Marco Marinone
Senior Business Analyst
MEXICO CITY
Summary
Forward-thinking data specialist bringing 8+ years of expertise in data science and analytics for the tech sector. Cultivates rapport with individuals to optimize project goals and output, resolve complex problems and deliver innovative improvement strategies. Proficient in R, SQL and Python.
Overview
9
9
years of professional experience
4
4
years of post-secondary education
Work History
Senior Business Analyst
Kayak
MEXICO CITY
07.2023 - Current
- Supported leadership team with reporting, analysis, and business presentations to inform divisional strategies.
- Mentored teams and streamlined [Type] techniques through evolution of delivery cycles, establishing documentation framework to support agile methodology implementations.
- Developed diverse reporting packages to meet individual needs of sales, marketing, product management and senior leadership.
- Created new analytical systems to boost vital business metrics visibility.
- Applied honed problem-solving skills to analyze and resolve issues impacting business operations and goal achievement.
- Delivered analysis of market, sales and consumer trend impact on long and short-term strategies.
Senior Growth Lead
Alooba
05.2021 - 07.2022
- Remote
- Set up new Google Ads campaigns which generated an avg
- 7-8k recurring revenue per month
- Optimised LinkedIn ad campaigns by narrowing the targeted audience and A/B testing creatives' copy
- This led to a 40% improvement in CTR and a 23% increase in leads
- Managed the creation and deployment of marketing pages on the site
- These helped split marketing objectives and optimize the SEO ranking driving 56% more traffic to the landing pages within 3 months
- Took charge of the creation and execution of all email marketing campaigns
- This was a crucial part of Alooba's lead generation strategy in 2022 and helped generate $20k in sales during Q1.
Senior Manager Business Insights
Kayak, Barcelona
Sydney
12.2018 - 05.2021
- Led optimization of SEM and GHA campaigns which resulted in incremental revenue of $50k per year in the APAC markets
- Analysed TV and brand marketing initiatives in APAC
- Worked with marketing managers to choose the best creatives to advertise and split the budget across channels and airing time
- This optimised marketing spending and allowed to reallocate 10% of the total yearly budget
- Conducted A/B test analysis on the HotelsCombined website
- It was a milestone in the migration of the HotelsCombined site into Kayak
- It allowed assessing the impact of front-door ad integration resulting in 20% incremental revenue
- Created ad-hoc analysis for senior management
- These include campaign performance analysis, new project scoping and conceptualization, strategic marketing planning and assessment of performance impact from major macro events.
Data Insights Analyst
HotelsCombined
12.2018
- (Acquired by Kayak
Optimization Manager
Barcelona
06.2016 - 12.2018
- Built an automated process to monitor fraudulent activities in the HC's affiliate network
- This reduced frauds carried out against the company's trademark and saved on average $80k in yearly revenue
- Implemented an analytical approach to help estimate performance per spot across TV campaigns
- It allowed planning campaigns based on historical data with continuous optimization of 1) time bands 2) TV channels 3) creative rotation and spot length
- Established a process to analyze influencer marketing campaigns and scaled the process across all core markets
- This helped identify campaigns with ROAS of 100% or higher and drive the investment towards profitable campaigns
- Automated reports and data visualizations for the SEO and Content Marketing teams
- This enhanced the team's data consumption and improved the overall team's dashboard usage by 30%
- Content
- Trivago, Languages
- Italian, native
- English, full professional proficiency
- Spanish, full professional proficiency
- German, basic proficiency
Dusseldorf
12.2014 - 03.2016
- Built a regression model to understand the time taken by new accommodations to generate monetary value
- This allowed identifying which new hotels had the highest chance to produce revenue and to focus efforts on those, which in turn brought a 12% revenue lift
- Monitored the database to identify gaps in the content
- This helped prioritize the outsourcing of data to be collected and increased the number of searchable hotels by over 40%
- Analyzed user interaction with the website to identify market trends and user needs by creating new searchable content, enriching the destinations portfolio and empowering users' search tools
- This contributed to hitting the milestone of $400k revenue in a day for the Italian platform
- Created new content by anticipating market trends and seasonality
- Kept track of the market and competitors by working with web applications, like Ad Words and GA
- This helped remove 60% of failed searches on the website.
Education
Master of Science - Management and Finance
University College London
London 05.2013 - 05.2014
Bachelor of Science - Economics And Management
Royal Holloway University of London
London 05.2010 - 05.2013
Skills
SQl
Timeline
Senior Business Analyst
Kayak
07.2023 - Current
Senior Growth Lead
Alooba
05.2021 - 07.2022
Senior Manager Business Insights
Kayak, Barcelona
12.2018 - 05.2021
Data Insights Analyst
HotelsCombined
12.2018
Optimization Manager
Barcelona
06.2016 - 12.2018
12.2014 - 03.2016
Master of Science - Management and Finance
University College London
05.2013 - 05.2014
Bachelor of Science - Economics And Management
Royal Holloway University of London
05.2010 - 05.2013
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