SUMMARY:

• Over 12 years experience delivering Analytics and Business Intelligence solutions
• Advanced knowledge of the following software/applications, Oracle SQL, Teradata, Netezza, MySQL, MSSQL, Amazon Redshift, Hadoop/Impala/Hive
• Working knowledge of data mining tools: SPSS, R, KXEN
• Working knowledge of Web analytic tools: Omniture Site Catalyst and Discover, DoubleClick, Sales Force, Google Analytics
• Working knowledge of BI Tools: Microstrategy, Tableau, Looker, Periscope
• Project management - JIRA, Agile methodology, Kanban
• Effective planner, analytical problem solver, self-motivated, reliable and detail oriented

PROFESSIONAL EXPERIENCE:

Confidential

BI & Analytics Consultant

Responsibilities:

• Delivering consulting services to companies in the area of business intelligence and analytics.
• Analytics services typically involve helping companies define metrics that are important to measure business operations, working with the Engineering team to track relevant data to measure key performance metrics, and more importantly, analyzing the data captured in order to deliver actionable insights that will enable better decision making
• Business Intelligence services involve working with companies to build dashboard reports that provide a holistic view of the company’s operations, as well as the ability to drill down to granular details in order to explain changes in key performance metrics. Report Development could be Tableau, Looker, Periscope, or Microstrategy BI tools

Confidential

Responsibilities:

• Implemented Tableau as the reporting tool for managing all Sony Pictures Mobile games
• Worked with the team to define key performance metrics to assess game play activities
• Designed reports that shed light in changes key metrics around acquisition, retention and monetization
• Created a monetization strategy using the RFM model to better target purchasers in the game and this significantly increased purchasing activity in the game

Confidential

Responsibilities:

• Implemented Tableau as the reporting tool for managing Golden Rats studio’s Mobile Casino Game
• Worked with the team to define key performance metrics to assess game play activities
• Designed reports that shed light on changes in key metrics around acquisition, retention and monetization
• Analyzed player in-game data, and tested new features based on data insights that ultimately led to a significant improvement in game retention

Confidential

Executive Director Business Intelligence & Analytics

Responsibilities:

• Defined and led the overall analytics and BI strategy of the company
• Designed the logical model for the reporting infrastructure based on business needs
• Generated the SQL scripts for creating the necessary tables and cubes needed to support Tableau reporting
• Created dashboard reports in Tableau across the key business areas in the organization
• Conducted analysis of data from varying sources in order to validate data integrity
• Resident evangelist for promoting data driven decisions across all levels of the organization
• Led the efforts to evaluate the BI tools available and the eventual implementation of Tableau as the Enterprise Reporting Tool

Confidential

Vice President Business Intelligence & Analytics

Responsibilities:

• Worked with the game designers and development teams to define KPIs for understanding player in-game activities in order to drive decision making around the game design
• Instrumented Tableau as the reporting solution for delivering data across the teams
• Responsible for the roadmap for BI solutions
• Governed both the technical side of data architecture and created aggregated tables within the Amazon Redshift Database to support reporting needs
• Conducted analysis of data from varying sources in order to validate data integrity
• Responsible for the design, implementation and analysis of AB tests of features in the game
• Designed the logical model for the reporting infrastructure based on business needs
• Resident evangelist for promoting data driven decisions across all levels of the organization

Confidential

Business Intelligence Consultant - Enterprise Capital Management

Responsibilities:

• Led the vision and strategy efforts to promote the Tableau business intelligence tool across the Enterprise Capital Management groups - a group of over 100 analysts.
• Championed the design and development of Tableau BI reports, and data models for power users as well as providing analytics support to the Enterprise Capital Management groups.
• Provided to end users on the use of the Tableau reporting tool
• Worked with the Global Banking, Risk and Capital management teams to define and design insightful reports that are aiding the company’s global business strategy
• Provided SQL and Tableau to end users in the various analytics teams under the Enterprise Capital Management groups

Confidential

Business Intelligence Consultant - Merchandising Analytics

Responsibilities:

• Responsible for the analysis, design and development of Microstrategy BI reports and was successful with deploying reports that influenced the strategy for the marketing of the Confidential Branded products.
• Provided quantitative analytics support to the business teams to guide strategic decision around customer buying patterns, purchase frequency, areas of cost saving opportunities as well as recommendations on product categories for the business to focus on to promote overall profitability.
• Created views within the Netezza database to support cubes for reporting
• Championed the discussion around promoting analytics driven decisions across the organization. This spanned across the HR, Merchandising and Marketing groups.
• Worked with the Analytics and Marketing teams to define key performance metrics, while building strategies around growing our customer base, and increasing product revenue.

Confidential

Director Analytics /Business Intelligence

Responsibilities:

• Responsible for the design of the website logical model/Schema design, and led the effort to capture data that will enable the company make informed decisions about user acquisition and monetization.
• Responsible for all analytic functions, including defining key performance metrics to measure the business, financial analysis, and extensive quantitative analysis to drive business insights
• Responsible for building the Microstrategy reporting platform for the company, including the design and creation of reports
• Worked with other functional heads to define and build the revenue and growth strategy for the business.
• Provided insights into customer behavior based on a deep analysis of user behavior on the website

Confidential

Director Game Analytics /Business Intelligence

Responsibilities:

• Responsible for analytics across the Confidential web sites. This involved analytics support to the gaming, product, and Internet marketing, sales, editorial, and ad-ops division. The analysis provided to the business included, but not limited to segmentation analysis, time-series analysis, regression analysis, forecast analysis, and SEO optimization
• Led analytics efforts for the gaming division to monitor and analyze game metrics, and also managed the work of analysts that support the game in our Shanghai office in China.
• Oversaw user acquisition metrics and helped reduce user acquisition costs by providing insights that predict profitable sources of user traffic to the games on our platform.
• Provided analytics and strategy for the design of the email marketing/retention program that promote player game experience and retention.
• Gathered and synthesized large volumes of data to “tell the story” around player behavior, lifetime value, and game-play to help optimize user game experience and monetization.
• Worked with the gaming team to carry out A/B tests to inform changes to our games and improve player game play activity
• Responsible for the implementation of Microstrategy BI tool on MSSQL platform, as the enterprise-reporting tool for the entire Confidential sites. This includes schema architecture, report design and report deployment. This BI tool currently provides dashboard reports that are deployed daily, and specific to the six business units within the company.

Confidential

Sr. Business Manager - Marketing and Product Analytics

Responsibilities:

• Led various projects and analytics that have resulted in major product changes across the Internet marketing, sales, and product departments.
• Led a team of analysts who supported analytics and reporting across the organization. This encompassed quantitative analysis using SQL and SPSS to deliver business insights on user acquisition, user behavior as well as analysis that drove the company’s monetization strategy.
• Led the site optimization efforts by carrying out A/B tests to guide decisions around website/product changes, as well as decisions to promote higher user conversion down our site funnel. This exercise increased conversion on our site by 25%
• Led the user retention efforts with analytic insights that informed our Email marketing strategy, which increased our retention rate significantly.
• Instrumental in the re-architecture of the database logical model to easily answer business questions, led the implementation of the Microstrategy Business Intelligence tool, and was also responsible for the management of the Omniture Site Catalyst and Discover tools.
• Mentored a team of analysts and provided Oracle SQL and Omniture to analysts on the analytics team

Confidential

Marketing Analyst

Responsibilities:

• Responsible for the analytics on maximizing the $300m spent on online ads to acquire users, as well as analyzing and preparing sensitive reports which encompassed investigating trends and factors which may influence media performance, in order to uncover potential opportunities.
• Prepared forecast analysis for marketing channels as well as sites to project revenue and estimated cost. This included daily/weekly/monthly site level analysis, which helped in managing ad spend
• Compiled and analyzed time-sensitive marketing metrics data using Microstrategy, to report and help shape strategies for various members within the marketing department.
• Supported members of the campaign management and media buying teams with ad-hoc financial analyses as needed for decision-making regarding media buys and optimization ideas.
• Developed multivariate trend analyses showing interaction of different web marketing metrics (click rate, conversion, ad pricing structures, ad rates, etc.) against overall marketing ROI, which revealed to senior management, specific aspects of overall creative/site/process execution to target for improvement.
• Prepared analysis that integrate corporate marketing channels with a view to deciphering source of overall revenue growth, growth rate by channel, growth drivers by channel and the opportunity cost of spending in one channel as opposed another. This exercise principally increased overall Net contribution by 25%
• Employed database tools e.g. Access, Oracle SQL, via coding, to retrieve, store and analyze data or in other, to prepare data sets for modeling purposes.

Confidential

Sr. Marketing Manager

Responsibilities:

• Managed $7m in annual SEM advertising budget and monitored the trend of ad expense in relation to budget figures, and was able to turn around higher returns in ad spend
• Conducted daily/weekly analysis of online campaign via data evaluation, updating/modification of prices and performed statistical analysis on customer data to promote overall company revenue growth.
• Retrieved data from database via MS SQL/Oracle SQL and transformed such data into meaningful reports necessary for decision-making.
• Generated analysis to understand user behavior on the website and was able to increase our customer lifetime value.
• Conducted periodic market research on current and future customers and recommended profitability measures to management.
• Analyzed web traffic with a view to deciphering pertinent target markets and proffering solutions to tap such market resource of potential profit.
• Employed quantitative tools to interpret data and proffered solutions to marketing issues that affect profitability.

Confidential

Marketing Manager

Responsibilities:

• Management of accounting, reporting and finance responsibilities.
• Performed variance analysis and tracked the cost of company’s goods.
• Prepared and maintained advertising budgets.
• Provided recommendations to executive level management regarding cost savings and anticipated growth trends.
• Initiated marketing efforts that promoted significant growth in profitability
• Provided explanations to variances on analysis of company’s P&L figures over a time period.