Darci Hook, Senior Optimization Analyst, Annalect

Close-Up: Darci Hook, Senior Optimization Analyst, Marketing Intelligence

Inspired by Veterans and Military Families Month — this spotlight series celebrates the diversity which drives our success, fosters strong values, and uplifts every individual to become the collective heart of Annalect culture. Join us in recognizing the talent, inspiration, and valuable insights contributing to our vibrant and inclusive community.

Tell us about your role at Annalect.

I’m a Senior Optimization Analyst specializing in Power BI. I work with the New Business, eCommerce, Product, and Engineering teams, as well as clients — to develop optimized data models and dashboards using Power BI.

What do you like to do when you’re not at work?

I like to stay active by running, walking, lifting weights, kayaking, and (as of recently) pickleball. I also enjoy artistic endeavors like crocheting, painting, and photography. When I’m not with my twins, I enjoy hanging out with friends, conversing with my book club, or reading.

One way I’ve given back to the Veteran Community in Pensacola is by volunteering as President of Gulf Coast Mil Connect, a non-profit that organizes monthly in-person networking events for veterans, transitioning service members, and family members. I’ve been involved with the organization since my retirement and transition out of the military in 2022.

What is your proudest professional achievement?

In the military, I earned my qualification as both a Naval Flight Officer and Naval Aerospace Physiologist while becoming the highest certified level of aviation instructor.

Here at Annalect, I’m most proud of becoming the leading expert for Power BI in Marketing Intelligence.

In celebrating Veterans and Military Families Month, who or what is your biggest inspiration?

I’m inspired fellow veterans who selflessly give back to the veteran community. Through my non-profit work, I’ve met many amazing and dedicated veterans who inspire me to make even greater positive impact on veterans and their families.

What message do you have for Veteran colleagues, who may be early in their career and looking to grow into positions of leadership in their schools, workplaces or communities?

The best advice I could give to anyone transitioning from the military into a civilian career is, maintain a positive mindset and reach out to as many people as possible to grow your network. Connect with people in industries of interest, and set-up time for one-on-one conversations, to learn and build rapport. I found this very useful in determining if a field was the right fit for me, and those conversations led to other valuable connections. Second, continue to upskill and never stop learning. Use free or discounted resources for veterans and military to grow your knowledge base and earn certifications. Third, seek a mentor for advice on career development and job searches.