Arsenio St John Santos

· Projected and forecasted digital viewership for NBC Entertainment content across diverse platforms (TVE, dMVPDs, STB, YouTube, On-Domain, and Off-Domain) during critical cycles such as Upfront, Budget, and LRP. Consistently achieved estimates within 90% accuracy, shaping pivotal business goals, driving revenue, and proactively flagging areas of opportunity or concern for leadership consideration.

· Collected, analyzed, and interpreted data and offered invaluable insights and platform-specific best practice recommendations for syndicated shows’ social accounts, driving targeted strategies for enhanced performance and engagement, which resulted in a 25% increase in engagement and video views.

· Initiated and led cross-departmental efforts to develop data structures, automated self-serving dashboards, streamlined performance tracking, and enabled portfolio optimization. Collaborated across multiple departments to integrate diverse data sources from Adobe, YouTube Analytics, ListenFirst Analytics, Snapchat Analytics, Apple News, MSN, Yahoo/AOL through a Snowflake environment and facilitated cohesive visualization in Tableau, which reduced manual data pulls and enabled more time for data analysis and storytelling.

· Monitored digital performance and product analytics to understand user behavior and patterns while continuously extracting insights from complex data. Collaborated with cross-functional teams to optimize processes and decision-making, allowing targeted campaigns to reach the right audience and achieve substantial ROI.

· Strategic partner for E! News, provided actionable audience insights to identify high-potential user segments. Collaborated with product and editorial teams to evaluate targeted content, optimizing user engagement and delivering an increase of double to triple-digit growth in Live from the Red Carpet Total Multiplatform Metrics.

· Worked closely with senior leadership and delivered standardized, compelling insights on network Multiplatform performance through regular and ad-hoc reports. Conducted competitive positioning to generate innovative ideas and identified areas of strength and weakness relative to competitors.

· Analyzed diverse NBC program performance across multiple platforms, unraveling landscape trends spanning TV screen usage, connected device adoption, video-on-demand, and emerging technologies. Offered strategic insights to NBC Brand Marketing and guided their media buys, which overdelivered in reach and impressions in the thousands and millions.

· I tracked multiplatform promotions using iSPOT, surfacing invaluable insights to guide the broader marketing organization, unveiling implications and opportunities for enhanced strategies by identifying the best fit for each promo and platform.

· I conducted in-depth media ROI analysis on digital campaign spend, collaborating with the media team to track multiplatform promotions, measure campaign effectiveness, and enhance tune-in conversion.

· Collaborated closely with the programming and scheduling team, providing invaluable research insights to craft NBC's most compelling program lineup consistently.

· Combined viewership with advertising data to provide product recommendations and improvements specific to individual platforms.

· Managed FNG’s Data Management Platform (DMP) transition from Adobe Audience Manager to Salesforce, which was delivered ahead of schedule

· Led FNG Business Units and their marketing teams for AAM/Salesforce/Krux DMP

· Managed relationships with third-party providers of research services, such as comScore/Rentrak, Hulu, YouTube, Nielsen, etc.

· Product and Project Manager for Fox Broadcasting’s internal proprietary research dashboard through MicroStrategy, which serves as data visualization to uncover Multiplatform trends and identify insights.

· Analyzed MVPD authentication workflow and usage consumption for senior executives to drive audience growth.

· Created relevant and timely presentations/dashboards to highlight potential problems and find opportunities to optimize NBC Entertainment’s digital properties (desktop/mobile, apps, Hulu).

· Supported Sales by creating relevant/compelling reports that drive higher-margin revenue for sponsorship renewals.

· Provided Adobe Analytics training and delivered product knowledge presentations.

· Key digital research point-person during ABC Family’s transition to responsive design; project managed across various vendors (Nielsen/comScore) to ensure a smooth launch and accurate tagging implementation

· Stayed on top of all data preparations in collaboration with Disney/ABC for the launch of WATCH ABC Family

· Assisted with digital forecasting to make better and more accurate forecasts across key platforms

· Managed the Triage team to quickly fix data issues to ensure accuracy in all reports

Supported Business Dev., Finance, Strategy, Site Team, and Sales

· Pulled market research data and developed training presentations for all Fox Properties (Fox Broadcasting, FX, Fox Movie Channel, Fox Sports, Fuel, BTN, Speed)

· Conducted market research using primary and secondary sources to better understand Fox users and the market

· Maintained relationships with market research sources and ensured proper analytics tagging was implemented for all platforms and products

· Strengthened sales, marketing, finance and operation relationships through analytics presentations

· Analyzed primary and syndicated research, including Nielsen/NetRatings, comScore and Scarborough data, to guide marketing efforts, assess sales opportunities, fuel client pitches and build advertising packages.

· Created sales presentations and collateral to reinforce the LATI brand. Drove $8.1 million in revenue FY08.

· Developed and presented quarterly product training to Tribune sales and marketing personnel nationwide.

· Strategically developed targeted advertising proposals based on advertisers’ key customer demographics