The 2015 Rising Stars of the Profession: James McDonald

James McDonald
Lyons Consulting Group
Excellence in Retail
Age: 29

At 29 years old, James McDonald is a Senior Digital Consultant in the Digital Marketing practice at Lyons Consulting Group where he directs digital analytics activities, aggregating and mining data to guide the formation of digital strategies and optimization efforts, contributing to the successful launch of over a dozen sites in the past year.

He says he is proud of the data-driven cultures he’s been able to help foster with the brands he works with every day. “I’ve had the privilege of demonstrating the accessibility of data, and the transformative power of using it for dozens of our e-commerce clients,” he says. “And secondly, informing our User Experience and Development efforts so that collaboratively, we can create significantly more efficient web experiences.”

McDonald attributes a large portion of his success to the flexible and adaptive culture provided by an independent and growing work environment. “Lyons Consulting Group has allowed me to explore responsibilities well beyond what’s included in my job description,” he says.

And he has delivered results. He has worked directly with clients to deliver year over year increases in demand (up 39 percent), visits (up 12 percent), and conversion rates (up 29 percent).

“Through my work, I get to investigate a problem or objective with a statistics heavy mindset, and then leverage the creative side of my brain—and my findings—to generate solutions,” McDonald says.

But the part that excites him the most is when he’s tasked with a very complex problem or objective. “The best projects are those that require me to reach beyond my typical skill set and learn more through research or collaboration,” he says.

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