Senior analytics leader who solves the measurement problems other analysts walk past. At GoFundMe, designed the Share Attribution methodology that had blocked engineering for nearly a year — defining the model end-to-end and enabling accurate downstream experimentation across millions of fundraisers. Eight years of quantified impact at consumer and ecommerce companies: 27% revenue lift, 18% conversion improvement, 15-point retention gain. Deep expertise in SQL, Python, A/B testing, and experiment design; proven track record of building AI-augmented workflows that scale across analytics teams.
Experience
GoFundMeOct 2025 – Present
Staff Analyst, Consumer AnalyticsSeattle, WA
Designed and delivered the Share Attribution methodology that had blocked engineering for nearly a year — analysed the end-to-end data, defined the optimal attribution model linking organizer share actions to supporter visits, and enabled accurate downstream experimentation across millions of fundraisers.
Own funnel health for GoFundMe's consumer experience — continuously monitoring metrics across the Organizer, Amplify, and Fundraiser Page funnels and proactively surfacing anomalies and opportunities to product and engineering leadership.
Lead experiment analytics for the consumer product team; design launch dashboards that give PMs and engineers real-time signal on whether changes move the right metrics.
Pioneered AI-assisted analytics workflows across the team — authored internal adoption guides for LLM and MCP tooling, bringing the full analytics team into daily AI-augmented practice.
Drove a Share Rate deep dive that identified the root cause of an anomalous spike and surfaced a structural decline trend, directly influencing roadmap prioritisation.
Rothy'sMar 2019 – Oct 2025
Sr. Manager, Data AnalyticsSan Francisco, CA (Remote)
Designed and executed a Facebook Lift test for the Lapsed segment, driving a 27% revenue lift through optimised audience targeting and measurement.
Built end-to-end customer segmentation strategy that lifted conversion rates 11% across targeted campaigns.
Cut lifetime value degradation among discount customers by 20% through cohort analysis and targeted intervention programs.
Automated NPS open-text categorisation using Python and the OpenAI API, eliminating manual tagging and accelerating the product feedback loop from weeks to hours.
Architected an Airflow pipeline integrating Google Sheets and AWS S3 into Redshift with a Looker reporting layer adopted across the business.
Art.comSep 2017 – Mar 2019
Sr. Marketing Data AnalystSan Francisco, CA
Drove an 18% lift in landing page conversion rates through structured A/B experimentation and iterative optimisation.
Built Tableau dashboards adopted as the company standard for cross-channel performance tracking.
Improved marketing forecast accuracy through time series modelling across paid and organic channels.
FuelxOct 2016 – Sep 2017
Data Analyst, Business OperationsSan Francisco, CA
Raised client retention from 73% to 88% (+15pp) through cohort analysis and targeted intervention strategies.
Owned CPA-based campaigns representing two-thirds of company revenue.
Built Tableau performance dashboards that drove smarter campaign spend allocation across accounts.