Alaina Waagner

Leading a team of data scientists working to support teams building products for discovery, retention, and growth.

Leading analytics for Etsy’s gifting experiences.

Using SQL, A/B testing, R, and data visualization to improve buyer experience on Etsy.

Using SQL, A/B testing, R, and data visualization to support CRM, SEO, and product teams focused on external landings in making data-driven optimizations.

Worked with DK's publishing teams across travel, children's, and adult visual nonfiction to: • Analyze and distill large data sets from business divisions including publishing, sales, and marketing to identify trends and actionable insights using SQL, statistical analysis, and data visualization • Create and maintain self-serve tools to make data more accessible, including dashboards in Excel, Google Data Studio and Power BI • Implement and optimize product and bidding strategy for Amazon Advertising campaigns with budgets exceeding $400k; conducted competitor keyword analysis using scraped Amazon page rank data that impacted bid strategy for all of DK's AMS campaigns • Conduct consumer insights research in order to build profiles which more effectively channel publishing, editorial and marketing efforts • Supervise and mentor a Jr. Analyst responsible for scaling data-driven optimizations for DK's largest retail account Selected as one of 40 data analysts & data scientists from across parent company Bertelsmann's divisions to participate in their 2019 AI Hackathon in Cologne, Germany.

Worked with the product planning, development and marketing team for HMH's K-12 education products, with focus on: • Developed an attribution model for digital channels as it relates to products and campaigns • Ensured front-end strategic digital marketing initiatives were tied to back-end systems to contribute to a cohesive story of overall campaign performance • Set standards and cadences for digital marketing reporting • Worked with product owners to create digital marketing strategy and recommend tactics to accomplish business goals

[Crown, Hogarth, Tim Duggan Books, and Broadway Books imprints] • Planned and executed traditional and digital marketing campaigns for lead hardcover and paperback titles, including content development, digital campaign optimization, directing advertising efforts, social media strategy, and pursuing high-profile partnerships • Managed and allocated title campaign budgets exceeding $100,000 • Presented campaign strategy and tactics to executives, authors and agents • Formulated overall social strategy and handled day-to-day posting on Hogarth Books' platforms, including the launch of new social media presences on Facebook and Instagram Major projects and campaigns included: • #1 New York Times bestselling author Andy Weir's new novel Artemis • Internationally bestselling author Nina George's Little French Bistro • New York Times bestselling author Tracy Chevalier's novel, New Boy • Nate Blakeslee's work of narrative nonfiction, American Wolf

[Random House, Spiegel & Grau, The Dial Press, and Modern Library imprints] • Planned and executed traditional and digital marketing campaigns for 75+ hardcover and paperback titles annually, including seeking vendors to implement innovative media buys, content development, digital campaign optimization, directing advertising efforts, pursuing high-profile partnerships, and consumer insight research • Analyze campaigns and identify areas for improving performance of websites, e-newsletters, and social platforms • Liaise with sales force and publishers in order to ensure visibility for titles throughout the publication process • Presented campaign strategy and tactics in meetings to executives, agents, editors, and authors • Created proposals for acquisition process and provided manuscript and author platform evaluation • Provided administrative support for a senior marketing manager and group marketing director Major projects and campaigns included: • National Book Award nominee George Saunders' novel, Lincoln in the Bardo • Instant #1 New York Times bestseller When Breath Becomes Air by Paul Kalanithi • 2015 National Book Award for Fiction winner Fortune Smiles by Adam Johnson • New York Times bestselling My Life on the Road by Gloria Steinem • Instant New York Times bestseller Eligible by Curtis Sittenfeld • Ongoing marketing for New York Times bestselling Orange is the New Black by Piper Kerman

[William Morrow paperbacks imprint] • Planned and executed marketing campaigns for 10-15 paperback titles per season, including writing advertising copy and buying media, supporting authors, and planning social media promotion • Wrote and deployed multiple e-newsletters, including HarperCollins’ BookChatter newsletter and author-specific newsletters on an as-needed basis • Curated content for HarperCollins’ Book Club Girl blog and co-managed brand assets including Book Club Girl on Air and social media platforms • Built relationships with book bloggers and managed blog outreach for all William Morrow Paperbacks titles • Managed publishing schedules for ordering galleys, back-ad requests, and other marketing initiatives • Provided day-to-day administrative support for the Senior Vice President and Group Marketing Director, the Associate Director of Marketing, and the sales force

[Picador imprint] • Assisted the VP/Director of Marketing in day to day operations, as well as in preparation for events such as sales conference and marketing meetings • Provided general support to the marketing, sales, and publicity teams • Designed marketing materials and maintained documents necessary for the sale and promotion of upcoming titles • Co-managed social media accounts including Facebook, Twitter, YouTube, and Goodreads, among others

Graduated cum laude with a minor in Communication Disorders.

Master of Business Administration with concentrations in Statistics and Marketing Management. Along with a strong foundation in business practices, a concentration in Marketing gave me a comprehensive background in consumer-decision making and strategic processes. My coursework in statistics also allows me to apply key aspects of quantitative models to decision making as well as teaching me the necessary skills to help meet modern business demands for data analysis, statistical modeling, business analytics, and data mining.