Summary
Overview
Work History
Education
Skills
Websites
Certification
Affiliations
Timeline
Generic

Rachel Swalin

Monongahela,PA

Summary

Data analyst and 2025 M.S. graduate in Human Resource Analytics with 10 years of corporate experience in analytics, reporting, and cross-functional collaboration. Skilled in translating complex HR and business data into clear insights that support decision-making and improve processes. Proficient in tools like Tableau, Power BI, Python, and Excel for dashboarding, statistical analysis, and data storytelling. Actively transitioning into People Analytics to apply data expertise toward areas like workforce planning, talent management, and employee experience.

Overview

9
9
years of professional experience
1
1
Certification

Work History

Senior Social Strategy & Analytics Manager

Wild Sky Media
07.2018 - 09.2023
  • Built and maintained four KPI dashboards and 13 performance reports using Google Analytics, Data Studio, Sheets, and Supermetrics, tracking content and engagement trends across four brands with a combined audience of 6.5M+.
  • Created and delivered daily, weekly, monthly, and year-over-year reports, uncovering insights that supported content optimization and helped drive a 66% YoY increase in cross-brand traffic.
  • Developed automated reporting tools using advanced formulas, data validation, and conditional logic in Google Sheets, reducing manual reporting time by ~40% and improving accuracy.
  • Led testing and rollout of a data-informed Facebook content strategy, resulting in a 50% increase in organic monthly traffic by optimizing image post format and first-comment placement across multiple brand pages.
  • Trained and supported four editorial teams on interpreting analytics, using reporting tools, and applying data insights to strategy, improving data literacy across the organization.
  • Designed self-service analytics resources and documentation, enabling five team leads to independently track KPIs and make data-informed decisions.
  • Regularly presented performance insights to executive stakeholders, informing monthly strategy discussions and tactical decisions across editorial and social teams.
  • Led implementation of new tools, including AI-powered social scheduling and analytics platforms (e.g., True Anthem, Parse.ly), improving workflow efficiency and adoption of technology across teams.
  • Gathered platform requirements from editorial teams and translated needs into technical specifications for engineering, supporting the successful development of an automated content publishing process via RSS and social tools.
  • Coordinated global workflows by managing shared documents between U.S. and Thailand-based teams, ensuring smooth handoffs, data tracking, and process alignment.
  • Authored internal guides on reporting best practices, content governance, and platform tools to standardize analytics processes and improve cross-team consistency.

Social Media Analytics Director

CafeMedia
09.2017 - 06.2018
  • Analyzed cross-platform metrics and delivered performance reports, providing actionable insights that drove a 60% YoY increase in social interactions.
  • Trained a 10+ member team on interpreting analytics, benchmarking performance, and applying data insights to guide editorial strategy and engagement.
  • Utilized AWS reports to assess content performance by revenue, identifying key drivers of paid social efforts and contributing to a 66% YoY increase in Facebook-driven revenue.
  • Regularly presented insights to staff, senior leadership, and cross-department partners, improving data literacy and informing content planning and performance evaluations.
  • Collaborated with cross-functional teams (editorial, marketing, sales) to ensure alignment on KPI-driven content strategies, campaigns, and platform optimization.
  • Developed scalable workflow improvements for content distribution on Pinterest, leading to a 102% YoY increase in organic referral traffic.

Social Media Editor

Hearst Digital Media
11.2016 - 08.2017
  • Tracked and analyzed traffic and engagement metrics across four social platforms, supporting a 15% audience growth in six months through data-informed content strategy.
  • Optimized Facebook content strategy using performance data, helping ElleDecor.com achieve an average of 2MM interactions per month.
  • Monitored and reported on Instagram engagement trends and follower growth, contributing to a 32% increase in followers and the highest Instagram engagements across Hearst brands (2MM+).
  • Delivered actionable performance insights to editorial and marketing partners, aligning content strategy with audience trends and KPIs.
  • Created and scheduled 40+ daily posts across platforms, applying platform-specific data to refine content packaging elements such as headlines, visuals, and copy formatting.
  • Led audience engagement reporting by identifying high-performing content and flagging key behavioral trends for editors and the site director.

Social Media Manager

Trusted Media Brands
03.2015 - 11.2016
  • Analyzed engagement metrics and traffic data across three platforms, contributing to a 45% YoY increase in site visits and a peak of 1.9M visits.
  • Developed monthly analytics reports and presented performance insights to the site director, chief content officer, and cross-functional teams, enhancing data-driven content strategy.
  • Collaborated with editorial and marketing teams to execute data-informed campaigns, including Trusted Brands Survey promotions that reached 5.2M users across social channels.
  • Led development of social traffic-sharing partnerships with brands like Huffington Post and Weather.com, driving 15% of total social traffic through cross-brand collaboration.
  • Created content distribution plans and tracked performance metrics to guide strategic posting decisions and optimize engagement.

Education

Master of Science - Human Resource Analytics

Montclair State University
Montclair, NJ
05-2025

Bachelor of Science - Journalism

Ohio University
Athens, OH
05-2013

Skills

  • Data Analysis Tools & Visualization: Tableau, Excel, Power BI, Looker Data Studio, Supermetrics, Google Analytics
  • Data Management: Data Collection, Cleaning, Manipulation, Dashboard Creation, Pivot Tables, LOOKUP Functions, Nested Formulas
  • Programming & Statistical Analysis: Python, Beginner SQL, Correlation, Regression, T-test, ANOVA, Predictive Modeling
  • HR Systems/Business Software: ADP Workforce Now, HRIS, HR Metrics, Microsoft Office (PowerPoint, Word, Teams)
  • Communication & Collaboration: Stakeholder Engagement, Project Management, Business Presentations, Documentation
  • Core Strengths: Analytical Thinking, Problem-Solving, Research, Attention to Detail, Adaptability, Learning Agility

Certification

  • Data Analyst, Tableau - August 2024

Affiliations

  • Society for Human Resource Management (SHRM)
  • Pittsburgh Human Resources Association (PHRA)

Timeline

Senior Social Strategy & Analytics Manager

Wild Sky Media
07.2018 - 09.2023

Social Media Analytics Director

CafeMedia
09.2017 - 06.2018

Social Media Editor

Hearst Digital Media
11.2016 - 08.2017

Social Media Manager

Trusted Media Brands
03.2015 - 11.2016

Master of Science - Human Resource Analytics

Montclair State University

Bachelor of Science - Journalism

Ohio University

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Rachel Swalin