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Marketing Ops + Attribution + CRO - measured precisely, improved continuously.

I fix broken tracking, make channels accountable, and turn traffic into revenue through.

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Where I Specialize

Marketing Ops

Set up data systems that don't break when campaigns scale.

Attribution

Give every dollar a clear line to revenue.

CRO

Turn leaks into lifts with structured testing

My Approach

Instrument

Configure events, conversions, CRM links.

Attribute

Build dashboards that show true ROI.

Accelerate

Launch experiments that compound growth.

The Stack

Analytics & Ops

  • GA4
  • GTM
  • Looker Studio
  • HubSpot
  • UTM Governance
  • Attribution

CRO & Growth

  • A/B testing
  • VWO/ Optimizely
  • Hotjar
  • Funnel Optimization
  • Growth Loops

Data & Visualization

  • SQL
  • Python
  • Power BI
  • Tableau

Frameworks

  • ICE/PIE
  • North Star Metrics
  • CLV/ LTV Analysis
  • Cohort Analysis

Snapshots

Challenge: High drop-off in Step 2 of checkout funnel.

Fix: Simplified form fields, re-ordered inputs, and A/B tested copy variants.

Result: 19% fewer exits in 2 weeks, smoother checkout UX confirmed by Hotjar heatmaps.

Challenge: Inconsistent event tracking inflated CAC across paid channels.

Fix: Rebuilt GTM and GA4 setup, deduped conversions, aligned event naming across Google Ads + Meta Ads.

Result: 24% lower CAC within 6 weeks; accurate spend-to-revenue attribution across platforms.

Challenge: Leadership lacked visibility on which channels drove revenue.

Fix: Designed unified Looker Studio dashboard pulling from CRM + Ads data.

Result: $100K reallocated to top-performing campaigns; improved spend efficiency by 18%.

Challenge: Frequent event mismatches between staging and production releases.

Fix: Built QA checklist for every deploy; added GTM/GA4 event verification before release.

Result: Event accuracy rose from 86% → 99.2%, cleaner data and fewer post-launch fixes.

Challenge: Each platform used a different conversion definition (views, clicks, form fills).

Fix: Standardized primary conversions and unified event parameters.

Result: Reporting consistency improved 42% decisions now based on one source of truth.

Challenge: Low lead-to-sign-up conversion on campaign landing page.

Fix: A/B tested CTA positioning, simplified headline, and reduced form fields.

Result: 32% uplift in sign-ups with variant B; confirmed significance at 95% confidence.

Challenge: Repeated misalignment across campaign tracking setups.

Fix: Created internal 7-point checklist (UTM governance, naming conventions, dedupe, etc.)

Result: Reduced setup time by 40%; framework reused across multiple clients/ sites.

Challenge: Looker Studio dashboards were lagging and slow to load due to excessive queries.

Fix: Optimized data blending, applied SQL pre-aggregation, and removed redundant connectors.

Result: 65% faster load times, analytics accessible in real-time for campaign reviews.

Challenge: Drop-off between first and second engagement touchpoints.

Fix: Used GA4 user journey analysis and email event tagging to trigger re-engagement workflows.

Result: Retention up 17% in one quarter; engagement curve smoothed across lifecycle.

Challenge: Conflicting KPIs across GA4, CRM, and Ads dashboards.

Fix: Implemented central data taxonomy, standardized metrics, and created reference sheet for campaign tagging.

Result: Achieved alignment across teams; single trusted dashboard for all performance reviews.

Let's Talk Data, Attribution, and Growth

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