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Paul Nangle

Sr. Marketing Analyst and Executive Advisor

A cozy workspace with a laptop displaying a sleek digital resume interface.

Paul was a fantastic partner to the campaign and product marketing teams, and I personally loved working with him when I was at IBM Security. He regularly provided us with deep dives and actionable insights to optimize our digital marketing channels. His patience, enthusiasm, coaching and ability to get to the entire team to the same place was impressive. He is an asset to any organization and I would welcome the opportunity to work with Paul again.

Sue Ann Wright (Global Demand Generation Leader)

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PROFESSIONAL SUMMARY

Growth Analyst and Marketing Analytics leader with 15+ years of experience building attribution frameworks, analyzing growth funnels, and connecting marketing investments to revenue and product outcomes. Proven ability to design multi-touch attribution systems, analyze experiments, and optimize self-serve funnels across acquisition, activation, and monetization. Inventor of a patented digital marketing attribution system with deep expertise in SQL, funnel analytics, experimentation, and cross-channel measurement.

CORE GROWTH & ATTRIBUTION EXPERTISE

A focused professional coding on a laptop in a cozy workspace filled with notes and coffee.

I've had the pleasure of working with Paul since my first day at IBM. From the day I started to the present, Paul has shown up with a positive attitude and has always brought insightful & actionable stories to the table. I've learned a lot working with Paul- I feel like I learn something new every time we speak or work on a project together. Thanks for being a such a supporting and integral part of our team!

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Shelby Fink (Product Manager @ IBM)

Multi-Touch Attribution (First/Last/Data-Driven)
Paid Media Optimization: SEM, PPC, Display, Social Media, Influencers
Experimentation & A/B Testing (Web & Product)
Funnel & Cohort Analysis
Marketing Data Pipelines & Tracking Frameworks
Conversion Optimization & User Behavior Analysis
Customer Segmentation & Feature Engineering
Marketing KPI Frameworks & Data Governance
Executive Analytics Storytelling.

EDUCATION & CERTIFICATIONS

Bachelor’s Degree – Allegheny College - CS
Digital Analytics Business Analyst IBM Certification
Digital Analytics Implementation IBM Certification
Advanced Google Analytics Certification
Consulting Professional IBM Certification
U.S. Patent: Digital Marketing Attribution System

Professional Experience

Ad Hoc Engagements – Consulting

Nov 2024 – Present

• Brand/Competitor Analysis

• Full funnel reporting design

• AI and its implication for Marketing Analytics

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IBM — Corporate Marketing (CHQ)

Senior Marketing Analyst & Executive Advisor

Apr 2024 – Nov 2024

• Built holistic attribution and audience analytics frameworks connecting campaigns to engagement, conversion, and revenue outcomes.

• Developed segmentation and content association models to improve activation and downstream conversion across digital journeys.

• Partnered with marketing and analytics teams to define growth KPIs and executive dashboards aligned to funnel performance.

• Conducted funnel pathing and behavioral analysis to identify friction points and recommend conversion experiments.

________________________________________________________________________________________________________________

IBM — Corporate Marketing

Senior Marketing Data Analyst

Jan 2020 – Apr 2024

• Designed attribution-informed frameworks connecting paid, organic, and content channels to platform usage and revenue.

• Built predictive models identifying diminishing returns and growth levers, driving +519% YoY revenue impact in key programs.

• Developed ABM and behavioral segmentation models increasing campaign effectiveness +53% while reducing spend −25%.

• Authored complex SQL pipelines and dashboards connecting marketing touchpoints to downstream conversion and revenue.

• Conducted exploratory funnel analysis to identify under-performance and optimize acquisition and activation strategy.

________________________________________________________________________________________________________________

IBM — Cybersecurity Business Unit

Marketing Data Analyst

Aug 2016 – Jan 2020

• Established attribution and experimentation frameworks for paid media and digital acquisition programs, contributing to +123% paid media revenue growth.

• Designed A/B and multivariate testing programs to improve creative, targeting, and landing page performance.

• Inventor and patent holder for a digital marketing attribution system (U.S. Patent #11455653).

• Served as analytics SME for marketing, product, and CX teams.

• Acted as a hands-on individual contributor while mentoring analysts and collaborators

________________________________________________________________________________________________________________

IBM Enterprise Marketing Management / Coremetrics

Managing Consultant / Senior Consultant

2009 – 2016

• Built attribution and funnel analytics frameworks for Fortune 500 and Internet Retailer Top 500 clients.

• Analyzed customer journeys, conversion funnels, and marketing channel interactions to guide growth strategy.

• Worked with engineering teams to improve tagging, data pipelines, and analytics governance.

• Worked with Marketing Agency Team

Paul Nangle

Sue Ann Wright (Global Demand Generation Leader)

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PROFESSIONAL SUMMARY

CORE GROWTH & ATTRIBUTION EXPERTISE

"

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Shelby Fink (Product Manager @ IBM)

EDUCATION & CERTIFICATIONS

Professional Experience

Ad Hoc Engagements – Consulting

Nov 2024 – Present

• Brand/Competitor Analysis

• Full funnel reporting design

• AI and its implication for Marketing Analytics

________________________________________________________________________________________________________________

IBM — Corporate Marketing (CHQ)

Senior Marketing Analyst & Executive Advisor

Apr 2024 – Nov 2024

• Built holistic attribution and audience analytics frameworks connecting campaigns to engagement, conversion, and revenue outcomes.

• Developed segmentation and content association models to improve activation and downstream conversion across digital journeys.

• Partnered with marketing and analytics teams to define growth KPIs and executive dashboards aligned to funnel performance.

• Conducted funnel pathing and behavioral analysis to identify friction points and recommend conversion experiments.

________________________________________________________________________________________________________________

IBM — Corporate Marketing

Senior Marketing Data Analyst

Jan 2020 – Apr 2024

• Designed attribution-informed frameworks connecting paid, organic, and content channels to platform usage and revenue.

• Built predictive models identifying diminishing returns and growth levers, driving +519% YoY revenue impact in key programs.

• Developed ABM and behavioral segmentation models increasing campaign effectiveness +53% while reducing spend −25%.

• Authored complex SQL pipelines and dashboards connecting marketing touchpoints to downstream conversion and revenue.

• Conducted exploratory funnel analysis to identify under-performance and optimize acquisition and activation strategy.

________________________________________________________________________________________________________________

IBM — Cybersecurity Business Unit

Marketing Data Analyst

Aug 2016 – Jan 2020

• Established attribution and experimentation frameworks for paid media and digital acquisition programs, contributing to +123% paid media revenue growth.

• Designed A/B and multivariate testing programs to improve creative, targeting, and landing page performance.

• Inventor and patent holder for a digital marketing attribution system (U.S. Patent #11455653).

• Served as analytics SME for marketing, product, and CX teams.

• Acted as a hands-on individual contributor while mentoring analysts and collaborators

________________________________________________________________________________________________________________

IBM Enterprise Marketing Management / Coremetrics

Managing Consultant / Senior Consultant

2009 – 2016

• Built attribution and funnel analytics frameworks for Fortune 500 and Internet Retailer Top 500 clients.

• Analyzed customer journeys, conversion funnels, and marketing channel interactions to guide growth strategy.

• Worked with engineering teams to improve tagging, data pipelines, and analytics governance.

• Worked with Marketing Agency Team

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