Prepared for Hoover Institution · [email protected]
Here are nine projects I delivered, the core duties of this role that each one addresses, and how I'd rebuild each with Hoover's software stack.
Everything below works with Hoover's current tools (GA4, GTM, HubSpot, BigQuery, Dataform, Looker Studio), except the highlighted sentences, which would need a new tool that I can onboard.
| Project | Core duties it covers | How I'd do it at Hoover |
|---|---|---|
| 1. Automated data architecture and QACreated a single source of truth. Replaced manual downloads with automated daily feeds into a warehouse, cutting manual reporting 70% and costs 20%, and increasing accessible raw data 10x. Monitoring caught bad or missing data before anyone saw a wrong number. |
Data Infrastructure & Pipelines | YouTube via BigQuery's free built-in transfer; Dataform layers with tests and a shared data dictionary. Social and podcast platforms need a connector such as Fivetran. |
| 2. GA4 migrationLed the move from Universal Analytics to GA4 ahead of Google's 2023 shutdown: audited every tracked event and cut redundant ones, and finished a parallel Segment event-tracking build with developers. When the two systems conflicted, I reconciled them; when the more accurate new tracking shifted a traffic metric, I restated it, footnoted year-over-year reports and modeled an apples-to-apples comparison. GA4 then fed Mixpanel, so teams could build their own reports. | Measurement & TrackingInsights, Dashboards & Reporting | GA4 event and data-layer specs written with the web team, QA'd in GTM preview and DebugView; GA4, HubSpot and platform numbers reconciled before anything reaches stakeholders, with any metric break documented in the data dictionary. |
| 3. Email-to-donation attributionBuilt tracking that tied every gift to the exact email and link clicked, then tracked new, returning and long-term donors per email, not just clicks. | Measurement & TrackingCampaign Performance & Marketing Investment | Tag every HubSpot email link; join GA4's daily BigQuery feed, HubSpot and giving records by person; a dashboard that refreshes as fast as emails go out. |
| 4. Topic analysis of ~400 videosTurned messy tags into a clean taxonomy; some topics drew 2x the views of others, consistently across years. It later became the website's clickable topic tags. | Audience IntelligenceInsights, Dashboards & Reporting | One shared tag list for topic, fellow, series and format across video, podcasts and articles; compare performance by topic and fellow, not just by title. |
| 5. Donation dollars by showLinked logged-in viewers to donors. One show drove far more dollars per view than the others, and leadership published it more often. | Audience IntelligenceInsights, Dashboards & Reporting | Website: match MyHoover and HubSpot contacts to gifts by series. YouTube: tagged description links, plus traffic and gift spikes at each release. |
| 6. Paid campaign LTV dashboardHourly-updating dashboards fed by Hightouch into Sheets and Looker. Each new digital ad campaign appeared automatically, with new donors, revived donors, donation dollars and video views filled in near real time. Tens of thousands of ad dollars a month were redirected to the best performers, and new campaigns were modeled on past winners. | Insights, Dashboards & ReportingCampaign Performance & Marketing Investment | Looker Studio on reporting-ready BigQuery tables: every campaign appears automatically with cost per engaged visitor, new subscriber and event registrant, plus self-service views for content teams. |
| 7. SMS spend reallocationCut zero-return SMS spend by $250K+ a year and shifted the savings toward channels with long-term donor value (~$1M estimated long-term revenue). | Campaign Performance & Marketing Investment | Cost per new subscriber and donor by channel, so every channel competes on the same downstream outcomes before budgets are set. |
| 8. Retention cohorts and Email personalizationFound new-donor retention falling 37% despite a rising overall rate, then fed ~20 facts per person into email to power five automated journeys and personalized asks. | Audience Intelligence | Cohorts by acquisition source in BigQuery; push key facts into HubSpot contact properties for personalized workflows. This needs a sync tool such as Hightouch, unless HubSpot's own data sync covers it. |
| 9. Geo-test of paid media (HealthNet)Measured true lift by running ads in target ZIP codes against matched control regions. Cost per sale fell from about $515 to $190 as the budget grew from $5M to $13M; a later test showing no lift reshaped the next year's plan. | Experimentation & TestingCampaign Performance & Marketing Investment | Holdout and geographic tests for paid promotion, with the hypothesis, success metric and sample size (power analysis) set before launch; A/B tests on email, landing pages and creative, logged so findings carry forward. |
Core duty names are the section headings from the job posting.