kara florez

Data-driven professional thriving at the intersection of marketing + metrics.

 
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RESUME

Data-driven professional skilled at translating large datasets into key takeaways that inform business decisions + guide marketing strategy. Offer seven+ years of experience spanning the marketing mix, including data + BI analytics, event production, PR and copywriting + editorial. Proven history of exceeding team + client expectations and proficient in distilling information into actionable insights that instruct company initiatives, optimize strategies and drive revenue.

CONTINUED EDUCATION

NORTHEASTERN UNIVERSITY’S
LEVEL DATA ANALYTICS PROGRAM | REMOTE
Completed five-month intensive in Data Analytics
• Mastered R, Tableau, MySQL
• Studied machine learning, predictive analytics, inferential statistics, probability
• Earned final course grade of 90%

RELEVANT EXPERIENCE + PROJECTS

AUSTIN FILM FESTIVAL | AUSTIN
Business Intelligence Analyst | EOY Projects 2013-2019
Executed EOY analysis projects that assessed KPIs + identified market trends
• Extracted, transformed + combined multi-source datasets into analysis-ready format
• Processed + analyzed datasets of up to 70k+ records using R + Tableau
• Distilled multi-layer findings into actionable insights + presented key takeaways to stakeholders

Registration Director | 2013
• Analyzed registration data regularly to instruct real-time marketing efforts
• Facilitated extracting + loading process of sales data from point-of-sale portals into central database
• Executed + systematized regular data QA audits
• Performed day-to-day data management duties

LEVEL PROGRAM PROJECTS | REMOTE
Capstone Final Project | Score: 100%
Piloted analytical phase of new strategic initiative for global company
• Presented key takeaways to stakeholders that were used to advocate internally for project continuation
• Identified pitfalls in data collection methods + eradicated problematic data to avoid false results
• Utilized R + Excel to clean + combine disparate datasets into master analysis-ready data source
• Architected visuals in Tableau to showcase findings

Mid-course Projects | Scores: 96% + 99%
Applied learned skills in R, MySQL + Tableau to analyze large datasets + achieve project objectives
• Built relational database + wrote targeted queries in MySQL to evaluate project questions 

OTHER EXPERIENCE

HIGH BEAM EVENTS | AUSTIN
Event Services Manager • Lead Event Manager • Event Manager | 2013-2018
Spearheaded pilot SEO initiative for company
• Led intake process for new business inquiries
• Nurtured relationships w. + shepherded potential clients through inquiry phase to commitment
• Simultaneously managed multiple client accounts + supervised all aspects of event production
• Instituted processes for + oversaw special projects

TEXAS EXES | AUSTIN
Programs Coordinator | 2011-2012
Mastered iMIS database + SAP Crystal Reports
• Drove 150% revenue + 18% attendance increases for specific program
• Lead + support-produced signature alumni programs

5W PUBLIC RLEATIONS | NYC
Account Coordinator | 2010
Built + leveraged relationships w. key media outlets in support of client PR initiatives
• Developed successful rapport w. clients
• Supported all other account efforts

COPYWRITER + JOURNALIST | AUSTIN + NYC | 2010-PRESENT
Author blog posts + develop evergreen content for local e-retailer in support of SEO marketing efforts
• Previously reported on events at NYC + Austin Fashion Weeks for various online media

EDUCATION

UNIVERSITY OF TEXAS | AUSTIN
BS, Public Relations

SKILLS

R
Tableau
MySQL
Relational Database Mgmt
Excel
Python (currently studying)

Client Relations
Account + Project Management
Presentation + Speaking
Copywriting + Editorial
Contract Comprehension + Negotiation

 
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CLIENT
TESTIMONIALS

Kara has been amazing to work with, very patient and thoroughly detailed in her communication. I feel like we don’t always take the time to share these types of comments but I wanted to reach out and let you know we really appreciate her.
— 2015 Event Client
Kara was extremely organized, positive, meticulous, and patient. I always felt like I was in good hands, and that Kara was two steps ahead of me in the planning and response process.
— 2016 Event Client
Very organized, personable and great with follow-up. Kara is amazing!
— 2016 Event Client
Kara [did] a fantastic job and [is] a pleasure to work with. I know the feeling is mutual with the other [project partners] as well.
— 2015 Event Client
 
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