Aline

- Led the analytics workstream for a global e-commerce platform migration across 11 countries, developing real-time data monitoring and QA data testing to ensure successful deployment. - Performed in-depth behavioral analysis using website and app usage data to identify engagement patterns, user friction points, and anomalies in customer journeys. - Played a key role in designing and implementing a global digital analytics framework in collaboration with digital stakeholders, ensuring scalability and long-term data governance alignment. - Developed predictive sales and web models to support business planning and forecasting initiatives. Highlights: - Increased conversion rate by +6% by identifying a key user-journey bottleneck by suggesting implementing earlier delivery-lead-time visibility. - Improved by +33% MAPE through the development of enhanced website-performance prediction models. - Built a revenue impact tool that standardized assessments across digital teams, improving calculation accuracy by 6% and flagging whether the impact of site issues or feature launches is statistically significant.

- Mapped and optimized user journeys by identifying key pain points, driving significant improvements in conversion rates through targeted UX enhancements and streamlined user flows. - Conducted comprehensive site experience analyses using diverse testing methodologies, delivering actionable insights to improve digital performance. - Collected and analyzed user behavior data leveraging Google Analytics, heatmaps, clickstream analysis, and usability testing to inform and shape an effective, data-driven digital strategy. - Served as a critical liaison between business stakeholders and data teams, translating complex KPIs into clear, actionable insights that guided decision-making and strategic initiatives. Highlights: - Increased add-to-cart rate by 5% by analyzing user behavior and recommending repositioning the CTA above the fold to drive higher engagement. - Supported a large-scale website and backend migration by standardizing multi-source data, ensuring a smooth transition to a unified framework.

- Conducted ad-hoc global digital analyses on customer behavior and product performance to inform strategic digital initiatives and optimize market positioning. - Supported key stakeholders in forecasting and annual budgeting by performing detailed financial analyses focused on maximizing margins, including stock availability and shipment efficiency. - Acted as a bridge between business and data teams, delivering training and creating documentation to empower stakeholders in interpreting and leveraging analytics tools effectively. - Contributed to a customer segmentation project by identifying key features and behaviors of target groups, enabling data-driven marketing campaigns. Highlights: - Enhanced targeted marketing by analyzing features and behaviors of 8 customer segments, enabling more precise audience targeting. - Delivered global customer behavior and product performance analyses that informed strategic digital initiatives, improving market positioning in 2 of targeted regions and influencing $189 million in revenue decisions.

- Analyzed customer behavior and market trends on Amazon and other e-commerce platforms to uncover sales opportunities and optimize advertising, pricing, and promotional strategies. - Delivered actionable insights and strategic recommendations based on A/B testing results to enhance campaign effectiveness. - Developed comprehensive reporting frameworks by integrating CRM data with analytics sources to support data-driven decision-making.