Maximillian Tam

About

Translating complex data into compelling brand narratives

I'm a data-driven digital marketing and analytics professional with a strong focus on e-commerce, customer retention, and CRM strategy within the fashion and beauty industries.

Currently at L'Oréal, I lead analytics and insights for 9 global brands in the Professional Products Division, helping teams understand customer behavior, optimize loyalty strategies, and drive D2C growth.

I specialize in translating complex data into actionable insights that support segmentation, personalization, and marketing effectiveness—partnering closely with cross-functional teams across digital marketing, e-commerce, and data science.

Location

New York, NY

Industry

Luxury & Beauty

Education

Georgia Tech (MS) · Union College (BS)

Languages

English · Italian

Expertise

Loyalty & CRM Analytics

Designing and optimizing customer retention strategies through behavioral segmentation, lifecycle analysis, and personalized journey mapping across luxury and beauty brands.

E-Commerce & D2C Growth

Driving direct-to-consumer growth through data-informed decision-making, conversion optimization, and cross-functional partnership with digital marketing and product teams.

Data Science & Visualization

Applying advanced methods in forecasting, modeling, and machine learning to business challenges—translating analysis into clear, actionable visual narratives that drive strategy.

Experience

Jan 2024 — Present

Manager, CRM & Loyalty Analytics

L'Oréal USA — Professional Products Division

Own the full CRM analytics function across 9 global brands, driving D2C growth, retention, and customer lifetime value at scale. Build predictive segmentation models that power precision targeting and reactivation campaigns across digital and e-commerce touchpoints. Architect Power BI dashboards that give cross-functional leadership real-time visibility into KPIs, churn risk, and loyalty program performance. Partner with Digital Marketing, E-Commerce, and Data Science teams on A/B testing frameworks, personalization strategy, and data-driven customer experience optimization. Transform raw customer data with SQL and Python into the strategic insights behind retention modeling, campaign performance forecasting, and omnichannel growth initiatives. Lead clean room data initiatives across Meta and Amazon, enabling privacy-safe audience matching and full-funnel attribution analysis that connects upper-funnel media investment to downstream conversion and retention outcomes.

Aug 2021 — Dec 2023

Digital Marketing & E-Commerce Analyst

Marc Jacobs

Leveraged Python to uncover cross-selling opportunities by analyzing purchase behavior around seasonal launches, directly improving product attachment rates. Designed and reported on A/B testing programs, delivering pre- and post-optimization analyses that informed site experience decisions. Identified underperforming navigational elements through data analysis and recommended their removal—contributing to measurable revenue growth. Built Data Studio reporting dashboards that streamlined team workflows and reclaimed hours previously lost to manual reporting. Deployed a Python Flask inventory analysis tool on Heroku to optimize stock levels across categories. Managed the SEO channel end-to-end, improving technical foundations and content strategy to deliver 20% year-over-year growth in organic revenue.

Sep 2019 — Jul 2021

E-Commerce Operations Associate

AM Retail Group

Drove conversion optimization through split A/B testing across multiple brand websites, achieving an 18% lift in revenue and 27% increase in click-through rates. Owned the user experience layer across all retail properties, collaborating directly with development teams to refine the customer journey. Managed digital marketing agency partnerships spanning SEO, paid search, affiliate, and display channels. Led site content management and promotional execution using HTML, CSS, and JavaScript.

Jul 2018 — Aug 2019

Facebook Ads Manager & E-Commerce Intern

MySimpleEssential

Managed $150K in Facebook ad spend across highly competitive niches, consistently delivering 3x return on ad spend through precision retargeting and lookalike audience strategies. Built landing pages and email campaigns on Shopify with Klaviyo integrations to support regional marketing initiatives. Collaborated with influencers to produce in-house social media content and provided direct support for global supply chain and procurement operations.

Tools & Technologies

SQL Python Power BI Pandas Machine Learning Data Visualization Google Data Studio Shopify Klaviyo Flask A/B Testing Segmentation CRM Strategy Forecasting Statistical Modeling Personalization SEO E-Commerce Analytics HTML / CSS / JS Lean Six Sigma

Education

Georgia Institute of Technology

Master of Science in Data Analytics & Data Science. Advanced coursework in forecasting, statistical modeling, and machine learning applied to real-world business challenges.

2024 — Present

Union College

Bachelor of Science in Biochemistry. A scientific foundation in analytical thinking, research methodology, and quantitative problem-solving that underpins a data-first approach to business.

2015 — 2019

Continuing Education

Data Analytics Certificate from Thinkful. Digital Marketing from General Assembly. A commitment to continuous learning across the full spectrum of data and marketing disciplines.

Thinkful · General Assembly

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