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I’m a data-driven marketing analytics professional specializing in marketing mix modeling, campaign performance analytics, and cross-functional collaboration. I translate complex data into actionable insights that drive ROI and business growth. With experience supporting consumer goods and tech clients across digital and traditional channels, I excel at turning numbers into strategic recommendations that guide marketing investments and execution.…I’m a data-driven marketing analytics professional specializing in marketing mix modeling, campaign performance analytics, and cross-functional collaboration. I translate complex data into actionable insights that drive ROI and business growth. With experience supporting consumer goods and tech clients across digital and traditional channels, I excel at turning numbers into strategic recommendations that guide marketing investments and execution.

Isabella Terumi Keys

Marketing Analyst, Data Analyst, Growth Marketer, +2

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I’m a data-driven marketing analytics professional specializing in marketing mix modeling, campaign performance analytics, and cross-functional collaboration. I translate complex data into actionable insights that drive ROI and business growth. With experience supporting consumer goods and tech clients across digital and traditional channels, I excel at turning numbers into strategic recommendations that guide marketing investments and execution.…I’m a data-driven marketing analytics professional specializing in marketing mix modeling, campaign performance analytics, and cross-functional collaboration. I translate complex data into actionable insights that drive ROI and business growth. With experience supporting consumer goods and tech clients across digital and traditional channels, I excel at turning numbers into strategic recommendations that guide marketing investments and execution.

Available to hire

I’m a data-driven marketing analytics professional specializing in marketing mix modeling, campaign performance analytics, and cross-functional collaboration. I translate complex data into actionable insights that drive ROI and business growth.

With experience supporting consumer goods and tech clients across digital and traditional channels, I excel at turning numbers into strategic recommendations that guide marketing investments and execution.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

Portuguese

Fluent

English

Advanced

Spanish; Castilian

Advanced

Work Experience

Junior Marketing Analyst at ESPM Jr., Marketing Consulting Agency

March 1, 2019 - June 1, 2020

Led digital and communications projects using Agile methodology to align creative, data, and operations teams. Conducted market analysis, segmentation, and performance evaluation to guide strategic planning for consumer-goods clients. Coordinated multi-department tasks, ensuring project documentation, delivery, and post-launch optimization.

Marketing Effectiveness (MMM) Analyst at Nielsen

March 1, 2021 - December 1, 2023

Delivered 20+ Media Effectiveness and Marketing Mix Modeling (MMM) projects for global FMCG and Tech clients, supporting strategic media investment decisions across digital and traditional channels. Built and analyzed statistical regression models to assess media contribution, incrementality, and ROI, supporting budget reallocation and scenario simulations. Delivered lift and incremental analyses that helped clients improve media ROI by up to 40% and increase investment efficiency by ~20% across key channels. Translated complex outputs into clear, actionable insights and recommendations for marketing and executive stakeholders. Coordinated with cross-functional internal teams and client stakeholders to align project scope, timelines, and deliverables. Supported activation-oriented recommendations by linking media performance insights to business outcomes.

Marketing Consultant at ESPM Jr., Marketing Consultancy Agency

March 1, 2019 - June 1, 2020

Led digital and communication projects using Agile methodology to align creative, data, and operations teams. Conducted market analysis, segmentation, and performance evaluation to guide strategic planning for consumer-goods clients. Coordinated multi-department tasks, ensuring project documentation, delivery, and post-launch optimization.

Marketing Effectiveness Analyst (MMM) at Nielsen

March 1, 2021 - December 1, 2023

Delivered and contributed to 20+ media effectiveness and marketing mix modeling projects for global FMCG and tech clients, supporting strategic media investment decisions across digital and traditional channels. Built and analyzed statistical regression models to assess media contribution, incrementality, and ROI, supporting budget reallocation and scenario simulations. Delivered incremental lift analyses that helped clients improve media ROI by up to 40% and increase investment efficiency by ~20% across key channels. Translated complex analytical outputs into clear, actionable insights and strategic recommendations, tailored for marketing and execution stakeholder. Coordinated closely with cross-functional internal teams and client stakeholders to align project scope, timelines, and deliverables. Supported activation-oriented recommendations by linking media performance insights to business outcomes and optimization opportunities.

Project Consultant at ESPM Jr., Marketing Consultancy Agency

January 1, 2019 - December 31, 2019

Provided project-based marketing support and consultancy services across client campaigns, coordinating with multi-disciplinary teams to ensure timely delivery and impact.