Gabriela M., Global Data, Analytics and Marketing Strategist

Top skills

Additional skills (44)

Visionary, strongly analytical, and long-term strategy-focused Insight & Analytics Director with 10+ years of experience in tech, media, and financial industries. Strong interest in new space economies,

great commercial awareness, industry and market knowledge with a talent for communication and

mentorship. Solutions oriented and passionate about space, metaverse cross-channel measurement plus

establishing advanced analytics and measurement standards.

CORE SKILLS

• Deep understanding of metaverse and Web3 media environment and analytics structures.

• Broad knowledge in new space economy industry and business models. Certified by EPFL.

• Outstanding knowledge in statistical analysis, quantitative economic analysis, econometric

modelling and forecasting.

• Intuitive foresight in identifying triggers and signal trends to the technology, media, banking,

finance, retail and FMCG markets.

• Experience in advising and working closely with senior stakeholders and board.

• Excellent relationship development and customer relationship management (CRM) skills.

• Excellent written and oral communication skills, including team management and mentorship.

• Innovative team management techniques across multicultural and hierarchically various team

members.

• Highly experienced in software packages: MS Office (incl. Excel), SAP, SQL, R, Python,

Knime, eViews, Tableau.

Billion Dollar Boy

Director of Insight & Analytics

PRESS & MEDIA

October 2023 - Today (1 year)

London, United Kingdom

Strategy/Vision

▪ Established long-term data strategy and defined frameworks to measure marketing effectiveness,

set KPIs, benchmarks, targets, and forecasts to support business cases and streamline internal

operations.

Data

▪ Conducted multiple data discoveries and analytics projects to unify consumer data and develop

insights to inform the strategy team and drive long-term effectiveness.

▪ Measured, evaluated and optimized marketing activities, using best practice “test-and-learn”

methodologies.

▪ Established the measurement and improved effectiveness of new media channels, such as

influencer marketing, as well as streaming services including AR filters.

Team

▪ Established presence of global data team including first structures on the US market.

▪ Led global data team and pioneered semi-automated project tracking, including resource

management and improved workload flow using tools of Monday.com and Asana.

▪ Management and development of a global data team, including skill learning and career

progression.

▪ Originated data skills and knowledge transfer program across wider agency business

globally.

Commercial/External Relations

▪ Trusted advisory for clients on ‘all things data’.

▪ Developed data strategies and roadmaps to manage and propel client marketing activities

forward.

▪ Participation in the pitching process to acquire new clients globally

Internal Relations

▪ Built relationships with commercial and internal agency teams to promote, develop and manage

data projects.

Data analysis Web analytics Google Analytics measurement CDO data strategy Team management

Meta

Analytics Lead

TECH

January 2020 - January 2023 (3 years)

London, UK

Development of new cross channel media measurement framework following the needs of

Small, Medium and Large size businesses (SBG, GBG Scaled, GBG)

▪ Established, maintained and reported on newly established KPIs allowing for introduction of

global standard of continuous performance reading.

▪ Maintained and implement existing dashboards to track and manage Global Business Marketing

and Media activities

▪ Educate stakeholders and EMEA GBM (Global Business Marketing) team on implementation

and insight production based on existing dashboards.

▪ Created constant line of communication and cooperation in between regions (EMEA, APAC,

NA) and Global.

▪ Introduced semi-automation to campaign and cross-channel marketing initiatives performance

and insight reading.

▪ Worked with Digital Marketing, Media and Senior Leadership stakeholders to provide analytical

support for ongoing needs and large initiatives.

▪ Effectively communicated complex analytical concepts to non-technical stakeholders to drive

data driven decision making.

▪ Conducted insightful analysis using internal and external data (e.g. revenue, product, market,

industry) to derive insights that will drive business decisions.

▪ Established global standard of B2B Marketing Mix Modelling (MMM), altogether with

Marketing Science and Marketing Research Teams.

▪ Regional champion in cross-EMEA implementation on Claravine tagging tool.

analytics mmm customer insight insight marketing analytics media analytics measurement

Samsung UK

Senior Analytics Manager

INTERNET OF THINGS (IOT)

May 2023 - August 2023 (3 months)

Chertsey, United Kingdom

▪ Delivered insight-based analysis to inform and support the creation of new business

value for Connected Services (IoT), including Product, Marketing and Customer insight

▪ Tracked and reported performance metrics and delivery plans among Connected Services (IoT),

mobile and mobile application

▪ Data management (mapping, integration, synthesis, and visibility)

▪ Scoped and created solutions for integration and interpretation of data across Connected Services

(IoT).

▪ Built an engagement plan and identify key partners who manage different data inputs across

SEUK, ETO, and HQ.

▪ Build and maintain strong relationships with data processors and controllers.

▪ Collaborate with internal teams such as consumer insights, data, and services to spot early trends

and opportunities for assessment.

▪ Maintain relationships with channel and other customers on strategically important focus areas.

MMM Data analysis measurement marketing analytics Web analytics

Check out Gabriela's experience

Lorna Mullins and 1 other person have recommended Gabriela

Lorna Mullins