Kathryn Laing
Technical Project Management, Digital Marketing and Data Analytics
I take software, data, and website projects from kickoff to go-live, keeping engineering, customers, and stakeholders on the same page.
About
I've spent my career running marketing, website, and data projects, most recently in healthcare SaaS at Kyruus Health. My focus is the setup behind the numbers: Google Tag Manager and Tealium, GA4, UTM and cross-domain tracking, Looker Studio reporting, and clear instructions so customers and teams set things up the same way.
My degree is in industrial engineering, so I look at marketing as a set of processes. When a number looks wrong, I trace it back to where it broke, whether that's a tag, a data feed, or an API call, and fix it at the source.
Before Kyruus, I ran marketing and operations for a government contracting firm and a nonprofit veterans business alliance, managed website and ecommerce builds at two digital agencies, and coordinated product launches for a food brand. I've built dashboards, an inventory website, and marketing collateral, and run marketing events, including large trade shows.
- LocationCarlsbad, CA
Open to remote, hybrid, or on-site in San Diego County - IndustriesHealthcare SaaS, agency, government contracting, consumer products
- EducationBS, Management/Industrial Engineering
Worcester Polytechnic Institute - CertificationsGoogle Tag Manager Advanced (2026)
Coursiv AI Mastery, 7 platforms (2026)
Google Analytics Individual Certification (2018)
HubSpot Inbound Marketing (2018)
By the numbers
Case studies
Select a case study to see the details.
Moving 100+ healthcare websites from GTM to Tealium
Kyruus Health, 2023 to 2024
- Early 2023Started evaluating alternatives to Google Tag Manager, about 18 months ahead of the deadline. Six vendors reviewed.
- September 2023Decision made to move to Tealium
- Before July 1, 2024Every client site moved, on time
The client site portfolio needed a HIPAA-compliant tag management setup, with a hard deadline and a regulated, multi-site environment to work within.
Evaluated six vendors, then directed the transition: data layer updates, privacy compliance, process documentation, and training and adoption with every customer.
All websites moved to Tealium before the July 1, 2024 deadline.
Standard tracking for 100+ healthcare websites
Universal Analytics was being retired, and every hospital client site needed consistent GA4 tracking from day one.
Ran the phased GA4 migration and owned GTM governance through a shared container with lookup tables, so every new site inherited standard tracking at go-live.
The full portfolio moved to GA4. I wrote a nine-page GA4 events reference, recorded training, and ran bi-weekly office hours for Customer Success.
Finding a silent drop in booking conversions
A product change quietly stopped the final booking conversion from coming through for every customer. Nothing flagged it.
Traced the missing conversion back to the product change, then worked with the Product team on a process to catch changes like it before release.
The cause was found and a prevention process put in place with Product.
One CRM for the Disabled Veteran Business Alliance
Member data lived in spreadsheets, separate systems, and staff phones, spread across three tools for email, events, and contacts.
Proposed the CRM, researched vendors, and wrote the business requirements document. Then I merged and de-duplicated every contact, sorted them by type, built email templates, connected the website and point of sale, and trained staff.
Board approval for the project, and three tools replaced by one system tracking membership fees and event registrations.
Keeping customer traffic attributed across domains
Customers sent visitors from their own websites to Kyruus-hosted sites, and that traffic needed to stay attributed when it crossed over.
Gave customers instructions for adding UTM codes to their links, along with guidance on the cross-domain tracking solution.
Customers added UTM codes to their links, so visits were tracked when they reached Kyruus sites.
How I Tackle Problems
Start early
I began researching the Tealium move 18 months before the deadline. Planning ahead is how deadlines get met without a scramble.
Fix it at the source
When data looks off, I trace it to the tag, feed, or API call that caused it, then fix it there instead of patching the report.
Document
Standards only hold if people can find them. For GA4, that meant a nine-page events reference, recorded training, and bi-weekly office hours.
Experience
SaaS Healthcare Platform Support Specialist
Shared between Digital Marketing Services and Customer Support for the first two years: 50/50, then 30% digital and 70% support, then full-time support.
- Primary point of contact through the full issue lifecycle for a 150+ account healthcare SaaS platform, resolving issues directly rather than only escalating them.
- Managed a queue of 18 to 25 customer requests at a time in Jira, documenting status, requirements, and outcome goals for each.
- Maintained a 99% customer satisfaction score across 3 years.
- Used Postman to troubleshoot API calls between customer EHR systems and the platform, tracing scheduling data problems to the vendor, customer, or platform side.
- Validated daily data ingestion for 25+ healthcare accounts, each drawing from 5 to 10 sources, and co-built customer-specific anomaly thresholds for first-pass file review.
- Diagnosed customer-specific breaks during a company-wide ingestion pipeline migration, filed exact detail to engineering, and re-checked each fix as it shipped.
- Gave technical input on statements of work for the new tag manager implementation and the customer tag-request process.
- Made HTML, CSS, and JavaScript fixes and used Git to push theme, header, and footer updates across the site portfolio.
Digital Marketing Analyst (Contract)
- Directed the HIPAA-mandated move from Google Tag Manager to Tealium after evaluating six vendors, with every site moved before the July 1, 2024 deadline and training for every customer.
- Owned GTM governance across 100+ healthcare websites, using a shared container with lookup tables so every new site inherited standard tracking.
- Ran the phased migration from Universal Analytics to GA4 and partnered with new hospital clients on custom tag implementation.
- Traced a silent product change that dropped the final booking conversion for every customer, then worked with Product on a process to prevent repeats.
- Guided customers on UTM tagging and cross-domain tracking so traffic from their websites stayed attributed on Kyruus-hosted sites.
- Built GA4 and Looker Studio dashboards, customized to each client's branding, showing customers where performance stood.
- Led an urgent platform migration across the full customer portfolio while covering for a manager on extended leave.
Marketing Project Manager
- Coordinated retail buyer presentations that helped secure shelf placement for 60 new SKUs, including with Costco.
- Managed trade show logistics, including vendors shipping cold-chain products directly to venues.
- Learned industry packaging and labeling software within days to meet a tight deadline.
Marketing and Operations Manager
- Grew annual revenue from $200,000 to more than $2 million in five years through sales outreach and government contract bid coordination.
- Proposed a central CRM for the Disabled Veteran Business Alliance and wrote the business requirements document that secured Board approval, then led the full rollout.
- Supervised two direct reports and directed outside writers, designers, and a PR agency.
- Planned and ran 12 large-scale events over two years, including a 3-day event at AT&T Stadium.
- Helped expand Boeing and Lockheed Martin sponsorships of the DVBA tradeshow from California-only to nationwide.
Account Executive
- Second employee at a digital agency serving the elective healthcare industry.
- Mapped an informal website-build process into a Lucidchart flowchart and client presentation that set expectations at each stage.
- Ran concurrent website builds from kickoff through launch, with sign-off at each milestone and final QA on staging and live sites.
Marketing Project Manager
- Managed website builds, ecommerce integrations, print, and digital campaigns for small business clients.
- Directed freelance writers, designers, and engineers from concept through launch.
Skills and tools
Analytics and Tagging
- Google Analytics 4
- Google Tag Manager
- Tealium
- Google Search Console
- UTM governance and attribution
- Conversion tracking
- Funnel analysis
- Dashboard builds and KPI reporting
- Data visualization: Looker, Looker Studio, Tableau
- BigQuery
- Semrush
Data and Technical
- API troubleshooting with Postman
- HTML, CSS, JavaScript
- Git
- SQL
- Advanced spreadsheets
- Data mapping and validation
- HIPAA-compliant data practices
Platforms and Operations
- Jira and Confluence
- Salesforce and Zendesk
- CRM systems
- Smartsheet, Asana, Monday.com, Basecamp
- WordPress
- Canva
- Lucidchart
- AI tools: Claude, ChatGPT, Gemini, and more
What people say
“Kathryn brings a rare combination of technical expertise and strategic thinking. She has a deep command of tools like Google Analytics and Google Tag Manager, and consistently uses data to inform smarter, more effective marketing decisions.”
Eugenie Pieck-Burchard
Managed Kathryn at Kyruus Health
“Our business has shifting priorities from hour to hour and Kathryn always stayed on task. She is a great teacher and is very tech savvy.”
Jennifer Weiler Fimbres
Product Line Manager. Worked with Kathryn at LC Marketing
Contact
I'm looking for my next role in marketing analytics or marketing operations. I'd be glad to talk.