Christina Tan

Campaign Insights Manager @Mediahub Worldwide

Boston, MA, US

Established an overall approach to data and measurement strategy for clients, including construction and maintenance of measurement frameworks, learning agendas, test & learn designs etc. Assessed campaign effectiveness through measurement solutions provided by competent 3rd party vendors.• Developed media reporting ecosystem for new accounts (Ulta Beauty, HubSpot and Slack) to ensure data is properly collected and QA’ed before ingestion. Defined data quality standards and automated process to improve overall work accuracy and efficiency. • Led the analysis of extensive datasets and worked cross-functionally to generate actionable insights that drove audience/channel/creative optimizations and business growth. Designed comprehensive data visualization that built meaningful stories for decision-making utilizing tools like Tableau, Domo and Data Studio. • Managed day-to-day effectiveness study executions (i.e. brand lift studies, attention correlation analysis and foot traffic lift analysis) with 3rd party vendors and presented findings and recommendations to clients. • Provided mentorship and guidance to junior and senior analysts, ensuring effective collaboration and transparent communication of priorities to drive successful outcomes.

Purdue University

Bachelor of Science, Accounting

New York University

Master of Science, Integrated Marketing