Aaron St Gelais

Director of Analytics

Lead a data analytics team, helping optimize $60M+ in annual marketing spend while driving impact across Growth teams (Marketing, Product, Email, and Lifecycle).

Leadership & Team Building:

• Managed and mentored data analysts while building and scaling an offshore analytics team in India, which supports Marketing, Product, and Sales Analytics.
• Worked cross-functionally with Finance, Marketing, Product, and Data to align initiatives with business goals, driving retention, efficiency, and ROI.
• Worked with data engineers to establish data pipelines for reporting. Partnered with data science and finance to create predicted and forecasted lifetime value (LTV) metrics.

Advanced Measurement:

• Created the company’s attribution model that combines 3rd party data with internal data, ensuring upper-funnel channels are valued appropriately to diversify marketing investments.
• Designed an internal geolift incrementality testing system and launched a Marketing Mix Modeling (MMM) approach using Facebook’s Robyn.
• Reduced CAC for Paid Social by $30K+ and Paid Podcasts by $13K+, saving $300K+ in monthly spend through incrementality testing.

Analytics Infrastructure, Reporting & Data Analysis:

• Built and maintained marketing data models in Snowflake using SQL, DBT, and GitHub.
• Delivered automated, self-service dashboards in Tableau and HEX.
• Partnered with Singular for ad-side data ingestion across marketing channels, also serving as a Mobile Measurement Partner (MMP).
• Leveraged Census and server-to-server solutions to enable CAPI feeds into Google Ads, Meta, and LinkedIn to support value-based bidding strategies.
• Utilized Loops' root cause analysis (RCA) tool to automate KPI anomaly detection and speed up optimization.

Director of Analytics

• Led a team of data analysts that provided analytical support for online and offline marketing channels that generated over $500 million in revenue. Marketing channels: Search, App, Email, TV, Affiliate, Social, and Display.
• Worked directly with the Chief Data Officer, VPs in Marketing, and the Chief Marketing Officer to provide insights that improved ROI and customer retention.
• Collaborated with Product, Data Science, BI and Data Engineering teams on data collection processes, data quality, tracking, and reporting.
• Owned the prioritization process for the entire data org for marketing projects.
• Led the Marketing Mix Modeling (MMM) vendor procurement effort to help inform optimal budget allocation and value upper funnel channels like TV and Social.
• Interfaced with Finance teams on performance and aid in forecasting.

Senior Analytics Manager

• Managed a team of business analysts who provided technical analytical support for marketing channels (SEM, Display, App, Email, Social, Affiliate, and TV).
• Worked directly with the VP of Digital Marketing, Category Managers, and the CMO to provide reporting and marketing insights in order to hit financial targets.
• Presented weekly to executives on KPIs for all digital marketing channels.
• Collaborated with Product and BI teams on ETL processes, tracking, and reporting.
• Iterated on LTV models and measured incrementality to inform customer acquisition strategies and increase free repeat use.
• Interface with Finance teams on performance and aid in forecasting.

Analytics Manager

• Managed a team of business analysts who provide support for marketing.
• Wrote custom SQL to create reporting to improve financial KPIs (ROI, LTV, etc.).
• Visualized data via Tableau, Looker, and Excel to inform business decisions.
• Collaborated with Product and BI teams on ETL processes, tracking, and reporting.
• Designed and ran tests (A/B, Pre/Post, Test vs. Forecast) for optimization of KPIs.
• Interfaced with Finance teams on performance and aid in forecasting.
• Created granular LTV models to best inform customer acquisition strategies.
• Utilized Python to grab data from APIs, manipulate data sets, and analyze data.

Senior Business Analyst

• Ensured SEM campaigns were efficiently managed, reported, and optimized.
• Created custom reporting dashboards using custom SQL, Tableau, and Excel.
• Designed testing frameworks (A/B testing) for ongoing optimization.
• Provided research and analysis to track SEM and SEO landscapes.
• Worked with the BI team to gather data from 3rd party APIs.
• Learned Python to analyze large data sets.

Paid Search Strategist

• Responsible for managing SEM strategies for clients, implementing tracking code, and tracking Google Analytics events and goals via Google Tag Manager.
• Automated processes by creating custom reports for clients using Excel, Google Sheets , SuperMetrics, and automating Google Ads via scripts.
• Integrated applications ( Airtable, Zapier, Slack , etc.) using APIs and a custom PHP script to complete process improvements for the company.
• Developed customized Google Apps Scripts:
  • 1) SEO tool to find website cruft called the Cruft Finder .
  • 2) Internal email alerts for client managers in order to maintain budgets and hit certain KPIs.

Programmer/Developer

• Wrote custom PHP code to fix bugs, and designed SQL database tables.
• Served as the primary point of contact for merchant IT requests and created online tools for all departments using MySQL and PHP.
• Developed JavaScript conversion tracking code , and integrated into e-commerce platforms (Magento, Shopify, CAKE, HasOffers, etc.).
• Developed WooCommerce and WP eCommerce WordPress tracking plugins.

Owner

• Owner, manager, and developer for affiliate marketing sites.
• Responsible for driving traffic to websites through SEM, SEO, and Social Media.
• Consulted with Color Vu, Inc. on SEO & SEM as well as WordPress website maintenance.

Merchant Relations Representative

• Responsible for setup, management, and growth of merchant campaigns.
• Managed SEM/PPC marketing for merchants that requested the service.
• Created custom Excel reports for KPI measurement and automated company marketing documents by using Excel, MySQL, HTML, and PHP.