When UNICEF needed a replacement for their CRO coordinator during a critical website relaunch and the impending shutdown of Universal Analytics by Google, they selected me to step in. My role quickly expanded beyond CRO as I led the migration to Google Analytics 4, where I designed and implemented a new data model to unify tracking across the organization. This was a critical step in ensuring data accuracy and consistency, which in turn enhanced the effectiveness of their fundraising efforts.
At the same time, I recognized the growing importance of consent management for both CRO and analytics. With no one in the organization taking ownership of this critical project, I stepped up to ensure full compliance. I managed all aspects—from legal consultations and content creation with the Legal team, to technical integration with OneTrust—creating a seamless, compliant solution that integrated smoothly with our marketing tags.
Additionally, I independently led the transition to server-side tracking, developing custom tags for AdTriba and Bing Ads. This solution not only improved the reliability of data across UNICEF’s digital ecosystem but also provided significant privacy and legal benefits by eliminating connections to third parties.
From managing agency relationships for A/B testing and cloud data storage to developing comprehensive tracking documentation for internal and external teams, I have been at the core of transforming UNICEF’s analytics and CRO capabilities. These efforts resulted in more accurate data, faster reporting, and more effective fundraising strategies that have increased conversion rates and better supported the organization’s mission.