Sitara Abraham

• Developed an internal application leveraging the Claude API and generative AI (Python) to enable natural language querying of BigQuery, reducing data retrieval time for monthly performance analysis by 50%.
• Spearhead the deployment of complex modeling initiatives—including Churn Analysis, Incrementality/Uplift, and Media Elasticity—to provide high-stakes strategic recommendations to stakeholders.
• Successfully transitioned a direct report from execution-only tasks to leading end-to-end advanced analytics projects (such as Halo Analysis), effectively increasing team bandwidth for high-level consulting.
• Spearhead the deployment of complex modeling initiatives—including Churn Analysis, Incrementality/Uplift, and Media Elasticity—to provide high-stakes strategic recommendations to stakeholders.
• Directed the creation of actionable stories to present data-driven insights to clients and stakeholders.
• Developed and implemented an automated marketing analytics dashboard that provided real-time insights into marketing performance.
• Orchestrated the standardized onboarding program for new department hires, successfully reducing time-to-productivity by 25% through structured mentorship and resource mapping.
• Authored and implemented departmental SOPs for client ETL (Extract,Transform,Load) processes, ensuring 100% output consistency across multiple contributors and reducing manual errors when ingesting a new client.

• Spearhead the deployment of complex modeling initiatives-including Churn Analysis, Incrementality/Uplift, and Media Elasticity-to provide high-stakes strategic recommendations to stakeholders.
• Utilized DBT, SQL, and data engineering ELT principles to create star schema data infrastructure for various platforms.
• Collaborated with Product and Engineering stakeholders to deliver actionable analysis and visualizations through Domo reporting.
• Liaised with Product and Engineering stakeholders to provide analysis and visualizations via Domo reporting.
• Utilized Python for both ad hoc reporting and analysis, as well as software engineering debugging and code refactoring.
• Identified, reviewed and evaluated data management metrics to recommend ways to strengthen data across enterprise.
• Directly manage and mentor an analytics associate, conducting monthly 1:1s, providing performance feedback and ensuring the associate's goals are both aligning with the macro vision of the department/company and personally fulfilling.
• Successfully transitioned a direct report from execution-only tasks to leading end-to-end advanced analytics projects (such as Halo Analysis), effectively increasing team bandwidth for high-level consulting.
• Directed the use of out-of-the-box means to craft an actionable story when presenting data-driven insights to clients and stakeholders, utilizing our standard tech stack as well as Python-led ad-hoc models.
• Develop and implement an automated marketing analytics dashboard that provides real-time insights into marketing performance.
• Developed standardized onboarding program for new department hires, reducing time-to-productivity by 25% through structured mentorship and resource mapping.
• Created and implemented departmental SOPs for client ETL processes, ensuring output consistency across multiple contributors and minimizing manual errors during client ingestion.

Implemented scoring algorithm on proprietary tech product to assess airing dimensions, enhancing data-driven decision-making.

• Created NLP Sentiment Analysis and LDA models to glean sentiments and topics from online Tweets and news headlines regarding current and potential clients.
• Created K-Means Cluster model to distinguish brand vs. direct response TV spots.
• Implemented scoring algorithm on proprietary tech product, scoring airing dimensions.
• Used Python to retrieve/wrangle JSON data from various APIs and visualize data for internal reporting.
• Oversaw development of PostgreSQL/SQL tables, views, queries, and stored procedures in DBeaver and MS SQL for improved data visualization and analysis across Data Science and companywide.
• Develop standardized reporting/ reporting style guides and conducted training utilizing Tableau with BI, Media, and Account Management stakeholders.

• Utilized reporting tools (Tableau, Excel, Data Studio, Google Cloud) to inform decisions based on lead, sales, and advertising data.
• Cleaned and manipulated data using Excel functions and Python Pandas, ensuring reports met C-level requirements.
• Conducted ad-hoc tests and statistical analyses in Python/Jupyter Notebooks, analyzing keyword performance in ad copy and sales outcomes based on outbound activity.
• Pulled API data with Python and organized it into SQL databases for streamlined reporting.

• Maintained and analyzed policy data reporting for various Departments of Motor Vehicles (DMVs); developed reports using SQL and PL SQL to support data-driven decision making.
• Coded SQL and PL SQL programs for quality assurance of data, ensuring accuracy and consistency across databases to enhance reporting integrity.
• Developed and interpreted business functional requirements to create final reporting products; wrote Business Requirement Documentation and collaborated with IT to enhance reporting tool functionalities.

• Managed campaign reporting, analysis, and order optimization, ensuring timely launches and successful performance of advertising campaigns.
• Coordinated campaign launches by setting up orders per contracts, collaborating with legal, credit, and yield teams for approvals, and ensuring tag and creative compliance.