Ian Barrett
Minneapolis,MN
Summary
Dynamic analytics leader with over a decade of experience partnering with Fortune 100 companies and small businesses to develop and execute data-driven strategies that enhance marketing effectiveness, optimize site performance, and drive business growth. Expertise in utilizing digital analytics platforms and designing comprehensive measurement frameworks to extract actionable insights for strategic decision-making. Proven ability to foster cross-functional collaboration, delivering scalable solutions tailored to diverse business needs while efficiently meeting organizational goals. Recognized for adaptability, reliability, and a commitment to mentoring teams, consistently achieving impactful results in fast-paced environments.
Overview
8
8
years of professional experience
Work History
Associate Director, Digital Analytics & Marketing
Dentsu
Remote
01.2022 - 04.2026
- Educated internal media analytics teams and external stakeholders on Adobe Analytics and GA4 functionalities, enhancing understanding of reporting use cases and troubleshooting techniques.
- Analyzed and interpreted complex data for clients, providing actionable insights that support strategic business goals in media and site analytics.
- Facilitated collaboration among teams to ensure seamless integration and data consistency in analytics reporting and audience segmentation.
- Drove strategic initiatives by pinpointing essential touchpoints and performance metrics via multi-source data evaluation.
- Supported migration efforts for tagging and privacy infrastructure, enhancing frameworks to adapt to evolving compliance and tracking requirements.
- Analyzed and synthesized data from multiple sources to provide strategic insights that align product performance with overarching client goals.
- Facilitated partnerships with internal experts, vendors, and senior leaders to integrate analytics into business processes, enhancing decision-making capabilities.
- Engineered innovative data frameworks and visualization strategies that align with unique business requirements and enhance analytical capabilities.
- Cultivated and sustained robust relationships with clients, internal teams, and emerging technology providers.
- Conducted thorough assessments of potential data sources and tracking solutions to optimize analytics processes.
- Facilitated day-to-day project management, enhancing collaboration among internal clients and third-party teams to achieve project objectives.
- Led cross-functional teams to develop and implement integrated marketing strategies.
- Streamlined project workflows, enhancing collaboration across departments and improving campaign delivery timelines.
- Mentored junior staff on best practices in digital marketing and client management techniques.
- Led teams of up to 12 personnel, supervising daily performance as well as training and improvement plans.
Analytics Manager
Spark Foundry
Remote
01.2021 - 01.2022
- Engaged with Vice President to formulate and deploy analytical strategies that improve effectiveness of communications programs.
- Oversaw execution of advanced analytics projects, delivering solutions to client and media team inquiries while strictly adhering to established timelines and project parameters.
- Synchronized activities of planning and activation teams to streamline daily operations and improve overall productivity.
- Fostered collaborative relationships with client business directors and brand teams to ensure seamless incorporation of data solutions into marketing initiatives.
- Leveraged consumer analytics to inform and refine media and marketing investment planning processes.
- Facilitated partnerships with senior client marketing and business leaders to develop and apply strategic solutions for significant business obstacles.
- Assessed and improved allocation of media and marketing resources to maximize effectiveness and support strategic goals.
- Orchestrated network-wide partnerships to design and implement innovative marketing strategies informed by data analysis.
- Designed and implemented measurement frameworks and KPIs to analyze and optimize marketing effectiveness across paid, owned, and earned media.
- Oversaw strategic planning and client team efforts to deploy marketing investments informed by data analysis.
- Crafted and managed precise plans for project deliverables, fostering clear communication and alignment among stakeholders regarding project objectives.
- Collaborated with client media teams to implement strategic frameworks and establish effective measurement plans for key accounts.
- Articulated clear, data-supported insights in presentations to underscore key findings and advocate for strategic actions.
- Executed data analysis initiatives, providing actionable insights that empowered teams to make strategic decisions.
- Collaborated with cross-functional teams to identify key business insights and trends.
- Created custom dashboards and interfaces designed specifically to suit customer needs and priorities for optimal performance.
- Implemented closed-loop reporting tools and CRM systems to streamline data organization and improve exploitation methodologies.
- Analyzed campaign performance and implemented targeted optimizations, resulting in improved ROI through effective A/B testing strategies.
Analytics Implementation Analyst
BVA
Remote
01.2020 - 01.2021
- Executed installation and configuration of web analytics platforms, including Google Analytics and Shopify, in collaboration with client development teams to improve performance tracking.
- Leveraged data layer elements to establish site tagging and custom rules, improving overall analytics functionality.
- Authored detailed implementation documentation for client developers, outlining critical page code requirements and data layer specifications to enhance business analysis capabilities.
- Directed quality assurance efforts for marketing tags to validate data integrity and enhance teamwork among internal and external media stakeholders.
- Developed and implemented advanced eCommerce tracking solutions to optimize client web performance through Google Analytics, Google Tag Manager, and Shopify.
- Created custom tracking solutions with JavaScript and HTML, enabling comprehensive data analysis beyond standard metrics.
Analytics Manager
Wunderman Thompson
Remote
01.2018 - 01.2020
- Partnered with client development teams to implement and leverage web analytics tools, enhancing data-driven decision-making.
- Leveraged data layer elements to establish site tagging and custom rules, improving overall analytics functionality.
- Led the creation of detailed implementation documentation for client developers, outlining page code requirements and data layer specifications to support business analysis needs.
- Conducted quality assurance testing on marketing tags for both internal and external media teams to ensure accurate data capture.
- Leveraged Google Analytics, Google Tag Manager, and Shopify to establish and enhance ecommerce tracking systems, improving data analysis capabilities for clients.
- Designed and implemented custom tracking solutions leveraging JavaScript and HTML, enabling advanced data analysis and insights.
- Developed and implemented advanced analytics models to optimize campaign performance.
- Oversaw 2 simultaneous ongoing clients, delegating personnel and resources to optimally meet overarching business goals and minimize redundancies.
Analytics Strategist
Clearlink
Remote
01.2018 - 01.2020
- Created reporting dashboards that incorporated all digital services to deliver insights and solutions for all Portent’s clients.
- Performed analytics reviews and opportunity gap analyses, including helping clients execute on prescribed recommendations.
- Worked across all clients and departments to solve ad-hoc analytical requests.
- Oversaw the migration and ongoing maintenance of clients to Google Tag Manager, focusing on enriching data layers for improved analytics.
- Designed and implemented e-commerce tracking frameworks tailored to meet the needs of diverse client segments.
- Analyzed CRM data and provided recommendations on how to integrate with web analytics.
- Produced impactful marketing materials for analytics department, resulting in improved engagement through white papers, case studies, and audits. Enhanced content quality by collaborating with cross-functional teams. Contributed to successful marketing campaigns through effective material development.
- Analyzed market trends and developed innovative marketing initiatives to boost brand recognition and audience interaction.
- Analyzed market trends to inform product development and positioning strategies.
- Developed strategic marketing initiatives to enhance brand visibility and engagement.
Education
Bachelor of Arts - Marketing
Augsburg University
Minneapolis, MN12.2013
Skills
- Adobe Analytics, GA4, Google Tag Manager, Tealium
- Tableau, Looker, A/B Testing, Measurement Strategy, Data Warehousing
- SQL, BigQuery, HTML, JavaScript
- Salesforce proficiency
- Jira proficiency
- Data reporting dashboards
- Analytical thinking
- Coaching and mentoring
- Data collection
- Database coordination and management
Timeline
Associate Director, Digital Analytics & Marketing
Dentsu
01.2022 - 04.2026
Analytics Manager
Spark Foundry
01.2021 - 01.2022
Analytics Implementation Analyst
BVA
01.2020 - 01.2021
Analytics Manager
Wunderman Thompson
01.2018 - 01.2020
Analytics Strategist
Clearlink
01.2018 - 01.2020
Bachelor of Arts - Marketing
Augsburg University