PROFILE:

• 15 years of experience in advanced analytics, experience includes managing $12 billion dollars credit card portfolio for Confidential in risk based pricing as an Assistant Vice President of Analytics
• Technical expertise includes working in large data warehouses using SAS, SAS Macro, SAS PROC SQL, Oracle SQL, Teradata SQL, Oracle, Knowledge Seeker/Studio, PHP, HTML, MS Excel, MS Access, MS Power Point, MS Project, Visio, Unica, Teradata, Hadoop, Unix, Adobe Omniture
• Hands on experience in implementing analytic data platform/data warehouse with production team using data in Oracle production environment for reporting and analytical purposes

EXPERIENCE:

Marketing Analytics Manager

Confidential, San Francisco, CA

Responsibilities:

• Managed and executed CRM strategies, including customer data collection, creative concept and asset development and campaign execution and optimization, analytics, AB testing using Google Analytics, Facebook, Yelp, Link - in
• Designed and developed online appointment booking, reward, referral platform using PHP, HTML, and SQL that helped advanced appointment booking by five folds
• Founder of this business and now family own; currently grew to two locations

Marketing Analytics Consultant

Confidential, Oakland, CA

Responsibilities:

• Developed A/B testing for direct mail campaigns using SAS and Teradata
• Developed customer acquisition marketing campaigns and analyzed campaign performance

Email Marketing Execution Analyst

Confidential, San Francisco, CA

Responsibilities:

• Executed daily email campaigns, automating campaign requests with IBM Unica Campaign Management and Teradata data warehouse

Experimentation Manager

Confidential, San Francisco, CA

Responsibilities:

• Proposed an analytics and testing roadmap that builds a strong foundation for the company to in corporate customer information into testing and marketing campaigns in large data warehouse using SAS and Hadoop and Adobe Omniture
• Performed funnel analysis and introduced AB tests on Adobe Omniture platform to test landing pages, banners, email subject lines based on open rate, click through rate, bounce rate, and conversion rate
• Developed experimentation process and road map for Confidential
• Designed an experiment to optimize budget allocation and increase SEM channel efficiency
• Identified selection bias in a mission critical testing engine ensuring validity in decision making
• Introduced opportunity/test value estimation concept to help business prioritize test ideas

Analytics Manager

Confidential, Columbia, MD

Responsibilities:

• Developed targeting strategy that increased revenue by ~60% for debt management operation
• Continued building a robust segmentation and RFM for load prioritization for negotiators that generated $8MM (60%) of company profit after eight months into the job
• Utilized SAS, SQL, Tableau and financial modeling and segmentation to develop work load optimization
• Developed framework and actionable segments for settlement optimization strategy driving profitability
• Automated nightly production file using SAS and SQL

Database Marketing Consultant

Confidential, San Francisco, CA

Responsibilities:

• Executed direct mail campaigns for Confidential retail branches using Oracle SQL, SAS, and Teradata large data warehouse
• Generated mail files for direct mail print shop and call centers
• Worked with marketing partners to develop selection criteria to select leads for mail campaigns
• Streamlined and automated campaigns to improve execution efficiency

Assistant Vice President

Confidential, San Francisco, CA

Responsibilities:

• Enhanced risk base pricing strategy using PC SAS, SAS Unix, Oracle data warehouse, Knowledge Seeker to improve customer segmentation and profiling, generating $110 million in revenue per year
• Used advanced Experimental Design statistical technique to develop product and pricing optimization for Balance Transfer and Cash products. Strategically allowed the company to increase approximately $500 million in receivables during slow season, while competitors observed a loss of receivables
• Managed newly booked accounts to improve customer loyalty and profitability. Effectively increased activation via Cash Back promotion, increased balance via balance transfer
• Developed strategy to encourage inactive accounts to resume using our credit cards and other financial products. Generated $43 million net revenue per campaign
• Worked across functions and departments to implement analytic and reporting data warehouse for various mail campaigns and marketing channels, including direct mail, online, and email, out-bound, in-bound
• Managed team of 3 senior analysts
• Proposed and presented CRM/marketing strategies to senior managers and CMO on a regular basis

Sr. Marketing Analyst

Confidential, San Francisco, CA

Responsibilities:

• Developed and managed strategies to grow receivables and profit via balance transfer, cash, and usage
• Provided analytical support to business owners on marketing initiatives (balance and revenue growth) and operational goals (employee attrition reduction)
• Utilized SAS, SQL, and Knowledge Studio to perform t-test, sizing, segmentation, and build strategies