PROFESSIONAL EXPERIENCE

Confidential

Director, Marketing Strategy Analytics

• Contributed to the development of a new Product Strategy to sustain OfficeMax's position as a Small Business partner. This was a multiparty effort involving collaboration between Marketing, Retail Operations and Merchandising Teams.
• Provided thought leadership to B2B Marketing Team on Lead Generation and Prospect management efforts. Identified processes to improve acquiring, scoring and nurturing leads.
• Adhoc analyses to support the marketing organization. Examples include: Sizing the revenue potential with Private Label Brands, Measurement of 2013'Q4 Marketing Campaign, Using customer feedback from surveys to develop Product Plans by Category.

Confidential

Director, Database Marketing Analytics

• Revamped student acquisition process by implementing technological solutions that included online real-time verification of lead contact information and online real-time scoring of leads based on Lifetime value to the organization. Scoring models were further used to optimize Call Routing and contact management strategies. Cross functional collaboration with teams from IT and Outbound Call Center led to significant improvements in quality metrics.
• Headed a team that provided consultative services to internal teams Brand Marketing, Finance, Strategy, and the Student Management Call Center on projects involving Data Analysis and Process Optimization. Some project examples:
• Forecasting enrollment in the for-profit education sector iPEDS, Labor, Demographic and Macroeconomic data. Further used this to create a demand model by incorporating student interest which streamlined new product development by programmatic areas of study.
• Developing Dashboards with marketing and sales effectiveness metrics.
• Measuring the success of a Brand Marketing campaigns. Provided support on market selection, test design and reporting of results from all media Offline, Internet and Social .
• Analyzing student academic data from the personalized learning platform and its relationship with student retention as an effort to improve course content and delivery.
• Supported development of the company's strategic business plan by identifying industry trends amid substantial regulatory and market changes in the for-profit education sector.

Confidential

Sr Business Analyst, Broker Sales Unit

• Created a customer segmentation model that allowed better targeting of prospects and customers to increase marketing effectiveness and improve account management. Model incorporated customer data on transaction history along with their business specialization to identify distinct customer groups which was used by the sales team to manage in-field activities for relationship building with customers and prospects.
• Generated a sales forecast and planning report to track revenue and performance against Goal. Forecast model used internal and external market data to forecast revenue.
• Developed a market sizing model that estimated the number of potential first time home buyers in a geographic area. Shared results with customers mortgage brokers and lenders that allowed them to prioritize their efforts in markets with greatest opportunity.
• Implemented a quarterly B2B customer survey to measure Satisfaction. Fully responsible for questionnaire design, sampling methodology, analysis and presentation of results. Used regression to determine drivers of overall satisfaction and likelihood of recommendation that was incorporated in future account plans. Quantifiable results on service measures used as input to variable compensation plan for the sales force. Reported a marked improvement in customer satisfaction index after 3 quarters.

Confidential

Sr Analyst, Corporate Marketing

• Managed a bi-lingual quantitative research study to understand the financial mindset and attitudes of consumers and their behavior when purchasing a home.
• Utilized data from consumer survey to develop an attitudinal segmentation model.
• Findings were used to develop Product and Communications strategy.
• Most research conducted with multi-cultural groups that represented the largest opportunity for growth in home ownership.
• Established a Knowledge Database to understand local market dynamics and opportunity. The database incorporated Fannie Mae business data and public data from US Census, IRS, and HUD with GIS elements to create a complete picture of a market. This system provided key market data at one location and significantly reduced time to service adhoc projects.
• Evaluated qualitative research among immigrant communities to gauge their understanding of the U.S. financial system and home buying process. This research was critical to Fannie Mae's lending partners and not-for-profit groups in product positioning and messaging to this segment.
• Responsible for tracking and disseminating research conducted by public policy groups, think tanks, and government agencies.

Confidential

Manager, Market Research

• Used customer transaction data to predict attrition and identify at-risk customers. Model results were used to manage customer retention campaigns. Improvement in customer retention gained the company 1.2 million annually.
• Defined a complete customer lifecycle management process that included retention and winback campaigns based on research and data analysis from customer responses to surveys and feedback through customer service in bound call center organization.
• Developed segmentation model with internal transaction data and purchased demographic data on existing customers. Profiles of the most profitable segments were used to define selection criteria for list purchase of prospects.
• Launched the first personalized direct mail campaign in the company that utilized variable data printing for customized messaging. Collaborated with graphic design team and digital print vendor to incorporate customer data to create the collateral. A typical up-sell campaign on existing customers recorded a response rate of 13 which was more than twice that of previous efforts.

Confidential

Analyst, Client Relations

• Managed a monthly survey for customer satisfaction and retention program. Designed survey developed sampling algorithm analyzed data to uncover variable relationships and drivers of customer satisfaction and created an automated reporting tool.
• Teamed with an internal consulting group to streamline processes and functions of staff in bank branches. Observed customers being serviced by branch employees Interviewed and analyzed weekly employee diaries to ascertain optimization of branch operations.
• Worked with incentive planning team to create an employee incentive program aimed at improving the customer's experience. Designed a decision making tool for goal setting and annual payoff of approximately 2 Million to deserving employees.
• Established an employee satisfaction survey targeted towards bank branch employees to identify reasons for high turnover.
• Produced a scorecard for executive management that compared the performance of the bank's branches on client service measures. Generated reports on customer transaction patterns across all channels of the bank branch, ATM, phone and online .
• Confidential Intern, Research Development Center
• Designed a math based decision tool for optimal investment in resources to mitigate warranty costs due to vehicle recalls.
• Completed a study on future warranty costs of GM and its competitors.
• Built a model for site selection of component parts plant using principles of transportation theory.
• Co-authored 2 papers with the Research, Findings Recommendations.
• Confidential
• Contacted alumni and parents to ask for their support to the university and to update them with campus news.
• Given Caller of the Semester Award.

SOFTWARE SKILLS

• Statistical software: SAS, SPSS, Statistix, STORM, Minitab
• Other software: Tableau, Qlikview, iMARK PrimeLocation, MapInfo, Business Objects, Cognos
• Microsoft Office: Advanced Excel Access including VBA, SharePoint, Project, Word, PowerPoint