• Delivered $35M+ in business value through high-impact projects: optional checkout during signup (+$33M), revamping the remove-password flow (+$2.2M); and prevented a $14M annual loss in replatformer onboarding by identifying critical user behavior issues.

• Led a thorough AI onboarding funnel analysis that directly shaped AI team's 2026 roadmap and informed the decision to pause a major experiment, redirecting focus toward improving generation quality.

• Designed the eventing architecture and measurement framework for AI storefront generations, ensuring accurate merchant journey tracking, enabling upstream/downstream teams to share the same event layer, and establishing a self-serve dashboard to reduce data team dependency.

• Shaped product roadmaps for multiple teams through data analysis and storytelling: 1) Pinpointed key growth interfaces on the mobile app by revealing the unique navigation patterns from mobile users 2) Established AI-onboarding growth strategies by identifying key onboarding actions that lead to long-term merchant success.

• Built data models for the signup flow that consolidated 40+ raw Monorail events using DBT, enabling a clear view of the acquisition funnel and continuous funnel improvements.

• Owned all data work for the Shopify mobile app — covering experiments, deep dive analyses, instrumentation, modelling, and metrics definitions.

• Elevated data literacy across engineering and product teams through mentorship and learning sessions, reducing friction in cross-functional data work.

• Created and developed “actionable insights” which use merchants’ performance data to recommend personalized actions that would unlock growth for merchants. Shipped ~40 insights for the initial iteration and led the strategic discussions around optimization of data-action pairs for higher user engagement.

• Improved merchant productivity by 2% by analyzing user selling behaviours, identifying pain points, guiding Product and UX team to redesign a core user interface, launching A/B test, and rolling out the winning variant.

• Improved merchants' early productivity by 9% by launching the "demo product" feature for merchants.

• Added 11K net new merchants by analyzing signup funnel, identifying key opportunities and generating hypotheses, planning and launching experiments, and executing the rollout of the winning variant.

• Participated in product roadmap-planning by providing a list of projects with detailed opportunity sizes to influence the product team to prioritize efforts for optimized impact.

Driving customer acquisition and retention with data-backed marketing campaigns

• Led the implementation of company’s first Customer Data Platform (Segment) to streamline and automate customer data collection, processing, and governance

• Optimized the Chatime menu by collecting and prioritizing inputs from various stakeholders, performing quantitative analyses, and generating & testing hypotheses

• Identified duplicated point award records using SQL Server, saving the team $12,000 per year

• Collaborated with designers and developers to execute data-driven marketing campaigns to improve customer acquisition and retention

• Increased team operational efficiency by 12% by creating and automating Tableau dashboards to reflect campaign performances

Tools used: SQL, Google Analytics, MailChimp, Tableau

• Re-designing the Vidyard lead scoring model as well as Account scoring model to provide timely guidance for the marketing and sales teams on what lead and account to pursue

• Working with a team of data engineers to re-design, optimize, and re-construct the company database

• Empowering company’s growth by locating ideal customer segments and mapping customer journeys in user acquisition, activation, retention, as well as product virality

• Building out the Growth Analytics team by onboarding and continuously coaching new hires

Tools used: SQL, Looker, Redshift, DBT, Salesforce, Heap, Marketo, Google Suite

Surfacing insights and identifying opportunities with data analytics to fuel business growth

• Provided strategic guidance for the marketing and product teams by re-defining the user retention metrics based on historical data and regression analyses

• Initiated Paid Marketing performance review and guided business to strategically reallocate 50% of Paid Marketing budget; the reallocation reduced cost per activation by 17% and increased user acquisition by 5%

• Act as the thought partner and data expert for business to identify growth opportunities and measure performance

Tools used: SQL, Redshift, Salesforce, Heap, Google Suite