Denea Farrar

Consultant, Director of Data Science - Blackbird Data Insights | Portland, OR |

2016 – Present

• Lead analytics maturity and measurement strategy by embedding within client organizations, mentoring analysts, and evolving reporting infrastructure across web, social, app, and consumer research datasets.
• Drive C-suite decisions by building scalable performance reporting with custom metrics and automated insights, and translating complex data into executive-level, strategic recommendations.
• Improved reporting efficiency by 60% by restructuring analytics workflows and dashboard automation.

Director, Analytics & Optimization - 6D Global | Portland, OR | 2015 – 2016

• Directed the Analytics & Optimization team, driving revenue growth and reducing team attrition by restructuring processes, expanding enterprise services, and closing multi-million-dollar engagements.
• Led client-facing measurement strategy and optimization programs, driving the development of measurement playbooks and new service offerings to scale agency capabilities.

Senior Analyst, Global Brand Intelligence - Nike | Beaverton, OR | 2012 – 2015

• Managed global intake and execution of analytics requests for Digital Brand Marketing and Strategic Planning, fulfilling 70% within 24 hours.
• Led a team of 9 analysts to standardize KPI frameworks, improve turnaround time, and developed a global Quarterly Business Review measurement model used by C-level and category leadership.

Senior Analyst - Xerox | Wilsonville, OR | 2011 – 2012

• Drove the technical implementation of SiteCatalyst, delivered validated insights reporting for stakeholders across new web experiences, and trained over 100 employees on analytics tools and reporting best practices.

Senior Account Executive - MARS Advertising | Bay Area, CA | 2010 – 2011

• Managed retail marketing execution, budgets, and multi-channel campaign rollout from concept through in-store launch.

Digital Marketing Analyst - Safeway Inc. | Pleasanton, CA | 2007 – 2010

• Drove eCommerce campaigns generating $1.1M in online sales and provided BI reporting for senior leadership and CPG partners.

Cryptologist - United States Navy | 1999 – 2003

• Top-Secret clearance; managed 12 remote intelligence platforms and supported mission-critical surveillance operations

TECHNICAL SKILLS

• Analytics & BI Tools: Tableau, Sprinklr, Adobe Analytics, Google Analytics, Google Tag Manager, Looker Studio, BigQuery, SQL, Brandwatch, Funnel
• Data & Reporting: Excel (Expert), PowerPoint, dashboards, forecasting, optimization frameworks
• Marketing & Digital Platforms: Paid/organic social, content performance, customer experience, lifecycle marketing, survey-data

CORE STRENGTHS

• Business Intelligence • Insights Storytelling • Leadership & Team Development • Social Listening • Consumer Behavior Insights • Data Strategy • Campaign Measurement • KPI & Framework Development • Digital Transformation • Executive Enablement

AS - Computer Science

BA - Marketing Communications (in progress)