AJ Koenig

Accounts: Norwegian Cruise Line, L’Oreal

Accounts: Intuit SMB MediaLabs, Nature's Bakery, Purely Elizabeth, Basecamp

Accounts: LIVMARLI, TYRUKO, Aristada, Trellus Health, ZenPep (HCP, Patient) Following an interest in website reporting, I moved to IPG Health working in the healthcare marketing industry. I optimized marketing strategies on both healthcare provider (HCP) and patient focused campaigns, optimizing audience engagement down the funnel from front-end platform metrics to website conversions. I developed comprehensive website performance reports using Looker, Tableau, and PowerBI, which provided actionable insights that were directly presented to client leadership. These insights significantly influenced their annual marketing media planning. This role has allowed me to leverage advanced analytics tools to deliver impactful results and drive strategic decision-making.

Accounts: GSK - Haleon (Consumer), Comcast Business (B2B) After graduating, I joined Digitas North America in New York, where I honed my skills in marketing data analysis. Working on the GSK - Haleon team, I produced detailed marketing performance reports for new product launches, focusing on consumer journey insights and optimization. My recommendations for mid-flight optimizations resulted in a 44% improvement in campaign KPIs. I also presented media performance analyses to over 50 stakeholders, providing actionable insights that guided budget decisions. Seeking to broaden my expertise, I transitioned to the Comcast Business account, specializing in email marketing analytics. I prepared and presented weekly performance reports, conducted creative test & learns, and managed client ad hoc requests. A key achievement was increasing KPI lead performance by 200% week over week through effective email creative testing. Overall, my role at Digitas involved a blend of strategic thinking and hands-on data analysis, making a tangible impact on client success.

I then joined Lavelle Industries as an industrial engineering intern and quickly took on the challenge of optimizing a production machine’s process efficiency. Through meticulous data monitoring and ongoing optimizations, I boosted overall equipment effectiveness (OEE) by over 25% within six months. I also created interactive dashboards using Power BI and Excel, providing leadership with real-time insights into performance metrics. This role was instrumental in developing my skills in data visualization and operational efficiency, driving significant improvements in production processes.

While in Redefined A Cappella, I was elected to the Public Relations Manager role on the leadership board. My curiosity in using in-platform metrics to improve our marketing strategy resulted in my discovery of marketing analytics. I ultimately established a new process for tracking paid social campaigns, which improved ad performance and expanded our reach. This role was my introduction to data-driven marketing, and it ignited a lasting passion for using analytics to drive strategic growth.