Sierra

DATA AND TECHNICAL WORK

NBCUNIVERSAL: Peacock, New York, United states

July 2023 - February 2024

Data Analyst, Decision Sciences

• Plug in data lakes and write SQL queries to gather data

• Work alongside data scientists to design machine learning models that will determine where value can be identified, and opportunities discovered

• Access, process, and analyze very large sets of data

• Help determine key drivers of the customer, isolating metrics that can be used for acquisition, retention, engagement, and lifetime value

• Translate the strategy of the business into measurable results

• Quantify each step of the customer journey and create dashboards that other team members can access and self-serve across the organization

Brainstation, New York, United states

January 2023 - June 2023

Data Science Student, Teaching Assistant

• Selected as the teaching assistant for full-time students attending BrainStation's Data Science Diploma Program. The technologies learned as part of the program include SQL, Python, Data Exploration and Visualization, Statistical Analysis, and Machine Learning techniques.

• Conduct code review for ~15 students

• Provide 1-1 mentorship for students

• Provide morning Kick-Offs

• Assist with curriculum development

• Grade assignments and provide feedback on progress

DIGITAL MEDIA, STRATEGY, AND PARTNERSHIPS

Twitter, New york, United states

November 2022 - February 2023

Client Account Manager, CPG

• Collaborate with Fortune 500 Consumer Packaged Goods advertisers to understand their objectives, consult on social strategy, recommend best practices, and develop campaigns that drive measurable business results

• Educate clients and agency partners on how to use Twitter's advertising products in the most effective way to grow existing business partnership

• Identify, create and implement marketing solutions that will drive measurable business results for clients. Examples include supporting annual account planning, sales pitches, RFPs and in-quarter upsells.

• Use data and analytics to guide strategy and build consultative solutions for clients

• Execute, optimize and analyze advertising campaigns using internal tools and dashboards

• Troubleshoot campaign issues with urgency, and identify and implement process improvements as needed

• Oversee and steward client measurement initiatives, including set-up, analysis and delivery of first party and third party studies

• Manage contracts and renewals, and assist our Sales Finance organization with payables and collections

• Provide feedback to our product and tools teams to help us scale our advertising platform

• Develop and manage relationships with key clients and agency partners

Vobile, New york, United States

December 2021 - November 2022:

Senior Account Manager, RightsID

• Specialize in content management strategy and online distribution rights on major streaming platforms (YouTube, Facebook, Instagram)

• Analyze data and performance metrics through backend dashboards on YouTube and Facebook

• Manage projects across multiple internal departments, including business development, sales, product, channel management, and business intelligence

• Build and present client-specific weekly, monthly, bi-annual, and ad-hoc data reports, providing insights on rights management and platform trends

• Coordinate efforts with and advocate for our clients at YouTube and Facebook
  
  Managed accounts include:
  •Hasbro & eOne
  •MGM
  •WWE
  •AMC, A24, Universal & Dreamworks
  •Sony Music Entertainment

Corus Entertainment, nelvana

May, 2019 - December 2021:

Digital Analyst: Brand & Partnerships (Promoted from Digital Content Coordinator March 2021)

• Responsible for over $2M in annual revenue across 10 different on-demand platforms

• Manage digital strategy for a CMS of 35 YouTube channels with over 7M subscribers and over 100M monthly views

• Optimize growth and engagement across YouTube and other VOD platforms using data analytic insights

• Associate Producer of Toon Bops musical shorts, leading series from initial data analysis through production to digital release resulting in +6M views on YouTube and Disney Now

• Curate and moderate digital VOD releases across both self-publishing and distribution VOD partners

• Communicate digital analytics to upper-management and marketing teams through stylized and informative decks & presentations

• Provide digital consulting for agency partnerships, including video advertising campaigns with an annual budget of $100K

My Pride season 1 inc.

March, 2020 - May, 2021:

Head of Digital Strategy & Marketing

• Lead digital strategy, marketing, and branding for the series

• Managed a team of 5 digital media professionals remotely across North America

• In one year, drove 250% growth across multiple platforms; YouTube: 21M views(300k subscribers), Instagram: 30K, Twitter: 5K

• Conceived and managed eCommerce merchandising campaign accounting for 55% of total series revenues

• Hired external contractors for production and oversaw design, advertising, licensing, and distribution for the series

• Designed, implemented (python + Flask), and managed brand website leading to 1M unique visits in 5 months

• Wrote and designed pitch documentation, marketing/brand materials, and proposals leading to over $50K in funding

• Pitched series to RevryTV SVOD service resulting in further global distribution

Broadbandtv

May, 2017 - May 2018:

YouTube Content Partnerships Representative

• Prospected over1,000 YouTube content creators every month and maintained business relationships with various influencers

• Analyzed, defined, and communicated analytics through strategy presentations for YouTube content creators and partners

• Became YouTube certified in Content Strategy and Channel Growth

• Executed audience development sessions with content creators performing 1-1 audits of their YouTube assets

• Signed one of the largest accounts in company history, H3H3 productions, leading to nearly $1M of additional annual revenue

Freelance and Contract (Various)

July, 2016 - May 2019:

Digital Media Consultant

• Produced multiple video advertisements for ARIS and developed multimedia content strategy

• Prepared strategic communications plan as well as multiple videography assets for Faces West International

• Developed initial digital branding and communications strategy for Foxy Box Wax Bar