kara florez

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

 
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Resume

Data-driven marketing professional skilled at translating large datasets into key takeaways that inform business decisions + guide marketing strategy. Offers eight+ years of hands-on experience spanning the marketing mix, including PR, copywriting + editorial, digital marketing and event production. Proven history of exceeding team + client expectations and proficient in distilling feedback into actionable insights that improve processes, enhance the customer experience and drive revenue.

Relevant Experience

AUSTIN FILM FESTIVAL | AUSTIN
EOY Data Analyst | Multiple Contracts 2014-2017
Uncovered customer trends + sales patterns that guided marketing strategies
• Executed EOY analysis projects that included extracting, cleaning + analyzing yearly data and presenting discoveries to executives
Jan 2007 to present

Registration Director | 2013
• Analyzed Registration data regularly to instruct real-time marketing efforts
• Oversaw all Registration data imports into database
• Managed 5,500+ records in FileMaker Pro database
• Executed + systematized regular data QA audits
• Performed DBA duties

Director of Marketing | 2016
Identified inefficiencies + implemented departmental changes to maximize Marketing efforts
• Managed cohesion of AFF brand across all initiatives
• Evaluated KPIs using Google Analytics + Libsyn
• Led weekly company-wide Marketing Meetings
• Supervised team of nine interns

Other Experience

HIGH BEAM EVENTS | AUSTIN
Event Services Manager • Event Specialist * Lead Event Manager * Event Manager | 2013-2018
Drove 312% (collective) profit increase from 2013 to 2017
• Spearheaded pilot SEO initiative for company
• Cultivated client relationships + managed all aspects of accounts
• Instituted processes for + oversaw special projects

COPYWRITER + JOURNALIST | NYC + AUSTIN
Freelance Contributor | 2010-Present
Author SEO-focused articles for local e-retailer
• Consistently generate above-average traffic for posts, achieving up to 130x typical page views for prominent content
• Previously covered events at NYC + Austin Fashion Weeks for various online media

TEXAS EXES | AUSTIN
Programs Coordinator | 2011-2012
Mastered use of 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

Education

NORTHEASTERN UNIVERSITY’S
LEVEL Data Analytics Program | 2018
Completed five-month intensive in Data Analytics
• Earned overall score of 90% in program
• Mastered R, MySQL, Tableau
• Studied machine learning, inferential statistics, probability

UNIVERSITY OF TEXAS | AUSTIN
BS, Public Relations | 2009

Skills

R

MySQL

Tableau

Python

Machine Learning

Database Management

Excel

FileMaker Pro

Client Relations

Account + Project Management

Presentation + Speaking

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 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 Client
Very organized, personable and great with follow-up. Kara is amazing!
— 2016 Client
Kara [did] a fantastic job and [is] a pleasure to work with. I know the feeling is mutual with the other MIA’s as well.
— 2015 Client