2019: Marketing Analytics Manager

Back to

Tutti is a British Columbia-based food and beverage delivery app. Its mission is to support local merchants by offering them a competitive rate, a customizable storefront on the app, and marketing support while bringing communities together around a shared love of food. I joined Tutti in September 2019; a few months afterward, the COVID-19 pandemic happened, and I indeed say that I gained a significant part of my professional experience during the COVID-19 pandemic when user behavior and business metrics fluctuated daily. On March 18th, 2020, when the government of British Columbia declared a provincial emergency, all restaurants shut down, and the demand for business through the Tutti delivery service skyrocketed ten times normal. That meant ten times more challenging work for me to create accurate customer segmentation based on their interaction, run real-time sentiment analysis, and predict purchase tendencies. Besides all of the marketing initiatives I kicked off at Tutti, I implemented a business reporting and analysis dashboard using Tableau. I designed an integrated dashboard to collect real-time user intent and behavior data, analyze the customer acquisition cost, predict the net profit, and optimize the daily spending on each marketing channel.