Bio:

As Marketing Analytics Manager at 1Password, Samantha leads a team of analysts in a squad model alongside data and analytics engineers to support their comprehensive marketing department. Her focus spans across all channels, sports marketing, and in-person campaigns, to drive analysis on both B2B and B2C performance while supporting experimentation efforts and building advanced analytics capabilities. Samantha focused on building and delivering the measurement strategy to ensure that in the future the Marketing department can utilize data to take smart actions and focus on what’s driving customer value.