Erika Gonzalez
Mexico City
Summary
Marketing Intelligence & Data Analyst with 4+ years of experience transforming marketing, CRM, and campaign data into actionable business insights. Strong background in marketing analytics, customer behavior analysis, performance tracking, and dashboarding to support data-driven decision-making. Experienced in analyzing acquisition, engagement, and conversion funnels using Excel, Tableau, Google Analytics, and CRM platforms. MBA in Marketing with formal training in Data Analytics and experience working in international and multicultural environments.
Overview
12
12
years of professional experience
Work History
Marketing Intelligence & Data Analyst
Freelance
Mexico City
03.2022 - Current
- Analyzed social media and web performance data across Instagram, TikTok, YouTube, and websites to optimize acquisition and engagement strategies.
- Defined and tracked KPIs including reach, engagement rate, profile visits, lead generation, and conversion rates.
- Increased client acquisition by 3 new clients per week for a dog training business through data-driven content optimization.
- Generated 200+ profile visits in the first week of campaign launch by identifying high-performing content formats.
- Evaluated organic marketing strategies for events and campaigns, generating 6 qualified leads for a sports school tournament.
- Delivered performance reports with insights and recommendations to improve marketing ROI.
Administrative & Data Support Assistant
Global Green Growth Institute (GGGI)
Mexico City
10.2023 - 02.2024
- Supported project coordination and administrative operations through structured data organization and reporting.
- Managed procurement and logistics data, ensuring accurate documentation and compliance.
- Organized internal events and meetings, maintaining schedules, budgets, and operational records.
Marketing & PR Data Analyst
Naked Media Group
Dublin
05.2021 - 08.2021
- Conducted market and audience research using demographic, cultural, and consumption data to identify growth opportunities.
- Analyzed campaign performance for The Cannabis Expo 2021, supporting an event with 6,000+ in-person and 8,000 online attendees.
- Supported SEO optimization and content performance analysis to improve online visibility.
- Built insights reports to support strategic planning for international clients across Europe and Latin America.
- Coordinated data-informed media strategies and partnerships with NGOs and advertising platforms.
Marketing & CRM Data Analyst
Kung-Fu Life School
Dublin
04.2020 - 08.2021
- Collected, cleaned, and analyzed quantitative and qualitative marketing data to evaluate campaign effectiveness and customer engagement.
- Managed CRM databases, ensuring data accuracy and enabling customer segmentation and long-term lead nurturing strategies.
- Analyzed email marketing performance (open rates, CTRs, conversions) using ActiveCampaign to optimize messaging and timing.
- Developed data-driven service plans based on lead behavior and engagement patterns, resulting in 12 successful enrollments through long-term nurturing.
- Supported SEO performance analysis to increase targeted website traffic and visibility.
Customer Service Supervisor (Operations & Performance Analytics)
Starbucks
Dublin
10.2017 - 06.2021
- Tracked store performance metrics and operational KPIs, contributing to becoming the second highest-performing store in the area.
- Maintained 98-99% compliance with HACCP standards through data-driven quality control.
- Trained and supervised a team of 6, improving efficiency and service quality.
Logistics Manager (Data & Cost Optimization)
Stanley Automatic Doors
Mexico City
09.2013 - 03.2017
- Managed logistics budgets, forecasting, and cost optimization initiatives.
- Improved on-time delivery rates through route and scheduling analysis.
- Negotiated vendor contracts using cost and performance data.
Education
MBA - MARKETING
DUBLIN BUSINESS SCHOOL (DBS)
BACHELOR'S DEGREE - COMMERCIAL RELATIONS
NATIONAL POLYTECHNIC INSTITUTE (IPN)
Skills
- Marketing Intelligence
- Excel (Advanced)
- SEO & Keyword Analysis
- KPI Definition & Performance Tracking
- Tableau (Dashboards & Visualizations)
- Paid & Organic Campaign Analytics
- Funnel & Conversion Analysis
- Google Analytics (GA4)
- Marketing Automation
- Customer Segmentation & CRM Analytics
- CRM Platforms (ActiveCampaign, Mailchimp)
- Data-Driven Growth Strategies
- Campaign Performance Analysis
- SQL (Basic / Intermediate)
- A/B Testing & Experimentation
- Python (Pandas, NumPy)
Languages
Spanish
English
French
Certifications Courses
- Data Analytics, TripleTen LATAM, Data analysis, visualisation, business insights
- Principles of Sustainable Finance, Erasmus University Rotterdam
- Driving Business Towards the SDGs, Erasmus University Rotterdam
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Administrative & Data Support Assistant
Global Green Growth Institute (GGGI)
10.2023 - 02.2024
Marketing Intelligence & Data Analyst
Freelance
03.2022 - Current
Marketing & PR Data Analyst
Naked Media Group
05.2021 - 08.2021
Marketing & CRM Data Analyst
Kung-Fu Life School
04.2020 - 08.2021
Customer Service Supervisor (Operations & Performance Analytics)
Starbucks
10.2017 - 06.2021
Logistics Manager (Data & Cost Optimization)
Stanley Automatic Doors
09.2013 - 03.2017
MBA - MARKETING
DUBLIN BUSINESS SCHOOL (DBS)
BACHELOR'S DEGREE - COMMERCIAL RELATIONS
NATIONAL POLYTECHNIC INSTITUTE (IPN)