Marketing Analyst at Discover Financial Services

Led marketing analytics for digital acquisition campaigns across Discover’s credit card portfolio, collaborating with Product, Compliance, and Legal to define KPIs tied to new customer growth and engagement. Centralized campaign performance data from Google Ads, Adobe Analytics, Salesforce Marketing Cloud, and Meta Ads Manager, boosting dashboard efficiency by 45% through standardized UTM taxonomy and Tableau automation. Led cross-channel analyses of CTR, CVR, CPA, and ROI, with insights driving a 22% lift in Meta engagement and a 17% reduction in paid search costs. Ran A/B tests across email journeys and pre-qualification landing pages using Adobe Target and Salesforce, achieving a 33% lift in email open rates and a 28% increase in application starts. Built automated segmentation logic in SQL and collaborated with Data Engineering to streamline funnel reporting, identifying a 20% opportunity to reallocate spend to high-LTV audiences. Participated in Agile marketing squads to ensure