Mara Alvarez de Lorenzana

Mara Alvarez de Lorenzana has had extensive experience in digital analytics, marketing, and project management. Mara is currently employed at AutoTrader.ca as a Sr. Manager of Digital Analytics Implementation since September 2021.

Prior to this, Mara worked at Suncor from 2014 to 2021, where they held various roles. As a Senior Advisor of Digital Analytics & Insights, they delivered executive analytics updates and led the analytics agile stream for the B2C mobile app. Mara also drove the implementation of UX software and established self-serve web analytics reporting. In their role as an Advisor of Digital Analytics & SEO, they led the analytics and SEO strategy for the Petro-Canada website redesign and managed multiple vendors and stakeholders.

Before joining Suncor, Mara worked at Meliá Hotels International from 2005 to 2014. As a Sr. Digital Marketing Consultant, they developed daily pickup reports and designed loyalty program reporting. Mara also served as a Sr. Web Analyst, responsible for implementing Google Analytics tagging and driving conversion optimization efforts. Prior to that, they worked as a Digital Marketing Executive and a Knowledge Management Coordinator.

Mara's early career includes a role as a Loyalty Program Executive at Meliá Hotels International and as an SIS Security Coordinator at The University of British Columbia.

Mara Alvarez de Lorenzana's education history is as follows:

Mara obtained a Masters Certification in Web Analytics from Market Motive starting in 2013. Prior to that, from 2010 to 2011, they received an Award of Achievement in Web Analytics from The University of British Columbia. In the past, from 1996 to 2000, they pursued a Bachelor of Arts (B.A.) Honours degree from the University of Victoria, but their field of study is unspecified.

In addition to their formal education, Mara also holds various certifications. Mara completed the Kanban System Design certification from Kanban University in April 2023. In August 2022, they obtained the Google Analytics 4 Certification from the Google Digital Academy (Skillshop). Prior to that, in April 2021, they achieved the Google Analytics Individual Qualification from Google. In the same year, they also earned the Programming Foundations with JavaScript, HTML, and CSS (with Honors) certification from Coursera and the SQL for Data Science certification, also from Coursera, in March 2021.

Mara's certification timeline also includes Coveo Intermediate Analytics in March 2019 and Coveo Basic Analytics in an unspecified year in 2019, both from Coveo. Mara obtained the PPC Trained Practitioner, Conversion Optimization Trained Practitioner, and SEO Trained Practitioner certifications from Market Motive in June, May, and May 2013, respectively. Furthermore, in April 2013, they achieved the Online Marketing Certified Professionals certification from OMCP and the Web Analytics Certified Master certification from Market Motive. Finally, in November 2012, they obtained the Digital Marketing Foundations Trained Practitioner certification from Market Motive.