SEARCH QUALITY, ANALYTICS & UX SKILLS

COMPETENCIES — MARKETING, ANALYTICS, AND PRODUCT

Web and App Analytics

Define data collection requirements for websites and mobile applications. Identify events that matter to the business, how they relate to the sales funnel, and which metrics decision-makers need.
Set up, implement, and maintain Google Analytics / GA4 and Google Tag Manager. Define key actions, track conversions, and verify that analytics workflows function correctly.
Analyze visitor behavior, acquisition sources, page views, navigation paths, abandonment of key actions, and landing page performance.
Develop and validate tracking frameworks, including event inventories, triggers, user interactions, and checks for data completeness and consistency.
Investigate data quality issues. Identify technical or process-related reasons for discrepancies among ad platform metrics, analytics, and actual inquiries.
Deliver analytical findings and actionable recommendations to marketing, UX, content, and engineering specialists.

Plan, launch, audit, and optimize Google Ads, Meta Ads / Facebook / Instagram, and TikTok Ads campaigns. Develop advertising strategies for international B2B and B2C projects.
Evaluate advertising performance through spend, conversions, cost per conversion, lead volume, traffic quality, and each channel's contribution to the overall funnel.
Analyze audience segments, ads, landing pages, and conversion paths. Develop hypotheses for optimization.
Detect campaign configuration errors that generate irrelevant traffic, inaccurate measurement, or wasted ad spend.
Coordinate advertising with website operations, analytics, content, call centers, and inquiry-handling channels.
Her professional toolkit also lists Bing Ads, LinkedIn Ads, AdForm, DV360, and programmatic placements. Individual completed campaigns are not documented for every channel listed.

Research target audiences, develop buyer personas, and identify user needs based on behavior, motivation, and purchase context.
Analyze conversion funnels, from the first advertising interaction and website visit through an inquiry, booking, or other desired outcome.
Audit page structure and UX design. Identify obstacles that make an offer harder to understand, reduce trust, or prevent users from completing key actions.
Recommend changes to user journeys, copy, screens, and interaction logic to improve clarity and conversion.
Study the performance of pages, creative assets, audiences, messages, and conversion actions. Compare results before and after changes when data is available.

Analyze marketing investment performance using ROI, ROAS, CAC, CPA, CPL, LTV, and retention metrics. These areas are identified in her Performance Marketing Analyst profile.
Establish reporting principles for leaders and teams. Create shared definitions of KPIs, data sources, comparison periods, and limitations of the results.
Develop dashboard and reporting concepts, comparative reports, scenario analyses, and insights to guide prioritization.
Evaluate hypotheses, campaigns, segments, attribution, A/B tests, and user behavior. No specific published experimental outcomes are claimed.
Collaborate with business owners, marketing teams, designers, engineers, and contact centers.

Analyze search queries, user intent, result relevance, and the completeness and accuracy of search responses.
Develop methods for manual and automated evaluation of search result quality and validation of ranking changes.
Work with information retrieval metrics, including NDCG, MRR, Precision, Recall, CTR, and Search Success Rate, as described in her search quality leadership profile.
Collaborate with product specialists, Search Quality Analysts, Data Scientists, ML Engineers, and developers on ranking, semantic search, and recommendation quality.
Interpret search logs, audience behavior, unsuccessful search signals, and feedback to recommend improvements to search products.

Align web product architecture requirements with business needs, performance, security, maintainability, and long-term development.
Work at the conceptual level with APIs, data models, frontend/backend integrations, architecture assessments, and technical risks.
Her LinkedIn profile specifically mentions cloud-native systems, microservices, distributed systems, containerization, and automated deployments. These are areas of architectural work; no specific infrastructure versions, cloud providers, or personally authored code are claimed.
Participate in discussions of platform modernization, architecture standards, technical debt, quality, scalability, and privacy/security compliance.

Develop social media marketing approaches and brand presence plans for Instagram, Facebook, and Twitter. Audit targeting and advertising settings.
Create or coordinate visual content for social media, including posts, graphics, animation, photos, and video.
Prepare call center and chatbot scripts and organize the routing of messages and inquiries from social networks.
Handle international client communication, consulting, objection handling, and coordination of complex services involving multiple vendors.