Yuanyuan (Tracy) Cui
Jersey City
Overview
11
11
years of professional experience
1
1
Certification
Work History
Senior Manager – Campaign Analytics
American Express
New York
02.2025 - Current
- Designed and implemented digital experimentation and lift studies across campaigns, platforms, audiences, and ad technologies, delivering insights to guide marketing decisions and maximize campaign acquisition performance.
- Leveraged Amex first-party customer and prospect data to develop cookieless, privacy-safe audience strategies, enabling measurable digital ad activation and insights across digital and social platforms.
- Partnered with MMM and data science teams to translate experimental lift results into priors for Bayesian Marketing Mix Models, improving measurement accuracy and marketing investment optimization.
- Managed collaboration with external analytics vendors and agency partners to align on experimentation insights and implement measurement best practices.
Senior Manager – Advertising Measurement
American Express
New York
04.2022 - 01.2025
- Oversaw measurement and optimization of brand marketing investments through MMM, providing actionable insights that enhanced cross-channel media effectiveness and maximized ROI.
- Led the transformation of the Marketing Mix Modeling (MMM) process, partnering with Data Science to standardize modeling methodologies and transition to a Bayesian approach.
- Developed and implemented measurement frameworks to assess performance of paid media for non-marketing initiatives at Amex, using nested modeling approaches to quantify incremental acquisition impact.
- Designed and automated an interactive Tableau dashboard for MMM measurement, enabling deeper insights from model results and increasing reporting efficiency by 50%.
Senior Analytics Manager
Gain Theory, GroupM
New York
04.2019 - 03.2022
- Led development of Marketing Mix Modeling and advanced analytics solutions that enhanced marketing effectiveness and informed media investment strategy for global clients.
- Managed MMM client engagements end-to-end, ensuring alignment across data collection, modeling design, and insight development to meet stakeholder needs.
- Developed analytical frameworks such as Unified Marketing Measurement and audience segmentation insights to optimize paid search and improve multicultural marketing analysis.
- Delivered executive-level presentations translating complex modeling results into clear investment recommendations for marketing and finance stakeholders.
Analytics Manager
Gain Theory, GroupM
New York
10.2017 - 03.2019
- Led and mentored team of 6 analysts globally, delivering comprehensive MMM analytics projects for CPG, entertainment, and retail clients.
- Delivered strategic insights that informed marketing budget allocation and optimized campaign decisions.
- Collaborated with engineering teams to develop Python-based MMM modeling platform, enhancing scalability and modeling efficiency.
Senior Data Analyst
GroupM, Data & Analytics Solution
New York
05.2016 - 09.2017
- Developed media response curves and optimization simulations from MMM results to inform cross-channel marketing budget allocation.
- Streamlined analytical workflows using SQL stored procedures and Tableau dashboards, increasing reporting efficiency.
- Analyzed complex data sets to identify trends and insights.
- Developed interactive dashboards for data visualization and reporting.
- Collaborated with cross-functional teams to support data-driven decision-making.
Data Analyst
GroupM, Data & Analytics Solution
New York
10.2014 - 04.2016
- Developed Marketing Mix Models using multivariate regression in SAS and R, providing insights into marketing effectiveness across channels.
- Built Tableau dashboards and analytical presentations that translated model insights into actionable marketing recommendations, enhancing decision-making.
- Analyzed client data to identify trends and insights for campaign optimization.
- Collaborated with cross-functional teams to develop data-driven strategies and solutions.
- Created visual reports using analytics tools to present findings to stakeholders.
Education
M.A. - Statistics, Data Analysis, Statistical Modeling, Machine Learning
COLUMBIA UNIVERSITY
New York, NY05-2014
B.B.A. - Finance, Statistics, Mathematics
UNIVERSITY OF WISCONSIN MADISON
Madison, WI05-2012
Certification
Applied Data Science with Python Specialization, University of Michigan - via Coursera
Coursework: Applied Machine Learning, Text Mining, Social Network Analysis, Data Visualization
Coursework: Applied Machine Learning, Text Mining, Social Network Analysis, Data Visualization
Skills And Languages
SQL, Tableau, Python (Pandas, Numpy, Matplotlib, Scikit-learn, PyMC), Snowflake, R, Excel
English, Mandarin Chinese (Native), Cantonese Chinese (Native)
Timeline
Senior Manager – Campaign Analytics
American Express
02.2025 - Current
Senior Manager – Advertising Measurement
American Express
04.2022 - 01.2025
Senior Analytics Manager
Gain Theory, GroupM
04.2019 - 03.2022
Analytics Manager
Gain Theory, GroupM
10.2017 - 03.2019
Senior Data Analyst
GroupM, Data & Analytics Solution
05.2016 - 09.2017
Data Analyst
GroupM, Data & Analytics Solution
10.2014 - 04.2016
M.A. - Statistics, Data Analysis, Statistical Modeling, Machine Learning
COLUMBIA UNIVERSITY
B.B.A. - Finance, Statistics, Mathematics
UNIVERSITY OF WISCONSIN MADISON