Data, Analytics, CRM, Operations

WENDY LARSEN, MBA

Vaughan, Ontario mobile: 647-***-****

*.**.******@*****.*** https://www.linkedin.com/in/wendy-larsen An innovative leader passionate about leveraging data and technology for analytical, marketing and operational efficiencies. Skills include:

• Project management to implementation • Team leadership and coaching

• Business intelligence including data

management, data visualization, reporting

• Ability to adapt to fast changing environment

(people, technology, structure)

• Cross channel marketing and CRM • Operations and process improvement

• Campaign management • Strategic planning

ACCOMPLISHMENTS & CONTRIBUTIONS

LARSENLAW GROUP, Vaughan, Ontario Nov 2017–current Marketing and Operations Manager, and Independent Contractor Strategic planning, operational efficiency, marketing (digital and print), tech support, and reporting.

• Implemented reporting to track firm and individual performance to KPIs within first month. This further resulted in a firm reorganization and reduction of expenses by $100,000

• Improved operational and cost efficiencies. Efforts included: o Migration of phone system from analogue to digital system o Overhaul of the file organization system including conversion from physical to digital

• Implemented marketing plan to increase revenues by 15% within a year. Deployment included: o Development of marketing calendar

o Revitalized new firm website with SEO

o Campaign execution throughout various channels

• Implemented AWS data lake solution including:

o Project management

o Data-model development

o Business analysis and quality assurance (QA)

o Master Data Management (MDM)

THE MARKETING STORE, Toronto, Ontario Jan 2013–Oct 2017 Director, Software Operations

Director, Campaign Operations, Marketing Operations Senior Manager, Campaign & Data Strategy, Marketing Intelligence Oversight of technical development, campaign and analytics teams. Accountability includes full cycle from planning, delivery, measurement and optimization of campaigns to client presentation.

• Managed team of developers accountable for solution delivery and production issue resolution of Nissan’s (US and Canada) data warehouse and architecture. Projects included a wide range from website development, security to infrastructure modifications

• Managed campaign team accountable for planning, execution, measurement and optimization of Nissan North America Aftersales' campaigns. Campaigns include mass and targeted throughout US and Canada, through various channels (DM/EM/Social) and segments to achieve Nissan's aggressive revenue targets

• Managed analytical team accountable for development and maintenance of client dashboards and analyses. Performance measurement include post campaign reviews, and measurement to corporate KPIs

• Improved overall client satisfaction two-fold; automation, and overhaul of reports produced

• Improved team efficiency by implementing a centralized self-serve and dynamic marketing analytics environment. This enabled the team to provide quicker delivery of information and faster turnaround of client deliverables

WENDY LARSEN, MBA

WUNDERMAN, Toronto, Ontario Apr 2010–Jan 2013

Senior Manager, Marketing Sciences

Accountable for end-to-end including solution delivery, client engagement, campaign delivery, data operations, measurement and process optimization. Clients supported include Ford, Kraft, Chicos, Colgate.

• Managed a diverse team of developers, business and reporting analysts

• Managed delivery of technical related projects including data operations, campaign management, Customer Relationship Management, data modeling, business intelligence and analytics

• Accountable for delivery of marketing projects to ensure the ultimate success and acceptance of the program. This included collaboration with other areas such as technology, finance, creative and account teams.

• Managed client relationship including consultation with senior client management on recommended solutions and implementation of their CRM programs

• Developed and maintained analytical dashboards to assess campaign effectiveness

• Solutions implemented leveraged various platforms such as Oracle Cloud, SQL, Exact Target ROGERS WIRELESS, Toronto, Ontario 2004 – Nov 2008

Senior Manager, Business Performance: (2006-2008)

Manager, Sales Productivity: (2004-2006)

Accountable for providing empirical evidence, predictive and strategic analysis to identify growth potential within business segments and verticals for the Small and Medium Business space.

• Implemented a B2B MS-CRM solution across multiple operating companies. Responsible for all aspects such as application assessment and selection, buy-in from other cross-functional teams, funding, project management, testing, training and launch

• Introduced predictive analytics to B2B sales. Results included the wallet potential of both acquisition and retention business markets, and channel segmentation. Responsible for vendor management and contract development

• Launched a GIS predictive model to optimize store locations. Model was further expanded for inclusion into existing internal processes

• Managed recruitment, management and career development of staff

• Developed and deployed sales and service operational reports to track service performance and provide early identification of risks

DELL COMPUTER CORPORATION, North York, Ontario 2000 – 2004 Lead Business Analyst, Data Warehouse/IT: (2002-2004) Business Analyst, Marketing Operations: (2000-2002) Accountable for the streamline and automation of reports and analyses for the Finance, Marketing and Sales Support groups.

EDUCATION, PROFESSIONAL DEVELOPMENT & CONTINUING EDUCATION Data Sciences

John Hopkins University, Online, 2019

MBA – Master of Business Administration

Wilfrid Laurier University, Toronto Program, 2005

BA – Bachelor of Arts, Psychology

University of Windsor, Windsor, 1989

Tools, Training and Research

• Data Management and Business Intelligence: SQL, Cognos, Tableau, RPDM

• CCCM: Adobe Marketing Cloud, RedPoint (RPDM & RPI), Oracle Cloud, Exact Target, MS-CRM

• GIS: MapInfo

• Legal: Abacus Cloud, Amicus, PCLaw, Conveyancer, Estate-A-Base, Will Builder

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