Felicity Pereyra

With a career spanning over 15 years, Felicity Pereyra is renowned for leading multifaceted teams and spearheading complex analytics projects to drive organizational growth. A proven strategist, Felicity is adept at resource management, stakeholder collaboration, and translating business objectives into realistic outcomes. Felicity’s proficiency encompasses a diverse skill set, including managing expansive technical programs in domains like AI/ML, predictive analytics, business intelligence, data strategy and digital marketing.

Elevate Strategies

Founder and Principal Consultant

Consultant and analytics subject matter expert specializing in data-driven strategic planning and execution within the nonprofit and local government sectors primarily via Google Cloud Platform  solutions.  Significant projects and clients include:

  • Lyft driver outreach program in the wake of COVID-19 quarantine orders,
  • $5M Houston-area Census digital marketing, SMS marketing, direct mail and patch-through phone campaigns, 
  • $150M national voter registration direct mail and digital marketing campaign,
  • Houston-area COVID direct cash assistance applicant prospecting


Senior Consultant

  • Advising the City of Houston Housing and Community Development Department to optimize administration of the following HUD grants:
    • CDBG-DR Hurricane Harvey, $1 billion
    • CDBG-DR 2015 Floods, $12 million
    • CDBG Entitlement, $12 million
  • Dissected and overhauled process flow for entire team resulting in unification of the team and standardization of how applicants are processed, including decrease of 66 days in processing time
  • Constructed and deployed inaugural analytics and reporting products resulting in data-driven decision making across all levels
  • Led efforts to remodel and expand development of applicant tracking system to:
    • automate team’s workflow and increase efficiency resulting in faster applicant processing
    • capture required data for incorporation in reporting and analytics products

Democratic National Committee

Director of Data

  • Directed data science, voter targeting, data acquisition, data infrastructure, and technical support teams
  • Deployed SMS experiment in Alabama 2017 special election for U.S. Senate delivering 7% of Senator Doug Jones’ winning margin
  • Led efforts to develop and deploy a web application that calculated overlapping competitiveness of various elections down to the local level — allowing stakeholders to make data-driven resource allocation decisions quickly
  • Directed multiple large scale projects:
    • producing 2018 turnout estimates,
    • first ever data cataloging of DNC data warehouse,
    • retuning unregistered voter estimates down to the census blockgroup level,
    • compilation of national datasets: 7,000+ elected officials and election calendar reference

Hillary for America

National Regional Analytics Director (Florida, North Carolina, Nevada, Colorado)

  • Increased voter registration collection rates by 31% by overhauling voter registration dashboard reporting via SQL/Tableau and regularly advising state leadership on methods to increase collection rates and sourcing best practices from other states’ programs
  • Optimized SMS voter contact efforts by implementing an automated, rank order voter segmentation process via SQL and Python, resulting in 15 unit increase in daily average get-out-the-vote (GOTV) score of voters messaged
  • Scaled up and automated national GOTV segmentation process via Python and SQL (for both SMS and phone target voters), resulting in 95% reduction in production time
  • Managed workforce of 30+ across 5 locations, including 7 direct reports
  • Developed and executed states analytics strategy – regularly communicating findings and insights to both national and state leadership

Primary States Analytics Lead

  • Managed 20+ state-specific voter contact analytics strategies during the Democratic national primary, including Super Tuesday
  • Executed all voter contact targeting for phone, canvass, and SMS program
  • Automated voter contact targeting efforts, later implemented nationally for general election

Adrian Garcia for Mayor (Houston, TX)

Deputy Campaign Manager

  • Implemented a cost-savings of 17% in regards to cable advertising buys via set-top box voter targeting utilizing predictive models and SQL in one of the first direct subscriber-targeting partnerships with Comcast
  • Directed analytics, digital, and voter contact programs with $5M budget and managed 3 direct reports
  • Executed all campaign voter targeting: cable set-top box, digital, focus group recruitment, voter contact, direct mail
  • Automated all senior- and candidate-level reporting

Battleground Texas / Wendy Davis for Texas

Director of Data

  • Optimizing GOTV voter contact efforts via:
    • real-time GOTV hotspot mapping via ArcGIC/QGIS
    • calculating hotspot score via SQL/Python, and
    • continuously directing external GOTV capacity from partners (Planned Parenthood, Texas Organizing Project, paid canvass teams, etc.) during last month of the election
  • Managed team of 5 direct reports and 2 separate analytics programs with combined campaign budgets of $50M
  • Duties included advising campaign leadership on resource allocation, all regular & ad-hoc reporting, designing data entry, acquisition, and ETL systems, training 250+ employees on campaign systems

Obama for America

Deputy Director of Data (Colorado)

  • Developed an automated, daily Turf Prioritization reporting system which rank ordered precincts by GOTV value for the entire staff & volunteer hierarchy (aggregated on the precinct level) – system was adopted nationally thereafter – Colorado was the only battleground state to outperform external and internal predicted vote share
  • Advised the 8 most populous regions in Colorado on data-driven voter contact strategy
  • Oversaw all regular & ad-hoc reporting for the state
  • Trained 100+ staff on campaign data entry and lead generation system (beginner to advanced levels)

References and previous work history available upon request

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