Daniel Sias

Data & Analytics Lead Developer / Data Analyst

Pearson Online Learning ServicesSept 2015 – July 2024

Built scalable, data-driven applications and automation tools to support marketing, finance, and sales teams across a global education business. Focused on full-stack architecture, API integration, and real-time analytics systems that improved efficiency, enhanced visibility, and powered smarter campaign decisions.

• Built a React/Node analytics platform integrating BigQuery & Salesforce, reducing reporting time by 85% and automating KPI tracking for $25M+ in marketing and ad spend.
• Developed a spend forecasting system to replace spreadsheets, improving budget accuracy and pacing while saving teams 20+ hours per month.
• Deployed API-driven integrations across Salesforce, BigQuery, and ad platforms (e.g. Google Ads, Meta) to enable real-time campaign tracking, attribution, and performance insights.
• Led development of an email marketing performance dashboard using Google Analytics API & Salesforce Marketing Cloud, improving A/B testing and engagement analysis.
• Built a PPC tracking link generator to standardize UTM parameters, ensure attribution accuracy, and improve campaign performance across paid media channels.
• Supported a Salesforce migration and data warehouse rebuild, transitioning legacy infrastructure to BigQuery with robust ETL pipelines and clean reporting layers.

Search Engine Optimization Analyst

Pearson Online Learning ServicesJune 2013 – Sept 2015

Drove organic growth strategies, data-driven SEO analysis, and performance tracking to optimize digital marketing efforts for 34 university programs. Focused on technical SEO, keyword strategy, content optimization, and automation tools to enhance search rankings and lead generation.

• Managed a $1.3MM SEO budget, leveraging advanced data analysis to improve content strategy and drive conversions across multiple programs.
• Developed real-time SEO performance dashboards using Tableau and Google Analytics API, streamlining reporting and improving decision-making.
• Automated keyword monitoring and site audits, integrating Ahrefs API to track rankings, backlinks, and site health.
• Optimized conversion funnels through A/B testing, on-page SEO enhancements, and technical audits, improving lead volume and engagement.
• Standardized reporting workflows, replacing complex spreadsheets with interactive data visualizations for actionable insights.

Founder & Full Stack Developer / Marketing Consultant

Liquid Gravity EngineeringJuly 2005 – June 2013

Founded and led a marketing technology firm, developing custom automation, CRM integrations, and conversion-optimized sales funnels for high-profile clients across diverse industries. Built scalable web applications, ecommerce solutions, and performance-tracking systems to enhance marketing efficiency and drive revenue growth.

• Engineered a one-click upsell system, dynamically generating personalized post-checkout offers to increase revenue, resulting in a 37% boost in conversion rates.
• Developed CRM integrations with Salesforce, Infusionsoft, and 1ShoppingCart, automating lead tracking, follow-ups, and campaign performance analysis.
• Built and automated A/B testing frameworks, leveraging Google Analytics and Optimizely to refine conversion funnels and optimize marketing campaigns.
• Designed and deployed custom marketing automation workflows, improving email sequences, lead scoring, and retargeting strategies to enhance engagement and conversion rates.
• Implemented real-time performance dashboards, centralizing KPI tracking and marketing attribution for clients across multiple industries.
• Consulted on strategic marketing initiatives, optimizing website speed, mobile experiences, and user engagement strategies to improve lead generation by 201.2% without increasing ad spend.

Nexus: Data-Driven Analytics & Reporting System

Led development of an enterprise analytics platform that automated KPI tracking across 5 departments, reducing report generation time by 70% and enabling $2M in marketing spend optimizations through ML-powered forecasting.

Technologies: React.js • Node.js • BigQuery • Prisma • PostgreSQL • Salesforce API

Key Achievements:

• Automated data processing, reducing manual reporting by 85% and enabling tracking of $25M+ in marketing spend.
• Integrated Salesforce data into BigQuery to consolidate marketing lead and spend data into one interactive source.
• Built custom API endpoints for dynamic data retrieval, ensuring scalability and real-time decision-making.
• Replaced spreadsheet-based workflows, saving teams 20+ hours per week spent in reporting and forecasting.

SEO Analytics & Competitive Insights Dashboard

Developed a custom dashboard to track keyword rankings, competitor insights, and backlink health, providing real-time SEO performance metrics to enhance search visibility and drive organic growth strategies.

Technologies: Node.js • React.js • Ahrefs API • PostgreSQL • Express.js

Key Achievements:

• Integrated Ahrefs API to automate SEO tracking, eliminating the need for manual rank monitoring.
• Developed a real-time reporting dashboard, visualizing keyword trends, backlink health, and competitor data.
• Enabled marketing teams to refine SEO strategies, leading to data-driven content optimization and better rankings.
• Replaced manual spreadsheets with automated insights, saving hours per week in SEO reporting.