Maria Sanchez Otero

That has looked like different things. Cutting cost per lead by roughly 90% at a healthcare startup by arguing that our ads were too polished to be believed. Running a sentiment analysis on 1,300 ad comments to prove which creative was generating distrust. Auditing a Salesforce instance until it was clear the CRM could not answer basic questions about its own customers, then getting executive buy-in to fix it. Automating a daily copy-paste job out of existence so leadership could see pipeline coverage without waiting for someone to update a spreadsheet.

The common thread is that the useful signal is usually somewhere nobody is looking. Comment sections, empty fields, the manual step everyone works around. I like finding it, quantifying it, and turning it into something a team can act on.

I hold an MS in Business Analytics from Babson College and a BBA in Marketing from UT San Antonio. I work in HubSpot, Salesforce, Python, SQL, Looker Studio, Power BI, GA4, and Meta Ads, though the tools matter less than knowing which question is worth answering.