Matt Nicoletta

WORK HISTORY

EDUCATION

SKILLS

ABOUT MATT NICOLETTA

I have over 20 years of experience as an analytics manager/director in travel and tourism and financial services. I specialize in developing and implementing corporate data strategy, data governance, and building a data-driven culture. Expertise in measurement strategy, including AI performance.I have deep experience with cloud services such as Google Cloud Platform (GCP) and Amazon Web Services (AWS), including data warehouse management with BigQuery, data architecture development, and dimensional data modeling. I have a strong working knowledge of applied AI, including deploying AI and LLMs at scale, and using statistical methods, predictive modeling, and applied machine learning (ML) to turn data into actionable insights. As the senior manager of marketing analytics and business insights at Brand USA, the nation\'s destination marketing organization (DMO), I lead the development and execution of the performance measurement framework for international advertising and marketing activities. I am responsible for business intelligence and performance metrics reporting, setting KPIs and benchmarks, and tracking ROAS and ROI. I use a variety of tools such as SQL, python, and pandas for data analysis as well as Tableau and Looker Studio for data visualization, reporting, and building self-service analytics dashboards. Key data sources include Google Analytics, Salesforce CRM, Sprout Social, Google Ads.I excel at cultivating new data sources and applying data engineering principals to make them production ready, employing tools such as python, Dataform or DBT, and Google Cloud Run jobs to ingest new data and perform ETL/ELT operations. I maintain several python and SQL code bases using version control tools like bitbucket and git to support ETL/ELT and data modeling in Google BigQuery. As the Analytics Manager at BFSFCU, I oversaw a team of five analysts and project managers responsible for business intelligence reporting for lending operations. My team used SQL, Tableau, and Excel to develop reports and dashboards. I built predictive models for mortgage loan churn, credit score migration, and loan expected value. As part of the lending leadership team, I mentored junior staff, led cross-functional teams, and served as an in-house data consultant working across departments to foster a data-driven culture.As a digital marketing manager at BFSFCU, I oversaw the corporate website, developed a digital content marketing strategy, and created a segmented, targeted email marketing program. I developed personalized website and email marketing promotions.