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Natasha Borders

Natasha Borders

Senior Manager, Marketing Analytics

Ubisoft | San Francisco

Technologies

My Portfolio Highlights

My New Course

Analyzing Marketing Campaigns with pandas

My New Track

Marketing Analytics

My New Course

Analyzing Marketing Campaigns with pandas

Marketing analyst, focusing on evaluating impact from marketing efforts.

My Work

Take a look at my latest work.

course

Analyzing Marketing Campaigns with pandas

course

Market Basket Analysis in Python

course

Customer Analytics and A/B Testing in Python

github

Twitch_Streamers_Recommender

course

Analyzing Marketing Campaigns with pandas

DataCamp Course Completion

Take a look at all the courses I’ve completed on DataCamp.

Courses

Supervised Learning with scikit-learn
Introduction to Importing Data in Python
Cleaning Data in Python
Intermediate Importing Data in Python

My Work Experience

Where I've interned and worked during my career.

Ubisoft | Jul 2024 - Present

Senior Manager - Marketing Analytics

- Leading a team of analysts and collaborating with Data Science to produce marketing analytics tools for the team's predictive analytics work - Supporting multiple brands in pre- and post-launch with analytics, and timely insights, advising on best practices - Evaluating the impact of marketing campaigns for CRM, Paid Media, Content Creators, and others - Supporting the CRM team with a fully automated reporting pipeline and deep dive A/B testing analyses - Performing marketing target setting and competitor analyses
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SharpestMinds | Mar 2023 - Present

Career Mentor

Find my mentor page here: https://mentors.sharpestminds.com/natasha- borders-1

Ubisoft | Nov 2021 - Jul 2024

Manager, Marketing Analytics

- Drove marketing analytic insights for all pre-launch activities for multiple brands - Automated the CRM analytics process to simplify decision-making and A/B testing process - Mentored the team in delivering timely and actionable results to numerous stakeholders - Delivered analyses and insights that lead to informed decisions - Built analyses, dashboards, and presentations to provide stakeholders with tools to monitor marketing performance

Ubisoft | Nov 2020 - Nov 2021

Senior Marketing Analyst

- Responsible for analyzing all Free to Play pre-launch campaigns and delivering insights for future launches - Analyzed all CRM campaigns using A/B testing and other statistical analysis techniques - Performed and delivered in-depth analyses of marketing activities across titles Partner with the media team, the CRM team, and the brand team to ensure best practices and analytical rigor across the organization

TextNow | Aug 2019 - Oct 2020

Data Scientist

N/A

SharpestMinds | Jun 2019 - Aug 2019

Data Science Mentorship

As a proactive participant in this prestigious mentorship program, I am collaborating with a Senior Data Scientist at Oculus to build several high quality, differentiated Tableau dashboards using datasets from Kiva and GooglePlay.

Metis | Apr 2019 - Aug 2019

Data Scientist

Throughout my enrollment in this 12-week immersive data science program, I have generated foundational expertise in all facets of statistics, machine learning, programming, communication, and design. My strongest contributions include conceptualizing, developing, and executing five complex, full stack analytics projects. ~ Twitch Streamer Recommender Engine; Queried Twitch API streaming data using AWS and Amazon RDS; built a comprehensive recommender system for streamers on the platform to promote channel growth and increase viewership. Deployed app to demonstrate the recommender at work. ~ Game of Thrones Sentiment Analysis Using Natural Language Processing Techniques; Utilized Tableau, VADER algorithm, and PyLDAviz tools to facilitate the production of detailed fan reaction timelines and episode breakdowns; sourced and synthesized data from four distinct digital platforms. ~ Predicting the Outcome of Kickstarter Campaigns with Classification Algorithms; Developed model for predicting the outcome of Kickstarter campaign success based on all available details during campaign launch; used creators' needs as the driving factor to help Kickstarter attract more promising projects. Evaluated 8 modeling algorithms, with XGBoost emerging as the best model with AUC of 0.79 and a precision score of 0.72 for the "success" class. Developed predictor Flask app available on Heroku. ~ Predicting Movie Success Based on Source Book Success; Evaluated correlation between ratings of corresponding books and films, crafting several linear and ridge regularization regression models to determine predictive variables. Used Selenium scraping and Goodreads API to acquire data and refined processes with k-means cluster analysis.

Hanging Lantern LLP | Jul 2017 - Apr 2019

Founder and Business Partner

At this position, I managed the operations and financing for an innovative studio that organizes weekend blockbuster LARP events. I was tasked with coordinating all stages of these events, from locating venues and creating marketing/promotional materials to managing relations with our vendors. By promoting through social media and google ads, I was able to launch a novel live-action role-playing event with over 100 fully engaged and satisfied attendees. Selected Contributions: ~ Coordinated the company launch; a premier weekend-long event for over 50 attendees generating $40K in revenue. The second annual event in 2019 attracted over 70 attendees and over $60K in revenue. ~ Developed collaborative event with five studios in Atlantic City; created larger partnerships and increased industry visibility. ~ Created award-winning role-playing game written for a prestigious convention competition, delivered within the strict 24-hour deadline.

Bart & Gabriel Pet Sitting LLC | Nov 2009 - Apr 2019

Company Owner, Founder

In this role, I performed all business development services for a start-up pet care business specializing in focused support for individuals and their pets. By analyzing and forecasting key industry trends, I developed and established a strategic company direction. My responsibilities included comprehensive oversight of all operations, finances, client services, marketing, and talent acquisition. Selected Contributions: ~ Cultivated relationships with over 200 clients, with 80 of those established through referrals. ~ Provided over 30K pet sitting visits over the lifetime of the business. Earned close to $500K in revenue. Ranked as the largest pet sitting company in the area and one of the top five companies in the Central Ohio market. ~ Utilized modern social media marketing techniques and balanced spending resulting in profitability averaging 40% per year since the inception of the business. Received over 70 five-star Google reviews from satisfied customers.

BASES | Jun 2007 - Nov 2009

Senior Research Analyst

At this position, I was tasked with synthesizing complex research findings into detailed analytical reports, serving a diverse and high-profile client base. I consistently maintained open channels of communication with all internal and external teams to deliver data-driven insight and actionable recommendations regarding strategic marketing and development plans. Selected Contributions: ~ Compiled and assessed panel respondents’ data for multiple Fortune 500 companies including Taco Bell, Coca Cola, and Energizer; leveraged proprietary forecasting model to estimate future sales. ~ Led multidisciplinary team in all aspects of data collection and analysis.

Hand Held Products | May 2006 - Jul 2006

Marketing Intern

• Conducted extensive competitive research using company tools and online resources • Analyzed marketplace and evaluated competitive landscape for Strategic Business Unit • Created three major competitive tools to facilitate the sales process and serve as the corporate library of competitive information • Collaborated with cross-functional teams to ensure tools are properly maintained

nxtConcepts, Ltd | Oct 2004 - May 2005

Marketing Web Writer

• Populated the undeveloped nxtCONCEPTS.com website with over 180 articles • Led to a 40% increase in overall web traffic, a 29% increase in internal nxtCONCEPTS.com traffic • Created and maintained nxtCONCEPTS “How-To” blog for clients to learn about blogging. Included over 20 posts, numerous articles, and links to other blogs • Achieved full manager rights to nxtCONCEPTS.com and major client’s website to make changes without prior editing approval • Granted the opportunity to independently select and post articles, based on prior performance

Manter Consulting | Aug 2004 - May 2005

Marketing Research Associate

• Led 1000+ person survey for non-profit arts organization proposal Resulted in the construction of a new arts facility • Analyzed and summarized secondary research for numerous proposals • Managed 100+ databases, tables, and graphics for ongoing analysis and research • Synthesized demographics and demand data and provided insight and recommendations

My Education

Take a look at my formal education

MBA, Brand ManagementCornell Johnson Graduate School of Management | 2007
BA, Economics ManagementOhio Wesleyan University | 2004

About Me

Natasha Borders

Adaptable, resourceful data professional with proven expertise in leading focused analytics initiatives in dynamic industries. Skilled leader and collaborator with a strong background in video games, marketing analytics, and stakeholder management.

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