Joanna McFarlane

Background

About Joanna McFarlane

My career has been at the intersection of two areas I love; sports and human behaviour. I've always been drawn to sports– the thrill of competition, the clarity of goal-setting, and the bonds created through shared experiences. I thrive on the discipline and dedication required in setting goals, charting a path to achieve them, and continually refining my approach through analysis; all in the pursuit of improvement. Academically, I studied the complexities of human behaviour and relationships in university. I was drawn to marketing and quickly realized there was a way to bridge my two passions with the emergence of digital marketing and analytics. I pursued post-graduate training to deepen my expertise around data analytics and customer centric strategies with a focus on digital behaviour. Throughout my 15-year journey as an analyst, I've fused these passions to drive tangible results for both B2C and DTC brands. My expertise lies in optimizing e-commerce and lead generation operations, aimed at enhancing customer acquisition through paid and owned channels, driving engagement and maximizing revenue. I am deeply passionate about harnessing the potential of data within marketing and cultivating high performing teams and organizations to drive success. Key Strengths & Capabilities Customer-Centric Strategy Growth Marketing Brand Analytics Business Development & Strategic Partnerships Team Development & Mentorship Let's Connect! Feel free to connect with me on LinkedIn to discuss opportunities for collaboration or reach out via email at JOMCFARLANE1@gmail.com.