Seasoned, curious, hacker-scientist-type with a firm bent for answering hard questions with data.
Experienced with data-driven conversion rate optimization (CRO) and direct response marketing analytics; Strong affinity for communicating visually and in a clear, precise, and actionable manner.
Fluent with Python, R, and SQL, as well as Tableau, Google Analytics, Optimizely A/B testing, Qualaroo, and ClickTale. Google Analytics Individual Qualification (expires 6/2013, certification # 00943855).
Looking to practice my craft in a product-oriented role at a SaaS startup where I can make a substantial contribution.
I have a degree in Economics from Virginia Tech and a Master's in Information Systems from Cal State Sacramento. I grew up in Asker, Norway, and am a big fan of Hokies football. I'm also an amateur bike racer.
2012-present: Marketing Intelligence Analyst
CLEARLINK, Salt Lake City, UT
A leading provider of direct response content marketing for top consumer brands. Clients included ADT, AT&T, Dish Network, and Verizon.
Provided data-driven conversion rate optimization (CRO) for the Satellite/Security vertical- Quantitative and qualitative A/B testing with Optimizely, Qualaroo, and Google Analytics; identified revenue opportunities of $2M/annualized, an average lift of 7.5% per A/B test
- User experience analytics using Qualaroo (customer surveying) and ClickTale (user experience analytics)
- OLS, logit/probit, clustering, time series forecasting in Stata and R
- Google Analytics Individual Qualification, exp. 6/21/2013; Certification # 00943855
- Decreased analytics turnaround time of more than 30% for internal customers and 55% for brand partners
- Created scalable ETL process (Python, MySQL) and flexible reporting dashboards allowing end-users to perform self-service ad-hoc analysis (Tableau Desktop and Server implementation on top of a MySQL platform). Initial roll-out of 1 server and 50 clients
- Worked with marketing staff to understand reporting needs, design reports to meet these needs, and work with colleagues to make sure the reports were properly interpreted and used
2012: Operations Analyst (Contract Engagement)
Rio Tinto Group, Salt Lake City, UT
Global-500 natural resources and mining corporation, operating the second-largest copper mine in the U.S.
- Took charge of architecting project data collection and process tracking, significantly improving data quality
- Created a set of custom macro-driven reports in Excel for project progress analysis
2008-2012: Research Analyst/PhD student
University of Utah, Salt Lake City, UT
Major research university, with close to $500M in annual research funding.
- Examined how strangers influence each other online when money is present (i.e. crowdsourcing, crowdfunding, e-commerce)
- Designed models of peer influence in crowdfunding markets (in R and Stata), and used these models to predict consumer behavior
- Experienced at data manipulation (Perl, sed/awk/grep, SQL) and data collection: wrote a Perl Web crawler from scratch; crawler ran nightly via a cron job for over a year and collected 10M+ records
2006-2008: Online Marketing Analyst
Planning and Conservation League, Sacramento, CA
A 501(c)4 umbrella lobbying group for California grassroots environmental organizations.
- Reporting to the Executive Director, this position involved conducting email marketing, web analytics, website design (regular use of HTML/CSS/JavaScript), and A/B and multivariate testing, and results analysis for online marketing projects
- Revamped online CRM and marketing functions while generating substantial cost savings (reduced SaaS fees 35%) by switching back-end software. Responsible for managing/implementing entire project
- Promoted from one previous position: IT Intern
1996-present: Freelance Web Developer
15 years experience designing, developing, and maintaining client web propertiesPh.D., Information Systems
The University of Utah, 2008-2012 (incomplete, completed four years)
M.S., Management Information Systems
California State University—Sacramento, 2008
B.A., Economics (concentration in Computer Science)
Virginia Tech, 2004
2011-2012: Race Director and External Relations
University of Utah Cycling Team, Salt Lake City, UT
Pro-bono work. USA Cycling Collegiate Division 1 Team.
- Completely rebuilt team website: moved to a Wordpress solution and installed a shopping cart.
- Result: made it possible to sell team merchandise to not only members, but also alumni, general public
- Result: a sell-out of team merchandise each semester and elimination of stale inventory sold at loss
- Created a Facebook team page to enhance recruitment and merchandise sales.
- Result: fourfold increase in online engagement, leading to the largest expansion of team roster since team founding, and 78% increase in merchandise profit—largely attributable to online alumni sales. This enabled the team to send a fully funded representation to the Collegiate National Championships in May 2012
2011-2012: Professional Ski Instructor
Snowbird Mountain School, Snowbird, UT
- Taught group and individual ski lessons, ages 4 through 15, at one of the premier mountain resorts in the United States.
- Professional Ski Instructors of America, Level I Certified
2010-2011: Ski Instructor
Deseret News Ski School/University of Utah, Alta, UT
- Taught first-time skiers ages 8 and up at the 63rd annual Deseret News/KSL Newsradio Ski School at Alta Ski Area
- Primary audience: low-income local kids who otherwise wouldn't have the opportunity to learn how to ski (history behind the skiing program)
- Taught Spring 2011 on-snow component of the University of Utah's Alpine Skiing class
Walking my greyhound whenever she instructs me to.
