Angelica Koev

SUMMARY Highly analytical and process-oriented data analyst with in-depth knowledge of database types, research methods; and data capture, curation, manipulation, and visualization. An avid data-driven storyteller with a panache for crafting in-depth, meaningful insights that add value to analytics and business intelligence; used to identify and advance opportunities, re-engineer processes and scale growth. EXPERIENCE AcuityAds, Toronto — SR. DATA ANALYST APRIL 2020 – MARCH 2023 Work closely with sales and client success teams to add value for clients: Oak Street Health, Whataburger, and Josh Cellars in Q3-Q4 2022 through in-depth custom campaign insights - supporting strategic partnerships and revenue growth initiatives - securing a total of $800K+ for Q1-Q3 2023. Launched a new automated reporting tool to provide internal stakeholders with a standardized charting and visualization solution for analyzing client campaigns, accessible through Tableau Server using JDBC connector to retrieve data from our unified data source (MariaDB). Responsible for reporting, research, automation, innovative strategies and integration of external data and systems in service of B2B clients in alignment with IT and DevOps to support internal sales, client success and strategy teams. Lead in conducting quantitative and qualitative analyses including complex research, data mining, data exploration, statistical reporting, and development of analytic methods. Establish and manage client reporting strategies, gathering of requirements and prioritization for new report creation; ongoing process improvement to bolster data quality for informed decision making. Collaborate with internal business partners to build a consistent and accurate strategy for using data-driven insights; liaising between data engineering, analytics, and product teams to foster and execute data strategy. Successfully developed, implemented, and deployed a new JIRA workflow migration with my team. This project gave our team the capacity to independently manage JIRA tickets (track, triage, prioritize, and/or escalate reporting deliverables). Conducted internal auditing for data and reporting quality resulting in 8,000+ reports delivered at +97% on-time/in-quality which exceeded our 95% objective by 2%. Substantiated by our Q1 vs. Q4 2022 satisfaction survey of the analytic team’s primary internal business partners who reported a 212% improvement between Q1 and Q4 (25% satisfaction score in Q1 to 78% satisfaction in Q4). AcuityAds, Toronto — PROGRAMMATIC CAMPAIGN MANAGER JUNE 2019 - April 2020 Managed hundreds of large and small omnichannel programmatic advertising campaigns for 30+ B2B, B2C, and SaaS clients such as Dell, Delta Airlines, Sparkling Ice, Purina, Green Giant, and CBDMD. Worked directly with third-party vendors, clients, and internal stakeholders to accurately set up and execute timely launches. Monitored and evaluated campaigns for opportunities to strategically implement manual optimizations to amplify campaign performance, generating $800,000 in revenue between Q2 and Q4 in 2019 and resulting in 12.5% sales lift in Q1-Q2 the following year. Developed and pioneered recommendations of new tactics and strategies to test through our programmatic efforts. Consistently optimized ROI, targeting, bid strategies, tested creative and pixels. Maintained healthy client facing relationships, working with advertising agencies and advertisers directly. AcuityAds, Toronto — PROGRAMMATIC REPORTING ANALYST FEBRUARY 2019 - JUNE 2019 Performed data profiling and cleaning to prepare the data for complex transformations to merge queries or join tables from various datasets, utilizing advanced MS Excel functions including VLOOKUP, XLOOKUP, IF AND, IF OR, INDEX, MATCH, COUNTIF, SUMIFS, CONCATENATE, LEFT, MID, RIGHT, and more to create highly customized and detailed reporting on campaign performance for advertisers. Collected, analyzed, and synthesized incomplete information from disparate sources into clear and compelling stories; optimized data collection procedures and generate weekly, monthly, quarterly, and ad-hoc reports. Provided expertise, translating the business needs to design by developing tools, techniques, and metrics. Identified areas of opportunity to increase profitability. Catalyzed the development of automated solutions for manual reporting processes using MS Excel Power Query as well as Tableau Server to improve accuracy, referential integrity, and boost efficiency enabling the team to provide clients with sophisticated insights. Built and maintained reporting “playbook” containing process documentation, guidelines, training, and SLAs. This reusable knowledge base outlines best practices used for operational standardization, training and development to onboard new employees, recommendations, and proposed workflows to improve existing processes. Coached and supported junior analysts by providing insight into core business functions, reporting workflows, and insightful writing. Aquamobile Inc., Toronto — DIGITAL MARKETING COORDINATOR MARCH 2018 - JANUARY 2019 Tracked and measured blog performance; analyzed data on a daily, weekly, and monthly basis to implement SEO optimizations. Monitored and recorded the performance of all social accounts on a weekly and monthly basis to increase brand awareness and drive profitability. Utilized social listening and web analytic tools such as Hootsuite, SEMrush, and Google Analytics as well as analytic tools native to Facebook, Instagram, Twitter, Pinterest, and YouTube to track and measure the performance of all social accounts on a weekly and monthly basis to strategically increase brand awareness and drive profitability on an on-going basis. Directed, filmed, and edited planned video content for YouTube publication as part of SEO strategy. Performed keyword analysis and A/B testing as part of research and blog optimization processes. Created sequences and messages for blog funnel and promotions using Ontraport, HTML and CSS. EDUCATION Ontario College of Art & Design University (OCADU), Toronto — BDes SEPTEMBER 2013 - APRIL 2017 Graduated with a Bachelor of Design degree, majoring in advertising and communications. SKILLS Experience connecting data from MariaDB and Apache Druid (via JDBC) to Tableau Server. MS Excel, Tableau, MS PowerPoint, Salesforce, JIRA, Google Marketing Platform (Data Studio, Adwords, Analytics, Display & Video 360), AWS, Agile and waterfall methodologies. Console, Amazon DSP, Meta Business Suite (Facebook/Instagram), LinkedIn Business Manager, DoubleVerify, Integral Ad Science (IAS), Oracle Moat, Bing Ads (Microsoft), Acuity DSP, illumin journey canvas, The Tradedesk, Appnexus, Yahoo DSP (Verizon Media/Brightroll), LiveRamp, Cuebiq, Nelson, OneDrive, MS Teams, SharePoint, Github. Basic knowledge of APIs. Created a simple JS project in third year of university to fetch weather data from WeatherAPI using jQuery. Language proficiency — Intermediate JQL, intermediate HTML, intermediate CSS, beginner MySQL, beginner jQuery and, beginner Python.