Rafaella Leitao

Senior Data Analyst, Marketing Analytics @The Home Depot

Austin, TX, US

Identified an under-supported performance marketing initiative representing >50% of Paid Social revenue and the highest Last-Touch Attribution (LTA) ROAS. Built sustained analysis and dedicated reporting that expanded testing, reallocated investment, and informed an organizational shift toward a dedicated performance marketing function.• Established experimentation frameworks for test planning, analysis, and executive decisioning. Analyzed A/B and lift studies in Python, producing reusable summaries that clarified metric interpretation and aligned evaluation with platform optimization behavior.• Built a decision-oriented analytics system spanning full-funnel paid media performance, integrating platform delivery, site behavior, attribution, and incrementality to evaluate performance tradeoffs and guide investment decisions.• Delivered Tableau dashboards and Python-generated executive scorecards that standardized recurring performance readouts and became the primary mechanism for paid media performance evaluation.• Sole analyst owning Paid Social and Programmatic measurement. Defined the analytics roadmap and led end-to-end data product delivery across Marketing, Product, and Engineering, including interim project management and cross-functional execution.• Owned root-cause analysis of data quality issues across internal, third-party, and competitive datasets in partnership with engineering, driving dataset reconciliation and production fixes impacting performance reporting.• Led monthly executive paid media reporting, coordinating analysts, managers, and directors and institutionalizing a repeatable, leadership-ready reporting process.

Texas Tech University

Bachelor’s Degree, Chemical Engineering

Royal Military College of Canada/Collège militaire royal du Canada

Engineer's Degree, over 30 hours of transferred credits.