SUMMARY:

• Sr. Business Systems Analyst with around 8 years of experience in analyzing and gathering requirements for business processes in functional and technical role across Digital Marketing, Big Data, Salesforce, Website Design, Application Development, Integrated Marketing Communication and UX/UI Design
• Extensive working knowledge about concepts of digital marketing such as Search Engine Optimization, Web Analytics, Digital Campaign Management, CRM, Ad Targeting, KPI tracking and Keyword Targeting
• Proficient in HTML, CSS, JavaScript for creating mockups, landing pages and email templates
• Working knowledge of Salesforce implementation and digital marketing automation with Salesforce Marketing Cloud and providing useful analysis for marketing campaigns
• Experience with SDLC methodologies like Waterfall, Agile (Scrum), and Agile Hybrid
• Ability to elicit requirements from business owners and stakeholders through a variety of methods such as brainstorming, JAD sessions, interviews, document analysis, interface analysis and focus groups
• Worked with SMEs’ to understand Key Performance Indicators (KPI’s), & Service Level Agreements
• Excellent business writing skills in BRD, FRD, and SRS and creating process flows using UML diagrams such as Use case, Sequence, Activity and Class diagrams in Business Modelling
• Experience in negotiating, coordinating and conflict management amongst the Developers, Application Architects, SME’s, business users, testing teams and senior executives
• Proven expertise in conceptual and logical data modeling, data integration, migration and data conversion. Knowledge of Source data identification and data profiling, and data mapping
• Working knowledge of visualization and reporting tools like Tableau and Power BI to drive operational intelligence. Strong knowledge of implementing Databases, Data Table Structures, Data marts, Data Analysis, Data Integration, Schemas and OLAP operations
• Exclusive knowledge of Agile (Scrum) framework including ceremonies, artifacts and best practices. Efficient in solving impediments dealing with internal and external stakeholders
• Breaking down of Epics into User Stories and then helped in prioritizing and estimating user stories using various prioritization and estimation techniques like MoSCoW, Kano, Planning Poker, Tshirt Sizing, etc.
• Designed Mockups and Wireframes for the requirements to get a visual understanding of the application using tools like Balsamiq and Adobe XD assisting the clients understand the outcomes of the project
• Experience in supporting the Product Owner to define the Minimum Viable Product (MVP), Definition of Done (DOD) and writing Acceptance Criteria for stories and tasks
• Experience in creating Test Plan, Test cases, User Acceptance Testing (UAT), Manual and Automated Testing, GUI Testing and familiar with Smoke testing and end - to-end Regression testing
• Extensive knowledge of Functional testing, Integration testing, Load and Performance testing.
• Strong knowledge of SQL queries which includes Inner and Outer Joins, SELECT statements, Order by, Group by and Aggregate Functions such as Count, Min, Max
• Strong understanding of XML, JSON, loosely coupled Web Services (REST, SOAP, WSDL) and system architecture like SOA, 3-tier architecture
• Proficient in documenting well-formed RESTful and SOAP requests and response
• Good Understanding of Project Management Tools, testing tools and defect reporting tools
• Creative and self-starter with integrative thinking skills, capable of forming and maintaining positive and productive working relationships in internal, external, independent, and team environment

TECHNICAL SKILLS:

Digital Marketing Domain: Search Engine Optimization, Predictive Analysis, Customer Segmentation, Digital Marketing Campaign, UX Designing, Email Marketing and Automation, Big Data, Machine Learning, CPA, Keyword Mapping and Targeting

SDLC Methodologies: Waterfall, Scrum, Agile, Water-Scrum-Fall, TDD, Kanban.

Graphic Design and UI Tools: Adobe Creative Suite, Adobe XD, Mockplus, InVision Studio, Balsamiq

Digital CRM Tools: Salesforce, Adobe Marketing Cloud, HubSpot

Reporting Tools: Tableau, MS Power BI, MS Excel.

Big Data: HDFS, HiveQL, Apache Flume, Spring Social, Mahout, Matilda (ETL)

Requirements Management Tools: Jira, MS Project

Languages: JavaScript, HTML-5, CSS-3, JSON, XML, SQL, PHP, Python

Communication and Collaboration: Atlassian Confluence, Sharepoint

EXPERIENCE:

Confidential, Menomonee falls, WI

Sr Digital Marketing Business Analyst

Responsibilities:

• Created User Stories by eliciting information from SME’s, business owners, and referred to previous project artifacts to analyze the As-is system and To-be system. Drafted process workflow using Lucid Chart
• Liaised between system users, clients, managers, development team and the QA team to elicit requirements
• Managed Epics, User Stories, Defect Life-cycle, Bug Tracking and Agile reporting using JIRA
• Created custom dashboard for teams to be on track with sprint backlog and high priority bugs/defects
• Assisted PM in ROI Analysis, and GAP Analysis to be prepared for potential business and technical risks.
• Design the ETL using Hydrograph for data mapping and transforming to process the data flow from unstructured data to HDFS environment for machine learning
• Gathered data by mining data from social marketing sources (e.g. Facebook, Twitter, and Google Analytics) and external web sources using Apache Flume, and Spring Social frameworks
• Involved in understanding Hive tables, data validation of loading and analyzing UAT and integration testing
• Analysis and problem-solving data challenges as they relate to types of data and relationships among data elements that were gathered within the platform
• Executed data cleaning, preparation, merging, and analysis. Use data analysis methodologies to identify trends in large data sets and supported all adhoc requests from business users
• Created prototype using "Adobe XD", prototyping tool to create new screen designs to share with stakeholders. Implemented visual changes with the help of mockups and wireframes
• Set up sink from Flume to HDFS (Hadoop File System) utilizing Amazon’s EMR platform
• Developed scripts in Apache Hive, Pig and Mahout for predictive analysis
• Assisted in architecture of Python scripts for sentiment analysis and predictive modelling for business customers using Mahout as the machine learning engine.
• Utilized Tableau and libraries in Python to visualize data and prepare customized dashboards that gave business owners and marketing professionals a comprehensive view of their customer base
• Performed User Acceptance Test for the recommendation engine and implementing automated email-marketing with custom offers based on the sentiment analysis
• Integrated sentiment analysis with Salesforce Marketing Cloud using REST API for email automation and custom landing pages for Ad-targeting and Email Automation
• Analyzing and targeting Look-A-Like customers and providing customized product deals based on past purchase history and current market trends based on Keyword Analysis
• Constructed detailed documentation for business owners, stakeholders and marketing professionals for querying and understanding the processed data

Environment: s: Agile Scrum, Hive 2.3.1, Pig 0.17, Mahout 0.12, MapReduce, Hydrograph, Adobe XD, JIRA 7.2, Confluence, REST, Salesforce Marketing Cloud macy’s || Atlanta georgia NOV 2016- JAN 2018

SalesForce Business Analyst

Confidential

Responsibilities:

• Gathered end user business requirements through interviews, surveys, and observing from current process of teaming through advisory group and product owners.
• Validated UI (User Interface) needs and translated them into User Stories.
• Analyzed and prioritized User Stories and Acceptance Criteria that must be included while developing the software. Assisted the PO and team in building of Definition of Done for the User Stories
• Developed User Stories Traceability Matrix using Jira to trace each software requirement
• Worked closely with the business stakeholders to analyze manual business processes that could be automated via Salesforce by understanding the business requirements
• Hands-on experience on Apex development in creating Custom Objects, Custom Tabs, Custom Fields, Triggers, Bulk Triggers, Apex Classes, Master-Detail relationships, Validation rules, Workflows, Standard Controllers, Custom Controllers and Controller Extensions, Visualforce pages.
• Created and updated data extensions and filtered data extensions - wrote SQL queries inside of SFMC to import/export data between data extensions for email campaigns.
• Designed and built custom emails and landing pages utilizing HTML, XML, Java Script, AMP script and CSS.
• Worked extensively with the QA team for designing Automated and Manual Test Plan and Test Cases for the User Acceptance testing (UAT) and Integration Testing and Validation.
• Provided analysis support and recommendations to management regarding major system conversions and enhancements and its impact on the internal and external stakeholders.
• Adapted team's process to validate user stories in a scrum model and coaching them about agile framework.
• Created Process documents for the team to follow Agile/Scrum practices.
• Focused primarily on training the teams to write good user stories, prioritize the work based on business value and handling of the tasks by the team. Placed substantial efforts on team member role training, time-boxing and providing strong metrics for all players.

Environment: Salesforce Sales Cloud, Salesforce Marketing Cloud, Agile Hybrid, Jira 7.3, MS-Visio 2016, SQL, MS Office 2016, SDLC, Agile/Scrum, HTML, XML, AMP Script, CSS, MS Office 2016

Confidential, Melville, NY

Sr Business Analyst

Responsibilities:

• Understood the processes by interacting with stakeholders and participated in a JAD session.
• Assisted PO in writing and enhancing user stories based on information gathered from stakeholders
• Actively participated in Sprint planning, Daily Stand-ups, Review and Retrospective meetings.
• Defined logical and conceptual model for the definition of data warehouse and OLAP cubes.
• Assisted Data modeling process by creating conceptual and logical ER diagrams and designing database schema to help development of an accurate Data Warehouse Structure.
• Performed dimensional modelling and assisted System Architect in creating dimensional and fact tables.
• Utilized Informatica PowerCenter to perform ETL process to extract and manipulate the sources data.
• Created different Informatica Workspace (Sources Analyzer, Target Designer, Mapping Designer, Mapplet designer, and transformation Developer) to transform the data from source to target.
• Helped with data normalization for elimination of data redundancy and faster query processing.
• Involved in creating mapping design between source and target and performed various transformations.
• Managed and tracked bugs and defects using JIRA. Posted bugs on the organization’s page for a joint effort.
• Worked with QA team to design and develop Test Plan and Test Cases to perform User Acceptance Testing.
• Assisted in Validation testing, Metadata Testing, Data Completeness Testing, and Transformation Testing.
• Designed test scenarios and test cases for constraints, correctness, cleanliness, and data quality.
• Performed SQL queries like DML and join commands and supervised the source to target mappings (STM).
• Was involved in using Tableau for effective ad hoc reporting to provide Business Intelligence (BI) to facilitate expenditure tracking using various matrices critical to decision making.
• Timely tracked progress and reported it to Stakeholders and Project Manager.

Environment: Agile (Scrum), MS Office 2016 (MS Word, MS Excel, MS PowerPoint), Tableau, JIRA 6.1, MS SQL Server 2014, Tableau, UML, UAT testing, Confluence.

Confidential

Business Analyst

Responsibilities:

• Continuously tested, analyzed and optimized website functionality, usability and PDF links to ensure website visitors had proper accessibility
• Conducted interviews and brainstorming sessions with stakeholders to elicit requirements
• Used Google Analytics and internal reporting tools to track KPIs to assess performance and pinpoint issues as well as opportunities to increase customer engagement and business growth
• Used Clarizen to plan, organize, coordinate and control projects effectively and efficiently throughout its phases from planning through execution and then completion.
• Decomposed the elicited information into user stories by conducting a story writing session with the Product owner and define the acceptance criteria for the PSPI (Potentially Shippable Product Increment).
• Strategically handled requirement churn by making sure the current sprint is not affected by the change.
• Proficient in creating UML diagrams like Use-case, Activity and Sequence using Lucid chart.
• Created Mockups and Wireframes for the redesign using Balsamiq to test the aesthetics of the system.
• Created project charters to clearly indicate the scope, objective and participants of the project.
• Performed analysis on website traffic from digital marketing sources, identified important data points, generated actionable insights and provided recommendations for improvement.
• Developed design graphics, buttons and visually pleasing landing pages for the enterprises four websites ensuring all content is on-brand and consistent in terms of style, quality, and tone of voice to increase the effectiveness of marketing to increase sales, retention, and create a unified brand experience.
• Contributed and implemented defined plans to make improvements and fix issues/ bugs along with identifying risks using risk/issue log
• Performed and assisted in XML and JSON Restful API design, development, documentation, and specification
• Capture defined data to collect and analyze from traditional and digital marketing channels to find opportunities to grow site traffic and engagement

Environment: Agile Hybrid (Waterfall - Scrum), Clarizen V6, JavaScript, Balsamiq 3.3, SOA, RESTful, JSON, MS office suite 2013 (Word, Excel, outlook), Lucid Chart, Tableau 2018.3, Sharepoint 2013.

Confidential

Digital Media Analyst

Responsibilities:

• Provided on-going reporting for digital media campaigns as well as internal reporting for finance.
• Developed A/B and multivariate testing programs for agency clients including banner creative, ad text, landing pages, email subject lines and social media posts
• Planned and executed paid search (SEM) and pay-per-click (PPC) programs for Google and Bing which includes day-to-day management and keyword optimization.
• Modified site content using internal tools as well as HTML, CSS and JavaScript coding
• Implemented reporting via Google Analytics including setting up, analyzing and reporting of conversion events, pageview and event level tracking.
• Managed PPC based banner display programs including helping to develop creative briefs, collaborating on creative production, and building distribution plans comprising of contextual placement, targeted buys, retargeting, search remarketing and Look-A-Like targeting.
• Managed email marketing campaigns including leading email creative development and direct responsibility to build and schedule emails via Campaign Monitor and MailChimp.
• Collaborated with internal departments including account services, relationship management, creative services, media planning, data analytics, and production to complete digital projects.
• Developed and present strategic plans to clients and internal agency teams.
• Prepared and presented campaign reports from analytics tools and present to clients.
• Worked with account teams and business development to generate new digital projects to grow digital billings.

Environment: Mailchimp, Campaign Monitor, Adobe Photoshop CC 2013, Adobe Illustrator CC 2013, Google Analytics, MS-SQL, HTML, CSS, JavaScript, WordPress 3.5.1

Confidential

Digital Media Coordinator

Responsibilities:

• Create content strategy on business objectives and customer needs
• Develop taxonomies and metadata framework for grouping and tagging content
• Assure content conforms to Search Engine Optimization best practices
• Develop and implement online marketing strategies to generate brand awareness, ROI and generate appropriate traffic and user engagement on social media
• Wrote, maintained, and updated web content using SEO, UI/UX design principals, and similar digital marketing best-practices. Facebook Ad targeting based on reader interests.
• Assist growth with online paid search, referral and affiliate programs, online display advertising and traditional media campaigns to optimize sales promotion, customer acquisition and retention
• Develop press releases, message documents, prepare briefing materials and reports to support sales promotion through public relationships

Environment: s: WordPress3.0.5, MailChimp, Google Ad Words, Google Tag Manager, Google Analytics, Buffer App, Microsoft Office 2010