Resume

Amy Folkestad

Product Analytics & Strategy Lead

Impact: Analytics leader with 10+ years of experience leveraging advanced analytics to uncover behavioral insights that drive product innovation and business growth. Expert user analyst skilled in GA4, A/B testing, survey analytics, machine learning, and executive storytelling. I serve as a bridge between technical and business sectors to enable cross-functional collaboration, partnering with product, marketing, UX, and engineering teams to enhance customer and employee experiences, optimize performance, and deliver measurable impact.

Expertise: Leadership, Training & organizational transformation, Executive storytelling, User analytics, Machine learning 

Professional Experience

Senior Business Analyst

BLN24 | Census Bureau | Remote | June 2024 – Present

• Leading web analytics and visual storytelling to drive executive decision-making, optimizing digital content strategy and product implementations. (Google Analytics)
• Managing analytics sprint planning and KPI tracking, presenting quarterly performance insights to influence product roadmaps and communication strategies. (Jira, Excel)
• Defined and executed web optimization goals by integrating qualitative and quantitative research, driving data-informed decision-making.
• Diagnosed and resolved a high-impact indexing error, increasing traffic to 215 key pages. (Bing Webmaster Tools, Python, SEO analytics)
• Trained business intelligence analysts on user and search analytics, improving the use of analytics and data accessibility across the Census organization.
• Conducted technical audits to identify and rectify critical site errors, validating prioritization through user impact analytics.
• Enhanced the survey respondent experience through pathing analysis and search term research, informing FAQ and content planning for survey directorates.

Enterprise Data & Business Analyst

Stanley Consultants | Centennial, CO | January 2023 – October 2023

• Reduced HR admin time by 40 hours/month by pioneering an applicant tracking process. (UKG, SQL)
• Influenced HR data architecture by advising C-suite leaders on analytics research and modeling.
• Improved data quality through collaboration with systems analyst to update entry logic to ensure regulatory compliance. (Deltek)
• Optimized enterprise analytics by implementing structured processes for intake and reporting. (ServiceNow, PowerAutomate)

Founder & Digital Strategy Consultant

Design Web Design Studio | Centennial, CO | January 2013 – January 2023

• Led content, product and marketing strategies for 100+ businesses, including one Fortune 500 firm.
• Scaled business operations, facilitating change management between cloud ecosystems and SAAS providers. (Cloudflare, Server migration, API, Payment integration)
• Lowered technology costs by 55%, researching more affordable solutions and identifying inventive adaptations with existing technologies. (Zapier, CMS)
• Increased web traffic by 239% and refined customer segmentation using user analytics & keyword strategy.
• Drove a 32% revenue increase by optimizing content and ad targeting for ideal customer demographics.
• Conducted A/B testing and UX improvements to enhance customer engagement and conversion rates.
• Lowered Azure storage costs by analyzing data lake efficiency and improving data engineering processes.
• Prevented security breaches by implementing proactive eCommerce attack countermeasures. (Authorize.net)

Technical Skills

Python, R: Data science, AI, machine learning, model selecting, cross-validation, statistical analysis

SQL, JSON: Data analysis & optimization

Azure, AWS: Cloud computing, data storage, networking, IAM (identity and access management), security, DNS

Google Analytics (GA4, GSC): User analytics, search engine optimization, A/B testing, marketing research

Tableau, PowerBI, Excel: Data visualization

Jira, Asana, ServiceNow: Project management, agile and waterfall, IT support, operations, sprint planning

Adobe Creative Suite: Infographics, branding, marketing (technical manuals, trade show displays), graphic design

AI Retirement Simulator

Certificates

AWS Certified Cloud Practitioner
Machine Learning & AI | UC Berkley
Excel & Tableau | Maven Analytics