Penn State University

Marketing Analytics & Product Planning

Bridge Partners

Sr Consultant

Drove acquisition strategy for membership and learners in Coursera series, implemented strategy to double visits to on-site blog, reported to board on performance and ROAS, managed budget – fully volunteer organization
- Adopted CRM/email, increased open rate 2x prior quarter, data analysis to create member segments 
- Developed success metrics for AWIT’s Coursera product management, cloud specializations 
- Copy edited and proofread video closed-captioning, transcripts, written segments, and meta-data to expand accessibility for MOOCs covering engineering, project management, and leadership management
- Integrated OKRs into team culture for 6 local chapters and cross-trained a team of 3 data-minded product managers driving improved marketing outcomes

Advancing Women in Tech (AWIT)

Head of Marketing

- Developed & implemented flexible measurement framework to evaluate marketing effectiveness, with specific attention to customer experience within digital event platforms
- Partnered with chapter marketing leads on OKR adoption at local levels, enabling lightweight solution for integrating their performance against org-wide early growth phase goals

Marketing Analytics, Seattle Chapter

YouTube Creator Marketing Insights - Project “Temporary” through Adecco
- Identified efficiencies and developed playbook for 3 related Creator surveys; audited internal processes and advanced actionable data interpretation by knitting together behavioral, attitudinal, and social data holistically
- Standardized data interpretation for 18-market, 21K+ tracking survey and developed point-of-view narratives for insights team, integrating brand tracking, survey open ends, and social listening
- Co-authored an improved data dictionary for open ended survey questions to extract details pertinent to key business questions and creator intention, per OKRs

YouTube

Marketing Operations, Researcher III

Consultant with Microsoft Search Business Planning – Redmond, Wash.
- Oversaw measurement & learning practice for web + mobile apps spanning 20+ “big-bet” campaigns, 3 product launches, and ongoing brand tracking studies
- Evaluated performance and flagged issues in coordination with media agency, AdOps, and relevant cross-functional leads
- Drove end-to-end campaign reporting and analysis across marketing channels, delivering business insights and paid media performance to leadership, stakeholders, and partners
- Worked closely with analytics and product marketing teams to determine KPI framework, lock on learning agenda, and ensure brand study questions are closely aligned with campaign objectives
- Managed reporting for campaign phase/end and business reviews aligned to learning questions and relevant business questions

Microsoft

Business Manager, Marketing Analytics

6-month Consulting Project with Classmates.com – Seattle, Wash.
- Manage full customer lifecycle – registration, paid upgrades, and continued product engagement – to ultimately meet, and beat, revenue goals  
- Design, manage, and execute SSO, A/B, and MVT to most effective outbound messaging 
- Programmed targeted, relevant content and enticements to lift registration rates
- Partner cross-org to maximize user retention and improve onsite experiences

Classmates.com

Platform Marketing Manager, Conversion

Consulting with Search, Cloud & Content: Bing, Edge & MSN / Windows Mktg – Bellevue, Wash.
- Managed 30+ user custom tag management system; implemented front-end templates for increased precision, led UAT and training, and scoped v3 updates
- Promote ongoing evaluation of integrated marketing tactics as a key contributor to project success 
- Project manage measurement plans to drive accountability and attribution for ROI metrics 
- Size “owned” audiences and overlap among verticals for lifecycle marketing with DMP (BlueKai) 
- Build social influencer “lead-gen” and evaluation program for grass-roots advocacy 
- Develop data driven narratives from VOC analysis for brand, product, and competitive topics

Senior Data Marketing Campaign Strategist

Consultant with Starbucks Global Digital Marketing – Seattle, Wash. 
•	Own planning, analysis, and reporting findings for engagement and loyalty initiatives
•	Define KPIs and social media channel measurement for US and Global market social media programs 
•	Integrated measurement across digital activities – planning, defining social media best practices, community engagement – and provided internal and external partners a framework for digital success

Starbucks

Senior Digital Marketing Analyst

Consultant with Microsoft Bing – Bellevue, Wash. 
•	Lead measurement and optimization of consumer engagement campaigns and the brand-new Bing Rewards loyalty program
•	Develop comprehensive insights and analysis for consumer engagement and retention initiatives 
•	Drive web analytics and social listening best practices across 6+ channels for Bing and partner brands

Engagement & Social Media Marketing Analyst

•	Provide analysis, insights, and optimization recommendations based on customer segmentation, site traffic, unit sales, paid media campaigns, social media, and social listening analysis for clients in Travel, Food & Beverage, and Mobile industries
•	Conversion funnel and traffic tracking design for mobile hardware manufacturer in Adobe Analytics 
•	B2B customer segmentation identifying most valuable SMB verticals for targeting and acquisition

Sr Analytics Manager

2-month Optimization Consulting Project with MSN Branded Entertainment and Experiences Team – Seattle, Wash.
•	Analyze and optimize content of 12 web “advertorials” to increase thru-traffic efficiency and revenue for a $60MM premier ad partner program; determine priority, new ad products opportunity, and prepare traffic forecast for finance team
•	Optimize XML templates for Razorfish RIAx, cutting data-gathering time for solutions by 70%

MSN Branded Entertainment and Experiences Team

Data Analytics Manager

Consultant with Microsoft Health Solutions Group (HealthVault.com) – Redmond, Wash.
•	Develop KPI scorecards for improved understanding of user lifecycle on HealthVault.com/Live Search Health (Bing) 
•	Optimize and expand reporting for consumer business group, increasing scorecard efficiency by 40%
•	Manage WebTrends Analytics implementation, set success metrics, and plan reporting automation

Microsoft Health Solutions Group

Business Analyst II

msnbc.com (now NBCnews.com) – Redmond, Wash.
Marketing Research Analyst, Marketing 2002 – 2008
•	Develop performance scorecards, correlating site traffic to breaking news and events, as a part of initiating regular site reporting; migrated to Adobe Analytics, reconciling data sources 
•	Competitive research and feature development recommendations through primary research in the form of focus group management, site traffic, NPS, and A/B testing
•	Process improvements for report library and partner CRM for biz-dev, reducing churn and rework 
Content Producer & Web Production Specialist, Editorial & Technology 1999 – 2002 
•	Affiliate relationship management and support for 100+ partners across United States, local news production for 16 medium markets
•	Monthly traffic reporting for 120+ media partners

Bridget Hughes