Portfolio · Vol. I · MMXXVI Available July 2026 · Buffalo, NY

Alyssa Ma builds
data tools & websites
that move numbers.

Senior web & data analyst with five years across Budweiser, Trip.com, Angels in Your Home, and Classic Automation. Marketing analytics MS from Simon Business School. Bilingual in English and Mandarin.

See my work → Get in touch
Data engineering ● Web development ● Performance marketing ● Business intelligence ● SEO & SEM ● Front-end design ●
Data engineering ● Web development ● Performance marketing ● Business intelligence ● SEO & SEM ● Front-end design ●
i. About— a brief introduction

A career at the seam between analytical and creative.

I started in marketing in Shanghai — running paid campaigns for Trip.com across fifteen markets and building pricing models for Budweiser. Then I came to the U.S. for my Master's at Simon Business School, where I picked up Python, SQL, and Power BI in earnest.

Since then, I've kept widening my range. At Angels in Your Home, I built the analytics stack from scratch. At Classic Automation, I'm leading the front-end rebuild of the entire Magento storefront and architecting Python reporting that cut manual work by 80%.

I'm relocating to Buffalo, NY this July and looking for roles where I can do all of it — the data, the web, and the marketing.

ii. Experience— five years, in chapters

Five years, four companies, two continents.

A track record of shipped work — from APAC e-commerce to Rochester startups to industrial automation.

Now 2026 — present Webster, NY

Senior Web & Data Analyst

Classic Automation
  • Led full Magento storefront overhaul, redesigning 10+ pages in Figma and hand-coding HTML, CSS, and JavaScript on the Hyva theme, achieving 90+ PageSpeed scores and passing Core Web Vitals on mobile and desktop.
  • Defined SEO strategy across service and product pages with optimized meta tags, structured data, and on-page content, lifting SERP rankings for industrial automation queries.
  • Architected Python automation with pandas and openpyxl for monthly and Y2Y sales reporting, cutting manual reporting time by 80%.
  • Spearheaded AI workflow adoption for product and category page enrichment, accelerating turnaround across the eCommerce team.
'24 2024 — 2025 Rochester, NY

Marketing Analyst

Angels in Your Home
  • Architected automated data pipelines and Power BI dashboards using Power Query, DAX, SQL, and SharePoint integration, cutting reporting time by 60% and surfacing real-time insights for leadership.
  • Led performance analysis across Meta and Google Ads alongside sales call activity, reducing CPA by 25% and lifting conversion rates by 15%.
  • Spearheaded SharePoint-based form and email workflow automation for referral intake, eliminating manual entry.
'24 2024 Rochester, NY

Website Development Intern

Angels in Your Home
  • Developed a WordPress site on Hostinger using Elementor, integrating custom WPForms for caregiver and consumer intake, boosting monthly organic traffic by 30%.
  • Led SEO initiatives including keyword research and on-page enhancements, resulting in a +20 improvement in Google rankings.
'23 2023 Shanghai, China

Business Intelligence Intern

Budweiser · AB InBev
  • Built data-driven pricing models in Excel with PivotTables and Solver for Budweiser's Cider Brutal Fruit, improving profit margins by 20% across APAC e-commerce markets.
  • Developed Power BI dashboards tracking campaign KPIs — ROI, GMV, CTR — for TikTok and influencer programs, boosting GMV by 60% and online revenue by 25%.
  • Conducted competitor market analytics on Tmall using Python, informing production strategies that reduced manufacturing costs by 45%.
'22 2022 — 2023 Shanghai, China

Performance Marketing Intern

Trip.com Group
  • Led SEM strategies for hotel SKUs across 15 markets on Google, Bing, Yahoo, and Naver, driving a 15% ROI lift through daily optimization.
  • Executed A/B tests on time-sensitive campaigns, resulting in a 10% uplift in monthly Web-to-App installations.
  • Used SQL to extract performance data, diagnose underperforming campaigns, and implement bulk updates.
0%
Reporting time cut at
Classic Automation
0%
GMV uplift, Budweiser
APAC dashboards
0%
CPA reduction across
Meta & Google Ads
0+
Google PageSpeed
score after rebuild
iii. Projects— a working index

An index of recent work.

A mix of code, dashboards, and strategy. Happy to walk through any of these on a call.

N° 01
Magento storefront rebuild
Hand-coded 10+ pages on Hyva, redesigned in Figma. 90+ PageSpeed, full CWV pass.
Magento · HTML · CSS · JS
→
N° 02
Sales diagnostic pipeline
Python pipeline turning raw transactions into multi-tab Excel diagnostics. Cut manual time by 80%.
Python · pandas · openpyxl
→
N° 03
Power BI dashboard suite
Unified sales, marketing, and call KPIs into real-time leadership dashboards.
Power BI · DAX · SQL
→
N° 04
Multi-market SEM strategy
Paid search across 15 markets on Google, Bing, Yahoo, and Naver for Trip.com. ROI +15%.
Google Ads · A/B testing
→
N° 05
Budweiser pricing model
Excel pricing models for Cider Brutal Fruit across APAC. Improved margins by 20%.
Excel · Solver · Pricing
→
N° 06
WordPress redesign & SEO
Elementor site on Hostinger with custom WPForms. Traffic +30%, rankings +20 positions.
WordPress · Elementor · SEO
→
iv. Playground— field notes & sketches

Things I've vibe coded on the side.

Brief experiments — live and interactive, running on this page. Hover, click, type.

A live stream
Sketch / 01
Animated SVG, simulated tick data SVG · RAF
A small calculator
Sketch / 02
Revenue ($)
Ad spend ($)
Return on ad spend
5.00×
Try changing the values DOM · vanilla JS
Notes to self
Sketch / 03
"The best dashboards are the ones you don't have to look at twice."
— field note, 2025
Rotating principles setInterval · CSS
An orbit
Sketch / 04
Move your cursor across SVG · trigonometry
v. Toolkit— what I work with

A toolkit across three disciplines.

N° 01

Data & analytics

  • Python · pandas · NumPy
  • SQL
  • R
  • Power BI · DAX
  • Tableau
  • Excel · Solver
  • SPSS
  • Power Automate
  • Google Analytics
N° 02

Web & design

  • HTML / CSS
  • JavaScript
  • Magento · Hyva
  • WordPress · Elementor
  • Webflow
  • Shopify
  • Figma
  • Adobe Illustrator
  • Photoshop
N° 03

Marketing & CRM

  • Google Ads
  • Meta Ads
  • SEO · Rank Math
  • Salesforce
  • HubSpot
  • Mailchimp
  • SharePoint
  • Monday.com
  • SEM · A/B testing
vi. Education— two schools

Trained in analytics and languages.

2023 — 2024 · United States

Simon Business School

MS Marketing Analytics · STEM

GPA · 3.78 / 4.00
Honors · Dean's List
Recognition · Beta Gamma Sigma
Award · Merit Scholarship
2018 — 2022 · China

Beijing Sport University

Bachelor of Literature in German

GPA · 3.87 / 4.00
Honors · Dean's List
Award · Academic Excellence Scholarship
 
vii. — Get in touch

Let's build something good together.

Open to senior analyst, web, and hybrid roles in Buffalo, NY starting July 2026. Remote and hybrid welcome.

Send me an email → Connect on LinkedIn →
Email alyssama1031@gmail.com
Phone +1 (585) 360 3157
LinkedIn /in/siminma
Location Rochester → Buffalo, NY