Princeton Smith

About Princeton Smith

I\'m a data analytics professional who transforms complex datasets into actionable insights that drive business decisions. With a Master\'s in Business Analytics from DePaul University and hands-on experience spanning hospitality research, merchant operations, and customer service coordination, I specialize in turning raw data into compelling stories that stakeholders can understand and act upon.My journey into analytics has been deliberate and hands-on. I started in operations at Afni, where I learned the importance of data accuracy and process documentation. At DoorDash, I managed merchant relationships while discovering my passion for using data to solve operational challenges. Most recently at Choose Chicago, I combined my technical skills with industry research, building Power BI dashboards that tracked international tourism patterns and supported strategic marketing decisions.What I bring to the table:Technical proficiency: Power BI, Python, SQL, Excel (advanced), ETL processes, statistical analysisBusiness acumen: Experience translating data insights for non-technical stakeholders across operations, marketing, and executive audiencesProblem-solving mindset: Track record of identifying inefficiencies and proactively proposing data-driven solutionsCross-functional collaboration: Comfortable working with engineering, product, marketing, and leadership teamsRecent projects I\'m proud of:Built interactive Power BI dashboards analyzing 150K+ tourism records, enabling my team to identify key international markets and track YTD performanceAutomated weekly reporting processes using Python, saving 6 hours per week and improving data accuracyConducted competitive market research across 12 peer cities, providing insights that informed Chicago\'s destination marketing strategyI\'m particularly interested in roles where I can continue developing my technical skills while contributing to strategic business outcomes. I thrive in environments that value curiosity, initiative, and continuous learning.Beyond work: Proud member of Omega Psi Phi Fraternity, Inc, where I\'ve organized community service initiatives serving community members and managed chapter operations using data-driven approaches.I\'m particularly interested in roles at innovative tech companies where I can leverage analytics to improve product experiences and drive user engagement. I\'m excited by opportunities to work with large-scale datasets and modern data stacks.

Experience

1. Crm Reporting Specialist

   Hilco Global

   Dec 2025 — Present · Northbrook, IL, US

   Architected and deployed enterprise-scale Power BI semantic model with 47+ tables, 150+ DAX measures, and Direct Lake connectivity on Microsoft Fabric Lakehouse, enabling real-time CRM analytics for executive decision-making.Engineered comprehensive origination tracking and marketing ROI analysis framework, integrating Salesforce CRM data with expense reports and referral systems to provide complete cost-benefit visibility across business development activities.Developed sophisticated DAX measure libraries covering deal performance metrics, pipeline health indicators, data quality scorecards, and origination analysis, supporting executive dashboards and business activity reporting.Optimized complex data relationships and resolved circular dependency issues while transforming snowflake schemas into star schemas, ensuring optimal query performance and data model scalability.Built originator leaderboard and business activity tracking systems using Power Query M language for automated data transformations and Tabular Editor scripting for streamlined measure deployment.Delivered production-ready analytics solutions under aggressive timelines, managing end-to-end implementation from data modeling through visualization and stakeholder deployment.

Education

• Illinois State University

  Bachelor of Science - BS, Advanced Marketing Analytics

  2015 — 2020

• DePaul University

  Master of Science - MS, Business Analytics

Skills

• Microsoft Word
• Public Speaking
• Microsoft Excel
• Microsoft Office
• Research
• Customer Service
• Microsoft Powerpoint
• Leadership