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I am a Senior Digital Analytics Analyst with over 5 years of experience in delivering full-funnel insights across web, mobile, CRM, and media channels. I specialize in digital marketing optimization, cross-platform tagging, attribution modeling, dashboarding, and predictive analytics. My expertise with tools such as GA4, Adobe Analytics, BigQuery, Power BI, and SQL enables me to provide actionable data that drives campaign ROI, conversion lift, and customer engagement. Throughout my career, I have successfully implemented analytics solutions, led CRO programs, and developed marketing analytics frameworks that improve business performance. My collaborative approach and training initiatives have empowered various teams to embrace data-informed decision-making, and I continually strive to innovate analytics practices in fast-paced digital environments.…I am a Senior Digital Analytics Analyst with over 5 years of experience in delivering full-funnel insights across web, mobile, CRM, and media channels. I specialize in digital marketing optimization, cross-platform tagging, attribution modeling, dashboarding, and predictive analytics. My expertise with tools such as GA4, Adobe Analytics, BigQuery, Power BI, and SQL enables me to provide actionable data that drives campaign ROI, conversion lift, and customer engagement. Throughout my career, I have successfully implemented analytics solutions, led CRO programs, and developed marketing analytics frameworks that improve business performance. My collaborative approach and training initiatives have empowered various teams to embrace data-informed decision-making, and I continually strive to innovate analytics practices in fast-paced digital environments.

SHIVA KUMAR

Digital Marketer, Data Analyst, Marketing Analyst, +2

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I am a Senior Digital Analytics Analyst with over 5 years of experience in delivering full-funnel insights across web, mobile, CRM, and media channels. I specialize in digital marketing optimization, cross-platform tagging, attribution modeling, dashboarding, and predictive analytics. My expertise with tools such as GA4, Adobe Analytics, BigQuery, Power BI, and SQL enables me to provide actionable data that drives campaign ROI, conversion lift, and customer engagement. Throughout my career, I have successfully implemented analytics solutions, led CRO programs, and developed marketing analytics frameworks that improve business performance. My collaborative approach and training initiatives have empowered various teams to embrace data-informed decision-making, and I continually strive to innovate analytics practices in fast-paced digital environments.…I am a Senior Digital Analytics Analyst with over 5 years of experience in delivering full-funnel insights across web, mobile, CRM, and media channels. I specialize in digital marketing optimization, cross-platform tagging, attribution modeling, dashboarding, and predictive analytics. My expertise with tools such as GA4, Adobe Analytics, BigQuery, Power BI, and SQL enables me to provide actionable data that drives campaign ROI, conversion lift, and customer engagement. Throughout my career, I have successfully implemented analytics solutions, led CRO programs, and developed marketing analytics frameworks that improve business performance. My collaborative approach and training initiatives have empowered various teams to embrace data-informed decision-making, and I continually strive to innovate analytics practices in fast-paced digital environments.

Available to hire

I am a Senior Digital Analytics Analyst with over 5 years of experience in delivering full-funnel insights across web, mobile, CRM, and media channels. I specialize in digital marketing optimization, cross-platform tagging, attribution modeling, dashboarding, and predictive analytics. My expertise with tools such as GA4, Adobe Analytics, BigQuery, Power BI, and SQL enables me to provide actionable data that drives campaign ROI, conversion lift, and customer engagement.

Throughout my career, I have successfully implemented analytics solutions, led CRO programs, and developed marketing analytics frameworks that improve business performance. My collaborative approach and training initiatives have empowered various teams to embrace data-informed decision-making, and I continually strive to innovate analytics practices in fast-paced digital environments.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Work Experience

Performance Consultant at Telus

March 1, 2023 - Present

Implemented GA4 across multiple B2B and B2C web properties with advanced ecommerce and funnel tracking. Developed cross-device user stitching and customized Adobe Analytics dashboards for leadership. Migrated reports to GA4 to enable omnichannel attribution. Spearheaded sitewide CRO programs achieving a 21% lead conversion lift and reduced bounce rate by 18%. Led campaign analytics integrating CRM and ad data, performed attribution modeling, and automated dashboards. Built advanced engagement cohort models and trained cross-functional teams to foster a data-informed culture.

Digital Analytics Analyst at Scotiabank

February 28, 2023 - August 13, 2025

Deployed full event tracking across web and mobile apps using GA4 and Firebase, managing ecommerce tagging and quality assurance of data. Collaborated with UI/UX teams on A/B testing, resulting in increased CTR and conversions. Optimized paid campaigns to improve budget efficiency by 18%, created real-time dashboards for ROAS monitoring, and supported SEO traffic growth initiatives. Built marketing mix models for budget allocation and standardized UTM conventions. Facilitated analytics support sessions across teams to enhance data literacy.

Data Analyst at Citibank

September 1, 2018 - August 13, 2025

Migrated analytics setup to GA and instrumented customer journey mapping for B2C banking apps. Reduced developer dependency by deploying Adobe Launch for tag management. Partnered with product owners to drive significant sign-up increases through CRO strategies using session replay tools. Integrated Adobe Analytics with Salesforce CRM for enhanced pipeline tracking and competitor benchmarking. Delivered data literacy workshops and maintained central documentation to support analytics operations.