Framing before answering.
I take ambiguous business questions apart, isolate the real constraint, and rebuild the problem into something the team can act on. The answer is cheap once the question is right.
Chapter 02Work
Analytics leadership, compounded from a decade in five disciplines.
I work at the intersection of measurement strategy, AI-enabled systems, and executive storytelling — and it works because I trained deep in each of them before trying to combine them. I'm usually brought in when the data is messy, the stakes are high, and the answer needs to move people toward action.
How I work
Three habits behind the output.
Decisions, not dashboards.
Measurement work only matters if it changes a budget, a bid, or a plan. I build the bridge from noisy media signals to the specific decision leadership needs to make.
Story as a working layer.
I treat stakeholder communication as part of the system — not an extra. The analysis gets used because the narrative makes the recommendation obvious and the tradeoffs honest.
Experience
The career path in chapters.
Across media, higher education, and edtech, the through-line stays the same: find the signal, structure the problem, help people decide.
Sep 2025 — Present
Manager, Business Intelligence & Analytics
WPP Media
Leading cross-functional analytics across marketing, product, and client teams. Shaping AI-enabled workflows, measurement strategy, and executive storytelling for decisions that move budgets.
Sep 2022 — Sep 2025
Senior Associate, Business Intelligence
WPP Media
Built measurement systems, shipped Tech Concierge (AI support agent), 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, supporting 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
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