Aaron Hall

About Aaron Hall

Marketing strategy and measurement leader with 15 years building the analytics, MarTech, and SEO foundations that empower enterprise teams to make better commercial decisions. I translate complex data into the language executives use to allocate budgets and steer brand strategy.Core Strengths: Ideation | Individualization | Creative Problem SolvingWork Style: INFJ-T (Advocate)| Enneagram 2w1 (The Servant)| PRINT 4/1 (Meaning & Precision)WHAT I DOI lead measurement and marketing strategy for enterprise organizations where Google and Adobe ecosystems must operate as one. My specialty is making the technical foundation invisible, clean data, governed taxonomy, unified pipelines, so executives can focus on the decisions that data enables: where to spend, what to scale, and which agencies are actually delivering quality.HOW I WORKI’m the analyst who runs the meeting, the strategist who can debug a tag, and the leader who mentors VPs with ease. My perspective is shaped by 15 years across the full ecosystem, agency-side, in-house enterprise, publisher-side, and as a founder. I’ve also enjoyed shaping the next generation as a guest lecturer at the Pitt Business Digital Marketing Institute.PERSONAL VALUESI align with Tolkien characters like Círdan and Finrod, long-horizon stewardship, loyalty with integrity, and calm, principled execution under pressure.LET\'S CONNECTOpen to conversations regarding Director-level Marketing Analytics, MarTech, or Strategy roles where measurement shapes business decisions. a••••••••@gmx.com

Experience

1. Marketing Strategy & Analytics Manager Enterprise Ga4 Adobe Cja Lead

   NRG Energy

   Apr 2024 — Present · Pittsburgh, PA, US

   Marketing strategy and measurement leader at a Fortune 500 energy retailer. Partner cross team to translate Google, Adobe, and paid-platform data into commercial decisions across an Adobe-first, multi-brand portfolio.SIGNATURE INITIATIVECo-developed and lead the rollout of a four-tier intent model that scores every website visit by genuine commercial quality rather than volume. Endorsed across the organization, the framework is now applied to evaluate every paid media agency partner, giving them direct feedback on traffic quality, not just count. It has shifted executive conversation from KPI-volume reporting to commercial-quality reporting, changing how budget, agency performance, and channel mix are debated.STRATEGY & EXECUTIVE INFLUENCE- Trusted analytics advisor to senior marketing leadership; teaching all levels of the organization about paid media, web analytics, SEO, and audience strategy- Translate cross-stack performance data into executive scorecards that drive budget shifts and channel-mix decisions- Define the measurement strategy and KPI taxonomy across multi-site portfolios so marketing, media, SEO, and finance share one languageCROSS-FUNCTIONAL PROGRAM LEADERSHIP- Project lead on the enterprise paid media data pipeline: ingest Meta, Google Ads, Campaign Manager 360 (CM360), Display & Video 360 (DV360), The Trade Desk, and others into Google BigQuery, Adobe Experience Platform (AEP), and Adobe Customer Journey Analytics (CJA)- Define schemas and reconcile media-to-web with a unique join key (SID aligned to UTM, gclid, fbclid), the foundation that makes the intent framework operational across paid channels- Govern data layer strategy, UTM and SID standards, channel mapping, and tag QAPLATFORM DEPTH- GA4 SME in an Adobe-first org; align Google Analytics 4 with Adobe Analytics, Adobe Launch, AEP, and CJA under one taxonomy- Build executive reporting in Adobe Analytics Workspace, Adobe Customer Journey Analytics, and Google Analytics 4

Education

• Penn State University

  Biochemistry and Molecular Biology

  1997 — 1999

• State College Area High School

  Biochemistry and Molecular Biology

  1993 — 1997

Skills

• Account Management
• Market Research
• Digital Media
• Brand Development
• Mobile Advertising
• Programmatic
• Web Analytics
• Analytics
• Online Marketing
• Inventory Management
• Inventory Control
• Leadership
• Project Management
• Email Marketing
• Manage Client Relationships
• Demand Side Platform
• Event Planning
• Product Development
• Digital Marketing
• Management
• Backend Operations
• E-Commerce
• Brand Management
• Marketing Strategy
• Social Media
• Online Advertising
• Advertising
• Handmade Jewelry
• Advertising Operations
• Ad Exchanges
• Supply-Side Platforms
• Mobile Marketing
• Doubleclick
• Visual Merchandising
• Research
• Sales Management
• Fashion
• Event Management
• Digital Strategy
• Social Marketing