Experienced cross-channel marketing strategy and analytics specialist. Strategy and Analytics Core Competencies: • Marketing Measurement Planning • Customer Experience and Sales Funnel Analysis • Market Assessments: Competitive Landscaping, Sizing, and Macro Forecasting • Customer and Prospect Database Analysis • Persona Research and Development • A/B and Multivariate Testing • Forecast Development • Group/Brainstorming Facilitation Industry Experience: • Financial Services • Consumer Packaged Goods • Internet-based Services and Games • Hospitality • Pharmaceutical/OTC • Wireless, Telecom and Cable Services • Management/Tech Consulting • Publishing • Residential Real Estate Development

Vice President, Enterprise Marketing - Cross-Channel Analytics @ From November 2015 to Present (2 months) Property Manager and Consultant @ Manage multiple short-term vacation rental properties in the San Francisco Bay Area and Wine Country including facilitating booking details, guest relations before and during stay, third-party service scheduling, accounting/book keeping, etc. Provide consulting services to individuals seeking to leverage their primary and secondary homes as short-term rentals. This includes providing guidance through the process, recommendations for furnishing/linen/kitchen needs, guest relation materials, demand forecasting, and pricing strategies. From September 2011 to Present (4 years 4 months) Independent Marketing Consultant @ Teaming with agencies and brands to plan and optimize digital marketing campaigns, ensuring they are tied to measurable business goals. Illustrative examples of past and current work: - Built analytics capability for digital agency by establishing key performance indicators for all digital media and search campaigns, implementing a process for capturing metrics, structuring reporting for on-going continuity of campaigns, and on-boarding new talent to manage and maintain processes - Guided consumer facing brands to identify and optimize opportunities in digital marketing with a specific focus on efficient Display Media, Paid Search, and consumer insight driven Website redesigns - Created forecasting and planning tools for media planning agency to promote more efficient spending for current planners and to educate new media planners to strategic buyers - Continually driving clients to focus on ROI measurement From August 2008 to November 2015 (7 years 4 months) Strategy & Analytics @ Illustrative Examples: • Developed a strategic and tactical go-to-market roadmap for diverse group of stakeholders at an investment firm expanding into highly competitive consumer banking industry • Identified cost efficient marketing strategy for national cable company's direct mail campaigns by way of a complex market, segment and creative test • Provided strategic support for agency business development including involvement in existing and prospective client pitches From September 2005 to May 2008 (2 years 9 months) Consumer Technologies and Services & Wireless Analyst @ Market research analyst with coverage areas including Consumer Online Activities, Broadband Markets, Search Engine market strategies, and other Service Provider related activities surrounding consumer digital and voice markets. Looked specifically at initial consumer communication online trends with applications such as blogging, social networking, IM, etc, and recommended marketing efforts for companies who were initial players in the digital space. Expertise Coverage Areas: Search Engine Strategies, Social Networking, Channel Partnerships, Online Advertising, Blogging, Communication Service Provider Retail Strategies, Communication Loyalty Programs, University Partnerships and Technology Demand, Bundling Strategies, Digital Messaging, Peer to Peer Broadband Video Communications, and other consumer related services and activities. From September 2003 to September 2005 (2 years 1 month)

BS/BA, Marketing and Finance @ Boston UniversityNiskayuna High School Su Rivera is skilled in: Marketing Strategy, Digital Strategy, Segmentation, Mobile Marketing, Analytics, Competitive Analysis, Marketing Research, Digital Media, Market Research, Interactive Marketing, Customer Insight, Strategy, Digital Marketing, Online Advertising, Integrated Marketing, Marketing