CHRISTY ECHOLS
Fayetteville,NC
Summary
Results-driven Enterprise Digital Analytics and Adobe Transformation leader with a strong background in building measurement programs and modernizing analytics platforms. Led transition to Adobe Experience Platform and Customer Journey Analytics, focusing on web and mobile measurement architecture and enterprise reporting. Collaborates effectively with cross-functional teams to translate complex business needs into actionable technical solutions and decision-ready insights.
Overview
15
15
years of professional experience
Work History
Senior Manager, Lead Data Engineer
Centene / Zeektek
03.2022 - 09.2026
- Led modernization from Adobe Analytics to AEP and CJA, shaping the roadmap, implementation methodology, architecture decisions, migration approach, and operating model needed to support enterprise adoption.
- Designed and governed core CJA capabilities for web and mobile experiences, including datasets, configurations, connections, data views, components, calculated metrics, filters, segments, standards, and reusable measurement patterns.
- Designed and governed AEP data integrations with Amazon S3 source connectors, dataflows, and XDM mapping to standardize data ingestion into platform datasets, ensuring reliable downstream analytics.
- Developed analytics delivery framework, incorporating intake processes, technical specification templates, documentation standards, implementation reviews, release readiness, data validation controls, and approval processes for analytics work.
- Established KPI frameworks, executive dashboards, reporting request processes, and analytical guidance that improved consistency, clarified business outcomes, and expanded self-service decision support.
- Directed mobile app measurement initiatives and cross-platform journey design, aligning event collection, launch configuration, business objectives and reporting requirements across complex customer experiences.
- Built the foundation for an enterprise Adobe solution architecture practice, aligning analytics strategy, platform decisions, governance, and implementation delivery across product, engineering, business intelligence, and analytics teams.
- Partnered closely with developers and solution architects to translate business requirements into technical specifications, implementation decisions, data-layer needs, and scalable instrumentation.
- Established centralized analytics knowledge repositories to standardize implementation guidance, governance, technical specifications, processes, and onboarding across teams.
- Transitioned 18 Launch properties from Adobe Analytics to Adobe Experience Platform with 100% accuracy.
Senior Manager, Governance and Strategy
Fiserv
07.2020 - 12.2021
- Developed executive strategy and roadmap for enterprise analytics governance practice, enabling support for 44 new products and expanding digital analytics footprint.
- Strengthened analytics foundation by identifying data gaps and implementing solutions with customer data platforms, Adobe Experience Platform, and third-party data connectors.
- Expanded implementation methodologies and mentored technical and analytical team members, increasing the organization's ability to produce actionable insights and audience segments by 100%.
- Introduced automated onboarding and analytic tag validation capabilities that reduced resource constraints by 75% while improving consistency across implementations.
Senior Engagement Manager
Keystone Solutions
06.2019 - 06.2020
- Designed and operationalized implementation frameworks for Fortune 200 clients, establishing scalable standards for data collection, documentation, delivery, and analytics adoption to enhance client engagement.
- Functioned as the senior technical liaison and trusted client advisor for Adobe Analytics, Adobe Target, Tealium, Adobe Workspace, audience segmentation, and measurement strategy.
- Led client engagement planning for Keystone Solutions across strategic service delivery initiatives.
Analytics Manager
RentPath
04.2018 - 07.2019
- Led migration from Tealium Tag Manager to Google Tag Manager, coordinating stakeholders and establishing transition standards to ensure seamless implementation.
- Implemented automation and data-validation capabilities, enhancing delivery speed and accuracy by 95%, and while reinforcing confidence in reporting through established standards and training.
Strategic Analytics Implementation Consultant
Turner Broadcasting
10.2011 - 02.2018
- Directed analytics configuration, implementation, troubleshooting, and stakeholder support for premier brands like NBA, CNN, and TBS, enhancing user experience across websites, mobile apps, and gaming consoles.
- Developed and trained specialized implementation-validation team, establishing methods and standards that ensured consistent measurement across a diverse digital portfolio.
Education
Bachelor of Business Administration (BBA) - Marketing
University of Phoenix
Skills
- Adobe Experience Cloud: Customer Journey Analytics (CJA), Adobe Experience Platform (AEP), and Adobe Tags (formerly Adobe Launch)
- AEP Data Architecture: Schemas, datasets, data views, and XDM mapping
- Implementation & Migration: End-to-end AEP implementation architecture and migration planning
- Data Governance: Governance best practices and implementation
- Analytics & Reporting: KPI development, dashboard creation, insight generation, and data-driven decision-making
- Documentation & Processes: Technical specifications, process development, and documentation
- Leadership & Administration: Cross-functional leadership, employee coaching and mentoring, Adobe administration
Timeline
Senior Manager, Lead Data Engineer
Centene / Zeektek
03.2022 - 09.2026
Senior Manager, Governance and Strategy
Fiserv
07.2020 - 12.2021
Senior Engagement Manager
Keystone Solutions
06.2019 - 06.2020
Analytics Manager
RentPath
04.2018 - 07.2019
Strategic Analytics Implementation Consultant
Turner Broadcasting
10.2011 - 02.2018
Bachelor of Business Administration (BBA) - Marketing
University of Phoenix