Open to new roles · Remote & hybrid welcome

Hi, I'm Alyssa (Simin) Ma. I build data tools and websites that move numbers.

Senior web & data analyst with five years across Budweiser, Trip.com, Angels in Your Home, and Classic Automation. Marketing analytics MS from Simon Business School. Bilingual in English and Mandarin.

See my work → Get in touch
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Data engineering ● Web development ● Performance marketing ● Business intelligence ● SEO & SEM ● Front-end design ●
Data engineering ● Web development ● Performance marketing ● Business intelligence ● SEO & SEM ● Front-end design ●
01 — About

A career at the seam between analytical and creative.

I started in marketing in Shanghai, running paid campaigns for Trip.com across 15 markets and building pricing models for Budweiser. Then I came to the U.S. for my Master's in Marketing Analytics at Simon Business School, where I picked up Python, SQL, and Power BI in earnest.

Since then, I've kept widening my range. At Angels in Your Home, I built the analytics stack from scratch: Power BI dashboards, SharePoint automations, ad performance pipelines. At Classic Automation, I'm leading the front-end rebuild of the entire Magento storefront and architecting Python reporting that cut manual work by 80%.

I'm looking for roles where I can do all of it: the data, the web, and the marketing.

Languages English · Mandarin · German
Focus Data, web, marketing
Education MS Marketing Analytics
(STEM)
Honors Dean's List · Beta Gamma Sigma
02 — Experience

Five years, four companies, two continents.

A track record of shipped work, from APAC e-commerce to Rochester startups to industrial automation.

2026 — Now
Senior Web & Data Analyst
Classic Automation · Webster, NY
  • Led full Magento storefront overhaul, redesigning 10+ pages in Figma and hand-coding HTML, CSS, and JavaScript on the Hyva theme, achieving 90+ PageSpeed scores and passing Core Web Vitals on mobile and desktop.
  • Defined SEO strategy across service and product pages with optimized meta tags, structured data, and on-page content, lifting SERP rankings for industrial automation queries.
  • Architected Python automation with pandas and openpyxl for monthly and year-over-year sales reporting, cutting manual reporting time by 80% and delivering executive revenue insights.
  • Spearheaded AI workflow adoption for product and category page enrichment, accelerating turnaround across the eCommerce team.
2024 — 2025
Marketing Analyst
Angels in Your Home · Rochester, NY
  • Architected automated data pipelines and Power BI dashboards using Power Query, DAX, SQL, and SharePoint integration, cutting reporting time by 60% and surfacing real-time insights for leadership.
  • Led performance analysis across Meta and Google Ads alongside sales call activity, driving budget reallocations that reduced CPA by 25% and lifted conversion rates by 15%.
  • Spearheaded SharePoint-based form and email workflow automation for referral intake, eliminating manual entry and feeding real-time updates into Power BI.
2024
Website Development Intern
Angels in Your Home · Rochester, NY
  • Developed and optimized a WordPress site on Hostinger using Elementor, integrating custom WPForms for caregiver and consumer intake, boosting monthly organic traffic by 30% and reducing manual processing time by 50%.
  • Led SEO initiatives including keyword research and on-page enhancements, resulting in a +20 improvement in Google rankings and stronger lead generation.
2023
Business Intelligence Intern
Budweiser (AB InBev) · Shanghai, China
  • Built data-driven pricing models in Excel with PivotTables and Solver for Cider Brutal Fruit, improving profit margins by 20% across APAC e-commerce markets.
  • Developed Power BI dashboards tracking campaign KPIs (ROI, GMV, CTR) for TikTok and influencer programs, boosting GMV by 60% and online revenue by 25%.
  • Conducted competitor market analytics on Tmall using Python (NumPy, Pandas), informing production strategies that reduced manufacturing costs by 45%.
2022 — 2023
Performance Marketing Intern
Trip.com Group · Shanghai, China
  • Led SEM strategies for hotel SKUs across 15 markets on Google, Bing, Yahoo, and Naver, driving a 15% ROI lift through daily optimization.
  • Executed A/B tests on time-sensitive campaigns using Google Ads Editor, resulting in a 10% uplift in monthly web-to-app installations.
  • Used SQL to extract performance data, diagnose underperforming campaigns, and implement bulk updates across ad platforms.
0%
Reporting time cut at Classic Automation
0%
GMV uplift, Budweiser APAC dashboards
0%
CPA reduction across Meta & Google Ads
0+
Google PageSpeed score after rebuild
03 — Selected Projects

Things I've shipped.

A mix of code, dashboards, and strategy. Happy to walk through any of these on a call.

Web development
Magento storefront rebuild
Hand-coded 10+ pages on the Hyva theme, redesigning in Figma first. Achieved 90+ PageSpeed and full Core Web Vitals pass on mobile and desktop.
MagentoHTML / CSSJavaScriptFigma
Data engineering
Sales diagnostic pipeline
Python pipeline with pandas and openpyxl turning raw transactions into a multi-tab diagnostic Excel report. Cut manual reporting time by 80%.
Pythonpandasopenpyxl
Business intelligence
Power BI dashboard suite
Unified sales, marketing, and call KPIs into real-time dashboards for leadership using Power Query, DAX, SQL, and SharePoint integration.
Power BIDAXSQLSharePoint
Performance marketing
Multi-market SEM strategy
Managed paid search across 15 markets on Google, Bing, Yahoo, and Naver for Trip.com. Daily optimization based on real-time conversion data lifted ROI by 15%.
Google AdsBing AdsA/B testing
APAC e-commerce
Budweiser pricing model
Built data-driven pricing models in Excel with PivotTables and Solver for Cider Brutal Fruit across APAC. Improved profit margins by 20%.
ExcelSolverPricing strategy
SEO & growth
WordPress redesign & SEO
Developed an Elementor site on Hostinger with custom WPForms for caregiver intake. Boosted organic traffic 30% and improved Google rankings by 20 positions.
WordPressElementorSEORank Math
04 — Playground

Things I vibe code on the side.

Quick experiments and little tools I've built, live, interactive, running on this very page. Hover or click to interact.

Live revenue stream
Real-time
SVGrequestAnimationFrame
Simulated tick data
Terminal personality
~/about
alyssa@portfolio:~$
JSsetInterval
Typewriter effect
ROAS calculator
Interactive

Return on ad spend

Try changing the numbers

ROAS
5.00×
DOM eventsNo framework
Real-time calc
Generative art
Reactive
SVGTrigonometry
Move your mouse
05 — Skills & tools

A toolkit across three disciplines.

/ Data & analytics
  • Python
  • SQL
  • R
  • Power BI
  • Tableau
  • Excel
  • SPSS
  • Power Automate
  • Google Analytics
  • pandas
  • NumPy
/ Web & design
  • HTML / CSS
  • JavaScript
  • Magento
  • WordPress
  • Webflow
  • Shopify
  • Figma
  • Adobe Illustrator
  • Photoshop
  • Canva
/ Marketing & CRM
  • Google Ads
  • Meta Ads
  • SEO
  • Salesforce
  • HubSpot
  • Mailchimp
  • SharePoint
  • Monday.com
  • Rank Math
— Education
Simon Business School
University of Rochester
MS Marketing Analytics (STEM) · 2023 — 2024 · GPA 3.78
Dean's List · Merit Scholarship · Beta Gamma Sigma Honor Society
Beijing Sport University
Bachelor of Literature in German
2018 — 2022 · GPA 3.87
Dean's List · Academic Excellence Scholarship
06 — Get in touch

Let's build something good together.

Open to senior analyst, web, and hybrid roles. Remote and hybrid welcome.

Send me an email → Connect on LinkedIn
[email protected] +1 (585) 360-3157 linkedin.com/in/siminma