Sitara Abraham
Smyrna
Summary
Results-oriented Analytics Leader with 8+ years of experience driving marketing strategy through data engineering and advanced modeling. Proven track record of managing cross-functional teams and direct reports to deliver proprietary data products. Expert at bridging the gap between technical engineering and executive-level decision-making
Overview
10
10
years of professional experience
Work History
Sr. Marketing Analytics Specialist & Supervisor
Vuja De Digital
03.2023 - Current
- Direct and mentor our junior analyst to facilitate seamless client data onboarding, advanced analysis, and the delivery of high-impact performance insights.
- Spearhead the development of proprietary data models and analytics products, including churn analysis and incrementality reports, to drive client retention and budget efficiency.
- Serve as a strategic advisor to clients, translating complex datasets into comprehensive data strategies focused on achieving core business success metrics.
- Led the design and implementation of automated marketing analytics dashboards, providing real-time visibility into cross-channel performance and operational efficiency.
- Present data-driven trends and actionable insights to clients to validate and guide optimization strategies led by channel directors.
Senior Data Analyst
ZEFR
06.2021 - 02.2023
- Company Overview: Remote
- Utilized DBT, SQL, and data engineering ELT principles to create star schema data infrastructure for various platforms.
- Deployed DBT changes into production (via Snowflake) and implemented changes into Looker for end user reporting.
- Liaised with Product and Engineering stakeholders to provide analysis and visualizations via Domo reporting.
- Utilized Python for both ad hoc reporting and analysis, as well as software engineering debugging and code refactoring.
- Identified, reviewed and evaluated data management metrics to recommend ways to strengthen data across enterprise.
Data Science Analyst
Hawthorne Advertising
07.2019 - 06.2021
- Implemented scoring algorithm on proprietary tech product, scoring airing dimensions
- Utilized VLP, LDA, and &-Means to cluster survey data, assisting with new business pitch insights
- Created Means Cluster model to distinguish brand vs. direct response TO spots
- Created VLP Sentiment Analysis q LDA models to glean sentiments and topics from online Tweets and news headlines regarding current and potential clients.
- Used Python to retrieve/wrangle JS V data from various API's and visualize data for internal reporting
- Oversaw development of PostgreSQL/SQL tables, views, queries, and stored procedures in DBeaver and MS SQL for visualization and analysis within Data Science as well as company-wide
- Develop standardized reporting/ reporting style guides and conducted training utilizing Tableau with BI, Media, and Account Management stakeholders
Data Analyst
Scorpion
02.2018 - 06.2019
- Company Overview: Los Angeles
- Utilized reporting tools (Tableau, Excel, Data Studio, Google Cloud) to inform decisions based on lead, sales, and advertising data.
- Cleaned and manipulated data (Excel/Sheet functions and Python Pandas) to ensure reporting aligns with C-level needs.
- Used Python/Jupyter Notebooks to run ad-hoc tests and statistical analyses (linear, ANOVA, logistic regression, A/B testing. Use cases include which keywords in ad copy correlate to conversions and higher clicks, predicting the odds of a sale depending on the type and amount of Sales outbound activity, etc.
- Used Python to pull API data and store in created SQL databases for reporting purposes.
Associate Reporting Analyst
Esurance
12.2017 - 02.2018
- Company Overview: San Francisco
- Maintained reporting of policy data to various Departments of Motor Vehicles (DMV), analyzed data, developed reports using SQL and PL SQL.
- Coded SQL and PL SQL programs to QA data, ensuring data accuracy and symmetry across databases.
- Developed and interpreted business functional requirements to translate all needs into a refined reporting product
- Wrote Business Requirements Documentation/collaborated with IT to implement a variety of reporting tool functionalities.
Ad Operations Associate
The Weather Channel
09.2015 - 12.2017
- Managed campaign reporting, analysis, advertiser insights, and order optimization to ensure timely launches, successful performance, and full delivery.
- Coordinated launch of campaigns, including setting up orders against their contracts, collaborating with legal/credit/yield teams for approvals, and working with traffickers to ensure tag/creative compliance.
Education
BS - Business Administration: Information Systems
San Francisco State University
San Francisco05.2015
Data Science Bootcamp - Data Science
Springboard
Los Angeles, CA10.2019
Skills
- Data Analysis/Engineering (SQL, Python, DBT)
- Dashboard Visualizations (Domo, Looker, Tableau, Grow)
- Google Tag Manager
- Google Analytics expertise
- Marketing analytics (Churn Analysis, Incrementality Testing, Hypothesis Testing)
- Clear client engagement
Timeline
Sr. Marketing Analytics Specialist & Supervisor
Vuja De Digital
03.2023 - Current
Senior Data Analyst
ZEFR
06.2021 - 02.2023
Data Science Analyst
Hawthorne Advertising
07.2019 - 06.2021
Data Analyst
Scorpion
02.2018 - 06.2019
Associate Reporting Analyst
Esurance
12.2017 - 02.2018
Ad Operations Associate
The Weather Channel
09.2015 - 12.2017
Data Science Bootcamp - Data Science
Springboard
BS - Business Administration: Information Systems
San Francisco State University