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Portfolio — Leah Yolas

Data science for how marketing actually performs.

I'm a data scientist specializing in marketing technology and data analysis. I build the measurement, attribution, and experimentation systems that turn noisy marketing data into decisions teams can defend.

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Years in analytics
8+

Years in analytics

Media spend optimized
$40M

Media spend optimized

Experiments shipped
120+

Experiments shipped

Abstract marketing analytics data visualization with line graphs, scatter plots and an attribution funnel

About

I sit where marketing, engineering, and statistics meet — and I make sure the numbers everyone argues over are actually trustworthy.

Over the past eight years I've worked with growth, lifecycle, and analytics teams to design the data foundations behind their reporting: clean event tracking, marketing data pipelines, incrementality testing, and attribution models that hold up under scrutiny.

My focus is marketing technology — the stack of tools and data that connects campaigns to outcomes. I'm most useful when a team has plenty of dashboards but no confidence, and needs someone to untangle the measurement, quantify what's really driving results, and make the analysis reproducible.

  • Marketing measurement & attribution
  • Incrementality & experimentation
  • Customer lifetime value modeling
  • Marketing data pipelines & MarTech

Expertise

The full path from raw marketing data to a defensible decision.

Marketing analytics

01

Turning campaign, CRM, and product data into a single, trustworthy view of performance.

  • Multi-touch attribution
  • Media mix modeling
  • Funnel & cohort analysis
  • LTV / CAC modeling

Experimentation

02

Designing and analyzing tests so teams know what actually moved the metric.

  • A/B & multivariate testing
  • Incrementality / geo lift
  • Causal inference
  • Bayesian methods

Data & MarTech engineering

03

Building the pipelines and tracking that keep marketing data clean and reproducible.

  • Event tracking & CDPs
  • dbt & warehouse modeling
  • Reverse ETL / activation
  • Pipeline orchestration

Tooling

04

The day-to-day stack I reach for across analysis, modeling, and delivery.

  • Python · pandas · scikit-learn
  • SQL · BigQuery · Snowflake
  • Segment · GA4 · Amplitude
  • Looker · Tableau · dbt

Selected work

Case studies where the analysis changed the decision.

Details anonymized on request

  1. 2022 — 2024

    Frazier & Deeter

    Enterprise SEO implementation across a multi-site structure

    Rolled out SEMrush organization-wide for a large accounting firm whose crawls flagged 10,000+ errors, then executed a remediation strategy that drove a 113% increase in website impressions.

    • SEO
    • SEMrush
    • Multi-site
    SEO score 61 → 92
  2. 2024

    Frazier & Deeter

    Website security hardening for a multi-site platform

    Applied security headers and server-level protections across a WP Engine multi-site structure, shielding servers from cross-site scripting, brute-force attacks, and malicious users.

    • Security
    • WP Engine
    • Headers
    Server score D- → A
  3. 2023

    Frazier & Deeter

    New website & brand refresh vendor sourcing

    Led vendor sourcing and evaluation for a full website rebuild supporting a firm-wide brand refresh.

    • Web project
    • Vendor mgmt
    • Branding
    Brand refresh delivered
  4. 2022

    Frontline Response

    Website overhaul with Salesforce integration

    Rebuilt the nonprofit’s website on a secured domain with a clear path for donors and volunteers, integrating digital operations directly into Salesforce.

    • Salesforce
    • CRM
    • Nonprofit
    Clear donor & volunteer funnel

Experience

  1. 2024 — Present

    Senior Email Marketing Coordinator

    Fenwick & West

    Lead CRM, data, and AI-driven marketing technology initiatives for a top Silicon Valley law firm, helping practice groups understand their analytics and metrics.

  2. 2022 — 2024

    Digital Marketing Senior

    Frazier & Deeter, LLC

    Ran data-driven strategy across PPC, social, web, and lead gen — administering SFMC, Adobe Analytics, and SEMrush, querying large databases with SQL, and lifting impressions and clicks 113% YoY while ensuring CAN-SPAM, GDPR, and ADA compliance.

  3. 2021 — 2022

    Website Administrator & Marketing Specialist

    Frontline Response

    Built responsive websites and ran SEO, PPC, and Salesforce CRM analytics for a nonprofit — using Adobe Analytics, Google Analytics, and Marketo to track behavior, conversions, and campaign ROI.

  4. 2020 — 2021

    Digital Marketing Coordinator

    Aurora Growth Marketing & Consulting

    Delivered tailored digital marketing and technical SEO strategies for clients — resolving indexing and crawl issues and supporting site migrations with minimal disruption.

  5. 2018 — 2020

    Marketing Manager

    Abercrombie & Fitch Co.

    Oversaw operations, KPIs, and process improvements, developing project plans and budgets while mentoring team members and managing stakeholder communication.

  6. 2017 — 2019

    Senior Training Specialist

    Dollar General

    Delivered onboarding and process training and reported on performance KPIs across a large retail operation.

Education

  1. 2018

    Bachelor's degree, Sociology

    Troy University

  2. 2012 — 2014

    Associate's degree, Biology

    El Paso Community College

Licenses & Certifications

  • 2024

    Salesforce Certified Marketing Cloud Email Specialist

  • 2024

    Fundamentals of Marketing Analytics — Semrush

  • 2024

    AI-Powered Performance Ads Certification — Google

  • 2024

    Google Analytics Certification

  • 2022

    WordPress: SEO — LinkedIn

  • —

    Hootsuite Platform Certification