Marketing Data

SUMMARY

Extensive IT experience with Government, Healthcare, Telecom, Banking (Credit Cards, Investment Banking etc.,) and Entertainment industries all focused on Campaign Development and Management, Direct Marketing Automation, Strategic Analytics, Requirements gathering and analysis, End-End Design validation, Design, Development, Bug Fix and Testing of solutions using Oracle Applications 11i, IBM Unica (Affinium Campaign and Affinium Plan), Aprimo (CIM), SAS MA, SQL, PL/SQL, Oracle, MS SQL Server, Teradata, SAS and Quality center.

Application domain knowledge in various industries.

Expertise in performing Data mapping, customer Selection, Segmentation, Cell coding, Score-cut, Fulfillment, Reporting, T-Tests and Analytics for Direct Marketing efforts.

Work experience in all the phases of the SDLC.

Subject Matter Expert in Credit Cards domain.

Knowledge of Relational Database Management systems.

Work Experience in the US, UK and India and in Onshore/Offshore model.

Good interpersonal, Analytical, logical and Communication skills and a team player.

Detail oriented, Can-Do, Will-Do Attitude, Problem solving, Self-directed, Ability to learn new tools, technologies quickly and use them.

Experience in hiring and scheduling the resources

Ability to work on multiple projects at a time and to interact with various teams.

Ability to work independently as well as in a team environment.

TECHNICAL SKILLS

Marketing Automation Tools

IBM UNICA Affinium Campaign, UNICA Affinium Plan (MRM), Aprimo (CIM), SAS MA

Databases

MS Access, DB2, Oracle 8i/9i/11i, MS SQL Server, Teradata

ERP

Oracle Applications 11i (ERP Testing, 11i Architecture, CRM, 11i System Admin), Discoverer

Tools

Toad, VSS, CVS, Scarab, Business Objects, Quality Center, JIRA, Win SCP, FTP, Infogix

Languages

SQL, PL/SQL,VB, C, C++,SAS

Operating Systems

Dos, Windows and Unix

MS Suite

MS Word, Excel, Access, and Power Point

EDUCATIONAL DETAILS

B.E (Bachelor’s Degree In Computer Science and Engineering)

AWARDS

‘STAR Performer’ award from Washington Mutual Bank

‘Accenture Celebrates Excellence’ award from Accenture Technology Solutions

‘Retention Rock Star’ award from Washington Mutual

Lots of appreciations from Accenture and Client Leadership teams (Please see the recommendations from http://www.linkedin.com/pub/santhos-raja/9/a2b/399)

TECHNICAL TRAININGS

SQL, PL/SQL and Oracle Applications 11i modules from Oracle Corporation

Unica Affinium Campaign from UNICA Corporation

Unica Affinium Plan from UNICA Corporation

Business Objects from Accenture

Six Sigma from Accenture

Infogix modules from Infogix

Aprimo/CIM modules from Teradata Corporation

PROFESSIONAL EXPERIENCE

T-Mobile USA Inc. WA 2015 To Till date

CRM SEGMENTATION Analyst

As America’s Un-carrier, T-Mobile USA Inc. (NYSE: “TMUS”) is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The company’s advanced nationwide 4G and 4G LTE network delivers outstanding wireless experiences for customers who are unwilling to compromise on quality and value. Based in Bellevue, Washington. T-Mobile USA operates its flagship brands, T-Mobile and MetroPCS. It currently serves approximately 53 million wireless subscribers and provides products and services through 70,000 points of distribution.

Responsibilities

Identifying and driving segmentation and eligibility requirements to meet campaign objectives

Building and maintaining campaign diagrams that select desired customer groups for each campaign across multi-channel campaigns (e.g. Email, SMS, Outbound calling (OBC), Inbound calling (IBC), on device, and Direct Mail direct marketing campaigns) using various CRM tools

Consulting on campaign design and testing strategy

Developing campaigns in CRM tool: full build, segmentation, attaching creative to treatment

Optimizing with-in and across marketing campaign selections to maximize efficiencies

Converting Marketing Briefs into executable Direct Marketing segments

Conducting QA and deploy campaigns

Processing manual database requests to meet ad-hoc or special data

Establishing customer/product/offer relationships in CRM systems

Coordinating with various internal departments including Frontline and IT teams, other CRM teams, and Consumer Insights for various customer efforts

Training new users and driving for changes, new functionality based on CRM needs

Identifying CRM tool capability requirements for on-going tool improvements

Environment: SAS MA, Teradata, SFTP, SQL, Teradata SQL Assistant, SAS

CVS Health. RI Mar 15 To Oct 15

SENIOR ANALYST, PBM-Member communications

CVS Health is a largest pharmacy health care provider in the U.S. It is a pharmacy innovation company helping people on their path to better health. Through 7,800 retail pharmacies, more than 900 walk-in medical clinics, a leading pharmacy benefits manager with more than 65 million plan members, and expanding specialty pharmacy services, CVS enable people, businesses and communities to manage health in more affordable, effective ways. This unique integrated model increases access to quality care, delivers better health outcomes, and lowers overall health care costs.

Responsibilities

Collaborated with business partners including project managers, print production, client account managers and communications product managers to vet data requests and explored options to communicate with the member base of over 60M people

Manipulated data tools including Campaign Relationship Management (CRM) system and Relational Database Management System (Teradata) to produce data files for various vendors

Supported the Enterprise Data warehouse migration projects

Focused on high impact programs (both B2B and B2C) that drive formulary and plan design communications

Involved in the requirements, design and execution phases for member communications operations projects and pilot programs

Supported all kinds of communication channels, reporting, and program applications that send messages to members on their prescription plans, drug information and opportunities to save money

Participated in the Program, execute, document, and maintain procedures and queries necessary to prepare data based on project requirements and variations in data sources/formatting

Implemented QC process for high impact programs that target business sensitive clients

Standardized the opt-out and client exclusion lists across various systems in HEE (Health Engagement Engine)

Researched data-related issues and recommending corrective actions

Environment: Aprimo/CIM 6.6, Teradata, SFTP, SQL, Teradata SQL Assistant, SAS

Sirius XM Satellite Radio Inc. NEW YORK, NY

SENIOR CAMPAIGN ANALYST, marketing business intelligence July 11 To Mar 15

MBI Consultant Apr 10 To July 11

Sirius XM Radio is America's satellite radio company. SiriusXM broadcasts more than 165 channels of commercial-free music, premier sports, live news, talk, comedy, entertainment, traffic, travel link, weather and connected car services to more than 27 million subscribers. It is one of the world's largest pure-play audio entertainment companies and among the largest subscription media companies in the United States. SiriusXM has arrangements with every major automaker for installation of satellite radio in their vehicles. SiriusXM products are available through shop.siriusxm.com and at retail locations nationwide. SiriusXM broadcasts to subscribers everywhere they want to listen on more than 800 devices for cars, boats, the home or office, and through a wide range of mobile devices.

Responsibilities

Responsible for designing, coding, researching and implementing Business Intelligence initiatives supporting Marketing and Strategic Analytics audiences

Gathered requirements from partners and internal business units

Validated the business rules and overseen the data flow

Designed and analyzed various direct marketing workflows and performing offer segmentation

Coding, testing, implementation, automation and execution of complex marketing campaigns such as Winback, Retention, Offer Tests, Direct to Consumer, Marketing Research, Acquisition using Unica – Affinium campaign, Aprimo, SQL server, Teradata, FTP,SQL etc.,

Utilized various analytical propensity models in order to identify the best target group and to reduce marketing cost

Developed interface specifications with fulfillment and 3rd party vendors

Generated subscriber lists for various outbound channels such as Email, Direct mail, Digital Ads, Telemarketing etc.,

Performed data loads and fixed data issues

Migrated campaigns from UNICA to Aprimo (TRM/CIM) platform

Estimated effort for various projects, performing impact analysis and maintained project schedules

Worked on the production campaigns and resolved critical issues

Participated in the hiring and scheduling the resources

Created and implemented templates, reusable objects, offer assignments and segments in UNICA - Affinium campaign and Aprimo (CIM)

Worked on all the phases of the campaign life cycle

Performed Email cleansing, COI for new email addresses to the Marketing database

Applied customer privacy rules for different channels

Prepared audit scripts, expected results, performing peer reviews and updated the status of the deliverables to the business partners

Analyzed and reported the campaign results

Worked on performance tuning and process improvement for various Marketing Business Intelligence initiatives

Environment: IBM UNICA Affinium Campaign 7.5.2, Aprimo, SQL Server 2005, SQL Server 2008, Teradata, FTP, SQL, Teradata SQL Assistant

Employer: Accenture Technology Solutions

Client: JP Morgan Chase & Co. – Investment Banking, NJ Apr 09 To Mar 10

Analyst Programmer

JP Morgan Chase & Co is a leading global financial services firm and it is a leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management, and private equity. JPMC engaged Accenture to provide the Application Development and Application Maintenance services. The goal of the project is to integrate the Prime brokerage applications of both JPMC and Bear Sterns into a single common web based platform. This project also aims at upgrading the data centers and technologies of the Prime Brokerage applications and migrating the authentication and authorization of applications from Single Sign On mechanism to Secured Interface Authentication layer.

Responsibilities

Played the staff augmentation role at the client site

Took part in the Requirements gathering and Knowledge Transition sessions with the clients

Involved in Gap analysis and identification of business rules, business and system process flows, use cases, user administration, requirements and assumptions

Worked on 30+ Prime Brokerage applications such as Customer Portal, Wire Transfer, Trade Manager, Custom Reports, Fixed Income, Option Exercise, Corporate actions etc., and was part of its successful implementation in Production

Worked on validating the data integrity and application functionality in the multi tier client/server, web based environment using SQL, Unix, Java and Quality center

Utilized technological analysis and design principles to formulate detailed application plans and processes in order to implement clients' requests for new and modified functionalities

Created various test documents such as test plan, test scripts, test data, production checkout scripts for various Prime Brokerage applications and executed the same

Performed Regression testing of Prime Brokerage applications

Defect management and meeting the SLAs

Coordinated Onshore and Offshore teams and updated the status of the deliverables to the clients

Participated in defining the scope of the deliverables, walkthroughs and brown bag sessions

Coordinated with other teams such as Deployment, QA, Business, vendors, End users etc.,

Presented the application functionality and trained the end users and clients

Environment: Oracle 9i, SQL, TOAD, Java, DB2, UNIX, Quality center

Employer: Accenture Technology Solutions

Client: Washington Mutual Bank (WaMu) – San Francisco, CA Oct 06 To Mar 09

LEAD Campaign Developer

Marketing Services Transition and Operations Management

WaMu was one of the United States leading consumer and small business banks. WaMu has engaged Accenture to deliver direct marketing services across Retail, Cards and Home Loans lines of business providing direct marketing list execution, data and reporting services. The primary business goal of the project was to eliminate duplication of functions across Lines of Business, reduce costs related to the execution of direct marketing operations. Accenture helped WaMu to create a single direct marketing platform and to consolidate direct marketing operations across all lines of business onto that platform.

Responsibilities

Played the staff Augmentation role at the client site

Interacted with the clients for business requirements gathering

Learnt Credit Card business and various Marketing strategies adopted by the business to create Marketing lists and offer assignments

Reviewed Campaign functional specifications and translated them into technical specifications

Designed and developed complex Credit card services' direct marketing campaigns as per ‘Project Brief Addendum’ using Unica - Affinium campaign and Affinium plan, SQL, PL/SQL, SAS and Unix and delivered them successfully within the tight timelines

Worked on the complex and more revenue generating credit card campaigns such as ‘Retention’, ‘Performance based Pricing’, ‘Cardholders Benefits Optimization’, ’Cross Selling’, ‘Purchase Active and Inactive upgrade’ etc.,

Conducted walkthroughs about the workflow design, implementation and Campaign results to all the stakeholders of the Marketing team

Built fulfillment (offer assignments, TSYS batch updates, Mail file, Email file etc templates, reusable objects and segments in UNICA - Affinium campaign

Applied Customer Profiling for various cross-sell campaigns. Developed various Analytical Score Cut reports - these analytical score cuts helped the client to decide on the dicing and slicing of customers based on FICO & other response modeled scores

Coordinated with the various teams such as Strategy, PMOs, Data Management, Modeling, Analytics, MIS, Marketing, Credit, Letter shops, Network & infrastructure, TSYS team and other vendors

Performed code review and worked on performance tuning of the campaigns and environment

Generated reports for Analytics, Audit (Marketing and Credit) and MIS purpose

Resolved and managed the production issues

Maintained positive client relationship and managed the client expectations and perceptions

Subject matter expert in WaMu credit card business

Team Lead for 4 members team and involved in Onshore - Offshore Coordination

Identified "gaps" in the process methodology followed by the clients and suggested alternative and effective ‘to-be’ process for list pulls

Provided communication between customer and development team

Managed the communication across various teams, documentations, deliverables, campaign processes using Unica Affinium Plan (MRM)

Made sure that To-Be process was followed by the business partners

Responsible for meeting the SLAs

Prepared coding standards, "Audit" scripts & QA process methodologies for all the campaigns

Updated the status of the deliverables of the team

Trained and mentored the team

Process documentation and participated in transitioning the components to other developers

Environment: Oracle 9i, SQL, PL/SQL,TOAD, IBM Unica - Affinium Campaign, Unica - Affinium Plan (MRM),SAS, Unix

Employer: Accenture Technology Solutions

Client: DEFRA - Rural Payments Agency (RPA), UK Aug 04 To Jul 06

Senior Programmer

RPA is an Executive Agency of the Department for Environment, Food and Rural Affairs (DEFRA), UK. It is the single paying agency responsible for CAP schemes in England and certain schemes throughout the UK. The RITA project, which is an implementation of Oracle and Oracle CRM, will enable RPA to achieve their Vision of becoming a customer-centric organization and a role model for other government agencies. The solution is composed of multiple bespoke workflows, data processing enhancements, interfaces to external financial systems and other customer databases currently used by RPA, and integration with Oracle CRM, Universal Work Queue, Order Management, Field Service, Customers Online and a bespoke user interface layer, the "e-Channel”.

Responsibilities

Worked as a developer in various teams such as code reconciliation, development, bug fixing, production support and testing

Analyzed the System/Business Flows, Functional Specifications, Functional design and Technical design of the components

Executed the Assembly Test, Application Integration, Regression and Performance Tests of the applications using SQL,PL/SQL, Oracle Apps 11i and the test director at the client site in the UK

Developed the use cases, Test scripts, Test data and Expected results for various testing phases and the executed the same using SQL, PL/SQL, Oracle Applications and Test Director Tool

Worked on developing complex SQL,PL/SQL components and performed code review

Worked on Black box and White box testing of the components

Customized Oracle application components in CRM module such as Oracle Advanced Scheduler, Field service, Calendar, Dispatch center, Territory Manager etc.,

Participated in the design validation of components (End to End) and identified the functional/technical gaps between the components

Worked on most of the Oracle Apps modules as the RPA IT system involved the complete Oracle

Apps 11i implementation

Fixed defects in the Oracle Applications and custom components

Resolved technical/functional issues and acted as a Subject matter expert for some of the functional modules

Coordinated the work with other teams such as configuration, DBA, Fix and development and the client team

Test plans creation and configuration setup for various Oracle Applications modules

Presented the functionality of the system to other teams and the clients

Trained the end users and clients

Environment: Oracle 9i, PL/SQL, SQL, Oracle Applications 11i, Workflow builder, Developer 6i, Toad, Test Director, Windows and UNIX

Contact this candidate