JT San FilippoPerformance & Analytics

Resume

Fifteen years, one through line.

Every role has come back to the same work: making marketing measurable, and making the systems behind it hold up.

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Experience

Where I've built

Oct 2025 — Present

Remote

Head of Performance & Analytics

PATHOS

Lead the agency's performance, analytics, and measurement function, responsible for defining how success is measured, communicated, and used across internal teams and client engagements.

  • Design and implement a unified measurement framework that aligns teams, clients, and leadership around shared objectives and performance indicators.
  • Partner with internal teams and clients to define KPIs, establish reporting standards, and evaluate progress against business goals.
  • Oversee analytics infrastructure spanning DSPs, Google Analytics, CRM platforms, BigQuery, Google Sheets, Supermetrics, and Google Data Studio, delivering reliable and accessible real-time reporting.
  • Translate performance trends into actionable recommendations that inform prioritization, investment decisions, and operational improvements.
  • Establish the agency’s approach to AI adoption through governance, training, and workflow automation.

Jul 2019 — Oct 2025

Remote

Director of Digital

PATHOS

Founded and scaled the agency's digital practice into a multi-million-dollar business line encompassing paid media, analytics, web development, and digital transformation.

  • Established the operational foundation, delivery frameworks, and strategic partnerships needed to scale.
  • Directed and advised on $5M+ in annual media spend, aligning channel investment with client growth goals and efficiency targets.
  • Developed pricing models, operational workflows, and cross-functional processes that improved throughput, margin, delivery consistency, and alignment across Finance, Creative, Web Development, and Media teams.
  • Built automated reporting infrastructure by integrating platform APIs with SQL/BigQuery and surfacing data in Google Data Studio, eliminating over 90% of manual reporting effort.
  • Led new business pitches, proposals, and executive presentations, contributing to multi-year client wins across B2B and B2C categories.
  • Supported executive leadership with growth strategy, analytics architecture, and operational improvements that strengthened accountability and execution clarity.

Mar 2018 — Aug 2018

Austin, TX

Digital Strategy Consultant (Contract)

Optimize Ad

  • Launched and optimized paid search and native campaigns under strict CPL targets for a performance-based firm.
  • Designed scalable campaign structures and reporting frameworks to support sustainable in-house execution.
  • Trained internal teams on bidding strategy, optimization methodology, and performance analysis.

Sep 2017 — Jul 2019

Remote

Senior Digital Strategist

BG, Inc.

  • Expanded digital strategy and analytics capabilities during a period of organizational transition and growth.
  • Defined service offerings, pricing models, and deliverable frameworks that enabled scalable growth.
  • Led QBRs with key clients, translating performance data into actionable strategy and budget recommendations.
  • Designed planning and reporting frameworks that reduced misalignment between strategy, creative, and execution.

Feb 2013 — Sep 2017

West Palm Beach, FL

Account Manager & Digital Lead

BG, Inc.

  • Led integrated marketing programs across healthcare, hospitality, education, entertainment, and automotive clients.
  • Helped transition the organization from traditional media into digital-first execution, shaping workflows and teams.
  • Consulted on annual planning and performance benchmarking, aligning media investment with business goals.
  • Managed timelines, budgets, and cross-functional collaboration across branding, web, and media initiatives.

2010 — 2013

Fort Lauderdale, FL

Executive Assistant to President

Chase Entertainment

  • Supported artist management operations, promotions, and deal negotiations for a Grammy-winning roster.
  • Managed tour logistics, production budgets, and coordination with record labels and promoters.
  • Supported early digital promotion and performance tracking for artist releases and campaigns.
  • Introduced internal organization systems that improved operational efficiency and workflow.

Core expertise

What I bring

Analytics & Measurement

  • Google Analytics
  • Google Data Studio
  • Google Tag Manager
  • SQL / BigQuery
  • Supermetrics
  • Windsor.AI
  • Microsoft Clarity
  • CallRail
  • Multi-touch attribution

Performance & Operations

  • KPI design
  • CAC / ROAS / LTV analysis
  • Funnel & pipeline measurement

Strategy & Enablement

  • Measurement frameworks
  • Executive decision support
  • Stakeholder alignment

Platforms

  • Google Ads
  • Meta Business Suite
  • LinkedIn
  • Salesforce
  • HubSpot
  • SEMrush

Operational Systems

  • Reporting automation
  • Process improvement
  • AI-enabled workflows

Leadership

  • Cross-functional alignment
  • Executive communication
  • Team enablement

Education

2015

Master of Business Administration

University of Florida

Hough Graduate School of Business

2011

Bachelor of Science, Marketing & Business Operations

Louisiana State University