Derek Shirley

Marketing analytics & growth measurement

I lead marketing analytics at Lark Health.

I build attribution models and enrollment forecasts used to plan marketing spend. I also develop the data systems and reporting the team relies on.

View my work Résumé PDF · one page
Derek Shirley
Based in Dallas–Fort WorthWorking remotely

Selected work

Lark Health Attribution

Correcting direct-mail attribution

Direct mail, a channel with $550K in annual spend, was going to be discontinued. I rebuilt the acquisition measurement, recovered its attributed enrollments, and reversed that decision.

Across the trailing 365-day view around March 2026, unknown enrollment attribution also fell from about 42% to 8%.

Read the attribution case
Direct mail’s measured share of enrollments

Q4 2025 · One partner population

Direct-mail share · Previous attribution
~4%
Direct-mail share · Corrected attribution
~38%

The findings reversed the plan to discontinue direct mail.

These figures show a correction to attribution, not incremental lift. Both bars use the same 0–100% scale.

Dave & Buster’s Investment planning

A $6.9M Q4 budget recommendation

On a three-hour deadline, I built the media-contribution model used to recommend a $6.9M Q4 budget to the CEO and CMO.

Read the planning case
Two proposals for Q4 media spend
Outside proposal
~$11M
My recommendation
$6.9M

Both amounts are proposed budgets; the difference does not represent realized savings.

Lark Health Enrollment forecasting

Enrollment forecasts for three Lark partners

I built and shipped forecasts for Carelon, BCBSAL, and MMO to guide send volumes and direct-mail budgets, with email costs considered too.

Read the forecasting case
How the enrollment forecasts are used
  1. Audience
    & sends    Observed relationships
  2. Partner
    forecasts    Seasonality · 1 year
  3. Outreach
    & budgets    Channel planning

Checked monthly, separately for each partner.

As of September 2026, monthly enrollment error has usually been within 10% for each partner, after accounting for backdated enrollments.

All work & research

Management experience

Managing teams and mentoring analysts

I’ve managed sales teams and established a pricing analytics department. I’ve also helped select analysts and trained colleagues at several companies.

Full experience
Establishing pricing analytics
At American Diamond Logistics, I built the department and its data stack, selected and trained an internal analyst, and coached logistics coordinators. The pricing workflow improved response time by about 43% and win rate by about 22%.
Selecting and developing analysts
At Dave & Buster’s, I selected and recommended the analyst who was hired, then trained the new hire. I’ve also coached analysts at GameStop and Lark.
Leading commercial teams
At Park West, I managed up to five salespeople and coordinated staff from other departments for art movement and auction setup. Today, I’m Lark’s sole owner of marketing analytics.

Contact

I’m interested in remote roles leading marketing analytics and growth measurement.

Email me Connect on LinkedIn (opens in a new tab)