Marketing Portfolio

Siddhi Shah.

Digital & Analytics Marketer | MS Marketing Analytics | Simon Business School | Dec 2026

Marketing analyst who builds the strategy and stays to see if it worked. At UR Campus Dining, that meant organic clicks up 293% in three months and AI-assistant referrals up from about 7 to 150 users. If your marketing team argues about channels instead of audiences, I have a dashboard for that.

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SEO & AEO Marketing Analytics GA4 & Search Console Digital Marketing
Siddhi Shah
Available Dec 2026
STEM OPT eligible
Siddhi Shah at Simon Business School, University of Rochester
Simon Business School | University of Rochester | Rochester, NY
4
Roles Across the U.S. and India
Alla Breve Educational Consulting, UR Campus Dining, Tresvista, and Puja Stationery
3.5+
Years Experience
Full-time roles at Tresvista (analytics) and Puja Stationery (marketing)
MS
Marketing Analytics
Simon Business School, University of Rochester | Graduating Dec 2026
200K+
Campaigns Analyzed
HubSpot deep-dive across 6 channels, 5 customer segments, and 5 U.S. markets, built from scratch
Professional Experience

Where I've Worked.

SEO, CRM, and campaign analytics, judged by what changed afterward.

01
SEOGA4WordPressSearch ConsoleAEO

UR Campus Dining
Marketing Communication Assistant

Rochester, NY  |  May 2026 – Present

I own SEO, AEO, and web analytics for the University of Rochester dining website, using Search Console, GA4, and Semrush. The work: rewritten titles and meta descriptions, new FAQs, tighter internal links, and an AI-visibility benchmark.

GA4 AnalyticsGoogle Search ConsoleSemrushYoast SEOWordPress CMSGoogle Business ProfileTechnical SEOContent Strategy
Results | Before vs. After
Monthly Organic Clicks
+293%
3.1K
12.1K
July
Sept
Avg. Google Position
11.6 → 5.5
July
September
Shorter is better. Page two to page one.
AI-Assistant Referrals
~20x
~7
150
Start
3 months
Page-One Rankings
15+
high-intent queries ranking #1
e.g. "university of rochester dining hours". Click-through rate nearly doubled.
Source: Google Search Console, GA4, Semrush.
293%
Organic Clicks
5.5
Avg. Position
#1
On 15+ Queries
150
AI Referrals, from ~7
02
AdvertisingIMCConsumer Research

Simon Business School
Teaching Assistant, MKT 233

University of Rochester  |  Sept 2026 – Present | Paid

I sit inside Advertising and Promotional Strategy from the instructor's side: reviewing case studies, teaching notes, and weekly lecture decks, then bringing ideas back to the class. One of them, a failed-ad gallery walk, is now part of the research lecture.

Advertising StrategyIMCConsumer ResearchCreative Strategy
What I'm Learning
Strategy
Integrated marketing communications
How channels work as one plan
Behavior
Consumer decision journeys
Where messages win or lose
Research
Secondary research to ad testing
From insight to questionnaire
Creative
Why ads fail
Failed-ad gallery walk, adopted in lecture
Supporting 47 students this term.
03
LinkedIn AnalyticsHubSpot CRMPodcast GrowthContent StrategyK-12

Alla Breve Educational Consulting
Client Engagement Specialist

Dansville, NY (Remote)  |  May 2026 – Aug 2026

A K-12 consultancy with two LinkedIn pages, a 67-country podcast, and a 6,976-contact HubSpot database with no reporting. I built the dashboards, segmentation, and email workflows that gave it one view of performance.

LinkedIn AnalyticsHubSpot CRMSimplecast Podcast AnalyticsSquarespace SEOMarketing AutomationBrand DesignGA4
Results
Deliverables
LinkedIn Performance Dashboards (2 brands) | HubSpot Database Cleanup & Segmentation | Podcast Growth Roadmap | Squarespace SEO Audit | Conference Collateral (DATAG, BOCES) | SPICE Automation Sequence
04
Brand StrategyGTMSEOB2B

Puja Stationery
Marketing & Business Analytics Manager

Varanasi, India  |  Oct 2023 – Jul 2025 | Full-time

I ran marketing and analytics for an independent stationery retailer with no digital presence, delivering 4 personas, a brand system, an SEO website, a 90-day GTM plan, and 8 strategy documents.

Brand StrategyGTM PlanningTechnical SEOGoogle AnalyticsSearch ConsoleB2B MarketingKPI Dashboards
Key Results
Digital Presence
Zero to Google-verified
Website live and ranking in Search Console
B2B Channel
WhatsApp catalog live
Converting bulk buyers across 3 segments
Strategy Deliverables
8 brand documents
Brand and go-to-market playbook
Scope
Full ownership
Brand, digital, SEO, GTM, and analytics
100+
Website Orders
8
Brand Docs
3
B2B Segments
4
Personas
05
Python AutomationData AnalyticsPerformance ReportingProcess Optimization

Tresvista Financial Services
Analyst

Mumbai  |  Jun 2022 – Sep 2023

At Tresvista I did the analytics groundwork: Python automation, Tableau dashboards, and SQL analysis across 2,500+ hires. Error rates fell 15%, 70+ weekly reports were automated, and the team got 30% of its time back.

PythonTableauExcelCohort AnalysisKPI Framework DesignPerformance Reporting
Before vs After
Error Rate
High
Before
↓ 15%
After
Manual Reporting Time
Manual
Before
↓ 75%
After
2,500+
Hires Analyzed
75%
Manual Work Cut
70+
Reports Automated
15%
Error Rate Cut
Skills Carried Forward into Marketing
Python for data pipelines, used again in the HubSpot 200K record project
Cohort and behavioral analysis, now applied to customer segmentation
KPI frameworks, which I still use for every dashboard
Projects

Things I've Built.

Consulting, course, and independent projects.

01
Independent ProjectHubSpotCRM AnalyticsPythonData Viz

Why Channel Doesn't Matter: A HubSpot Deep Dive

HubSpot Marketing Hub  |  End-to-End Build

I built this end to end in Python and HubSpot: 200K campaign records across 6 channels and 5 segments. The finding: all six channels hit ROI parity, so audience targeting is the real lever.

3 Headline Findings
200K records | Jan–Sep 2021
01 Channel Parity

All 6 channels perform within 0.03 ROI of each other. The differentiator is who you target, not where you show up.

→ Reallocate 20% of channel budget to audience targeting
02 30-Day Campaign Dominance
5.01
ROI
8.02%
Conversion
5.51
Engagement
Peak on all 3 simultaneously
→ Standardize default campaign length to 30 days
03 Inverse Engagement–ROI
Men 18–24
Engagement 8.02% ↑
ROI 4.98 ↓
→ Awareness
Men 25–34
Engagement 8.01%
ROI 5.02 ↑
→ Conversion
→ Two-stage funnel: awareness for 18–24, conversion for 25–34
HubSpot | Multi-Channel Campaign Performance | 2021
HubSpot Multi-Channel Campaign Performance Dashboard
What Was Built
Python | Data Cleaning
200K records cleaned and structured for CRM import
13 Custom CRM Properties
Built from scratch in HubSpot Marketing Hub
7 Active Segments
Demo + psychographic segmentation across 5 U.S. markets
2 Custom Dashboards | 9 Reports
Audience Intelligence + Multi-Channel Campaign Performance
200K
Campaigns
6
Channels
9
Reports Built
5
U.S. Markets
HubSpot Marketing HubPythonCRM AnalyticsCustomer SegmentationDashboard DesignCampaign Analysis
02
Content StrategySocial MediaBrandCommunity

Simon Marketing Association

Rochester, NY  |  Oct 2025 – May 2026

I built the account from zero with three weekly content series, Reels-first: 16,044 views, 2,950 accounts reached, and 55% of them non-followers.

SMA Board Members
SMA Board | Simon Business School
Who We Reached | 30-Day Instagram Snapshot
16,044 views, no paid promotion
Overall Audience Split | 2,950 accounts reached
55.3% Non-followers | 1,633
44.7% Followers | 1,317
SMA
simonmarketingassociation
Simon Business School | Rochester, NY
Experience Marketing Differently
16,044
Views
2,950
Reached
3
Content Series
55.3%
Non-Followers
Content StrategySocial MediaCopywritingBrand ManagementEvent Marketing
03
ConsultingMarket ResearchGTM StrategyB2B & B2C

Safety Zone
Market Entry & GTM Strategy

Simon Vision Consulting  |  Sep – Dec 2025

As a pro-bono consultant for a startup that supplies allergen-free frozen food to university dining and restaurants, I segmented 5 B2B buyer groups and built the GTM plan that landed 2 university dining meetings.

5
B2B Buyer Groups
2
University Meetings
1
GTM Plan
SVC Fall Showcase December 2025
SVC Fall Showcase | December 2025
5
B2B Segments
3
GTM Phases
2
Uni Meetings
Market ResearchCompetitive AnalysisB2B SegmentationGTM StrategyStakeholder Presentation
04
Digital StrategySEODTC CommerceInfluencer Marketing

Rocky's Roadhouse
Digital Growth Strategy

Simon Business School  |  Jan – Mar 2026

I built a 5-module digital growth plan for a regional restaurant: a data-backed no on a mobile app, 20 to 30% margin erosion per third-party order quantified, a 4-pillar SEO framework, and a micro-influencer program.

Siddhi Shah presenting Rocky's Roadhouse strategy
Rocky's Roadhouse Strategy Presentation | Simon Business School
App Investment Unlock Thresholds
Data-driven criteria before a standalone app is justified
Mobile Web Orders
Current: ~18% Target: 40%
Not yet unlocked
Repeat Order Rate
Current: ~12% Target: 25%+
Not yet unlocked
Loyalty Members
Current: ~8K Target: 50K
Not yet unlocked
None of the thresholds are met in 2025. Recommendation: invest in mobile web and loyalty first. Earn the right to build an app.
4-Pillar SEO Framework
Local SEO
Optimize Google Business Profile, post weekly updates, and dominate "near me" searches. Immediate priority for Rocky's regional audience aged 35 to 65.
Technical SEO
Fix site speed, mobile usability, and structured data. Update title tags and meta descriptions. The website is stuck in 2015 and search engines know it.
Non-Brand Keywords
Target searches like "best ribs in Rochester" and "steakhouse near me." High intent, zero competition from Rocky's right now. Pure untapped revenue.
⭐
Review Management
Post-meal review requests, loyalty incentives, proactive responses. Reviews are a local SEO ranking factor and Rocky's isn't using this lever at all.
5
Modules
4
SEO Pillars
DTC
Recommended
Digital StrategySEO FrameworksChannel EconomicsInfluencer StrategyMarketing Ethics
Capabilities

What I Bring to the Table

Roles I'm Targeting
SEO & Organic Growth AEO / AI Search Digital Marketing Marketing Analytics Content Marketing
Search & Organic
SEO | on-page, technical & local
Answer engine optimization (AEO)
Query and keyword analysis
Titles, meta descriptions, FAQs, internal links
AI visibility benchmarking
Blog and content strategy
Analytics & Data
Python & SQL
Campaign performance analysis
Marketing funnel analysis
Customer segmentation
Dashboard design & data viz
KPI frameworks & reporting
Digital Marketing
Email marketing & automation
Social media & content strategy
Lead generation & nurture
A/B testing
Competitive analysis
Cross-functional collaboration
Marketing Technology
HubSpot CRM & Marketing Hub
GA4 | Search Console | Semrush
Tableau | Power BI
WordPress | Yoast SEO
Simplecast | Squarespace
I have worked with
HubSpot
Google Analytics 4
Google Search Console
Tableau
Power BI
Python
SQL
Yoast SEO
WordPress
Canva
Simplecast
Semrush
Squarespace
Excel
University of Rochester campus
University of Rochester
Every project left a mark.
Here's the trail.
Timeline

Career Timeline

Dec 2026 →
Available for Full-Time Roles
SEO and AEO | Marketing Analytics | Digital Marketing | Marketing Operations
Sept 2026 – Present
Simon Business School | Teaching Assistant, MKT 233
Learning IMC, consumer journeys, and ad research from the instructor side | Designed a failed-ad gallery walk
May 2026 – Present
UR Campus Dining | Marketing Communication Assistant
Organic clicks +293% | Avg. position 11.6 to 5.5 | AI referrals ~7 to 150 users
May – Aug 2026
Alla Breve Educational Consulting | Client Engagement Specialist
6,976 contacts segmented | 40 to 50% open rates | 5.9% LinkedIn engagement vs. 2 to 4% typical
Jan – Mar 2026
Rocky's Roadhouse | Digital Growth Strategy
5-module digital strategy | DTC-first recommendation | 20 to 30% margin erosion per order quantified
Oct 2025 – May 2026
Simon Marketing Association | VP of Relations & Outreach
16,044 Instagram views, no paid promotion | 55.3% of reach from non-followers
Sep – Dec 2025
Simon Vision Consulting | Marketing Consultant
GTM strategy for allergen-free frozen food startup | 5 B2B buyer groups segmented | 2 university meetings secured
Oct 2023 – Jul 2025
Puja Stationery | Marketing & Business Analytics Manager
Full brand overhaul | Live website launched | 90-day GTM plan | 3 B2B segments
Jun 2022 – Sep 2023
Tresvista Financial Services | Analyst
Analyzed 2,500+ records | Automated 70+ reports | 75% manual work cut
Key Marketing Impact Across Projects
IG Views
16,044 views
Non-follower reach
55.3% organic
B2B segments
5 mapped
Uni meetings won
2 secured
3P margin erosion
20-30% quantified
Brand personas
4 built
Credentials

Certifications & Courses

Courses and certifications I have completed.

Google Feb 2026
Google Analytics Certification
Google | Skillshop
Valid until Feb 2027
Verified via QR code on certificate
Meta × Coursera Oct 2025
Marketing Analytics Foundation
Meta | Authorized by Meta, offered via Coursera
Adj. Prof. UCLA Anderson School of Management
Verify Certificate
ANA Jan 2026
Introduction to MarTech
Association of National Advertisers
Developed by Transparent Partners
Certificate of Completion | ANA
Semrush 2026
AI Visibility Essentials
Semrush Academy
Certificate of Completion
HubSpot 2026
HubSpot Marketing Hub Software
HubSpot Academy
Certified in CRM, campaigns, segmentation & automation
Verify Certificate
LinkedIn Recommendations

What People Say.

Colleagues and mentors from Simon Marketing Association, written and published on LinkedIn.

"

Siddhi played a key role in driving our Instagram engagement, successfully increasing student exposure and participation by at least 25% over the course of the school year. What truly set her apart was her willingness to show up, step in, and support the team without hesitation. She came with a genuine desire to learn and a collaborative spirit, always keeping our shared mission of building and strengthening the Simon marketing community at the center of her work. Siddhi would be a tremendous asset to any team fortunate enough to have her.

L
Lan-Huong Nguyen
Community Builder & Marketing Strategist | First-Gen MBA '26
SENIOR | SIMON MARKETING ASSOCIATION
View ↗
"

Since day one, Siddhi has shown the creativity needed for a marketing role. She also consistently showed strong ownership, reliability, and a genuine commitment to supporting both the team and our members. Her ability to execute ideas and keep things moving made a real impact. I'm confident she will continue to thrive in any marketing team she joins.

R
Rinad Hussein
Incoming Product Marketing Manager @ Microsoft | MBA '26
MENTOR | SIMON MARKETING ASSOCIATION
View ↗
These recommendations are published on my LinkedIn profile and written independently by each person. Read them on LinkedIn ↗
Get In Touch

Let's Work Together.

I am looking for a digital marketing role in SEO, search, or analytics. Available December 2026.

Book a Chat calendar.app.google | 15 min, no pressure
↗
Email siddhishah625@gmail.com
↗
LinkedIn linkedin.com/in/siddhishah1306
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Available December 2026
Currently Based In
Rochester, New York, USA
Open to relocation and remote opportunities across the U.S.
Simon Business School, University of Rochester
MS Marketing Analytics | Graduating Dec 2026
STEM-certified program | Rochester, New York
Current: UR Campus Dining | Teaching Assistant, Simon (MKT 233)
Previous: Alla Breve Educational Consulting | Tresvista | Puja Stationery