Joy M

About

Insights and analytics leader with extensive knowledge of digital marketing, analytics and consumer insights and an understanding of technology available in todays rapidly changing market. A creative, intuitive and consumer centric thinker with focus on driving a consumer mindset within organizations. a strong understanding of content trends, platforms, and audience segments. - Programming Languages: Python, SQL, Scala, Java, R - Data Engineering: Spark, Kafka, Airflow, MapReduce, HDFS, AWS - Database: PostgreSQL, MySQL, SQLite, Cassandra - Frameworks and Tools: Git, Jupyter Notebook, Docker, Django, Flask, Dash, Tableau, Power BI

Experience

• Global Trends Manager At YouTube Culture & Trends · YouTube08-01-2021

  Led the global management of YouTube's Trending Product Surface, enhancing user engagement through strategic content curation managing its presence in global markets including US/CAN, UK/EMEA, APAC, and UAE achieving a 40% increase in user interaction. Managed and mentored a global team of 10 content specialists and data analysts, driving a 35% improvement in strategic marketing and corporate research quality. Produced influential YouTube Trends Reports, contributing to a 50% increase in strategic adoption for key products like Hashtags and YouTube Shorts. Utilized SQL and Tableau for in-depth data querying and visualization, informing product marketing and global trend analysis.

• Insights Curator (Instagram Shopping) · Instagram01-01-2021 – 11-01-2022

  Developed innovative analytical tools, resulting in a 30% increase in strategic decision-making efficiency for products like Reels and Shopping. Managed the building and maintenance of Instagram's significant database, enhancing product content discovery and user engagement by 25%. Oversaw the production of actionable insights from large datasets, guiding strategic decisions and enhancing product offerings. Developed innovative tools including Creator Visualization, Media Visualization, Hashtag Analysis, and Content Verticals Analysis tool using SQL and Tableau.

• Creator Curator (Data Analyst) · Instagram01-01-2020 – 01-01-2021

  Identified trends through creators and media. Surfaced and curated noteworthy creators for various needs from our partners' teams, including talent scouting for cultural moments or partnership activations. Curated creators and media in-product experiences for Shopping, Reels, as well as Products in Beta. Used data signals to understand what's driving cultural conversations on the platform. Developed actionable insights that shaped marketing and communications strategy, positioning and messaging, drove creative campaigns, and informed the development of product-level or company-level narratives. Built and presented insights storytelling to communicate the insights identified to help inform strategies around specific priorities. Provided thought partnerships and insights that helped drive decision-making on Shopping campaigns.

• Associate Curator · Instagram05-01-2019 – 01-01-2020

  Developed global market vertical and cultural expertise in Sports, Entertainment, Music, Design, Internet Culture & eCommerce for Instagram target markets (US, U.K., Canada, Japan, India). Generated data-based insights into actionable packages of market trends, community interests, and up-and-coming talent for XFN teams including Product, Comms, Marketing & Shopping focuses. Built and maintained Instagram's first database of 1 billion+ creator accounts in multiple interest markers. Surfaced new and surprising voices from across our global community for a variety of cross-functional projects and initiatives including 'We Make Today' Brand Campaign, as well as partnerships with NIKE, @instagram, @design, and @creators.

• Marketing & Outreach Manager · POWRPLNT01-01-2019 – 05-01-2019

  Revamped marketing efforts to build interest-driven membership programs around creator education community (2500+ members) bringing in ~$24,000 annual donations. Conducted user research through surveys, persona profiles, social data analysis, and market research, resulting in a 75% increase in sign-ups to classes & events. Created new partnerships with creators and brands in the Education, Technology, and Creative spaces including Samsung, OkaySpace, PlayDots, and NYC Department of Education. Directed POWRPLNT's first Brand Strategy for integrated marketing. Managed Graphics Designer on Art Direction for content creation. Introduced new digital communication methods using Mailchimp Newsletter, Social Media Ads, and Web to grow POWRPLNT's education programs.

Education

• CUNY Baccalaureate for Unique and Interdisciplinary StudiesBachelor's degree, Cultural Production & Digital Strategies
• The Knowledge HouseIntro To Tech, Web Page, Digital/Multimedia and Information Resources Design
• Baruch CollegeBachelors Degree, Cultural Production & Digital Strategies
• Brooklyn Technical High School
• The Knowledge HouseIntro to Tech Circuit, Computer Programming

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