Resume

USUS is an entertainment and marketing company that offers creative, strategic, and developmental services to clients all over South Florida. Led by Sen Besey, USUS has hosted all kinds of entertainment and official events for some of the biggest happenings in the area. In addition to his unique, funky style & energetic performances, Sen brings a wealth of strategic marketing expertise to the table. Past projects required comprehensive developmental work in addition to hosting physical events which could include:

• Developing core brand identity, values, & voice.
• Creating standardized promotional creative assets.
• Establishing online presence & social profiles.
• Developing an effective content publishing platform.
• Maximizing community engagement.
• Capturing feedback and regularly assessing performance.
• Providing detailed reports and actionable insights.

Our work is data-driven and tailored to fit the specific needs and goals of each project. We strive to offer a one-of-a-kind experience to all of our clients, as well as top-quality entertainment, service, and professionalism.

During the pandemic, I made the decision to relocate to South Florida to be with family. I left GTO shortly after due to the challenges caused by the new remote working environment caused by the pandemic. I took the state of the world as a sign to change direction professionally a bit, at which point I chose to pursue some long-held entrepreneurial aspirations.

While I prepared for my business endeavors I also worked part-time in service industry roles. Ultimately, I ended up bartending at a fun, entertainment-oriented, high-volume establishment in town, and made great connections throughout the community. I continually looked for potential clients and began developing creative ideas to pitch. Additionally, I had always wanted to do some live performance entertainment. So, I invested in professional equipment and became an expert on its use.

The venue at which I worked was in fact new in town. It had only opened within the previous year, and I was lucky to be chosen to join the inaugural team. I chose to apply to that specific spot hoping to create the opportunity to start my business there. I excelled during my time there and became a key-holding staff member with added responsibilities for opening/closing duties, inventory, and cash management.

Ultimately, they wanted to create an entertainment program but had limited resources. I pitched them my ideas, and it was the opportunity that began my entrepreneurial endeavors.

Provided strategic analysis and research planning for both internal and external initiatives, and developed data-driven strategies to provide deeper insight into other market & customer growth opportunities. I regularly interfaced with clients and collaborated with cross-functional teams to discuss the challenges and objectives in need of insights.

Other major responsibilities included:

• Participating in regular planning and discovery efforts.
• Ensuring initiatives are executed on-schedule and within budget.
• Creating an effective Data Warehouse infrastructure for advanced analysis.
• Deploying versatile, multi-channel reporting tools using Tableau and/or Google Data Studio.
• Providing ongoing employee training & analytical guidance.
• Ensuring the consistency, accuracy, and integrity of all data assets, tools, and deliverables.

During an exciting and transformative period, I immersed myself in the world of entrepreneurship by founding a small creative business centered around designing and producing fun, unique, and colorful lighting and home goods. What began as a personal passion for vibrant design and playful interiors evolved into a full-fledged venture rooted in creativity, craftsmanship, and innovation. Chromatico – a chromatic company – cool, colorful, and creative.

Driven by the desire to make everyday spaces more joyful and expressive, I began experimenting with materials such as acrylic, resin, wood, and textiles to bring bold, unconventional ideas to life. Each product—whether a statement lamp, decorative wall piece, or quirky household item—was thoughtfully designed to combine function with artistic flair. My goal was to create pieces that sparked joy and conversation, blending aesthetics with practical use in a way that stood out in a saturated market.

Building the business required wearing many hats. I handled every aspect of the venture, from ideation and prototyping to sourcing materials, managing production, and developing an authentic brand identity. I also created an e-commerce platform, crafted product photography, and managed social media marketing to reach a broader audience. Customer interaction and feedback played a key role in shaping the product line and refining the user experience.

Through this hands-on experience, I developed a wide range of skills—including visual merchandising, digital marketing, budgeting, time management, and product development—all while nurturing a deeper understanding of small business operations. I also learned the value of resilience, adaptability, and iterative design—pivoting when ideas didn’t work, improving based on real-world feedback, and finding creative solutions to production challenges.

This entrepreneurial journey was as much about creative expression as it was about learning to build something meaningful and sustainable from the ground up. It was a rewarding and empowering chapter that strengthened my entrepreneurial mindset and reaffirmed my belief in the power of design to inspire, delight, and transform everyday living.

I was responsible for the technical leadership in analytics, focusing on data integration and reporting. I developed and maintained critical data feeds and databases, which significantly improved data accessibility for strategic decision-making. My efforts contributed to a more efficient data management process, aligning with the company’s goals in the Greater New York City Area.

Responsibilities included:

• Developing dynamic dashboards using Tableau.
• Processing & analyzing large datasets.
• Performing SSIS/ETL tasks in SQL, AWS/S3.
• Producing advanced reports in Excel.
• Preparing presentations for stakeholders.

Supported the overall analytic needs and was responsible for producing various reports, presentations, and dashboards that combined sales, in-store, and online data sources.

Work included:

• Advocated for a data-centric business philosophy.
• Demonstrated analysis concepts and techniques to the team.
• Improved availability and accessibility of information & analysis.
• Ensured accuracy and integrity of data tools & resources.

Additionally, I led the complete transition of analytic operations from an outsourced analytics provider to an efficient, cost-effective, internally managed solution using Tableau Server.

Managed and optimized digital marketing campaigns, responsible for monitoring daily performance and making real-time optimizations to improve delivery and efficiency.

• Collaborated with cross-functional teams and clients to align strategy with business objectives and audience targeting.
• Performed data analysis to identify trends, uncover insights, and inform strategy improvements.
• Created clear, actionable performance reports and communicated results and recommendations to stakeholders.
• Executed A/B tests and optimization experiments to improve campaign outcomes and inform future strategy.
• Leveraged tools like Google Analytics, advanced MS Excel, and proprietary dashboards for reporting and insights.

Served as primary data-centric resource supporting all areas of operation with research, analysis, and reporting for a traditional publisher of 15 national brands that focused on hunting, fishing, and shooting sportsman interests. I supported Ad Sales, Marketing, Editorial, and Senior Management by:

• Prospecting potential ad clients.
• Performing competitive analysis.
• Researching audience segments and characteristics.
• Providing email marketing performance reports.
• Identifying subscriptions / readership trends.
• Leveraging tools such Nielsen, comScore, MEMRI, and MagRadar.

I was fortunate to be with the company during a pivotal phase in the development of its’ branded digital media platform. I was involved during the rollout of a new publishing process that involved an integrated approach to content involving print, web, social media, radio, and sometimes TV. I supported the Digital Development department by:

• Creating advanced reports in Google Analytics and sharing insights with stakeholders.
• Performing regular content performance analysis and assist with optimizations and technical issues.
• Performing regular engagement review & analysis.
• Managing ad campaign delivery through DART for Publishers.
• Providing support with WordPress.
• Contributing to social media providing strategic input and analysis.
• Coordinating editorial email promotions.

Also overhauled email program by implementing a standardized format, centralizing inter-departmental resources, and streamlining the editorial promotion process. This increased Ad Sales opportunities, decreased logistical costs, improved engagement, and increased subscriber database utilization.