Team Sports
Jason Sofman
Bloomfield,NJ
Summary
A seasoned Business Intelligence Manager with a proven track record at Northstar Travel Group, I excel in leveraging Big Data technologies and SQL expertise to drive scalable BI solutions. My leadership across functions has been pivotal in enhancing data-driven decision-making and implementing strategic KPI development, significantly improving executive reporting and operational efficiencies.
Strategic business professional with deep expertise in business intelligence and data analytics, prepared to drive impactful decision-making. Known for collaborative team leadership and consistently delivering results in dynamic environments. Proficient in data visualization, problem-solving, and fostering culture of continuous improvement.
Overview
11
11
years of professional experience
Work History
Business Intelligence Manager
Northstar Travel Group
10.2022 - 02.2025
- Led business intelligence initiatives, providing executive insights into web metrics, KPI exploration, and BI architecture.
- Led the GA4 migration from Universal Analytics (UA) to GA4 for 45+ websites, ensuring seamless data continuity and advanced metric tracking.
- Designed and implemented audience intelligence frameworks, leveraging BigQuery to analyze cross-brand user behavior.
- Designed a unified measurement database for scalable analytics across digital brands.
- Developed automated reporting schemes for Tableau reports and Looker Studio dashboards to provide real-time insights into site performance.
- Implemented standardized GTM containers for measurement tracking across publishing and event registration sites.
- Performed predictive analysis with accuracy during a time of high variability (COVID-19) for goal-setting, sales collateral, and strategy.
- Led conversion tracking implementations with eCommerce tracking for event sites, aligning data with Google Ads, LinkedIn InsightTag, and Meta Pixel.
- Architected cross-domain tracking solutions and network-wide user identification strategies.
- Owned and optimized Google Products including Google Analytics, GTM, and Google Search Console for digital publishing, event brands, and travel applications.
- Advised multi-departmental UTM and campaign code strategy to enhance marketing analytics.
- Developed an innovative automated client reporting system that linked campaign metadata with GA4 insights.
- Spearheaded the transformation of executive reports, expanding insights from monthly to weekly and quarterly views.
- Designed frameworks for BI models, entity intelligence frameworks, and analytical workflows to enhance data governance, drive action-oriented insights, and improve SERP rankings.
- Provided actionable insights and initiated innovative product improvements in monthly meetings with key brand stakeholders and content strategists.
Product Manager, Data Systems & Reporting
Northstar Travel Group
12.2019 - 10.2022
- Performed advanced analyses for diligence reporting during an acquisition of a key brand, TravelPulse.
- Led data-driven redesign initiatives for Travel Weekly and TravelAge West, improving site engagement and analytics tracking. Research involved quantitative analysis and close observation of user habits and UX.
- Introduced advanced metrics such as RPM (Revenue Per Thousand Pageviews) to align digital revenue with ad performance.
- Managed strategic integrations and onboardings of analytics systems such as Parse.ly to aid content analysis and improve the democratization of data.
- Conceptualized an innovative taxonomy-driven framework for paid vs. earned media reporting, aiding trending topic and revenue analysis and sales intelligence.
- Communicated effectively with team members to deliver updates on project milestones and deadlines.
- Developed product documentation to communicate upcoming features and products to internal teams.
Technical Product Specialist, Digital Products
Northstar Travel Group
10.2016 - 12.2019
- Played a key role in the redesigns of major digital brands, contributing to enhanced UI/UX and analytics functionality.
- Managed executive reporting for web properties, consolidating and visualizing data from GA4 for 40+ sites.
- Designed a large-scale unified client reporting system, bridging Google Analytics data with client campaign metadata.
- Conceptualized and project-managed NTG-Digital.com, a site that centralized advertising packages and technical specifications, enhancing client satisfaction and operational efficiencies.
- Built a tagging structure for cross-site content performance analysis, facilitating cross-brand advertising insights.
- Optimized product performance with diligent troubleshooting and root cause analysis.
- Conducted market research to identify emerging trends, influencing future product development strategies.
- Developed comprehensive user guides for seamless onboarding experiences.
Implementation Specialist, Marketing Solutions
Northstar Travel Group
03.2015 - 10.2016
- Managed eLearning platform development for major travel brands, implementing tracking and reporting solutions.
- Spearheaded content strategy for eLearning sites, overseeing script development, voiceover production, and multimedia integration.
- Led webinar setup and reporting for client training initiatives.
- Implemented GA and GTM tracking for eLearning platforms, ensuring accurate measurement of user engagement and course completion.
- Managed multiple implementation projects concurrently, maintaining strict deadlines without compromising quality or scope.
- Developed strong relationships with clients, fostering trust and confidence in the implementation process.
- Provided ongoing support to clients post-implementation, addressing any concerns or issues promptly and professionally.
Media Buying Analyst
Cable Scope (Division of Centriply)
07.2014 - 12.2014
- Conducted post-buy reporting and performance analysis for hyper-local national cable ad campaigns.
- Negotiated make-goods with vendors, ensuring fulfillment of media buys and client expectations.
- Managed historical media buying data within Tango software for campaign optimization.
- Increased efficiency by streamlining data analysis processes and implementing automation tools.
Education
Bachelor of Arts - Advertising
Rowan University
05-2014
Skills
- Web Analytics & Business Intelligence
- Scalable BI Solutions, Automation, and Architecture
- Cross functional leadership
- Big data technologies
- Implementation Strategy & Management
- SQL expertise
- Data Visualization
- Highly proficient in Google Suite Products
- Executive Reporting & Strategic KPI Development
- Enhanced Custom Measurement & Intelligence Modeling
- Product roadmapping
- Conversion Tracking & Cross-Domain User Journeys
Interests
Hiking
Creative Writing
Running
Building data solutions for basic everyday tasks
Timeline
Business Intelligence Manager
Northstar Travel Group
10.2022 - 02.2025
Product Manager, Data Systems & Reporting
Northstar Travel Group
12.2019 - 10.2022
Technical Product Specialist, Digital Products
Northstar Travel Group
10.2016 - 12.2019
Implementation Specialist, Marketing Solutions
Northstar Travel Group
03.2015 - 10.2016
Media Buying Analyst
Cable Scope (Division of Centriply)
07.2014 - 12.2014
Bachelor of Arts - Advertising
Rowan University
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