Paul Chita

Omnichannel experience and insights team leader that delivers data-driven insights to proactively inform strategic and tactical decision making across the digital marketing ecosystem. Core capabilities include website, email and media analytics operations and insights geared towards connecting people with the right digital messaging at the right time.

Key team functions include:

• Website experience and insights team performing rigorous customer engagement analyses to uncover customer journey insights, establish digital best practices and identify optimization opportunities to inform web design and paid media strategy.
• CRM/Email analytics team focuses on identifying data-driven opportunities to improve omnichannel effectiveness and email journeys via rigorous analyses that include cross-channel reach/frequency, lead qualification/conversion and UI/UX effectiveness.
• Search Engine Optimization SEO team responsible for maximizing discoverability of website content by developing strategies to increase organic search performance by identifying right-to-win opportunities and delivering an excellent user experience.

Lead website analytics operations and insights functions across portfolio of 20+ commercial branded and unbranded web properties, identifying opportunities to drive increased audience engagement and optimized media investment

• Developed rigorous website success measurement with KPIs quantitatively proven to be leading indicators of digital success
• Created dozens of insight-rich dashboards and deep dive analyses to guide web design, maximize content discoverability and drive audience engagement
• Leverage learnings to create living documentation of proven best-practices to serve as template for future website builds

Led implementation strategy and execution of client data on-boarding and quality services for the purposes of marketing performance attribution modelling, dashboarding and data science.

• Introduced and automated Google Analytics as a primary tool to deploy on client-owned digital properties to collect and ingest site performance and user behavior data.
• Collaborated with various internal and external technical and business users to ensure various inbound data streams were processed for accuracy, timeliness and maximum business impact.

Championed customer engagement, product performance, and revenue growth after measuring and studying business performance and researching customer behavior.

• Spearheaded the introduction and maintenance of Adobe Omniture/Site Catalyst as the tool to measure customer behavior and value.
• Directed a consumer-facing media measurement solution using third-party software that monitored display media performance and downstream conversion tracking, integrated marketing campaign performance metrics with in-house data, and leveraged customized data pass-pack functionality.
• Developed and implemented a sales forecasting system that mined data from targeted customer jobs and generated budget proposals and performance projections used by sales teams to transform accounts into paid business.

Held leadership role as interactive project manager, facilitating the end-to-end development of numerous web pages and microsites. Responsibilities include documenting and communicating client’s detailed business requirements, managing the development of all required assets and ensuring the end-result fulfilled all needs of stakeholders.

• Managed the process of creating and maintaining Omniture report suites for several unique web sites by understanding end-user data requirements and working closely with dedicated Omniture consultants to ensure that all necessary data points are accurately tracked, tested and reported.

Directed a talented web analytics team in the delivery of business-critical research and analysis to multiple business units. Guided the mining, processing, and analysis of numerous primary and secondary data sources and the translation of information into actionable and profitable business opportunities.

• Optimized landing page conversion numbers after working collaboratively with online marketing teams to develop, implement, and examine results of A/B and multivariate testing.
• Achieved March Madness on Demand 80% year-over-year (YoY) growth in consumption and 164% YoY increase in reach with 4.8 million unique viewers by leveraging research findings to develop product enhancements.
• Facilitated improved understanding of the lifetime value of CBSSports.com's most valued users by creating a report suite detailing user acquisition from offsite marketing campaigns and enabling marketing teams' understanding of ROI over time for each campaign.