Work

Selected Work

Professional marketing work and independent analytical projects demonstrating how I approach business questions, evaluate evidence, and communicate decisions.

Selected work

01 / Performance Marketing · Professional Work

Marketing Portfolio Optimization

Managed acquisition channels, budgets, and performance measurement to guide investment across channels and periods. Wilmington recorded more new customers and greater acquisition efficiency alongside first-year portfolio growth.

Mosquito Squad of Wilmington · 2023 → 2024

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Wilmington / 2023 → 2024

+15.2%

YoY New Customer Acquisitions

+137%

YoY Acquisition Efficiency

New customers generated per $1K of measured media spend.

2023 → 2024

02 / Forecasting & Decision Analytics · Applied Analytics

Adaptive Demand Forecasting

Built and validated a weekly demand forecasting system to inform strategy and investment timing. Evaluated recent demand, seasonality, environmental conditions, and economic signals, retaining only components that improved forward performance. Interpreted forecast gaps alongside marketing performance to guide planning under uncertainty.

19.2%Lower mean absolute error (MAE)

2025 holdout vs. recent four-week benchmark

12.7%Lower root mean squared error (RMSE)

2025 holdout vs. recent four-week benchmark

Untouched 2025 holdout. Provisionally validated; exact 2026 validation remains outstanding. Forecast gaps alone do not establish marketing impact.

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See all seven connected studies

03 / Marketing Analytics · Geographic Targeting · Paid Media Strategy

Geographic Market Segmentation & Acquisition Strategy

Using customer concentration, demographic insights, and market maturity to identify acquisition opportunities and prioritize geographic advertising investment. I translated those findings into a tiered acquisition strategy with Scorpion, balancing established markets and developing opportunities.

2025–2026 · Professional work

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66.7%

of existing customers concentrated in five ZIP codes

Historical footprint · not a measure of saturation

04 / Visual Analytics · Independent Analytical Work

Visual Analytics & Data Storytelling

Independent projects that start with a business question, identify relevant signals, and interpret what the evidence supports. Clear visualizations and concise explanations translate findings, tradeoffs, and limitations into decisions about priorities and resources.

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