Experienced Marketing/Sales Analyst

IRMA BENALCAZAR

**** ** **** ****** – Sunrise, FL 33351 - *******@*****.***

SKILLS

• Big Data transformation into meaningful intelligence

• Strong technical/computer skills: Excel/MS Access, PowerPoint Micro strategy, database design

and data validation, UAT testing

• Report writer delivering actionable insights

• Strategic thinker, target marketer, understands sales and knows how to study the market to

increase growth

• Communication – Excellent verbal and written capabilities, good listener, and interpersonal skills

• Bi-lingual; English and Spanish, fluent in both

UNIVISION COMMUNICATIONS, Temporary Position

Project Analyst, Doral, FL, Oct. 2014 – March 2015

Major responsibility was attending meeting and putting together all personnel data retrieved from Human

Resources and Directors of each department for future space planning. All information was processed in

a deck I created in Excel with calculations updating via formulas incorporating strategic personnel

changes. This Excel deck was also to be used as an upload to an SAP system in the future.

COMMONWEALTH ALTADIS

Business Analyst, Ft. Lauderdale, FL, Dec 2011-June 2014

Developed monthly analysis of core products: cigar and cigarette brand sales trends, key initiatives. This

segmentation of my category: provided key business insights that all trade marketing and marketing

utilized as their monthly reference. Supported a national sales team of over 20 with all presentations and

conducted the research analysis to do so. These clients were our top buyers, Sam’s, Racetrac, Circle K,

and the presentations were their bible. The decks were packed with detailed bullets regarding competition

and market area, top selling brands, etc. In terms of data validation and software implementation, lead

my category as a UAT for final signoff for IT. Utilized my database skills to create an MS Access

database for categorization of cigars for Nielsen sales data reporting we bought. All design, queries or ad

hoc reporting necessary from this data I managed. Successfully placed inventory of new products based

on analysis of Sam’s Retail Link sales data.

COMCAST

Marketing Analyst, Stuart, Florida, April 2007-Feb 2011

In charge DM drops for my markets: 334,000/month. To do so created an MS Access database to

segment my entire customer base. Utilized the packages customers had and strategically dropped mail

based on demographics and billing information, among other purchased information, to upsell internet

and phone if possible. This process increased penetration immediately by of cable as well as internet and

phone by promoting bundles. This was during the start of the recession in areas where AT&T Uverse was

launching in our areas.

Created sales lists for direct sales teams based on criteria I set up and initiated various checks and

testing to do so. Based on Sales Supervisor’s lead on zips, I researched accounts and discovered some

bugs to find opportunities for sales. I became the go-to person or liaison for Information Systems on this

project. It was a theory that I developed and proved where with certain codes on accounts were receiving

free internet, thereby not buying. As a marketing tactic, we devised promos that would lock in sales

targeted for these customers, as they appeared as new customers. They now had to pay for their

internet, for a discount, increasing our customer connect rate without having to work as hard on a sale. In

terms of analysis, I looked at product penetration, territory, churn, competition, product dispersion, promo

roll-off, as all avenues to sell or retain.

Regarding report generation in Micro Strategy, our BI tool, I created weekly and monthly tasks via macros

and queries. Within this database, I created queries and macros to manage tasks. On the finance side,

provided the monthly accruals and marketing forecast to Regional Director with a rolling 3-month usually

within budget.

HBO Latin America, June, 2003-April, 2005

Broadcast Operations Technician, Contractor

Main functions included troubleshooting on-air problems, taking care of live events such to include

authorizing receivers, etc. Supportive role of RF (radio frequency) engineering duties such as controlling

power transmitted to the satellite as well as re-pointing dish.

DirecTV Latin America, June, 1998-February, 2003

InterActive Operations, Sr. Supervisor, May 2000-February, 2003

Accomplishments include: Established operations department of Interactive Television's staff (5) which

provided 24/7 NOC coverage. This entailed testing software (QC) for all new channels launched.

Oversaw and managed all technical and operational responsibilities, including coordination of

programming and ad sales, special events, meeting and personnel. Developed and implemented

departmental standard operating procedures. Created channel configuration, a grid which functioned as

a guideline used by all including engineering, to setup channel on-air. On the database and log

discrepancies end, I designed an automated scheduling system for rotation of interactive banners.

EDUCATION

MBA, on hiatus

Nova Southeastern University, Jan. 2005-2007

Comet, Direct Mail software, Comcast University, Jan 2008

Microstrategy – Business Intelligence tool, datawarehouse

Oracle Education

Introduction to Oracle SQL & PL-SQL, Jan. 2000

Piper Continuing Education, NT Server, 2000

News Digital Systems Learning Center

Conditional Access Operators' Certification, Nov. 1997

Jerusalem, Israel

Florida International University, B.S in Journalism & Mass Communications, August 1999

Broadcast Management, International Relations

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