Summary
Overview
Work History
Education
Skills
Websites
Certification
Timeline
Generic

Tasha Renee Carrillo

San Marcos,United States

Summary

MarTech technologies & Strategy | Digital & Data Analytics | Data Science | Data Strategy | Adobe Experience Cloud Suite-CJA, AJO, AA | CDP | Data Governance | Advanced Analytics Implementation | Data Platforms | Data Architecture & Warehousing | KPI Development & Management | Data Visualization | Real-Time Dashboard Creation | Strategic Decision Support | Team Leadership & Development | Cross-Functional Collaboration 17+ years of experience driving data strategies, digital analytics, digital transformation for Fortune 500 brands. Senior expertise in digital analytics, analytics engineering, data governance, marketing technologies, marketing analytics, cloud architecture, data strategy, data science, and CDPs. Demonstrated track record in building high-performing teams, optimizing digital analytics & marketing technologies (Adobe AEP, Salesforce Marketing Cloud), and delivering actionable insights that improve ROI. Passionate about leveraging data to drive innovation and empower teams to make data-driven decisions.

Results-oriented individual with a passion for continuous learning and innovation. Known for leveraging analytical thinking and creativity to solve problems and deliver high-impact solutions in fast-paced environments.

Overview

17
17
years of professional experience
16
16

Certifications

Work History

Senior MarTech- Digital Analytics Engineering SME

Freelance
San Diego, United States
11.2024 - Current
  • Lead the technical development and optimization of Adobe Real-Time Customer Data Platforms (AEP), ensuring integration with Salesforce, Marketo, and other marketing tools to support real-time customer segmentation and personalized targeting
  • Drive end-to-end integration of AEP with key marketing platforms, optimizing data flow to enhance campaign effectiveness and customer experiences
  • Manage the data pipeline development leveraging AWS S3, Databricks, and other cloud tools, ensuring smooth, secure, and efficient data transfer between platforms
  • Conduct comprehensive data audits to identify gaps in data accuracy and reliability, ensuring improved customer insights and analytics-driven decisions
  • Coach and mentor teams on implementing scalable data solutions, ensuring high-quality outputs and compliance with data governance and security standards
  • Provide hands-on leadership and coach teams to implement scalable data solutions while ensuring data quality, integrity, and compliance with industry standards

Senior Manager, Analytics Engineering & Strategic Data Leader

Sony Interactive Entertainment- PlayStation
San Diego, United States
04.2022 - 11.2024
  • Led and mentored a team of analytics engineers to implement telemetry data collection, Adobe AEP and CJO telemetry solutions, driving a 35% increase in customer engagement and delivering actionable business insights
  • Spearheaded the development through wireframe creation and integration of advanced business intelligence tools (e.g., DOMO, Power BI), creating custom dashboards that provided real-time insights into advertising metrics (CPA, CTR, ROI), improving campaign performance and decision-making
  • Leveraged expertise in resource allocation to balance workloads, ensuring timely completion of all digital analytics projects within given budgets
  • Integrated Adobe Edge Network for real-time data processing, optimizing content personalization and reducing latency by 40%
  • Design, implement, and optimize personalized customer journeys using Adobe Journey Optimizer (AJO)
  • Developed comprehensive product requirements for MarTech solutions that improved client data analytics capabilities
  • Effectively translated complex business needs into user stories, playing a pivotal role in the development of a highly customized marketing technology solution
  • Collaborated closely with senior leadership, engineering, strategy, marketing, product teams to align analytics insights with business objectives, providing strategic recommendations that drove revenue growth and improved ROI on advertising spend
  • Enhanced customer satisfaction by 22% by analyzing 500,000+ user feedback responses and implementing targeted CSAT initiatives
  • Architected and optimized ETL processes to ensure seamless data flow and processing across systems, enabling real-time analytics and reporting capabilities for marketing and business teams
  • Centralized customer data using Adobe CDP, Snowflake, and AWS S3, improving data integrity and accessibility, and enhancing marketing insights
  • Drove a 30% increase in conversion rates by optimizing Customer Journey Orchestration (CJO) workflows and integrating Machine Learning-driven features such as Voice of the Customer (VOC)
  • Improved data quality by 30% and reduced reporting time by 50% through effective data governance and integration efforts
  • Improved project efficiency by 30% through effective resource utilization in the development and optimization of Analytics Engineering solutions

Digital- Data Analytics & Strategy Tech Consulting Manager

Ernst & Young (EY)
San Diego, United States
07.2016 - 03.2022
  • Led a cross-functional team to design and execute a comprehensive go-to-market strategy, driving product adoption and revenue growth
  • Successfully designed and implemented data products that improved the efficiency of marketing analytics processes
  • Directed a 25-member team in transforming legacy BI systems into modern, cloud-based analytics & marketing solutions, enhancing data accessibility and governance by 25%
  • Led the design and implementation of digital analytics solutions, driving business growth for numerous high-profile clients
  • Led large-scale digital transformation initiatives for Microsoft Worldwide Learning and Xbox, designing and deploying data-driven marketing solutions that improved customer engagement by 20%
  • Leveraged Adobe AEP, Tealium, and Salesforce Marketing Cloud to optimize personalized customer experiences, increasing customer satisfaction and marketing campaign success by 20%
  • Increased data quality by 40% and streamlined reporting processes, providing better insights into customer behavior for Microsoft and improving operational efficiency by 30%
  • Configured and deployed Adobe AEP's Real-Time Customer Data Platform (RTCDP), enabling seamless data activation across marketing channels and enhancing campaign responsiveness
  • Drove pre-sales activities, requirements gathering, and technical proposals, securing client solutions and ensuring alignment with business objectives
  • Demonstrated proficiency in resource allocation, optimizing the use of technical resources in various digital analytics engineering projects
  • Oversaw the migration of analytics infrastructure to Adobe Marketing Cloud, integrating AWS and ADLS to improve data processing efficiency by 30% and accelerate reporting times
  • Led multi-faceted client engagements as Delivery Lead, Tech Lead, achieving 100% on-time project completion and 95% client satisfaction ratings through effective budget and resource management
  • Managed workstream financials and ensured alignment with project objectives, leading to on-time, on-budget delivery of Statements of Work (SOW)

Senior Consultant & Microsoft Lead- Manager, Digital, Data Strategy & Marketing Analytics

Society Consulting
Seattle, United States
01.2014 - 06.2016
  • Led a 25-member team of data analysts, data engineers, solution architects, marketing analysts, and data scientists for Microsoft projects, ensuring seamless execution and high-quality deliverables
  • Led pre-sales engagements, including the development of solution architectures and proposals, validating technology requirements with clients
  • Developed and executed innovative MarTech strategies that resulted in measurable business growth across multiple industries
  • Provide technical expertise and hands-on support for implementing AJO to drive key business outcomes, such as customer retention, engagement, and lifetime value
  • Managed end-to-end implementation of analytics systems, leading teams to design and deploy scalable data solutions that improved digital marketing and ad performance across multiple platforms
  • Architected secure API solutions for data layer access, resulting in a 60% improvement in cross-team data utilization and collaboration
  • Implemented Adobe Experience Platform (AEP) to centralize customer data, enabling a unified view of customer interactions across all channels
  • Acted as a Subject Matter Expert for clients such as Microsoft and Xbox, optimizing digital analytics, data governance, and performance measurement strategies
  • Built and scaled analytics platforms using Adobe Analytics, Google Tag Manager, and AEP, improving campaign effectiveness by 25% and customer retention by 40%
  • Optimized vendor relationships and analytics processes, resulting in a 30% reduction in operational costs and a 25% increase in data accuracy
  • Led cross-functional teams in the development of data pipelines, improving data accessibility and ensuring compliance with data privacy regulations
  • Leveraged resource utilization strategies to streamline the implementation of digital analytics tools across multiple client platforms

Senior Consultant, Digital Analytics, Implementation & Marketing Analytics

Contractor
Chicago, United States
12.2012 - 01.2014
  • Delivered data-driven insights through comprehensive analysis and recommendations, enabling clients to optimize marketing strategies and increasing ROI on analytics-based initiatives by 20%
  • Improved the overall analytics framework for the agency, ensuring best practices in implementation and reporting were consistently followed, leading to enhanced data quality and more reliable decision-making across client campaigns
  • Developed and executed custom measurement plans, streamlining reporting processes and creating actionable dashboards, resulting in a 50% reduction in reporting time and providing clients with real-time insights to drive business decisions
  • Led successful analytics implementation for major clients, including troubleshooting and optimizing tag management and data tracking, contributing to more accurate data collection and insights that improved campaign performance by 25%
  • Transformed intricate data sets into strategic insights, empowering clients to make data-driven decisions and achieve key business objectives
  • Trained and mentored a team of junior analysts, improving their proficiency in web analytics tools (Adobe Analytics, Google Tag Manager, Comscore), resulting in a 30% increase in team efficiency and a stronger internal analytics capability

Senior Web Analytics & BI- Mobile Initiatives

Sears Holdings Corporation
Hoffman Estates, United States
12.2011 - 12.2012
  • Led the implementation of tracking tags and parameters for mobile features and marketing campaigns, working closely with business teams and web developers to ensure accurate data collection and reporting
  • Developed and optimized key performance indicators (KPIs), dashboards, and ad hoc reports, significantly improving the Sears Mobile team's ability to monitor digital marketing campaign performance and make data-driven decisions
  • Provided expert guidance on mobile business trends, industry updates, and best practices, helping the team stay ahead of market changes and improve mobile strategies
  • Collaborated with Product and Merchandising teams to analyze the performance of site features and merchant offers for users from various traffic sources, providing actionable insights that enhanced user engagement and conversion rates
  • Developed and integrated creative data solutions, leveraging both structured and unstructured data to support department and cross-functional business objectives, resulting in more informed decision-making across teams
  • Fostered innovation and promoted new ideas to enhance mobile initiatives, resulting in more effective mobile marketing strategies and improved performance metrics
  • Identified gaps in business and technical functionality, negotiating solutions with stakeholders to optimize tracking and ensure alignment with business goals

Digital Analytics, Implementation and Digital Marketing Analyst

RAPP
New York, United States
01.2008 - 12.2011
  • Developed and executed digital analytics & martech strategies that improved client decision-making by 25% across key channels
  • Created and delivered measurement plans, KPIs, automated dashboards, and reports, providing clients with actionable insights and clear ROI
  • Collaborated with cross-functional teams to define business requirements, optimize digital performance, and ensure seamless web, mobile, and email program implementations
  • Delivered tailored analytics solutions for major clients such as Pfizer, Merck, Toyota, and Johnson & Johnson, directly contributing to marketing success
  • Built predictive models using statistical techniques to improve customer targeting and retention, enhancing client acquisition strategies
  • Led the implementation of web analytics for online media and rich applications, increasing data accuracy by 40% and boosting performance metrics by 20%
  • Presented digital strategies to clients, driving brand awareness, engagement, and sales by leveraging SEO, web analytics, mobile, and social media expertise

Education

Bachelor of Science (B.S) - Apparel and Textiles- Marketing

West Virginia University
Morgantown, WV
12.2022

MPA, MBA - Non-Profit Management/Law, Marketing

Pace University
New York City
12.2010

Skills

  • Adobe Analytics
  • Customer Journey Analytics (CJA)
  • Adobe Experience Platform (AEP)
  • Adobe Real-Time CDP
  • Adobe Launch/Tags
  • EdgeNetwork
  • Adobe Journey Optimizer
  • Adobe Audience Manager
  • Qualtrics
  • Google Analytics
  • Tealium iQ
  • Ensighten
  • ObservePoint
  • Google Tag Manager
  • Data pipeline development
  • ETL processes
  • APIs
  • Microsoft Azure
  • ADF
  • AWS
  • Snowflake
  • Databricks
  • Spark
  • Hadoop
  • Kafka
  • Apache
  • Cross-channel reporting
  • Predictive modeling
  • Data visualization
  • Wireframing
  • Power BI
  • Tableau
  • DOMO
  • A/B testing
  • Optimizely
  • Adobe Target
  • Content Square
  • SQL
  • Python
  • Pandas
  • Flask
  • Django
  • JavaScript
  • DAX
  • Customer segmentation
  • Audience activation
  • Personalization strategies
  • Marketo
  • Salesforce
  • Cross-functional team management
  • Stakeholder alignment
  • Scalable analytics frameworks
  • Strong analytical skills
  • Customer focus
  • Expertise in subject matter
  • Deep expertise
  • Strategic thinking
  • Innovative mindset
  • Key performance indicators
  • Team building
  • Sustainability strategies
  • Analytical skills
  • Relationship building
  • Business intelligence
  • Operational Streamlining

Certification

  • Adobe Launch Certified
  • Tealium Certified
  • Salesforce Certified Advanced Administrator (SCAA)
  • Ensighten Manage Certified
  • Power BI Certified
  • Management Training Certification Program
  • Certified Scrum Professional (CSM)
  • Data Science Certification
  • Adobe Experience Cloud
  • Optimizely Certified
  • Project Management Professional (PMP)
  • Adobe Analytics Architect

Timeline

Senior MarTech- Digital Analytics Engineering SME

Freelance
11.2024 - Current

Senior Manager, Analytics Engineering & Strategic Data Leader

Sony Interactive Entertainment- PlayStation
04.2022 - 11.2024

Digital- Data Analytics & Strategy Tech Consulting Manager

Ernst & Young (EY)
07.2016 - 03.2022

Senior Consultant & Microsoft Lead- Manager, Digital, Data Strategy & Marketing Analytics

Society Consulting
01.2014 - 06.2016

Senior Consultant, Digital Analytics, Implementation & Marketing Analytics

Contractor
12.2012 - 01.2014

Senior Web Analytics & BI- Mobile Initiatives

Sears Holdings Corporation
12.2011 - 12.2012

Digital Analytics, Implementation and Digital Marketing Analyst

RAPP
01.2008 - 12.2011

Bachelor of Science (B.S) - Apparel and Textiles- Marketing

West Virginia University

MPA, MBA - Non-Profit Management/Law, Marketing

Pace University

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Tasha Renee Carrillo