PROFESSIONAL PROFILE:

• Strong knowledge of writing simple and complex SQL queries in various databases.
• Analyzing, Designing and Unit Testing the Unica Affinium flowchart.
• Experience in Unica - a marketing automation tool for Global Marketing Center in IBM.
• Developing Unica campaigns using Affinium Unica Campaign development ETL tool.
• Creating complex SQL join queries, transformations of all types as needed to smoothly pass data through ETL maps.
• Possess strong RDBMS development skills in distributed and multi-platform environments.
• Marketing Analyst specializing in multi-channel campaign design, execution and analysis. Passion for supporting innovative and dynamic marketing strategies through data endorsed and customer focused direct communications.
• Interacted with Subject Matter Experts (SMEs), Business Process Owners (BPOs), Project Management Office (PMO), Change Management and Compliance to design Business Blueprints, As-Is and To-Be documents.
• Strong interpersonal skills working with various vendors and teams
• Worked on data migration projects using various third party tools.
• Possess good problem solving and decision-making skills with an ability to work under pressure in fast paced environment with minimal supervision.

TECHNICAL SKILLS:

Programming Languages: C, C++, JAVA, HTML, SAS, PL/SQL.

Tools: Unica, Matlab, MSACCESS, EXCEL.

Databases: Oracle, SQL Server, HP Vertica

Operating systems: Windows, UNIX, Linux, MAC.

Project Documentation: Microsoft Word, MS-Excel, Power Point. Rational Rose. Excellent at documenting business and technical requirements. Proficient at user stories, product backlog, functional/technical specifications, wire frames and scope documents.

PROFESSIONAL EXPERIENCE

Confidential, Northbrook, Illinois

Unica Marketing Campaign Analyst

Responsibilities:

• Responsible for performing database list pulls for strategic initiatives to support communications to PBM members primarily relating to formulary and benefit plan designs.
• Develop and launch email, social media, direct mail and SMS marketing campaigns through UNICA
• Perform requirement analysis for campaigns and conduct Joint Requirement Planning (JRP) sessions to define and collect requirements for various types of campaign.
• Work on Omni - Channel Marketing including Direct Mail, E-mail and Social Media campaigns.
• Build end-to-end marketing campaign participating from campaign planning kick off calls to post campaign analysis.
• Develop various Unica Campaigns based on raw SQL because of Unica performance issues.
• Targeting customers and segmenting them according to the requirement Using SQL or UNICA.
• Perform pre-campaign analysis by using SQL, gathering insights and sharing them with marketing managers. Analyze post- Campaign open, click rates and purchases behavior with IBM Interact Team.
• Perform quality analysis (SQL) and peer reviews before launching a campaign to ensure data quality.
• Marketing analytics professional skilled in utilizing customer, transactional and healthcare data to discover trends in purchasing behavior and utilization.
• Strategically minded, with a demonstrable track record of launching new products, improving service levels, increasing ROI, and driving actionable business decisions.
• Leverages proven strengths including analytics and reporting, multi-channel marketing, business development, financial and strategic planning, e-commerce, direct channel marketing, demographic profiling, customer segmentations, and modeling.
• Held responsibility for creating direct mail and email marketing lists for CVS loyalty programs and coupons utilizing IBM Unica campaign management software and SAS and SQL programming.
• Provided marketing analysis, measured campaign effectiveness for direct channel programs, and created, measured, and interpreted testing strategies for direct mail, email, telemarketing campaigns
• Analyze and interpret data and synthesize information from variety of sources and translate into effective and actionable plans for various online marketing campaign efforts.
• Use query and analysis tools to define and track key performance metrics related to online marketing campaigns, and identify failure points or opportunities for improvement.
• Assist in evaluating the quantitative benefits of new business initiatives by having a thorough understanding of online customer behavior.
• Demonstrated strong understanding of the demand generation campaign planning process and to assist team with campaign and tactic planning and execution.
• Enabled efficient tracking of results by adhering to the IBM Marketing processes.
• Implementing and assessing all client needs, recommending strategies that enhance efficiency, while implementing cutting-edge technology solutions.
• Execute structured SAS-SQL Teradata code to synthesize large amounts of relational data to optimize complex member communications products to key audiences.
• Perform quality assurance on list pulls.

Confidential, Deerfield, Illinois

Senior Unica Campaign Developer

Job Responsibilities:

• Supporting Rite Aid Acquisition Process
• Personalize offer for weekly Ad and retail products campaign
• Build end-to-end marketing campaign participating from campaign planning kick off calls to post campaign analysis.
• Collaborate with Analytics to read different kinds of models and create an offer affinity score for each customer
• Develop Rite aid welcome series DM/EM and was part of the entire Rite aid Data migration project
• Created Beauty Enthusiast Life-cycle Campaigns using UNICA and UNICA interact
• Worked on Real-time Email Survey Campaign using Interact
• Developed Life-cycle Campaigns such as welcome streams, birthday, Points life-cycle and expiring points
• Established Campaigns focused on delivering personalized product recommendations in effort to improve relevancy and increase incremental revenue.
• Executed promotional, clinical & compliance campaigns for Medicare programs.
• Worked on data migration project to bring Drugstore.com data into our database.
• Developed the Abandon Carts Campaign from Scratch.
• Working on Rite Aid welcome series from data migration to delivery of emails and direct mails
• Conduct investigation in Teradata and work closely with the EDW team for any data related issues
• Experience supporting full software development lifecycle
• SDLC (business process, requirements, design, development, testing, deployment, training)
• Capable of successfully multi-tasking while working independently or within a group environment
• With its newly-expanded geographical footprint optimization especially on the East coast, helping Confidential to prioritize grocery, convenience, and beauty tips for the urban shopper.
• Creating a file for the Promotion-Demotion employees along with their new rate of pay/salaries.
• Coordinating with all the Recruiters from eleven regions to gather the information for all the
• Footprint Optimization process employees and Store Conversion employees.
• Use query and analysis tools to define and track key performance metrics related to online marketing campaigns, and identify failure points or opportunities for improvement.

Confidential, Northbrook, Illinois

Unica Marketing Campaign Analyst:

Responsibilities:

• Responsible for performing database list pulls for strategic initiatives to support communications to PBM members primarily relating to formulary and benefit plan designs.
• Develop and launch email, social media, direct mail and SMS marketing campaigns through UNICA
• Perform requirement analysis for campaigns and conduct Joint Requirement Planning (JRP) sessions to define and collect requirements for various types of campaign.
• Work on Omni - Channel Marketing including Direct Mail, E-mail and Social Media campaigns.
• Build end-to-end marketing campaign participating from campaign planning kick off calls to post campaign analysis.
• Develop various Unica Campaigns based on raw SQL because of Unica performance issues.
• Targeting customers and segmenting them according to the requirement Using SQL or UNICA.
• Perform pre-campaign analysis by using SQL, gathering insights and sharing them with marketing managers. Analyze post- Campaign open, click rates and purchases behavior with IBM Interact Team.
• Perform quality analysis (SQL) and peer reviews before launching a campaign to ensure data quality.
• Marketing analytics professional skilled in utilizing customer, transactional and healthcare data to discover trends in purchasing behavior and utilization.
• Strategically minded, with a demonstrable track record of launching new products, improving service levels, increasing ROI, and driving actionable business decisions.
• Leverages proven strengths including analytics and reporting, multi-channel marketing, business development, financial and strategic planning, e-commerce, direct channel marketing, demographic profiling, customer segmentations, and modeling.
• Held responsibility for creating direct mail and email marketing lists for CVS loyalty programs and coupons utilizing IBM Unica campaign management software and SAS and SQL programming.
• Provided marketing analysis, measured campaign effectiveness for direct channel programs, and created, measured, and interpreted testing strategies for direct mail, email, telemarketing campaigns
• Analyze and interpret data and synthesize information from variety of sources and translate into effective and actionable plans for various online marketing campaign efforts.
• Use query and analysis tools to define and track key performance metrics related to online marketing campaigns, and identify failure points or opportunities for improvement.
• Assist in evaluating the quantitative benefits of new business initiatives by having a thorough understanding of online customer behavior.
• Demonstrated strong understanding of the demand generation campaign planning process and to assist team with campaign and tactic planning and execution.
• Enabled efficient tracking of results by adhering to the IBM Marketing processes.
• Implementing and assessing all client needs, recommending strategies that enhance efficiency, while implementing cutting-edge technology solutions.
• Execute structured SAS-SQL Teradata code to synthesize large amounts of relational data to optimize complex member communications products to key audiences.
• Perform quality assurance on list pulls.

Confidential, Northbrook, Illinois

Senior Unica Marketing Campaign Analyst

Responsibilities:

• Campaign coding in Unica Affinium Campaign.
• Creating promotional campaigns using Affinium Unica tool. Designed and developed flowcharts in Unica to send email and mail campaigns. Worked with strategy managers in discussing the campaign approach.
• Performing the role of a SQL Developer and Data analyst with projects related to Allstate Marketing Operations.
• Analyzing, Designing and Unit Testing the Unica Affinium flowchart.
• Inbound and Outbound data testing.
• Provide SQL Reports to marketing strategy managers for marketing opportunity to existing as well as prospect customers.
• Involved in discussions with Project Managers on disputing variances, such as comparing the lead counts from the present quarter campaign counts to the previous quarters campaign counts and deciding if it is to be delivered or not.
• Understanding the concept of sales reporting by finding out with Revenue Department if the most recent campaign did excellent, good, satisfactory or showed no improvement in the lead count.
• Forecasting of customer leads and preventing it from being deployed which will eventually result in no profit, for example trying to generate a Motorcycle Cross Sell campaign in winter time in Eastern Coast Area when it is predicted to be a snowy season.
• Encouraging customers to take a policy from us by giving them a good discount/rebate offer when they bundle up a new policy with the existing old policy.
• Provided Admin support for Unica campaign developers. Created new data sources, managed permissions and roles, cleaned up un-used Unica sessions, created scripts to cleanup Unica temporary tables.
• Involved in developing ETL mappings to load data from Flat files into the target Oracle database by applying business logic on transformation mapping for inserting and updating records when loaded.
• Performed tuning of SQL queries for faster extraction of data.
• Developed separate test cases for ETL process and reporting.
• Involved in extensive DATA validation using SQL database queries and back-end testing.
• Developed and Performed execution of Test Scripts manually to verify the expected results.
• Primary analyst for multi-channel Rewards Program Direct Marketing campaign initiatives encompassing campaign design, test and learn strategies, reporting and analysis.
• Created Requirement Traceability Matrix for various projects.
• Performing data mappings between source systems and warehouse components
• Used TOAD & SQL Navigator GUI tools for Querying Database.
• Documented and reported various bugs during Manual Testing.
• Validated various functionalities in reports like Formulas & Calculations, Sorts, drop down list, Breaks and Prompts.
• Worked with Summary and detailed reports for Daily, Monthly reports.
• Analyzed the systems, met with end users and business users to define the requirements.
• Created complex join queries, transformations of all types as needed to smoothly pass data through ETL maps.
• Design and development of PL/SQL Stored Procedures using dynamic SQL for checking existence of partitions and creating them with appropriate values in the case of their absence.
• Created Report Templates for consistency in the look and feel of the reports.
• Worked with Unica Optimize to apply priority rules in campaigns as per marketing managers strategy.

Environment: Oracle 11g, SQL*Plus, Unica 8.2/9.1, UNIX, Windows XP