About Me

Hi, my name is Matt Peyton.

I am a data analyst who helps organizations make better decisions using data and domain knowledge.

Professional Summary #

• Data-driven analyst with expertise in B2B marketing and nonprofit sectors
• Proven track record in leveraging programming languages (R, SQL, SAS) for streamlined, automated data pipelines
• Skilled in creating impactful data visualizations and reports for decision-makers
• Strong advocate for data-driven decision making and marketing automation

If you'd like to talk about your organization's data processes, reporting, or marketing automation please don't hesitate to send me an email or message me on LinkedIn.

Professional Experience #

Senior Manager of Web and Marketing Analytics #

Association for Supply Chain Management
Sep 2021 - Present

• Leads the development and execution of comprehensive web and marketing analytics strategies for the organization’s newly reorganized B2C sales channel resulting in a 31% increase in direct channel sales
• Spearheaded the integration and maintenance of analytics tools (including Marketo, Google Analytics, Google Tag Manager, Google Consent Mode, and Google Search Console), leading to enhancements in data accuracy, detail, and regulation compliance
• Collaborates with cross-functional teams, including product development and senior leadership, to align marketing analytics initiatives with business goals
• Partners with IT to architect and manage the marketing team’s data warehouse
• Presents complex analytical findings to executive teams, translating data insights into actionable business strategies that contributed to strategic direction

Marketing and Membership Analyst #

American Medical Association
Jul 2019 - Sep 2021

• Developed daily, weekly, and monthly reports using SQL, R, and SAS to provide insights into campaign metrics and audience segmentation
• Designed and built automated dashboards to improve enterprise-wide decision making and KPI tracking
• Implemented a data QC process ensuring accuracy in all customer solicitations
• Developed a process to match incomplete external data with internal datasets, improving analysis and billing accuracy

Admissions and Marketing Coordinator #

Northwestern University - MS in Communication
Nov 2015 - Jul 2019

• Oversaw Salesforce CRM, ensuring clean and accurate data collection
• Utilized R for data investigation, dashboard development, and ad hoc reporting to identify marketing opportunities
• Created Tableau dashboard to communicate school-wide student survey results to key stakeholders
• Redeveloped program website, resulting in 54% more pages viewed per session and 30% fewer bounces
• Modernized marketing efforts, transitioning to digital and growing leads by 93% YoY with similar budget
• Implemented Pardot for marketing automation and drip email campaigns to track prospect engagement

Special Project Lead: CRM Transition #

• Led a cross-functional team in transitioning to a shared CRM and database across graduate programs
• Developed processes to ensure clean, accurate, and accessible data across various roles and programs
• Built customized dashboards and reports for marketing, admissions, and student services teams

Senior Copywriter and Account Manager #

Winsby Inc.
May 2013 - Mar 2015

• Oversaw all marketing planning and collateral creation for global manufacturing and distribution clients
• Managed all copywriting projects for the organization including emails, websites, advertisements, press releases, brochures, and more

Education #

• MS Information in Design, Northwestern University
• BA English/Journalism, Indiana University