Analytics Leadership
I help teams move from fragmented media signals to clearer decisions around budget, optimization, and measurement strategy.
Xiangxi (Sarah) Chen
Analytics leader, AI builder, and storyteller for media
Professional
Analytics leadership shaped by structure, judgment, and communication.
My work sits at the intersection of advertising analytics, measurement strategy, AI-enabled workflows, and stakeholder storytelling. I am usually brought into problems where the data is messy, the stakes are high, and the answer needs to move people toward action.
Problem Decomposition
I like taking ambiguous business questions apart, isolating the real constraint, and rebuilding the problem into something actionable.
Storytelling for Decisions
My edge is not just analysis. It is making the answer understandable, persuasive, and usable for stakeholders with different priorities.
Experience
The professional timeline.
Across media, higher education, and edtech, the through-line has been the same: find the signal, structure the problem, and help people make better decisions.
Sep 2025 - Present
Manager, Business Intelligence & Analytics
WPP Media
Leading cross-functional analytics initiatives across marketing, product, and client teams, while shaping AI-enabled workflows, measurement strategy, and executive storytelling.
Sep 2022 - Sep 2025
Senior Associate, Business Intelligence
WPP Media
Built measurement systems, launched Tech Concierge, and worked with senior stakeholders to turn analytics into clearer budget, performance, and optimization decisions.
Oct 2020 - Nov 2021
Digital Marketing Analyst
Johns Hopkins University
Ran cohort and funnel analysis for acquisition campaigns, helping support 130% site-user growth and data-driven redesign decisions across departments.
Feb 2020 - Oct 2020
Marketing Analyst
Baicizhan
Led app-install campaigns, A/B experiments, and influencer-driven growth work that improved conversion, active users, and commerce performance.
Toolkit
The tools support the thinking.
I care less about listing every platform and more about using the right combination of methods, models, and communication to make the answer useful.
SQLPythonRPower BITableauLooker StudioAttributionMMMIncrementality TestingGoogle AnalyticsAdobe AnalyticsAI Workflow Design