Summary
Overview
Work History
Education
Skills
Timeline
Hi, I’m

Loren Robb

Aliso Viejo
Loren Robb

Summary

I am a data-driven, analytics professional with over 7 years of experience working with data using SQL, building tech stacks (web analytics, paid media, streaming, revenue ops), and then analyzing the data flowing through said stacks. These efforts have driven down customer acquisition costs by 30% annually in e-commerce performance marketing, reducing budgets by 25% where necessary with marketing mix modeling, and increasing incremental revenue impact by 8 ppts at Honda and 10 ppts at Universal Music Group.

Overview

9
years of professional experience

Work History

American Honda Motors
Los Angeles

Senior Manager, Analytics
01.2024 - Current

Job overview

  • Manage implementation of marketing mix model and multi-touch attribution to optimize $900MM in media spend to achieve 8% sales growth
  • Leveraged Meta Prophet model in Python to forecast website traffic and engaged shoppers within 5% error margin. This shifted marketing efforts toward email and conversation rate optimization to meet above sales goals.
  • Analyze 40k social conversations per month to improve owned social content strategy by +5% engagement rate
  • Build Power BI dashboards with PowerQuery across marketing, BI, and customer experience teams to save the average stakeholder four hours per month.

Universal Music Group
Los Angeles

Manager, Digital Analytics
09.2018 - 09.2023

Job overview

  • Uncovered paid media's true e-commerce impact was underreported by 4.3x (i.e., for every 1 pixel reported conversion, paid media had an impact on 3.3 more sales). Pulled analysis via BigQuery data lake using SQL.
  • Presented findings to over 100 internal stakeholders quarterly that influenced users to optimize paid media via Datorama. Increased reporting usage by 15% in year one, and saved UMG close to $150k from media optimizations (based on CPM versus benchmarks).
  • Built ETL pipeline for paid data that integrated media planning metadata, pushed to Datorama reporting, fueled custom email notifications. The distribution of this data increased marketing investment ROI by 20%.

KB Home
Los Angeles

Senior Data Analyst
05.2016 - 09.2018

Job overview

  • Negotiated & executed $500k strategic investments in identity management (Signal), & marketing intel (Datorama), slashing $200k total from initial contracts.
  • Managed unified attribution model project (mixed + MTA) which joined CRM, user-level categorical data to optimize media spend. After year one, this modeling saved the company $300k in marketing spend by reallocating dollars from underperforming paid media channels.
  • Identified and analyzed industry media strategy to help improve buying strategy and improve incremental sales lift by 1 pts.

Education

University of San Diego

Bachelor's of Business Administration
06-2014

University Overview

University of California, Los Angeles

Certification from Data Science
01.2016

University Overview

Skills

  • Management
  • Presentation/Pitching
  • Data Analysis (SQL, Python, numpy, pandas)
  • Data Visualization (Tableau, Looker, PowerBI)
  • CRM (Salesforce, Adobe)
  • Marketing Analytics
  • Attribution modeling (Linear, Data-Driven)
  • Forecasting (Prophet, ARIMAX, XGBoost)
  • Project Management (Agile, Waterfall)
  • Budgeting

Timeline

Senior Manager, Analytics
American Honda Motors
01.2024 - Current
Manager, Digital Analytics
Universal Music Group
09.2018 - 09.2023
Senior Data Analyst
KB Home
05.2016 - 09.2018
University of San Diego
Bachelor's of Business Administration
University of California, Los Angeles
Certification from Data Science

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