Marketing Data

Nisheeth Joshi

213-***-**** **** Whiskerbrush Rd, Argyle, TX – 76226 **********@*****.***

Professional Summary:

A result oriented professional with 10+ years of experience in Database Marketing using Unica & Adobe campaigns.

Experience of working in Finance, Telecom, HealthCare and Retail domains.

Expertise in understanding & adapting emerging trends to achieve organizational objectives.

An effective communicator with the ability to relate to people at any level of business and management.

Extensive experience in building and maintaining Ad hoc and recurring campaigns and simplifying campaign designs for improved performance.

Experience in coordinating with on shore and off shore team for successful campaign planning and execution.

Comfortable in writing complex SQL queries, database tuning, query optimization and resolving key performance issues.

Involved in full lifecycle of campaigns and projects, including requirement gathering, system design, application development, enhancement, deployment, maintenance and support.

Technical Skills

Database: SQL Server, Oracle 11g/12c, Teradata, SqlDbx

ETL Tool: Informatica Power Center 9.6.1/10.2.0

Documentation Tools: MS – Office Suite (Word/Excel/Power Point), MS – Visio, MS – Project

Campaign Tools: Unica 7.x, v8.x, v9.x, 10, 11, UNICA Interact, Adobe Campaign Standard & Classic

Reporting Tools: Business Objects, MicroStrategy, Spotfire

ESP Tools: Salesforce Exact Target, Cheetah Digital

Others: UNIX, FTP, Putty and WinSCP, JIRA, Bugzilla

Professional Experience:

Alleare Consulting, LLC. Dallas, TX July 2019 – Jan 2020

CRM Consultant

Designed and maintained marketing campaign flowcharts using Unica (IBM) Campaign.

Work within cross-functional teams, using data, analytics, and technologies to drive decision making.

Coordinated with marketing channel managers to ensure seamless execution of marketing plans.

Researched & understood the data from different databases/campaigns by using complex SQL queries and data model diagrams.

Understood and effectively communicated business requirements of projects to Technology teams and assessed whether the systems delivery met the business requirements.

Targetbase, Irving, TX April 2015 – May 2019

Sr. Marketing Campaign Analyst

Created and executed IBM Unica and Adobe complex campaigns as defined by client.

Extensively used different boxes in Adobe campaign like Spilt, Query, Enrichment, Fork, UNION, File Upload, List, Deduplication, Delivery box etc. as per requirement.

Built project table using complex SQL query and mapped these tables as a starting audience in Adobe campaign.

Subject matter expert on client's data sources and intimately familiar with database, email and preference data including understanding key business rules that drive campaign and reporting outputs.

Gathered report requirements from the end user and interface with the client and multidisciplinary teams to support the solution delivery process.

Took primary ownership for written business requirements, design and technical specifications, from initial creation, through change management and solution delivery.

Automated Campaigns using Tidal including jobs sending notification upon completion or failure of the process

Worked on data extraction, Transformation and load data from various sources like Oracle, SQL Server and Flat files.

Used various transformations like Filter, Expression, Sequence Generator, Update Strategy, Joiner and Union to develop robust mappings in the Informatica Designer.

Performed analysis of new data for inclusion in the Business Intelligence solution, and ad hoc analysis of data in the database to support the requirements process.

Environment: Informatica Power Center 9.6.1/10.2.0, TIDAL, Oracle 11g/12c, Microsoft SQL Server, Unica Campaign, Adobe Campaign, UNIX, Exact Target.

KOHL’s, Menomonee Falls, WI July 2014 – April 2015

Data Analyst

Developed test and control scenarios to help measure incremental impact CRM programs.

Managed communication with internal creative and production teams, direct marketing team, Information Systems, and external list service organizations.

Distilled data into insights to inform CRM and company strategy.

Built CRM campaigns in IBM (Unica) Campaign, IBM (Unica) Interact.

Generated standard daily, weekly and monthly reporting to support business needs.

Maintained summary reports and dashboards for leadership.

Performed pre-campaign analytics and make recommendations regarding strategy and execution.

Performed deep-dive and cross-campaign analysis. Recommends future tests and refinements.

Created predictive analytics for CRM segmentation and campaign opportunity analysis using analytical tools such as SAS, SAS Enterprise Miner, and R.

Environment: SAS 5.1, Teradata, Unica Campaign, Business Objects, SQL Server, Spotfire, Netezza, Exact Target.

GENPACT LLC – Client - PayPal, San Jose, CA Aug 2013 – Jul 2014

Lead Consultant, Database Marketing

Managed a team of Database Marketing resources both onsite and offshore.

Led the web behavior tracking tactical operations efforts. Support proper tracking of marketing campaigns by providing appropriate tracking instrumentation guidance.

Developed a thorough understanding of product analytics tools and data capture technologies. Gained expertise on PayPal tracking technologies and infrastructure, which supported multiple online marketing channels.

Managed custom tracking implementation and development for partners from requirements gathering through production deployment and documentation.

Liaised with marketing managers to define and document campaign requirements.

Timely setup and delivery of promotional content and ad banners using custom tools; creating click and conversion tags as needed.

Worked extensively on designing campaigns for acquiring new customers in the financial services space.

Ensured that marketing programs follow various privacy rules, regulations and internal PayPal communication policies.

Maintained documentations around different types of campaigns, offers, channel optimization techniques and customer retention analysis.

Conducted quality assurance on campaigns before they go live, and monitor performance once they do.

Environment: MicroStrategy, Business Objects, SQL Server, Testing, Teradata, Unica Campaign, Putty, UNIX, FTP

GSS Inc – Client - Sears Holdings Corporation, Hoffman Estates, IL Oct 2012 – Aug 2013

Business Solution Consultant

Worked with Campaign operations team, which is involved in applying statistical tools and techniques for strategic marketing of shop your way rewards loyalty program.

Partnered with Marketing and Campaign designing teams to deliver direct marketing campaigns that directly drive business goals of loyalty deepening and share of wallet enhancements.

Created dynamic and persistent derived fields to be used for both segmentation and output files.

Analyzed, built, tested, implemented and maintained projects and processes related to marketing campaign execution.

Developed Interactive Campaigns for Multiple interactive channels in Unica Interact.

Participated in weekly status meetings to organize and plan weekly campaign schedule.

Cross-training team members to ensure consistent coverage of all campaigns across the team as well as share best practices and process efficiencies.

Worked with the fulfillment team and email vendor to resolve any issues in customer contact history and response data.

Worked with creative and content teams on construction and deployment of email and direct mail campaigns.

Quality assurance to ensure that marketing communications are in accordance with the contractual terms and the legal regulations as applicable.

Environment: Unica Campaign, Unica Interact, Testing, Teradata, SQL Server, JIRA, Putty, UNIX, FTP.

GameFly, Los Angeles, CA Sept 2011 – May2012

Business/Quality Assurance Analyst (Intern)

Identified necessary data elements for selection from appropriate tables and data sources.

Prepared segmentation counts for marketing stakeholders.

Performed extensive campaign quality assurance processes prior to campaign execution.

Worked with merchants, creative and content teams on construction and deployment of batch and triggered emails.

Created and maintained documentation for training of new hires and junior team members as required.

Environment: Outlook, Testing, JIRA, Teradata, SQL Assistant, Oracle, UNIX.

Aviesta, Santa Monica, CA

Marketing Analyst (Intern) Jun 2011 – Aug 2011

Setup weekly kick off meetings to discuss segmentation criteria and upcoming campaigns with Marketing group and other vendors as required.

Documented the requirements and take sign offs from the business team and distributed the finalized version with the team of CRM Analysts.

Developed comprehensive progress report for Aviesta daily that included fetching the data from two sources, the front end- client/customer & compares it with back-end.

Analyzed current Strategic Advertising processes and suggested modifications to improve efficiency.

Environment: MS Office -Word, Excel, Outlook, SQL, T-SQL, Teradata.

Mahindra Satyam, Hyderabad, India

Business Analyst- Marketing Oct 2007- March 2010

Managed, executed and analyzed decision support processes and data to measure campaign efficiency, data accuracy, data integrity, operations performance, customer satisfaction, and cost effectiveness.

Participated in campaign development process from the planning stage to get a better context of the marketing strategy to reach customers with customized and targeted offers.

Executed monthly and Ad hoc campaigns using UNICA Campaign Management.

Gathered requirements for direct mail and email campaigns and implemented the same in Unica platform.

Partnered with Information Technology and database vendor to troubleshoot campaign problems and implement campaign process improvements and best practices.

Created Custom Macros, Derived fields and User variables in campaign construction.

Extensively used and tested process boxes such as Select, Merge, Segment, Sample, Schedule, Mail list, Snap Shot, Extract.

Environment: Teradata, SQL Assistant, UNIX, Bugzilla, Unica Affinium Campaign, Windows shell scripts.

Education:

M.S. Engineering Management, University of Southern California, Los Angeles, CA May 2012

B.E. Electronics and Communication, Maharishi Dayanand University, India May 2007

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