Senior Digital Insights Analyst at Sun Life Financial

Led the Adobe Analytics implementation across Sunlife B2B and B2C platforms by defining 200+ event tracking points tailored to conversion goals. Collaborated with developers to deploy scalable data layers using Adobe Launch. Audited legacy tagging and built a new tagging strategy to support upcoming product launches, reducing tag load time by 30% and improving data consistency across platforms. Aligned Adobe metrics with CRM and Power BI dashboards to enhance trust in data during campaign reporting. Attribution, Funnel Analysis & ROI Optimization: Integrated Salesforce CRM with Adobe data to connect anonymous web activity to qualified leads, enabling deeper funnel analysis and increasing MQL-to-SQL conversions by 17%. Built Tableau dashboards visualizing multi-touch attribution across Google Ads, Meta, and email campaigns, driving a 29% ROI improvement by reallocating budgets toward converting channels.

Data Analyst - Digital at CIBC

Automated the data pipeline between Google Ads, Marketo, and Salesforce CRM using Python and BigQuery; nightly data refreshes reduced manual reporting hours by over 80%, accelerating insight delivery. Designed GA4 event tracking strategies for product demos, downloads, and trial signups; enabled accurate tracking of high-intent behaviors for B2B marketing. Led the integration of trial signup data into Looker Studio, linking it with CRM opportunity records to monitor conversion from signup to closed-won and gain better insight into lead quality. Built a Python-based monitoring tool to detect broken UTM tags across ad platforms, preserving attribution accuracy and reducing reporting blind spots. Implemented server-side tracking for privacy-sensitive interactions using GTM and cloud functions, ensuring analytics compliance.