Derek B.

About Derek B.

I’m a Digital Marketing Manager with 15 years of experience,specializing in growth…

Experience

1. Marketing Data Analyst

   Randstad Digital Americas

   Feb 2023 — Present · San Diego, CA, US

   Developed custom interactive Tableau dashboards to visualize data and provide data‑backed recommendations on audience segmentation, creative angles, and channel strategies to boost ROAS, guiding marketing stakeholders during weekly performance reviews using Powerpoint.Designed and implemented an automated revenue reconciliation process between Tableau and SAP transaction data in custom SQL Views using SQL (LEFT JOIN) to identify missing revenue records and revenue discrepancies, reducing weekly manual review time by over 90% and improving accuracy of quarterly reporting.Configured Google Tag Manager to capture UTM parameters, user behavior, and conversion events across all landing pages, centralizing tracking logic to reduce developer dependency and enhance data reliability, while enabling granular source-level insights that drove smarter ad spend optimization and improved user experience.Resolved sales KPI reporting inaccuracies by managing product SKUs and L04s through precise HTML coding, improving data integrity across Tableau, SAP Marketing Cloud, and Adobe Analytics, and enhancing reporting accuracy by 40%.Coded logistic regression models in Python (scikit-learn, pandas, numpy) and visualized results with matplotlib and seaborn’s lmplot to predict click-through rate (CTR) for Meta Ads, LinkedIn, and Google Ads, driving targeting strategies that reduced marketing costs by 36% and boosted ROAS by 57%.Developed linear regression models in Python (pandas, scikit-learn) and visualized with seaborn to forecast Customer Acquisition Cost (CAC), customer LTV, and ROAS by audience segment and behavior, delivering insights that informed budget optimization and campaign strategy.Built and maintained a dynamic Excel spreadsheet with over rows and advanced formulas to track ad spend, revenue, and compare performance against monthly, quarterly, and yearly projections, enhancing financial visibility and supporting strategic decision-making.