Full-Time
Marketing Analytics Manager
Devil's Canyon Brewing Co.
Prior Role
As Marketing Analytics Manager at Devil's Canyon Brewing Co., I was responsible for translating raw data into actionable insights that shaped campaign strategy, customer segmentation, and brand positioning. This was the role where I built the analytics foundation that would later support the broader Senior Director function.
Building the Analytics Function
When I stepped into this role, the marketing team was making decisions largely on intuition and anecdotal feedback. My first priority was establishing a baseline — defining the KPIs that actually mattered, identifying the data sources available, and building the infrastructure to track performance consistently.
I developed dashboards and reporting systems that gave the team visibility into digital and in-person marketing channels. These weren't just vanity metrics — they were tied to business outcomes and designed to prompt action.
Customer Insights & Segmentation
One of the most impactful areas of this role was customer segmentation. By analyzing purchase behavior, event attendance, and engagement patterns, I identified distinct audience segments that responded differently to different types of messaging and offers.
These insights directly informed how the marketing team structured campaigns — who to target, when, and with what message. The result was more efficient spend and stronger conversion rates across key channels.
Campaign Analysis & Forecasting
I supported campaign planning with performance forecasting and post-campaign analysis, creating a feedback loop that made each campaign smarter than the last.
Working closely with the creative and strategy teams, I helped bridge the gap between data findings and real-world decisions — making analytics a tool the whole team used, not just a report that sat in a folder.