Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

Samantha Burge

Williamsburg,VA

Summary

Analytics Professional with 7+ years of experience in

identifying and communicating actionable-insights through

marketing and product analytic. Established a governance

team and lead planning, designing, and executing digital

testing & personalization with the goal to improve the

product experience. Performed product and customer

experience analysis in an omnichannel environment

across multiple different data sources always ensuring to

align with the overall company strategy. Passionate in

creating the best customer experience through

data-driven decision making. Excited about brining

together different data source to answer bigger business

questions that enable decision making and strategic

planning. Passionate about data governance and driving a

best-in-class data collection strategy.

Overview

12
12
years of professional experience

Work History

Senior Manager Data Analytics

IRobot
02.2023 - Current
  • Manage the data analytics team at iRobot supporting the R&D department with measurement strategy for new product launches, app performance & continued measurement of fleet performance.
  • Responsible for submitting business requirements for new products & app features. Ensuring business questions can be answered.
  • Championed Data Driven Decision making withing the iRobot R&D department. Ensuring measurement plans are created and executed. Owning key KPIs & their definitions.
  • Operating within the product development process & ensure the right data is available during the development of new products & measure our performance to business targets after launch.
  • Promoted a culture of continuous learning through regular workshops, brainstorms, and training sessions for the team.
  • Provided strong leadership to enhance team productivity and morale after a round of restructures and layoffs.
  • Improved team performance by providing comprehensive training and fostering a collaborative work environment. Leading to 3 excellency awards rewarded to my team.

Analytics Manager

Search Discovery
02.2021 - 02.2023
  • Managed Marketing Campaign performance measurement for a billion dollar pharmaceutical client. Through a data-driven approach that includes Measurement planning & Hypothesis validation established deliverables that clearly articulated optimization & testing opportunities. Lead Analytics SMEs across multiple internal brands to ensure consistent deliverables are created.
  • Lead analytics projects for clients where different complex data sets needed to be joined to drive data-driven decision making. Example project included transformation of digital, transactional & customer feedback data to ensure data could be broken out by different customer journey stages. Wrote SQL and R code to manipulate, join and generate the final dataset utilized in the analysis.
  • Enabled clients to generate ad hoc analysis within Power BI making reporting of multiple data sources more flexible.
  • Performed qualitative and quantitative analysis for clients in supply chain, retail and healthcare markets. Working closely with our data science team on multiple assignment. Highlight was cluster analysis with the data science team establishing new segmentation for a client.
  • Developed polished visualizations to share results of data analyses.
  • Ran statistical analyses within R to process large datasets. Specifically working on understanding correlation of website actions to key KPI behavior.
  • Implemented internal solutions to improve business efficiency, performance and training. Build out processes to stream line analysis quality assurance for our newer team members.
  • Conducting analytics audits for clients ensuring that their digital platforms are able to answer key questions the team and company is trying to answer.
  • Participated in a Customer Lifetime Analysis focused on understanding the value between different channels. Main focus was processing data in SQL, communicating key client needs to our data science team and prepared the presentation. Identified a clear pattern of clients channel affinity being tied to customer attributes.
  • Ran an market basked analysis for a client to understand buying patterns and added valuation to estimate the profit if the team was more successful in cross-selling key product pairs. Identifying a 2million dollar opportunity through cross-selling.
  • Utilized and created a rubric to score internal marketing processes, then participated in the automation of the ingestion of the rubric results to measure internal process adherence in a BI tool.
  • Drove new hire training and establishing new processes for onboarding with a small group. Ensuring resources are created and I could provide coaching to the new hire classes.

Manager, Marketing Analytics

Ferguson Enterprises
01.2018 - 02.2021
  • Optimized eCommerce programs to inform potential areas of investment/divestment. Through analysis evaluated a promotional points program and suggested shifting the awarding of "retro" points to the call center. This decreased cost of the program by $800 a week.
  • Responsible for management, implementation, and governance of systems that capture the digital customer experience of a multi-site platform. This includes collaborating in a cross-functional team coordinating with IT, external Consultants, and multiple product owners to ensure correct tracking of a new website features launched is established. Lead the integration of the SDK for the Ferguson app.
  • Managed a multi-site & multi-tool optimization strategy. Created a new workflow for the testing program ensuring that tests are evaluated on value and cost to the company. Created a governance team to ensure all optimization and personalization efforts are aligned with other website initiatives and no collisions are created. WIth the product team managed the development and analysis of a server side test that changes our multi-step checkout process to single page and increase our completion rate by 3% and minimized time on page by 9%.
  • Serve as analytics subject matter expert, providing training and development opportunities for the product team. Conduct analysis, spot trends and present insights in a professional manner to various management levels.
  • Liaison with various groups within Analytics, Digital User Experience, Product Owners, Merchandising, Business Development Managers and IT
  • Spearheaded business process improvement within my team, utilizing project management tools, and analytical automation to minimize the time spent on repetitive business processes and reporting. Further implemented standardization practices for key data questions received from stakeholders to unify reporting
  • Participating in a digital marketing platform move to a cloud-based system. Ensuring that all data requirements and needs for the end-user a captured.
  • Lead a team of 5 analyst providing them with daily guidance and ensuring their development was a high priority.

Adjunct Marketing Professor

Saint Leo University
01.2012 - 10.2018
  • Plan and prepare lessons on principals of marketing for undergraduates. Includes instruction on the 4P's, creating a marketing plan, SWOT-Analysis, marketing & the product lifecycle and more topics
  • Conducted course development in accordance with University guidelines

eBusiness Analyst

Ferguson Enterprises
07.2016 - 01.2018
  • Serve as expert in website behavior and customer experience analytics
  • Provide data and analysis to inform and improve the effectiveness of eCommerce decisions through the detailed analysis of the online behavior of prospects and customers, identifying opportunities for improvement, and presenting actionable recommendations to the team. Through analysis identified the potential of spare parts sales
  • Created, maintained, and delivered holistic reporting ( for KPIs and benchmarks) to senior leadership
  • Implemented, launched, and evaluated product recommendations on the website leading to 500k incremental value within the first 6 months. Continued to monitor the performance of the recommendations algorithm and conducted testing where beneficial
  • Collaborate on creation and completion of A/B test and targeted experiences as well as post-campaign analysis
  • Increased reporting efficiency by generating self-service dashboards and automated reports, saving up to 2 business days.
  • Conducted research on internal site search and helped reduce the null search rate by 3%

Marketing Analytics Manager

La Tienda
01.2015 - 06.2016
  • Implemented a company wide product forecasting strategy and module for all products in the portfolio. Continuous improvement of this project has led to a reduction of out of stocks by 7% and a reduction in overstocks
  • Management of all procurement activities in the Company consisting of 700+ individual products
  • Aligned procurement and manufacturing efforts with the yearly and monthly budget
  • Participated in designing the marketing and sales strategy in order to achieve the financial goals of La Tienda
  • Gathered business intelligence through different departmental sources to assist general management in short and long – term decision making
  • Organized new product development and business strategy for La Tienda through detailed marketing analysis

Assistant Brand Manager

La Tienda
01.2013 - 01.2015
  • Managed online promotional channels, such as the affiliate programs, re-marketing, PLA and paid search, generating new strategies and aligning activities with the Marketing budget.
  • Generated all business analytics for the online and retail store and present actionable insights and strategies to general management
  • Gathered market and customer insights and suggested new strategies based on long and short – term goals of the company
  • Compiled weekly reporting and generate performance metrics on all online revenue streams for General Managers meeting
  • Monitor all website activates and implement new strategies if changes in the consumer buying behavior are detected
  • Managed and coordinated a team of 3 to implement a new website design, which has increased the conversion rate by 7%

Education

MBA -

Otto Friedrich University Bamberg
Bamberg

BBA -

Otto Friedrich University Bamberg
Bamberg

Skills

  • Advanced skills in Adobe Analytics & Target suites
  • Skilled in Google Analytics Suite including GA4
  • Data visualization and reporting skills in Power BI utilizing DAX Excellent & Mode Analytics
  • SQL
  • HTML and CSS for website and reporting purposes Good
  • Proficient in R
  • Proficient in Databricks

Languages

German
Native or Bilingual

Timeline

Senior Manager Data Analytics

IRobot
02.2023 - Current

Analytics Manager

Search Discovery
02.2021 - 02.2023

Manager, Marketing Analytics

Ferguson Enterprises
01.2018 - 02.2021

eBusiness Analyst

Ferguson Enterprises
07.2016 - 01.2018

Marketing Analytics Manager

La Tienda
01.2015 - 06.2016

Assistant Brand Manager

La Tienda
01.2013 - 01.2015

Adjunct Marketing Professor

Saint Leo University
01.2012 - 10.2018

MBA -

Otto Friedrich University Bamberg

BBA -

Otto Friedrich University Bamberg

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Samantha Burge