Alex Edwards
Digital Marketing and Analytics
- Role
- Media Analytics Manager at Net Conversion
- Location
- Orlando, FL, US
- LinkedIn followers
- 500 followers
Experience
Media Analytics Manager
Feb 2022 — Present · Orlando, FL, US
Lead a team of five analysts; hiring, training, and performance management, while responsible for millions in annual media investment to drive measurable business impact.• Partner with CMOs, marketing leaders, and cross-functional teams to develop annual media plans, forecasts, and investment strategies, aligning marketing performance with business objectives and enabling data-driven decision making.• Analyze media performance and business data (occupancy, lead quality, ADR, booking windows, margin shifts) to optimize budget allocation, improve efficiency, and maximize revenue impact through predictive analytics and performance forecasting.• Drive A/B testing, geo splits, incrementality testing, and attribution modeling to inform tactical adjustments, media mix shifts, and campaign optimizations.• Implement scalable modeling and forecasting improvements, shifting from quarterly analysis to real-time, actionable insights that enhance marketing investment optimization.• Adapt to platform and privacy changes, leading a strategic shift in tracking and reporting frameworks, onboarding partners, and implementing compliant optimization strategies to maintain efficiency.• Work closely with media partners, data engineers, creative teams, offline buyers, external tech teams, project managers, developers, and legal counsel to ensure seamless execution, compliance, and innovation.• Proficient in GA4, Adobe Analytics, Looker, BigQuery, SQL, ETL tools, Google Tag Manager, SA360, DV360, DCM, AppsFlyer, and other analytics, attribution, and media platforms.
Education
University of Central Florida
Bachelor’s Degree
2015 — 2017
Skills
- Digital Media
- Stage Management
- Sound
- Digital Marketing
- Microsoft Office
- Commercials
- Social Networking
- Marketing Strategy
- Event Management
- Adobe Creative Suite
- Customer Service
- Producing
- Video Production
- Video
- Public Speaking
- Marketing
- Acting
- Video Editing
- Voice Acting
- Event Planning
- Radio
- Social Media
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