Klar
Progressed through four roles across Growth and Marketing, from customer engagement analytics into team leadership, product ownership, experimentation, and data infrastructure.
- Averaged 31.5K monthly referral-sourced account activations at approximately 25% of paid-channel CAC.
- Helped more than double three-month LTV per acquired user through funnel and Savings-adoption optimization.
- Led analysts and Analytics Engineers supporting Referral, Customer Engagement, LTV, and Savings.
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Growth Analytics Senior Manager
Jan 2025 – Aug 2025
- Reported directly to the CMO and led analysts and Analytics Engineers supporting Customer Engagement, Referral, LTV, and Savings analytics.
- Continued as business owner of the Savings product, a responsibility held since September 2024, maintaining its data models and dashboards and informing rate-policy decisions with Finance for approximately 115K active users and MXN 8.0B in balances.
- Deployed a referral-propensity model using scikit-learn logistic regression, combined with causal analysis to personalize cash incentives by elasticity band. Initial tests showed a 2–3 percentage-point uplift in referral conversion among newly acquired users.
- Designed and built a scalable ETL framework using AWS Glue, PySpark, and dbt to ingest and transform AppsFlyer and Xpend data from S3 into Redshift, processing 10M+ new records daily. The framework improved attribution quality, CAC measurement, campaign auditing, and reporting reliability.
Growth Analytics Manager
Apr 2023 – Jan 2025
- Led Growth Analytics across Referral, Customer Engagement, and LTV, growing the team from one analyst to two analysts and two Analytics Engineers.
- Took ownership of Referral and automated campaign operations by integrating funnel data, Customer.io API data, and campaign-spend data in the warehouse.
- Built CRM data infrastructure processing Customer.io data three times daily across millions of records, with dbt models and S3/Iceberg workflows supporting reporting and campaign measurement.
- Built a daily user-level LTV framework in dbt and Redshift integrating revenue and cost data, reconciled with Finance and used in Growth accountability reporting; its insights informed funnel and Savings-adoption changes that helped more than double three-month LTV per acquired user.
- Analyzed BigQuery app-event data to identify onboarding drop-off points; recommended earlier phone-number collection and follow-up messages, contributing to an approximately 10% increase in acquisition-funnel conversion.
Customer Engagement Senior Analyst
Jul 2022 – Apr 2023
- Expanded customer-engagement analytics across activation, retention, and campaign experimentation while mentoring junior analysts.
- Partnered with the Head of Credit to add credit-card funnel milestones to the central dbt model, improving measurement for a core acquisition KPI.
- Defined and automated Customer Engagement Monthly Business Review metrics and reporting workflows, connecting Python, SQL, Google Sheets, and presentation materials.
- Supported the Savings launch with data models, monitoring dashboards, and Finance metrics for cost of balance and balances by investment term.
Customer Engagement Analyst
Oct 2021 – Jun 2022
- Served as the first and only analyst supporting the Head of Customer Engagement, building foundational measurement for acquisition, activation, and retention.
- Automated acquisition-attribution reporting using Adjust data, Python, SQL, and Tableau, connecting acquisition channels to user-level funnel milestones for more reliable CAC measurement.
- Identified a 35 percentage-point difference in six-month retention between users making 6+ versus fewer than 3 first-month purchases, establishing early purchase frequency as a leading retention indicator.
- Conducted exploratory demographic and behavioral analysis, including early RFM segmentation, to improve understanding of activation patterns and customer groups.