Sarah Culp
Senior Manager, Owned Media Marketing Analytics @IHG Hotels & Resorts
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WORK HISTORY
Senior Manager, Owned Media Marketing Analytics @IHG Hotels & Resorts
Atlanta, GA, US
Built and scaled IHG’s foundational owned media analytics capability, transforming manual, fragmented reporting into automated, enterprise measurement across email, mobile push, web, and app through scalable data infrastructure, multiple ETLs, and enhanced channel aggregates.• Led major data modernization initiatives, including the first marketing dataset migration to GCP, enterprise tagging and measurement standards, and analytics enablement for the new IHG App, Salesforce CDP, Content Builder migration, Interact sunset, and Web & App Tagging Automation.• Resolved critical measurement gaps, reinstating email eligibility for 1.2M members, championed correction of 40–50% underreporting in web merchandising impressions and closing 15–30% gaps in mobile push engagement—restoring owned media data as a trusted source of truth.• Modernized executive reporting and insight delivery, launching 7 GCP-sourced Tableau dashboards and numerous Adobe Analytics dashboards, reducing reporting production time by 60%, and delivering 150–200 ad hoc reports and analyses annually.• Established advanced experimentation and test-and-learn frameworks, supporting 30+ campaigns annually and designing high-impact A/B tests, including an Abandon Cart & Browse program generating $10M+ in annualized incremental revenue.• Recognized as a trusted analytics leader and talent developer for hiring, coaching, and advancing high-performing analytics talent through organizational change.• Honored with the IHG Global Marketing Shared Services “Partner of the Year” award (2022).
EDUCATION
Kennesaw State University
Bachelor of Science, Mathematics
SKILLS
ABOUT SARAH CULP
Analytics leader with 15+ years of experience driving analytics strategy, building scalable data products, and delivering actionable insights that influence business decisions. Proven track record of improving performance through strong measurement frameworks, experimentation, and cross-functional partnership. Experienced in leading and developing high-performing teams, modernizing reporting and translating complex data into clear, executive-ready insights. Passionate about using analytics to enable growth, efficiency, and continuous improvement.Core Competencies• Analytics Strategy & Measurement• Owned Media & Digital Performance Analytics• Experimentation, Incrementality & Test-and-Learn• Analytics Leadership & Team Development• Data Governance & Measurement Frameworks• Business Intelligence & Executive Dashboards• Forecasting, Budgeting & ROI Analysis• Cross-Functional & Stakeholder Partnership
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