Senior Marketing Analytics & MarTech Architect
Make your marketing data trustworthy.
I bring strategy, tracking, data and BI together so teams can trust the numbers behind their decisions.
Strategy→Tagging→Data→Attribution→BI
Remote · Mexico · Global / U.S. teams
About
My career grew with the digital measurement ecosystem.
I started in digital marketing in 2008, working across early social media, paid search, content and acquisition. As the ecosystem became more complex, my work evolved toward analytics, MarTech, measurement architecture, data integration, attribution and BI.
That progression lets me understand the full measurement chain — from campaign strategy and tagging implementation to data pipelines and business reporting — and diagnose where trust breaks along the way.
My value is not in doing many unrelated things. It is in integrating disciplines that often live in different teams into one coherent measurement system.
End-to-end capabilities
I can design the system, lead the build and leave your teams with a clear plan to execute.
My work can start with one broken layer — a website, a funnel, a tracking implementation or a dashboard — or cover the full operating system behind digital growth.
Strategy→Web & UX→Acquisition→Measurement→Data→BI→Optimization
Digital Strategy & Growth
Acquisition strategy, lead generation, paid media, organic growth, content, lifecycle design, funnel architecture and KPI frameworks tied to business outcomes.
Web, UX & Conversion Systems
Websites and landing experiences built around user flows, conversion paths, technical SEO, ecommerce readiness and the measurement requirements needed after launch.
Measurement & Ecommerce Tagging
Event taxonomies, dataLayer architecture, GA4/GTM, server-side tracking, cross-domain journeys, ecommerce behavior, conversion APIs and technical audits.
Data Integration & Analytics
BigQuery, SQL, ETL/ELT, APIs, AWS Glue, data quality, behavioral data and business analysis that turn fragmented sources into a dependable analytical layer.
BI & Decision Support
Multi-source dashboards, analytical modeling, attribution, executive reporting and performance views designed at the right grain for trustworthy decisions.
Program & Team Leadership
Roadmaps, project governance, requirements, vendor evaluation and cross-functional delivery across Marketing, Engineering, Data, Media and client stakeholders.
Human-led · AI-enabled
AI is part of my delivery workflow, not the product I sell.
I use AI to accelerate analysis, QA, code exploration, documentation and prototyping. Business context, validation, architecture decisions and accountability stay human-led.
Selected work
Different layers. One connected business system.
Featured examples across strategy, web, acquisition, measurement, data, BI and delivery.
Industrial products · US/MXGrowth system
Brand, website, CRM and growth — designed as one launch system
Led a phased roadmap connecting brand building, web, SEO, content, CRM, paid media, retail activation and reporting across two markets.
Challenge
A growing industrial-products business needed more than a campaign plan. Brand positioning, website experience, lead generation, paid media, CRM, content and reporting had to work as one growth system across the U.S. and Mexico.
Approach
- Built the strategic roadmap from awareness and consideration through lead generation, conversion and loyalty.
- Planned the brand rollout, responsive website, SEO, content, social media, paid acquisition, retail activation and reporting as connected workstreams.
- Structured CRM and first-party data requirements around HubSpot / Salesforce, lead capture, nurturing and loyalty workflows.
- Created paid-media investment scenarios across search, display, social, video and B2B channels so budgets could be adjusted against performance.
- Translated the strategy into phased roadmaps that cross-functional teams could execute.
Outcome
Delivered a unified growth operating plan instead of disconnected channel initiatives, with brand, website, acquisition, CRM, content and measurement aligned around the same customer journey.
Stack
Strategic planning · Brand strategy · Responsive web · SEO · HubSpot / Salesforce · Google Search & Display · LinkedIn · Meta · YouTube · Content · Reporting
Enterprise web · Automotive & EducationUX / SEO audit
Auditing a website as a business system, not just a page
Connected performance, usability, accessibility, technical SEO and conversion-oriented UX into a prioritized development roadmap.
Challenge
Enterprise websites showed issues that crossed disciplines: slow load times, navigation friction, mobile usability problems, accessibility gaps and technical SEO risks. Treating each symptom independently would have produced a fragmented fix.
Approach
- Audited performance evidence and translated load-time, JavaScript and resource findings into developer-ready actions.
- Reviewed navigation, forms, maps, chat, interactive components, responsive behavior and content presentation from a UX and conversion perspective.
- Mapped accessibility requirements including ALT text, ARIA labels, keyboard access, contrast and semantic structure.
- Recommended lazy loading, code/resource optimization and implementation patterns designed to preserve SEO while improving experience.
Outcome
Converted a broad set of technical and experience issues into a sequenced optimization backlog connecting usability, accessibility, discoverability, performance and conversion readiness.
Stack
Lighthouse / performance auditing · Technical SEO · Accessibility / ARIA · Responsive UX · Lazy loading · HTML/CSS/JavaScript review · QA documentation
Paid media operationsPlanning toolkit
Turning CPC, conversion rate and lead goals into a planning model
Built reusable forecasting tools for media planning instead of relying on repeated manual calculations and isolated platform estimates.
Challenge
Paid-media managers needed a faster and more consistent way to translate business targets into CPC, conversion-rate, CPL, keyword, traffic and budget scenarios without rebuilding calculations for every planning cycle.
Approach
- Built a CPC / conversion-rate / CPL matrix showing which combinations would meet or exceed target acquisition costs.
- Created keyword and lead-forecast models using bids, impressions, clicks, CTR, CPC, conversions and funnel stage.
- Added geographic targeting and campaign-budget scenarios so planners could compare investment assumptions before launch.
- Structured the calculators so media teams could change inputs without rebuilding the analysis.
Outcome
Created reusable planning tools that made campaign assumptions visible, comparable and easier to operationalize, reducing manual calculation work and improving budget conversations.
Stack
Spreadsheet modeling · CPC / CPL forecasting · CTR & conversion-rate scenarios · Keyword planning · Geo-targeting analysis · Budget forecasting · Funnel assumptions
Global CPG · Internal contentBehavior analytics
Measuring how people actually use content — not just whether they visited
Instrumented rich media interactions and turned them into a behavioral dashboard for UX and content decisions.
Challenge
Pageviews could not explain how users interacted with an embedded content experience. The team needed behavioral evidence that could inform content and UX decisions rather than treating traffic as the only signal.
Approach
- Created 13 GTM tags covering seven interaction types, including play, pause, share, like and favorite behaviors.
- Structured the event model so engagement could be analyzed by page and by specific content item.
- Built reporting around total events, unique events, sessions with interaction and events per session.
- Connected the interaction layer to a dashboard that could support UX, content and flow optimization.
Outcome
Added a behavioral analytics layer that showed how content was actually used, giving stakeholders evidence for experience and engagement improvements beyond simple traffic volume.
Stack
Google Tag Manager · GA4 · Custom events · Event taxonomy · Behavioral analytics · Looker Studio
Large entertainment conventionEcommerce funnel BI
From interactions to drop-off: making the ecommerce funnel actionable
Designed an interaction-based funnel showing progression, friction, channel behavior, ticket performance and revenue in one analytical view.
Challenge
A ticketing business needed to understand more than purchases. It needed visibility into how users moved from ticket intent through cart, checkout, purchase and confirmation, and where friction caused users to drop.
Approach
- Modeled the funnel from ecommerce interaction data rather than relying on a single purchase KPI.
- Calculated progression, completion, drop-off and user-loss views by funnel stage.
- Added channel-level funnel performance to connect acquisition quality with downstream behavior.
- Built ticket-level purchase and revenue analysis so merchandising and conversion performance could be reviewed together.
Outcome
Turned raw ecommerce interactions into a business-analysis layer that could support conversion optimization, merchandising and acquisition decisions.
Stack
GA4 ecommerce · Google Tag Manager · Funnel analysis · Channel attribution · Ticket / product analysis · Looker Studio · Revenue reporting
Global automotive groupCustom ETL reporting
When an off-the-shelf dashboard was not enough
Built a custom coded reporting environment for a high-volume automotive data program whose scale and requirements exceeded the BI tooling available at the time.
Challenge
A large automotive reporting program involved a volume and complexity of data that exceeded what the available Data Studio implementation could serve reliably for the requested experience.
Approach
- Structured the project around an ETL layer and a purpose-built reporting product instead of forcing the requirements into an unsuitable visualization tool.
- Designed a custom coded web experience for accessing and presenting the large underlying data set.
- Separated data preparation from presentation so the reporting layer could remain usable as volume and requirements grew.
- Prioritized repeatability and performance over tool convenience.
Outcome
Delivered a reporting environment tailored to the scale and business requirements, demonstrating that the architecture should determine the tool — not the other way around.
Stack
ETL · Large-volume automotive data · Custom web application · Custom reporting layer · Data transformation · Front-end reporting
European PropTechGrowth architecture
Acquisition, lifecycle and measurement designed as one operating system
Connected CRM, paid media, audience strategy, automation, funnel measurement and reporting instead of optimizing each channel in isolation.
Challenge
A European real-estate business needed a scalable acquisition and lifecycle ecosystem rather than disconnected campaign, CRM and reporting activities.
Approach
- Architected a multi-platform environment integrating HubSpot, GTM, paid media, audience segmentation, marketing automation and real-time reporting.
- Defined tracking, audience, funnel and lifecycle requirements and directed paid-media and technical teams through implementation and optimization.
- Designed CRM and automation workflows for lead acquisition, nurturing, segmentation and downstream commercial reporting.
- Evaluated MarTech vendors against integration requirements, scalability, data quality, adoption and business value.
Outcome
70% increase in qualified leads, 40% increase in conversion rate and 30% increase in organic traffic, with acquisition, lifecycle, measurement and reporting managed as one operating system.
Stack
HubSpot · Google Tag Manager · Paid-media platforms · Lifecycle automation · Audience segmentation · CRM workflows · Funnel measurement · Real-time reporting
European Real Estate PlatformWeb-to-CRM architecture
From website analytics to CRM: connecting the full lead journey
Rebuilt the analytics and consent foundation, moved reporting into BigQuery and Power BI, then connected CRM data to extend attribution beyond the website conversion.
Challenge
A new website had incomplete and inconsistent tracking, making it difficult to measure campaign performance, justify marketing investment and understand conversion behavior. After the web analytics foundation was stabilized, the next challenge was connecting website activity to the post-conversion lead journey inside the CRM.
Phase 1 — Measurement foundation
- Overhauled Google Tag Manager and GA4 event tracking, including key metadata as custom dimensions.
- Implemented consent management with Cookiebot / Consent Mode and aligned measurement with GDPR requirements.
- Moved advanced reporting into BigQuery and built custom reporting layers in Power BI.
- Created documentation and training so the marketing team could manage GTM and web tracking confidently after handoff.
Phase 2 — Post-conversion data architecture
- Ran a discovery phase to identify gaps between website behavior, CRM activity and offline touchpoints.
- Integrated HubSpot with BigQuery to consolidate contacts and activity after conversion.
- Designed the architecture around first-party identifiers so website behavior could increasingly be matched to downstream lead activity.
- Made the reporting model adaptable to future improvements in data collection and offline source integration.
- Trained stakeholders and data specialists on pipeline logic, data connections and SQL replication.
Outcome
Created a more complete data narrative from acquisition through post-conversion activity, improving attribution and ROI analysis while establishing a future-ready single source of truth across web, marketing, CRM and commercial teams.
Stack
Google Tag Manager · GA4 · Cookiebot / Consent Mode · HubSpot · Zapier · BigQuery / GCP SQL · Power BI / Microsoft Fabric
Live experiences · TicketingArchitecture
End-to-end measurement across multi-domain ticketing journeys
Mapped acquisition through checkout and purchase across marketing sites, external ticketing and paid-media platforms.
Challenge
Enterprise live-event experiences relied on marketing sites, external ticketing flows and multiple paid-media platforms. The business needed reliable acquisition and revenue measurement without losing context as users moved from discovery to checkout and purchase.
Approach
- Designed event, dataLayer, attribution and activation architecture across analytics, data and advertising platforms.
- Mapped ticketing and ecommerce actions across add-to-cart, checkout, payment and purchase.
- Implemented and troubleshot cross-domain measurement and browser/server-side conversion flows.
- Created reusable schemas, naming conventions, QA procedures and implementation documentation.
- Translated business requirements across Marketing, Engineering, Paid Media and client stakeholders.
Outcome
Created a more reliable path from campaign activity to transaction and revenue reporting, while establishing reusable standards for multiple implementations and clearer ownership of measurement risks.
Stack
GA4 · Google Tag Manager · BigQuery · Google Ads · Meta · TikTok · Server-side tracking · Ecommerce dataLayer · Cross-domain measurement · QA
Cross-channel reportingBI modeling
The dashboard wasn’t broken. The join strategy was.
Reworked grain, joins and metric logic when correct channel data produced incorrect executive totals.
Challenge
Each advertising source showed correct totals independently, but the executive overview did not. A multi-source FULL OUTER JOIN was being used as if it were a vertical union, causing channels to disappear or distort when grains and available rows differed.
Approach
- Diagnosed the structural difference between joining sources horizontally and stacking channel facts vertically.
- Separated overview reporting from campaign and publisher drilldowns so each use case operated at the correct grain.
- Normalized dimensions and coalesced dates where sources covered different periods.
- Recalculated CTR, CPC, CPA and ROAS from aggregated numerators and denominators rather than blending pre-calculated ratios.
- Kept semantically incompatible conversion definitions out of shared totals.
Outcome
Restored trustworthy top-line reporting and created a reusable modeling pattern for cross-channel dashboards without silent row loss or grain mismatch.
Stack
Looker Studio · Supermetrics · Google Ads connector · Meta / LinkedIn / TikTok data · FULL OUTER JOIN · COALESCE · Calculated metrics · QA reconciliation
Global automotive brandRelease governance
Turning a live website change into a controlled QA process
Designed a cross-functional workflow for price updates with explicit validation gates, role ownership and client approval.
Challenge
Live pricing changes touched client requests, development, assets, forms, validation and time-sensitive publication. Without a controlled workflow, a small content update could create customer-facing or operational errors.
Approach
- Mapped responsibilities across client, project manager, developer, tester and price validator.
- Defined asset validation, update windows, real-time QA, issue correction and form reactivation.
- Added explicit status checkpoints, evidence capture and approval gates before completion.
- Structured the workflow so each role knew when ownership moved to the next stage.
Outcome
Converted a risky live-site operation into a repeatable release process with clearer ownership, validation and client approval.
Stack
Project governance · QA workflow · Live-site validation · Release checklist · Client / PM / Developer / Tester workflow · Approval gates
EnergyETL
From fragmented exports to a dependable decision layer
Automated marketing, sales and behavioral data flows so reporting no longer depended on manual reconciliation.
Challenge
Reporting depended on fragmented marketing, sales and user-behavior data. Manual reconciliation consumed time and introduced errors, limiting the speed and confidence of analysis.
Approach
- Led measurement strategy and tagging architecture to support consistent downstream reporting.
- Automated data pipelines with AWS Glue and API connections to consolidate multiple business and behavioral sources.
- Structured the data flow around scalable reporting and decision support rather than one-off exports.
- Used the integrated data environment to reduce manual analysis and improve reliability.
Outcome
50% reduction in reporting errors, 40% reduction in analysis time and 35% increase in user retention.
Stack
AWS Glue · APIs · ETL · Tagging architecture · Marketing data · Sales data · Behavioral data · Performance reporting
B2B & B2C portfolioProgram leadership
Managing 10+ digital projects without separating strategy from measurement
Led simultaneous web, SEO/SEM, analytics, tracking and performance initiatives while keeping KPIs, delivery and reporting aligned.
Challenge
A multi-client B2B and B2C portfolio required simultaneous delivery across analytics, web, SEO/SEM, tracking and performance marketing without losing visibility into business outcomes or stakeholder priorities.
Approach
- Managed more than 10 digital projects at the same time across different industries and delivery teams.
- Designed measurement strategies and KPI frameworks alongside web, SEO/SEM and performance work.
- Built ETL-based reporting workflows to connect execution with decision-making.
- Coordinated marketing, technical and client stakeholders through planning, delivery, QA and optimization.
Outcome
60%+ increase in organic traffic and 25%+ increase in CTR across managed initiatives, while maintaining coordinated multi-project delivery.
Stack
Project management · Web · SEO/SEM · Paid media · Analytics · Tracking · KPI frameworks · ETL-based reporting · Cross-functional delivery
Drag or swipe to explore featured cases.
Experience across industries
Different business models. The same need for trustworthy data.
Select an industry to see companies and brands I’ve supported across my career.
Automotive
Selected companies & brands
ToyotaMitsubishiFordGMBMWMercedes-BenzStellantis
Let’s talk
Need one architecture behind strategy, experience, measurement and data?
I can help with a focused audit or design the full operating model — from digital strategy and user journeys to tagging, data integration, BI and the roadmap your teams need to execute it.