Toni Walker
Atlanta,GA
Summary
Results-oriented Marketing Analytics Professional with 5+ years of experience in data-driven strategies. Skilled in EDA, Python, SQL, R, and Power BI, with a focus on multi-channel marketing analysis. Translated over 200,000 records into actionable insights and developed predictive models achieving 83.7% accuracy. MSIT in Data Analytics candidate (2027), holding a BBA in Marketing and Finance.
Overview
4
4
years of professional experience
Work History
Marketing Specialist for America’s Swimming Pool Company
Authority Brands
Macon, GA
01.2025 - Current
- Translated operational and marketing data into leadership-ready insights by developing KPI dashboards, scorecards, and executive reporting framework.
- Develop Marketing Ramp Plan for first year franchisees to achieve optimal marketing success during first 12 months of operations that includes performance benchmarks, milestone tracking, and recurring analytical reviews to exceed Year 1 revenue goals
- Analyzed multi-channel marketing spend and performance data to identify trends, anomalies, and optimization opportunities across digital advertising, direct mail, referral marketing, grassroots marketing, local search marketing, and call-tracking channels.
- Perform data quality assurance and validation by reviewing inconsistent, missing, unmapped, or anomalous financial and marketing records before merging into leadership reporting.
- Developed Marketing Ramp Plan for first-year franchisees to drive marketing success in first 12 months, including performance benchmarks, milestone tracking, and analytical reviews to exceed Year 1 revenue goals.
Marketing Coordinator for Outdoor Brands
Authority Brands
Macon, GA
06.2022 - 12.2024
- Developed operational expertise in internal and external marketing platforms and systems for three franchise brands, enhancing cross-brand collaboration.
- Coordinated budget tracking, marketing platform administration, and vendor management for multiple marketing initiatives, ensuring alignment with strategic goals.
- Created executive presentations and business reviews that effectively communicated quantitative findings through visualizations, facilitating data-driven decision-making.
Education
Masters - Information Technology
Middle Georgia State University
Macon, GA05-2027
Bachelor of Business Administration - Marketing Management and Research
Mercer University
Macon, GA05-2022
Skills
- Data analysis insights
- Dashboard development
- KPI reporting
- Dashboard development
- Python, SQL, R Programming
- Marketing Analytics
- Data Cleaning
- Google Sheets, Colab, GA4
- Microsoft Word, Excel, Powerpoint
- Hubspot
- Decision-Making
Accomplishments
- Marketing Campaign Performance Intelligence Dashboard | Power BI: Developed interactive Power BI dashboard analyzing 200K marketing records across six channels using DAX-based KPIs (ROI, conversion rate, CTR, campaign performance) to improve channel performance and executive decision-making.
- Marketing Campaign Conversion Prediction | Python, Machine Learning: Built a Random Forest classification model to identify high-converting marketing campaigns and predict campaign response, currently achieving 83.7% accuracy and 0.65 precision, with ongoing optimizations.
- AI Assisted Marketing Decision Intelligence System | Python, Machine Learning, Generative AI, Power BI (In-Progress): Designing and testing system integrating marketing performance, predictive modeling, and LLM-generated insights to identify campaign trends, recommend optimization, and support marketing decisions.
Personal Information
Title: Marketing Analytics | Python | PowerBI
Timeline
Marketing Specialist for America’s Swimming Pool Company
Authority Brands
01.2025 - Current
Marketing Coordinator for Outdoor Brands
Authority Brands
06.2022 - 12.2024
Bachelor of Business Administration - Marketing Management and Research
Mercer University
Masters - Information Technology
Middle Georgia State University