I am a Digital Experimentation Analyst at Ulta Beauty with experience across product analytics, operations analytics, KPI reporting, dashboard development, and growth strategy.
My work begins with the business question and the person who needs to act on the answer. Then I define the measurement, inspect the data, build the simplest useful output, and explain the result in language stakeholders can use.
My independent practice centers on defined projects and structured advisory deliverables. I work best with teams that value clear ownership, asynchronous updates, professional handoffs, and honest recommendations about what the data can and cannot support. My background in experimentation and conversion analysis informs evidence-based digital experience recommendations.
Tools matter, but they do not lead the conversation. A dashboard, experiment readout, or reporting model is useful only when the team understands the metric, trusts the input, and knows what decision the output should inform.
I work across the layers needed to move from a business question to a usable output.
KPI strategy, funnel thinking, segmentation, web and app behavior, customer outcomes, and decision-ready readouts.
Professional experience with hypothesis design, A/B and multivariate testing, statistical significance, sample size, traffic allocation, and test duration informs my digital experience assessments. Independent engagements focus on assessment and recommendations; live experimentation operations are not offered.
Adobe Analytics, Adobe Target, Tableau, Power BI, Excel, SQL, Python, Salesforce reporting, and cloud data tools.
Discovery, market and competitor analysis, KPI framing, digital performance review, and prioritized recommendations.
These are professional and academic experience categories—not a client-logo wall.
Hands-on A/B and multivariate test analysis, personalization measurement, audience logic, KPI impact, and executive-ready recommendations.
Geospatial reporting, SQL and Python automation, KPI visibility, stakeholder requirements, and decision support for planning teams.
Discovery, SEO and campaign analysis, competitor research, KPI frameworks, structured recommendations, and leadership presentation.
Time-series analysis, forecast evaluation, scenario interpretation, and a recommendation built for business stakeholders.
Share the business question, available data, timeline, tools, and the cadence your team needs.