Andrés Felipe Mancipe Urrea

Andrés Felipe Mancipe Urrea

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Bogota D.C., Colombia
Contact Andrés regarding: 
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Full-time jobs
Starting at USD3.8k/month
Flexible work
Starting at USD55/hour
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Networking

Timeline

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Résumé

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  • Publicis Global Delivery (PGD)
    Data Analysis Associate Director public Remote experience
    Publicis Global Delivery (PGD)
    Oct 2020 - Current (6 years 1 month)
    Clients: Bank of America, FCA Stellantis, ESPN , Toyota US (Gulf States).
    • Lead a team of 8 data analysts delivering business intelligence and media measurement for ~USD$80M in annual digital
    advertising investment across banking, automotive, and media clients, sustaining 98% client retention / satisfaction.
    • Built and maintained 7 executive dashboards (Looker, Tableau, Power BI) consolidating over 20 digital media performance
    data sources and 700+ campaigns annually through SQL/Python ETL pipelines, cutting reporting turnaround from 15 days
    to 3-4 days.
    • Designed measurement frameworks — attribution modeling, A/B testing, incrementality — that reduced cost per
    incremental action by 41% quarter-over-qua
  • Parque Arauco Colombia
    Sr. Customer Experience Analyst
    Parque Arauco Colombia
    May 2019 - Sep 2020 (1 year 5 months)
    • Built relational databases from scratch capturing over 300K customer and visitor records across 4 shopping malls, enabling
    the company's first data-driven CRM segmentation.
    • Delivered customer insight analyses that identified communication opportunities, custom marketing campaigns, , increasing
    visit frequency rate by 12% and in-mall campaign response rate by 35%.
    • Led 6 technology projects connecting physical in-store measurement with digital data, informing ~USD $1.2M in
    commercial, operational and customer experience decisions.
  • VMLY&R
    Data Insights Analyst MID
    VMLY&R
    May 2018 - May 2019 (1 year 1 month)
    Clients: ITAÚ, Bridgestone Tires, Colgate PC & HC
    • Led content analytics for Colgate Home Care's Tu Hogar portal, running deep cohort analyses that shaped the content
    strategy and grew portal visits by 30%.
    • Analyzed on-site behavior for Bridgestone LATAM across all 7 country sites, driving a 15% uplift in store-locator usage and a
    20% increase in contact-retailer actions.
    • Extracted and analyzed campaign data across 500+ Colgate Personal Care campaigns, producing insight reports that
    improved digital engagement by 10% and ROAS by 11%; ran sentiment analysis on 70K+ Facebook comments to refine
    awareness and engagement video strategy, lifting average video retention from 45% to 70%.
    • Created and me
  • Grupo Nutresa
    Digital Media Coordinator.
    Grupo Nutresa
    Mar 2017 - May 2018 (1 year 3 months)
    • Served as the single point of contact between Nutresa and international headquarters, managing digital trade marketing,
    advertising, and e-commerce performance that grew Papa John's online sales by 80%, with store traffic up 55% for Papa
    John's and 25% for Taco Bell.
    • Ran A/B tests and on-site behavior tracking (Hotjar, Crazy Egg) to optimize the conversion funnel, improving CTR by 35% and
    lifting add-to-cart rate to 23%.
    • Directed an outsourced media agency, overseeing the brands' media budget and improving digital brand engagement by
    20% for Papa John's and 35% for Taco Bell.
  • iFood Colombia
    Head Of Display | BI Marketing Analyst
    iFood Colombia
    Oct 2015 - Mar 2017 (1 year 6 months)
    • Managed desktop display and CRM channels (email, push, social) and media budget across 3 operating countries, executing
    data-driven campaigns that grew new orders by 22% and reorders by 34% while improving ROAS by 6%.
    • Monitored performance with Google Analytics, Hotjar, and SQL databases , optimizing campaigns to cut CPM by 15% and
    CPA by 8% while improving user retention by 20%.