LAUREN ANDERSON
Berkeley Heights
Summary
Dynamic strategic analytics professional with a robust background in data-driven decision-making, customer analytics, and lifecycle performance. Expertise in delivering actionable insights and spearheading the development of automated tools and reporting systems that empower leadership and elevate customer engagement. Skilled at fostering collaborative environments and leveraging strong interpersonal skills to cultivate relationships with internal teams and external stakeholders, driving the achievement of strategic business objectives. Committed to harnessing data to unlock opportunities for growth and innovation within organizations.
Overview
9
9
years of professional experience
Work History
Manager, Marketing Retention Analytics
BetMGM
Jersey City, NJ
05.2023 - Current
- Lead customer retention analytics strategy, overseeing lifecycle performance and churn reduction initiatives, achieving a 3% lift in customer retention during the 2025 NFL season and demonstrating the rapid impact of targeted lifecycle campaigns
- Spearhead the development of AI-powered self-service analytics tools in Snowflake, reducing ad-hoc reporting requests by 25% and accelerating insight delivery
- Drive enterprise marketing data integration strategy, enhancing customer analytics reliability and scalability, cutting manual checks by 80% and boosting confidence in reporting
- Direct advanced analytics and experimentation, driving 7% improvement in campaign ROI through targeted testing and insights
- Partner with senior leaders to deliver executive-ready insights influencing high-impact growth and value initiatives
Senior Analyst, Marketing Retention Analytics
BetMGM
Jersey City, NJ
09.2021 - 05.2023
- Performed cohort analyses and customer segmentation by acquisition channel, share of wallet, and engagement patterns, contributing to a 5% increase in customer lifetime value through targeted CRM campaigns
- Partnered with CRM and marketing teams to optimize email, push, and SMS campaigns, enhancing overall customer engagement and repeat activity
- Designed and analyzed A/B tests on messaging, offers, and timing, driving a 5-7% improvement in retention and reactivation among targeted customer segments
- Built and maintained Power BI dashboards providing ongoing visibility into customer behavior and loyalty performance, supporting cross-functional stakeholders and reducing manual reporting time by more than 50%
Senior Analyst, Marketing Analytics
Prudential Financial
Newark, NJ
06.2020 - 09.2021
- Collaborated with marketing partners to develop strategy for new and existing product launches into the marketplace
- Delivered a 360 degree view of sales conversion funnel to senior leadership, highlighting success of marketing touchpoints along the way
- Managed external vendor relationship to execute ad hoc requests from marketing partners
- Fostered introduction of lead scoring model to sales organization to optimize outreach efforts and improve sales conversion rates
- Designed and executed A/B testing initiatives to evaluate the effectiveness of various marketing tactics
Business Analyst
New York Jets
Florham Park, NJ
05.2019 - 06.2020
- Led pricing strategy for 2019 season directly resulting in over $2M in incremental ticketing revenue for the organization
- Prepared and presented New York Jets Customer Centric Data Strategy to decision makers at Fortune 500 company for potential 2020 sponsorship deal
- Developed model connecting several data sources enabling the automation of a Fan 360 report
- Executed development and introduction of New York Jets Fan Cluster Model across every major business unit in the organization
- Collaborated with business leaders to inform Digital Content strategy supported by trends uncovered through analysis of website, app and social media data
Data Analyst
United States Golf Association
Liberty Corner, NJ
10.2016 - 05.2019
- Collaborated with internal competitions team to identify areas of opportunity to enhance elite golfer experience at USGA championships
- Conducted analyses to uncover impact of several factors on pace of play at a golf facility
- Consultant for the World Handicap Research Team tasked with identifying previously unknown trends in golfer handicaps
- Led research and development of best practices for golf course owners and operators to improve on-course experience for golfers with disabilities
Education
Master of Science - Applied Statistics
Villanova University
PABachelor of Science - Mathematics
Monmouth University
NJLeadership Program Graduate - LEAD
Women Unlimited, INC.
NYSkills
- Technical: SQL, Snowflake, Power BI, Python, customer retention and lifecycle analytics
- Strategy: Analytics strategy development and execution, prioritization of high-impact initiatives, lifecycle, retention and customer value strategy, data governance best practices
- Leadership: Coaching and developing high-performing analytics teams, cross-functional collaboration and stakeholder management, executive reporting and translating insights for leadership
Timeline
Manager, Marketing Retention Analytics
BetMGM
05.2023 - Current
Senior Analyst, Marketing Retention Analytics
BetMGM
09.2021 - 05.2023
Senior Analyst, Marketing Analytics
Prudential Financial
06.2020 - 09.2021
Business Analyst
New York Jets
05.2019 - 06.2020
Data Analyst
United States Golf Association
10.2016 - 05.2019
Leadership Program Graduate - LEAD
Women Unlimited, INC.
Master of Science - Applied Statistics
Villanova University
Bachelor of Science - Mathematics
Monmouth University