Bret Lawson

Built the ecommerce analytics practice from the ground up, defining KPIs, architecting the data infrastructure, and engineering the pipelines that power executive decision making. Leads cross-functional analytics projects spanning performance, marketing, and customer experience.

• Architected and engineered enterprise ecommerce KPI system from scratch, integrating ERP sales data, product data, and web traffic into a unified dbt data lake, delivering interactive real-time dashboards in Streamlit, R Shiny, and HTML that did not previously exist
• Developed ecommerce revenue and KPI forecasting models at monthly, quarterly, and annual horizons, achieving +/- 5% accuracy and providing executives with a data-driven foundation for budget allocation, spend reallocation, and justified investment decisions
• Established A/B testing and marketing holdout experimentation as organizational decision-making standards, replacing opinion-driven changes with statistically validated tests that directly informed conversion rate and revenue optimization priorities
• Delivered analyses quantifying $18.2M in page speed opportunity, $2.1M in site friction loss, and 68% SQL development time savings through LLM integration, all built on the underlying data infrastructure
• Partnered with tagging and data engineering teams to architect online-to-offline attribution, stitching store transaction data to digital marketing channels, delivering direct channel-level attribution to complement existing Media Mix Modeling with transaction-level precision

Led omnichannel analytics strategy and data-driven media optimization for a retail chain with 800+ locations, implementing advanced attribution modeling to maximize marketing ROI across TV, digital display, and search campaigns.

• Deployed enterprise DSP analytics framework using Adobe Advertising with advanced audience targeting and geospatial optimization, achieving 30%+ improvement in campaign efficiency through location-based performance analysis
• Architected comprehensive cross-channel attribution models integrating online and offline customer touchpoints, enabling data-driven budget allocation that improved marketing effectiveness and reduced customer acquisition costs
• Leveraged market penetration analytics and share-of-wallet modeling to identify high-value customer segments, maximizing reach efficiency across diverse regional markets
• Established KPI frameworks connecting website analytics with location-based foot traffic data, providing executive leadership with comprehensive omnichannel performance insights

Led enterprise ecommerce platform implementation for a major industrial supplier, managing cross-functional teams of 20+ members across development, merchandising, and operations.

• Delivered 400,000+ SKU ecommerce platform within a 14-month timeline, hitting industry-leading benchmarks for conversion rates and user adoption
• Managed complex systems integration across product catalog, inventory, and payment processing platforms
• Drove data-informed optimization strategies that produced measurable revenue and efficiency gains post-launch

Built a specialty ecommerce retailer from the ground up, growing it to become the nation's third-largest distributor in its sector. Personally engineered a fully automated ecommerce system covering invoicing, fulfillment, and reporting, without outside development help.

• Grew online revenue to $2M+ within three years through data-driven marketing and operational decisions
• Designed and built end-to-end ecommerce infrastructure with 100% automated order processing and fulfillment
• Applied early analytics practices to drive customer acquisition, pricing strategy, and inventory management

Python Automation | Predictive Modeling | Marketing Analytics | Interactive Visualization | AI-Assisted Development

Data Science with R & Python | Forecasting, Modeling, and ROI Optimization