Edward Li
Data & Marketing Analyst
Edward Li
About Me
Most strategists can't query the database. Most engineers don't think about the funnel. I do both. I turn raw CRM, marketing, and behavioral data into decisions people can actually act on.
My background sits at an unusual intersection: a Computer Science degree, a Master's in Industrial Engineering & Analytics from NYU, and hands-on analytics roles at a global media agency and beyond. Most recently, I led performance analytics for Google's account at EssenceMediacom (GroupM, WPP), where I ran 30+ A/B and multivariate tests, built Snowflake SQL pipelines that cut reporting time by 70%+, and partnered with PMs, strategy, and creative teams to turn insights into optimization roadmaps.
I also build the tools that help other people move faster — including two AI-powered analytics apps (a marketing ROI analyzer and a natural-language-to-SQL tool) that get non-technical users from raw data to a clear answer without waiting on an analyst.
- Name Edward (ChuXiaoHan) Li
- Location New York, NY
- E-mail edwardli.cxh@gmail.com
- Phone (860) 936-2414
What I Do
Fun Facts
CS grad who loves singing and songwriting
Got hooked on data during a Microsoft internship in Beijing
Passionate about fashion — style is just another form of design
Resume
Education
2024 - 2025
New York University — Tandon School of Engineering
Master of Science in Industrial Engineering & Analytics
2016 - 2020
Trinity College, Hartford
Bachelor of Science in Computer Science
Experience
2026 - Present
Grace Animal Rehab CenterMarketing & Data Analyst
• Own end-to-end marketing analytics across 5 platforms (Mailchimp, Meta Ads Manager, Fundraise Up, Square, website), consolidating 10+ metrics into a unified reporting view.
• Improved average email CTR by 15% through 60-day trend analysis across Facebook, Instagram, LinkedIn, and email.
• Built Zapier automations between Cognito Forms, Mailchimp, and Fundraise Up, eliminating 2–3 hours of manual list work per week.
2022 - 2023
EssenceMediacom (GroupM, WPP)Analytics Manager — Google Account
• Led global ad-performance analytics for Google across 15+ markets alongside PMs, strategy, and creative teams.
• Rebuilt Snowflake SQL pipelines (window functions, CTEs) cutting daily data-refresh time by 70%+.
• Ran 30+ A/B and multivariate tests, driving a 15% ROI lift (~$120K measured impact).
• Built a Python NLP engine over 100K+ ad comments that lifted engagement 18% and saved $80K annually.
2020 - 2022
One Culture FoundationData Analyst & Growth Strategist
• Designed multi-channel campaigns (email, push, SMS) in HubSpot with event-triggered automation tied to Salesforce.
• Ran 20+ experiments using DiD and cohort analysis, proving a 15% gain in retention.
• Built Power BI activation dashboards and automated KPI reporting in Databricks, improving marketing ROI by 25% and cutting manual work by 80%.
2019/06 - 2019/09
MicrosoftBig Data Analyst Intern
• Migrated 100M+ records from Oracle to Azure SQL via Data Factory ETL with 99.9% accuracy.
• Built Power BI and Tableau dashboards to monitor pipeline health and drive faster issue resolution.
Coding Skills
SQL (Snowflake / BigQuery)
Python (Pandas, NumPy, NLP)
Tableau / Power BI / Looker
A/B Testing & Causal Inference
GPT-4 / LLM App Development
dbt / ETL / Data Pipelines
Knowledges and Skills
- A/B Testing
- Multivariate Testing
- Causal Inference (DiD)
- Attribution Modeling
- Marketing Mix Modeling
- Cohort Analysis
- LTV & CAC Analysis
- NLP & Sentiment Analysis
- Snowflake
- BigQuery
- dbt
- Google Analytics (GA4)
- Meta Ads Manager
- HubSpot
- Tableau
- Power BI
- Looker / Looker Studio
- Streamlit
- GPT-4 / LLM Apps
- Zapier / Automation
Certificates
