Background
The marketing team relied on multiple tools — Meta Ads, Google Ads, GA4, Search Console, HubSpot — but every report required downloading CSVs, merging spreadsheets, and debating why numbers didn't match.
The challenge
Leadership needed answers to simple questions: which channel drives actual sales, where do high-intent leads come from, and what should we scale next quarter? Instead, each answer required half a day of manual work.
What I built
- ETL pipelines for TikTok, LinkedIn, Meta, HubSpot, and GA4 into BigQuery
- Reusable dbt models transforming raw data into campaign-level insights
- A cross-channel attribution layer visible in Looker Studio
- Automated Slack alerts that signal ingestion failures before reports break
The outcome
Reporting time dropped by 80 percent, weekly cross-functional alignment improved, and campaigns could be compared apples-to-apples for the first time.
The team moved from reactive to proactive. Instead of collecting data, they now interpret it — and spend their energy on strategy instead of spreadsheets.