Charles Ebu

About Charles Ebu

A CXL Certified Optimizer with solid experience of processes for analyzing landing pages, conducting appropriate research, and applying the right optimization tactics with user psychology, neuroscience, copy, design, information hierarchy, and qualitative and qualitative conversion research to improve user experience and increase conversions. Implement smart solutions to get more value out of online experiments. Design forms that are easy to complete and have sky-high conversion rates. Collaborate closely with the events and marketing team to define A/B, Multivariate, Personalization tests hypotheses and understand customer/marketing funnel development and provide actionable insights through data research and statistical analysis Provides guidance and feedback to the Marketing Team on the success of content campaigns and user engagement strategies. Build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Perform keyword analysis to look at how people are grouping keywords, the concepts that they use, the phrase patterns which indicate a specific intent. Collects analyze and translates data into insightful presentations and visualizations to share with key stakeholders and senior leadership to unlock business opportunities.

Experience

1. Senior Assistant Vice President

   Wells Fargo

   Dec 2023 — Present

   As a Digital Marketing Performance & Insights Lead, I drive operational excellence and strategic decision-making across digital owned media channels. I ensure campaign integrity through proactive monitoring and advanced analytics, enabling timely interventions and continuous optimization of marketing performance.Key Responsibilities:• Campaign Monitoring & Optimization:Conduct daily oversight of all digital owned media campaigns to ensure uninterrupted execution. Utilize the Anomaly Detection tool (ALERT) to proactively identify and resolve issues in placements (Mobile App and Web) and customer interactions, minimizing downtime and maximizing engagement.• Data Visualization & Performance Reporting:Design and deliver targeted visual dashboards and reports that track month-over-month trends across key performance indicators (KPIs), including:• Customer Eligible Population• Impressions & Share of Voice• Clicks to Apply & Approval Rates• Customer Reach & New Account Completions• Revenue per Impressions (Rev/1K)• Dashboard Development:Created a comprehensive Excel dashboard that provides a visual summary of monthly placement performance across all Lines of Business (CSBB, Credit Card, PL, WIM, Mortgage, and Small Business), enabling stakeholders to quickly assess campaign health and ROI.• Customer Journey Analytics:Developed Adobe Customer Journey Analytics (CJA) workspaces to visualize and analyze user behavior across digital touchpoints. These include:• Drop-off and abandonment analysis to identify friction points• Conversion path optimization• Login behavior and frequency trends to support authentication and engagement strategies• Strategic Business Analysis:Lead Quarterly Business Reviews (QBRs) to align marketing strategies with business goals, uncover performance gaps, and recommend data-driven improvements for future campaigns

Education

• University of Delaware

  Certificate, Analytics: Optimizing Big Data

  2020 — 2020

• CXL

  Minidegree, Conversion Optimization Rate Certified

  2019 — 2020

• Duke University

  Big Data

  2016

• Wilmington University

  Master of Business Administration (M.B.A.), Health/Health Care Administration/Management

  2013 — 2014

• Duke University

  Certificate, Big Data

  2016 — 2016

• Wilmington University

  Master of Business Administration (M.B.A.), Health/Health Care Administration/Management

  2013 — 2014

• Sollers Institute

  Certification, Healthcare Business Analyst

  2015 — 2015

• Wilmington University

  Master of Business Administration - MBA, Business, Management, Marketing, and Related Support Services

• University of Cape Coast

  Bachelor's Degree, Business Management

  2005 — 2008

• Cape Coast Polytechnic

  Associate's Degree, Marketing

  1998 — 2001

Skills

• Healthcare
• Business Development
• Marketing Management
• Brand Medicine
• Brand Development
• Lead Generation
• Customer Acquisition
• Teradata Sql
• Healthcare Information Technology (Hit)
• Account Management
• Branding & Identity
• Google Analytics
• Healthcare Management
• Leadership
• Customer Service
• Mysql
• Strategic Planning
• Team Management
• Marketing Analytics
• Social Media Marketing
• Strategy
• Critical Thinking
• Python
• Ms Excel Pivot Tables
• Team Leadership
• Powerpoint
• Microsoft Excel
• Marketing
• Budget Management
• Business Strategy
• Management
• Team Building
• Visual Merchandising
• Creative Agency Management
• Business Analysis
• Sales Promotion
• Marketing Strategy
• Merchandise Planning
• Project Management
• Microsoft Office