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Hi, I’m
Payton K. Maurer
Youngstown
The capacity to learn is a gift; the ability to learn is a skill; the willingness to learn is a choice.
Brian Herbert
Summary
Results-driven analytics leader with 5+ years of experience transforming complex data into actionable insights that fuel business growth. Skilled in developing scalable analytics strategies, leading cross-functional teams, and optimizing data collection frameworks to enhance decision-making and operational efficiency.
Proven track record of implementing enterprise analytics solutions, training stakeholders at all levels, and driving data-driven strategies that elevate marketing effectiveness and business performance. Passionate about fostering a culture of innovation and maximizing the impact of data-driven decision-making.
Overview
7
years of professional experience
3
Certifications
Work History
InfoTrust
Senior (Lead) Digital Analytics Consultant
08.2023 - Current
Job overview
- Lead advanced analytics implementations (UA/GA4), conducting audits and troubleshooting configurations to enhance analytics architecture
- Oversee client relationships and manage the entire measurement process, from KPI definition to implementation, testing, validation, and reporting
- Develop KPI frameworks to align analytics solutions with business objectives, ensuring accurate tracking and performance assessment
- Conduct analytics audits, providing strategic recommendations to improve data collection and reporting capabilities
- Collaborate with IT, engineering, and marketing teams to refine data collection methodologies
- Deliver executive-level reporting and insights, influencing data-driven marketing and business strategies
- Design and lead GA4, GTM, and Looker Studio training programs to upskill clients and internal teams
InfoTrust
Digital Analytics Consultant
10.2021 - 08.2023
Job overview
- Spearheaded analytics strategies for multiple enterprise clients, ensuring seamless data collection and reporting within GA4
- Conducted technical audits and implemented solutions for enhanced GA4 tracking, optimizing marketing performance analysis
- Built dynamic dashboards integrating multi-platform data to drive decision-making for marketing and business teams
- Advised on campaign tagging strategies, improving data accuracy and visibility across digital marketing efforts
- Led client education initiatives, increasing analytics proficiency and adoption across organizations
PALO Creative
Digital Marketing Analyst
10.2019 - 10.2021
Job overview
- Developed and executed digital marketing strategies to drive client success
- Conducted in-depth keyword research and competitive analysis to formulate integrated SEO and paid media strategies
- Implemented website audits and tracking plans, leveraging Google Tag Manager to enhance conversion tracking
- Built real-time dashboards, consolidating data from multiple platforms for actionable insights
- Designed an internal ad performance dashboard, saving 20+ hours per month in client reporting
Acadium
Digital Marketing Strategist
01.2019 - 10.2019
Job overview
- Designed and implemented a digital marketing strategy aligned with business objectives, leveraging KPIs to measure and optimize success across digital channels
- Developed and executed data-driven content marketing strategies to enhance brand engagement, managing a strategic editorial calendar and optimizing multi-channel distribution for maximum reach and conversions
- Conducted in-depth keyword research and competitive SWOT analysis to uncover high-value SEO opportunities, boosting organic traffic and enhancing search visibility
- Conducted market research and competitor analysis to identify trends, audience behaviors, and performance benchmarks, driving data-informed strategy
Youngstown State University
Instructional Design Technology Assistant
05.2017 - 12.2018
Job overview
- Designed and facilitated training sessions on course development, digital pedagogy, and accessibility best practices to enhance faculty effectiveness
- Designed, developed, and optimized curriculum for online, hybrid, and face-to-face courses in collaboration with faculty, ensuring alignment with instructional best practices
- Conducted course reviews and provided data-driven feedback to optimize curriculum and instructional effectiveness
- Partnered with the Department of Cyberlearning, the Institute for Teaching and Learning, and YSU Information Technology Services to help faculty leverage digital tools for engaging instruction
Education
Youngstown State UniversityYoungstown, OH
Bachelor of Science from Electrical Engineering
05-2019
Skills
- Digital Analytics Strategy & Data Governance
- Analytical Problem-Solving & Data-Driven Insights
- Expertise in Google Analytics 360 & GA4 Implementation
- Tag Management & Event Tracking (GTM)
- Dashboard Development & Performance Reporting (Looker Studio)
- Advanced Data Analysis, Marketing Insights & Customer Behavior Analytics
- Data Governance, Privacy Compliance, & Consent Management (GDPR, CCPA, OneTrust)
- Project & Stakeholder Management in Analytics Initiatives
- Data-Driven Decision-Making & Performance Optimization
- Cross-Functional Analytics Leadership & Executive Data Storytelling
- Data Validation, Quality Assurance & Implementation Audits
- Attribution Modeling & Marketing Mix Analysis
- Client Training & Education Program Development
Certification
- Google Analytics Certification
- Advanced Google Analytics
- Google Tag Manager
Interests
Hiking
Traveling
Yoga & Wellness
Digital Education & Online Course Development
Data Visualization
Learning to Code
Software
JavaScript
SQL
Google Analytics 4 (GA4)
Google Tag Manager (GTM)
Looker Studio
Jupyter Notebook
Google Colab
Work Preference
Work Type
Full TimeWork Location
RemoteImportant To Me
Work from home optionPaid time offPersonal development programsCareer advancementCompany Culture401k matchWork-life balanceHealthcare benefitsPaid sick leaveAccomplishments
- Led Enterprise GA4 Implementations – Successfully managed Google Analytics 4 (GA4) migrations and implementations for enterprise clients, ensuring 90%+ accurate tracking post-migration and reducing reporting discrepancies by 30-40%.
- Developed Scalable Data Strategies – Designed and executed comprehensive data frameworks and KPI measurement strategies, leading to a 25% improvement in KPI tracking efficiency and better alignment with business objectives.
- Optimized Analytics Architecture – Conducted in-depth analytics audits, improving data collection accuracy by 40% and reducing manual reporting efforts by 30%.
- Built Custom Dashboards & Reporting Systems – Developed interactive, real-time dashboards in Looker Studio and Google Analytics, reducing reporting turnaround time by 50% and improving data accessibility for stakeholders by 35%.
- Designed & Delivered GA4 & GTM Training Programs – Created customized training workshops on GA4, Google Tag Manager (GTM), and data visualization, leading trainings for 15+ enterprise teams, increasing analytics adoption rates by 60%, and reducing support requests by 35%.
- Drove Business Growth with Data-Driven Insights – Provided strategic data insights that led to a 25% increase in marketing ROI, a 20% boost in website conversion rates, and a 15% improvement in customer engagement strategies.
- Consulted SMBs on Scalable Analytics Solutions – Advised small and mid-sized businesses on building efficient, scalable analytics ecosystems, improving data utilization efficiency by 30% and enabling faster, data-driven decision-making.
Timeline
Senior (Lead) Digital Analytics Consultant
InfoTrust
08.2023 - Current
Digital Analytics Consultant
InfoTrust
10.2021 - 08.2023
Digital Marketing Analyst
PALO Creative
10.2019 - 10.2021
Digital Marketing Strategist
Acadium
01.2019 - 10.2019
Instructional Design Technology Assistant
Youngstown State University
05.2017 - 12.2018
Youngstown State University
Bachelor of Science from Electrical Engineering
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