Business/Operations/Marketing analytics and optimization professional

PROFILE

I have held several diverse roles throughout my career – Industrial Engineer, CRM Consultant and Specialist, Loyalty Marketing Sr. Manager, Sales Representative. Having a diverse career background provides me the unique ability to manage multi-disciplinary projects and to navigate complex challenges. With both an undergraduate and a master degree in Industrial Engineering, I have been able to incorporate my analytical and problem-solving skills within my job roles and make intelligent, objective business decisions regardless of the field or industry. My international experience, interpersonal and multi-lingual ability have enhanced my cultural awareness, adaptability and promote teamwork in a diverse environment.

Specialties: Loyalty Marketing, Customer Relationship Management, Web Analytics, Corporate Training, Business Process/Revenue optimization, Strategic Partnership, International Data Solutions

EXPERIENCE SUMMARY

Web Analytics Demystified Sep 2014 - Present

Volunteer web analytics consultant

Volunteer to provide free web analytics consulting to non-profits and NGOs around the world with projects target completion duration within four weeks

Employ strategic data analysis to provide insight into online behaviors/trends and identify opportunities to maximize optimal outcome

Develop segmentations and build marketing dashboards with key performance indicators

Provide recommendations on conversion goals, web content management, search engine optimization, communication strategies, website analytics and tracking setup

Merkle Inc., Columbia, MD Mar 2013 – Jan 2015

Associate Director, International Practice/Data Solutions

Lead clients of all industries into international markets and maximize their B2B/B2C customer portfolio via market research, data hygiene/enrichment, lead generation, multi-channel marketing and real-time marketing metrics and sentimental analysis

Conduct 1st party data assessments and evaluate 3rd party enrichment data to source and deploy international marketing data that aligns business objectives with successful downstream program and campaign execution

Manage end-to-end implementation – scoping client requirements, developing POC, presenting to client, estimating cost and revenue, developing SOW and vendor contracts

Create and track sales pipeline and project financial metrics via Salesforce FinancialForce Professional Services Automation (PSA) to increase productivity, efficiency and profitability

Proactively identify and evaluate suppliers/partners around the world to ensure access to the broadest array of marketing information available in each market of interest

Manage extensive international supplier/partner network including cost negotiation, contract development/renewal and delivery of quality results within budget and time constraints

Develop Merkle international value proposition via new offerings and reusable methodologies

Continue to build relationships and identify up-selling opportunities within existing accounts

Meliá Hotels International, Miami, FL Jan 2011 – Mar 2013

Loyalty Marketing Sr. Manager, Americas Corporate Marketing

Re-launched loyalty program that promoted the program as a global brand, increased new members, increased customer satisfaction scores and direct sales

Developed strategies and managed 3 loyalty programs (consumer, business, employee) for 43 properties in 15 countries in North, Central and South Americas

Developed and managed the execution of effective online/offline campaigns for loyalty members in all lifecycles to increase conversion and ROI, drive loyalty and reduce attrition

Established strategic local and international alliances with airlines, retailers, entertainment, F&B groups to enhance member offerings, grow brand awareness and revenue

Applied yield management to optimize hotel room revenue while maintaining or growing lifetime value of loyal guests

Conducted market assessments/competitive analysis to improve programs value propositions

Developed and conducted training for hotel operators, sales and management teams as well as external travel agents and meeting planners on loyalty programs

Developed and managed day-to-day responsibilities of CRM analysts

London Clubs International, London, United Kingdom (Acquired by Harrah’s Ent.) Oct 2009- Jan 2011

Consultant, Corporate Loyalty Marketing

Integrated company’s database of > 20k VIP accounts with salesforce and evaluated VIPs behavior via segmentation and marketing analysis to gain insights to drive financial goals

Created monthly tasks, goals and communication strategies using customer intelligence to guide casino hosts to generate high quality VIP prospects and to drive sales opportunities

Forecasted volume and implemented action plans to optimize revenue during high vs. low demand seasons

Created/updated customized and consolidated reports and dashboards on SFDC to provide casino hosts and management real-time statistics of key performance indicators

Supported re-launch of an enhanced Loyalty Program resulted in incremental revenue of £1.8 million/year

Developed successful targeted offers and creative via effective profiling and segmentation

Developed Marketing Dashboard as a single consolidated reporting tool on strategic objectives, performance targets and operational processes to CMO and all executives

Harrah's Entertainment Inc., Las Vegas, NV Sept 2007- Oct 2009

Marketing Specialist, Corporate Loyalty Marketing

Continuously improved marketing campaigns and increased marketing profits through segmentation, marketing analysis and Test and Control over 40 millions customer database

Improved hotel occupancy by developing marketing campaigns using yield management

Managed vendor to build Digital Asset Management Portal for creative assets for 14 brands to support high volume multi-channel marketing creation while maintaining brand integrity

Managed 3rd party creative vendor on consistent branding and high-quality DM execution

Supported Asian Marketing Team to develop linguistically and culturally relevant campaigns

Developed materials to train new marketing and sales hires from entry-level to management on DM tools, capabilities and executions

Reduced delivery time by 50% by developing automated P&L and T&C summary reports

Harrah's Entertainment, Inc., Las Vegas, NV Dec 2005 – Sept 2007

Senior Analyst, Corporate Planning and Analysis

Analyzed complex high volume data and reports to forecast demand and identify profit growth opportunities for 39 casinos

Improved existing operations performance and customer service quality through Business Process Reengineering and collaboration with operational leaders

Replaced vendor’s software with self-developed Excel scheduling tool based on queuing theory (Annual saving - $4k per user)

Presented best operational and staffing solutions and budget for both existing operations and capital projects (e.g. new hotels, restaurants, spas & call center) to operational leaders

Developed and conducted training for operational leaders on best practiced business reengineering process

Managed day-to-day responsibilities of Analyst

Goodyear Dunlop Tires North America, Ltd, Buffalo, NY May 2002 – Dec 2005

Industrial Engineer

Reduced manpower budget without layoffs through management-union collaboration and incentive payment plan implementation (Savings of $720K/year)

Represented IE Department in Cross-Functional Material Cost Improvement team to design new production cells/lines (savings of $1.2M/year) and improved annual productivity (4%), service and safety through various IE’s methodologies

Reduced work-in-process (WIP) inventory by 33% through implementation of pull system

Applied Failure Modes and Effects Analysis (FMEA) in design phase to prevent failures that led to reduction in resource cost and development time

Identified out-of-control root cause through Statistical Process Control (SPC) procedures

Reduced OSHA Recordable Injuries by 20% by applying ergonomics at workstation design

Developed optimal process, workstation layout and staffing solution for production line/cell

JetBlue Airways, Terminal 6 at JFK Airport Jan 2001 – May 2001

Terminal Optimization Project, Corporate Planning & Analysis

Optimized staffing and reduced wait time at check-ins/ gates via time studies & queue model

The Varsity Company, Nashville, Tennessee Summer 2000

Sales representative, Thomas Nelson Publisher -The Varsity Internship Program

Independently identified markets, formulated and managed sales plans, targets and expenses

Top rookie sale representative with whole sales of $57,000 (Profited $18,000 in 12 weeks)

Managed and trained new sales representatives the following summer

EDUCATION

State University of New York at Buffalo, Buffalo, NY

• M. Eng in Industrial Engineering/Production Management, GPA 3.85/4.0, May 2005

• B.S. in Industrial Engineering, Dec 2001, CGPA 3.7/4.0, Magna Cum Laude Distinction

Miami Dade College - Spanish Level 1 – 5, Dec 2011

Johns Hopkins University - Data Science Specializations, Oct 2014 – Present

CERTIFICATION & SKILLS

Google Analytics Individual Qualification, Google Adwords Certified, Six Sigma Lean Black Belt

Regression Models, Statistical Inference, Salesforce, R Programming, IBM ShowCase, IBM Cognos, Bally CMS, Teradata EDW, Info Epiphany, Autocad

Fluent in English, Mandarin, Cantonese, Malay, Indonesian and basic Spanish

REFERENCES – AVAILABLE ON REQUEST

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