Xiangxi (Sarah) Chen
Analytics leader with 5+ years of experience in digital advertising data, measurement strategy, attribution, predictive analytics, and AI-enabled workflows.
Xiangxi (Sarah) Chen
Analytics leader, AI builder, and storyteller for media
Resume
A privacy-safe resume view.
This version keeps the core professional story and removes direct address details from the public-facing site.
Education
Johns Hopkins University, M.S. in Marketing Analytics (STEM)
Communication University of Zhejiang, B.A. in Bilingual Broadcasting
Columbia University, Exchange Program in Marketing and Business Management
Experience
Professional experience.
A condensed version of the roles and results most relevant to the current site.
Sep 2025 - Present
Manager, Business Intelligence & Analytics
WPP Media
Lead cross-functional analytics initiatives across marketing, product, and client teams.
Translate complex modeling outputs into executive-level recommendations for budget and optimization decisions.
Establish governance standards for AI-enabled analytics and data workflows.
Mentor analysts in advanced SQL, modeling, and visualization practices.
Sep 2022 - Sep 2025
Senior Associate, Business Intelligence
WPP Media
Built Tech Concierge, an AI support agent that reduced research and troubleshooting time by 85%.
Created 10+ Power BI dashboards tracking CPA, ROAS, retention, and performance KPIs.
Led A/B tests, incrementality analyses, and attribution modeling across major media platforms.
Oct 2020 - Nov 2021
Digital Marketing Analyst
Johns Hopkins University
Conducted cohort and funnel analyses for multi-channel acquisition campaigns.
Helped support a 130% increase in site users and stronger engagement performance.
Feb 2020 - Oct 2020
Marketing Analyst
Baicizhan
Led app-install campaigns and in-app experiments that improved conversion and active user growth.
Managed large-scale influencer partnerships while maintaining ROI discipline.
Skills
Selected tools and methods.
Enough detail to be useful, without exposing personal contact details in a downloadable file.
Power BISQLPythonRTableauLooker StudioGoogle AnalyticsAdobe AnalyticsAttributionMMMIncrementality Testing