and consulted on 'moonshot' projects for increasing reporting capability and data accuracy.
- Collaborated with Operations, Sales, and Customer Success teams to help identify and improve poorly performing clients.
- Analyzed sales data to identify trends and recommend process improvements.
- Coordinated communication between sales, marketing, and logistics departments.
- Facilitated regular meetings to align team goals and share best practices.
Sales Operations Analyst
BentoBox, Inc
New York
03.2020 - 12.2021
- Tracked sales team performance, and analyzed results to identify growth opportunities and risks to plan.
- Performed data analysis and provided actionable insights into Pipeline, Bookings, Conversation Rates, and other KPIs and metrics.
- Presented business reviews to the C-suite (including the CEO and CFO) every week to discuss pipeline velocity.
- Worked closely with senior leadership in the development of analyses and presentations for sales management, including board decks, monthly sales reviews, and sales management meetings.
- Combined with Finance on bookings and revenue reconciliation, as well as the Data Science team, to maintain data integrity across functions.
- Managed monthly sales commission calculations.
- Developed reports using CRM tools to track sales performance effectively.
Senior Business Operations & Business Intelligence Associate
Dropoff, Inc
Austin
07.2019 - 03.2020
- Created and presented reports for chief executives, sales leadership, and other internal stakeholders that highlighted segment and geographic performance based on revenue and service benchmarks.
- Implemented Salesforce as the CRM of record for the entire company. Dropoff originally used HubSpot.
- Planned, presented, and communicated new and existing revenue plans for FY 2020.
- Used Tableau to create various KPI reports for the sales and leadership teams in order to track performance.
- Designed a compensation structure for external sales staff.
- Utilized knowledge of the data lake to deliver ad hoc reports.
- Responsible for all sales and financial reporting in monthly presentations to key investor groups.
Business Partner, Strategic Insights; Customer Insights & Analytics
Sysco Foods Inc
Houston
01.2017 - 07.2019
- Created and maintained market analytics dashboard on Tableau, measuring share of wallet, unit penetration, and market potential for Sysco distribution companies in US.
- Enabled 73 distribution centers to analyze KPIs by restaurant attributes and geographic regions.
- Developed demographic and competition dashboard for prospecting franchise and location expansion opportunities.
- Trained field sales leadership on utilizing Tableau dashboards for enhanced KPI growth.
- Designed and delivered custom ad hoc reports tailored to operating companies' specific needs.
- Facilitated data-driven decision-making through effective presentation of analytics insights.
- Enhanced operational strategies with comprehensive analysis of market trends and competitor positioning.
- Promoted best practices in data utilization among field teams to drive performance improvements.
- Analyzed market trends to inform business decision-making processes.
Business Strategy Manager; Sales Strategy & Operations
Hewlett Packard Enterprises
Houston
01.2016 - 01.2017
- Calculated true field selling cost across all segments using headcount data and financial reports.
- Researched FSC investments through analysis of Total Addressable Market distributions and segment investment levels.
- Developed global sales headcount reporting system, performing trend analysis on sales coverage changes.
- Evaluated sales coverage by comparing total accounts with quota allocation for each sales role.
- Analyzed total addressable market reports to refine market size estimates for accurate sales forecasting.
Tax Credit Consultant
Allengroup, Inc
Houston
08.2015 - 01.2016
- Identify, analyze, and qualify value-oriented benefits for companies for specific tax credits.
- Substantiate results on consulting projects through case studies and written reports.
- Analyze both financial and technical client data to maximize potential tax credits.
- Execute client site visits in order to conduct client interviews, and to review client documentation.
- Consult with CPAs and C-level executives on the tax incentives and related processes.
- Maximize clients' benefits by conducting technical interviews to better understand the intricacies of their business.
Lead Salesman and Production Manager
Flexicore of Texas
Houston
08.2008 - 08.2013
- Promoted Flexicore's products and capabilities through effective communication with potential customers.
- Collaborated directly with clients to identify optimal solutions for new and renovation projects.
- Developed and delivered a Continuing Education Course on structural steel fireproofing methods, offering one hour of credit for engineers.
Education
MBA - Marketing
Rice University, Jones Graduate School of Business
Houston, TX01-2015
Bachelor of Arts - Marketing
Texas Tech University
Lubbock, TX01-2006
Skills
- Data Visualization and Presentation
- Advertising Operations Experience
- Tableau Administrator
- Client Facing Presentation Experience
- Data Analytics and Insights
- Custom Reporting for Leadership
- Deal Desk Management Experience
- Multifunctional Team Leader
- Salesforcecom Reporting
- Project Management
- Sales forecasting
- KPI development
- Campaign performance
- Dashboard creation
- Sales strategy
- Sales reporting
- Customer targeting
Timeline
Advertising Sales Lead, Sales Insights & Analytics
Uber Technologies Inc
12.2024 - Current
Ads Performance Manager, Global Sales Compensation
Uber Technologies Inc
08.2024 - 12.2024
Ad Sales Performance Manager, Uber Advertising
Uber Technologies Inc
11.2022 - 08.2024
Sales Operations Manager
Dropoff, Inc
01.2022 - 11.2022
Sales Operations Analyst
BentoBox, Inc
03.2020 - 12.2021
Senior Business Operations & Business Intelligence Associate
Dropoff, Inc
07.2019 - 03.2020
Business Partner, Strategic Insights; Customer Insights & Analytics
Sysco Foods Inc
01.2017 - 07.2019
Business Strategy Manager; Sales Strategy & Operations
Hewlett Packard Enterprises
01.2016 - 01.2017
Tax Credit Consultant
Allengroup, Inc
08.2015 - 01.2016
Lead Salesman and Production Manager
Flexicore of Texas
08.2008 - 08.2013
MBA - Marketing
Rice University, Jones Graduate School of Business
Bachelor of Arts - Marketing
Texas Tech University
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