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CV

3 mins
Table of Contents

Work History #

Research Director, WNJU Telemundo 47 | NBCUniversal Media, LLC #

Greater New York City Area | November 2018 - Present

  • Spearheaded cross-platform primary research studies integrating linear, digital and streaming metrics to understand our local community’s needs/wants which were used to enhance multicultural engagement strategies

  • Developed comprehensive multi-platform program content and viewership analysis utilizing Nielsen, Comscore, US Census and social/streaming provider data which was used to guide news, marketing, and station leadership teams on strategy

  • Collaborated with News, Marketing and Multiplatform leads on strategy review and onboarding sessions for Executive Producers, Producers and Creative Services personnel to drive audience reach & retention in our local newscasts and network entertainment, leading to consistently being the number one Spanish-language station in the market across key demographic

  • Actively monitored and analyzed Nielsen/Comscore methodology and sample modifications to track potential measured viewership impact, ensuring all station department heads remained informed on significant developments

  • Championed adoption of advanced analytics tools, reducing research turnaround time by 33% while ensuring data integrity and internal compliance standards

  • Created tutorial videos/documents, provided one-on-one training sessions, and fostered open communication among NBCU Local’s Research leads to exchange best practices/techniques in streamlining workflows and enhancing data-driven insights

  • Oversaw sales support analytics handled by shared direct report, ensuring data accuracy and timeliness

Research Manager, Telemundo Station Group | NBCUniversal Media, LLC #

New York City | July 2016 - November 2018

  • Claritas department specialist for geotargeting and analysis used in client presentations across the NBCU-Owned Stations
  • Assisted in the design and implementation of World Cup and Olympics standardized report tracking for both corporate and local station sales leadership
  • Managed workflow of standardized program trackers, monthly reporting and sales requests to team of analysts

Research Analyst, Telemundo Station Group | NBCUniversal Media, LLC #

New York City | April 2014 - July 2016

  • Boston & Philadelphia market specialist; built, implemented, and managed all regular reporting/trackers featuring program performance, advertiser spending, viewership growth, and automotive registration trends to local sales teams
  • Supported Telemundo NSO, Business Development, and the 16 Owned Television Stations with multi-market qualitative & quantitative data-driven insights

Research Analyst, Cox Reps | Cox Media Group #

New York City | October 2012 - April 2014

  • Estimated program ratings and maintained inventory for ABC, CBS, NBC and CW affiliates using Nielsen measurement data to monitor trends and forecast viewership

Skills #

Programming Languages #

  • Python (pandas, numpy, plotly, matplotlib)
  • SQL (DuckDB, PostgreSQL)
  • Markdown

Software #

  • Microsoft PowerBI
  • evidence.dev
  • Tableau
  • Domo
  • Microsoft Office (Excel, Outlook, PowerPoint, Word)
  • Nielsen NPower
  • Nielsen NLTV
  • ListenFirst
  • Scarborough Prime Lingo
  • MRI Simmons
  • Vivvix|MediaRadar
  • Claritas360
  • WideOrbit Media Sales

Education #

State University of New York at Oswego | Oswego, NY | Bachelor of Arts - Broadcasting/Mass Communication