I'm Simin (Alyssa) Ma, a Business Intelligence Analyst

Business Intelligence & Marketing Analytics Professional | Turning Data into Strategy & Growth

About Me

I combine a STEM-certified Master’s in Marketing Analytics from the University of Rochester with hands-on experience across business intelligence, marketing analytics, and financial modeling. My work spans healthcare, consumer products, and e-commerce, where I’ve automated reporting pipelines, developed BI dashboards, and guided multi-million-dollar marketing decisions.

With a foundation in data analytics tools (Power BI, SQL, Python, R, Excel) and marketing/CRM platforms (Google Ads, Meta Ads, Salesforce, HubSpot), I excel at turning raw data into stories that drive action.

Work Experience

Marketing Analyst – Angels In Your Home

July 2024 – Now

Automated data pipelines and developed Power BI dashboards with Power Query and DAX to unify sales, marketing, and calling process KPIs, reducing reporting time by 60% and equipping leadership with real-time insights for strategic decisions.
Partnered with sales and marketing leaders to visualize pipeline health, call volumes, and revenue contribution, driving budget reallocations that reduced CPA by 25% in three months and strengthened resource planning.
Analyzed Meta and Google Ads performance (CPA, CTR, lead conversion) alongside sales call activity, uncovering follow-up inefficiencies that increased conversion rates by 15% and guided more effective outreach strategies.
Designed digital campaigns in Canva and implemented initiatives to enhance Google Reviews, increasing brand visibility and credibility while supporting a 40% uplift in lead conversions.

Website Development Intern – Angels In Your Home

September 2023 – December 2023

Conducted in-depth industry research on the pet funeral and psychological counseling markets, assessing market size, consumer pain points, and growth opportunities; synthesized findings into strategic recommendations on brand positioning and pricing.
Redesigned and optimized the client’s website to align with consumer reading behaviors, improving accessibility and increasing online engagement by 40%.
Surveyed Rochester residents and analyzed consumer insights (n=58), generating representative profiles of local pet owners to guide segment-specific strategies.

Business Intelligence Intern – AB InBev

February 2023 – June 2023

Built data-driven pricing models in Excel (PivotTables, Solver) for Budweiser’s Cider Brutal Fruit, improving profit margins by 20% across APAC e-commerce markets and providing leadership with KPI-based pricing insights.
Developed Power BI dashboards to track campaign KPIs (ROI, GMV, CTR) for TikTok and on-site influencer programs, enabling executives to reallocate spend, which boosted GMV by 60% and online revenue by 25%.
Conducted competitor market and sales analytics on Tmall using Python (NumPy, Pandas), uncovering consumption trends that informed production optimization strategies and reduced manufacturing costs by 45%.

Performance Marketing Intern – Trip.com Group

December 2022 – February 2023

Led SEM (Search Engine Marketing) strategies for hotel SKUs across 15 markets on Google, Bing, Yahoo, and Naver, driving a 15% increase in ROI through daily budget optimization based on real-time conversion trends.
Executed A/B tests on time-sensitive campaigns by iterating on keyword sets and ad formats using Google Ads Editor, resulting in a 10% uplift in monthly Web-to-App installations.
Utilized SQL to extract performance data, diagnose underperforming campaigns, and implement bulk updates across ad platforms, streamlining campaign optimization and improving overall spend efficiency.

Event Coordinator – Olympic Broadcasting Services

January 2022 – March 2022

Coordinated logistics for live international broadcasting teams during the Beijing 2022 Winter Olympics, ensuring seamless on-site operations under strict security and scheduling constraints.
Managed daily schedules, venue access, and cross-functional communications between OBS, local staff, and international media crews, enabling smooth execution of 50+ broadcast events.
Resolved real-time operational challenges, including last-minute schedule adjustments and technical disruptions, minimizing downtime and maintaining 100% broadcast continuity.