Digital Marketing Analyst

Eileen Andrade, MBA, CSM

Douglas, MA ***** 508-***-**** ***********@*****.***

www.linkedin.com/in/eileenandrade

SUMMARY

Senior Business Systems Analyst with a talent for defining needs, recommending solutions that deliver value to stakeholders, and driving appropriate technology solutions that enable the organization to achieve its goals. Work closely with business units to gain in-depth understanding of customer's business strategy, processes, services, roadmap and the context in which the business operates. Liaise among stakeholders in order to elicit, analyze, communicate, and validate requirements for changes to business processes, policies, and information systems. Highly analytical, adaptive, collaborative, and solutions oriented. Servicing the Health Care, Retail, Financial Services, Information Technology, and Insurance industries.

Extensive experience with digital marketing systems, mobile and web applications, data process and modeling, and assimilating tools and technology. Skilled in agile, waterfall and iterative system development methodologies. Certified Scrum Master (CSM).

AREAS OF EXPERTISE

• Analytical Thinking and Problem Solving

• Project Management and Execution

• Exceptional Technical Knowledge

• Conceptual Data and Process Modeling

• Flexible Adaptable Approach to Change

• Excellent Organizational Abilities

• Effective Interpersonal and Communication Skills

• Collaborative Leadership Style

• Systems Development Life Cycle, SDLC

• Assimilate New Software and Tools Easily

PROFESSIONAL EXPERIENCE

UMass Memorial Health Care, Worcester, Massachusetts

8/2019 -6/2020

Senior Business Analyst – Consultant

Information Services, Shared Services - Deliver value by gathering, documenting, and communicating institutional knowledge. Project work involves complex current-state processes, large numbers of diverse stakeholders, complex integration, and other complicating factors.

IT focused projects include cloud solutions, infrastructure, process improvement, software upgrades and implementations, and COVID-19 employee health status reporting (e.g., Clarity, ServiceNow, Epic, SYSTOC).

Working within a project management framework to manage the relationship between Information Services teams, business stakeholders, and third party vendors.

Critically evaluating information gathered from multiple sources.

Identifying, evaluating, and having a clear understanding of the business needs of stakeholders.

Securing stakeholder alignment and working to reconcile conflicting requirements.

Identifying and documenting current-state process, system, and data flows as a means of gaining stakeholder consensus on process and terminology.

Designing future-state processes as a means of fitting a proposed solution into the context of existing business process and information systems.

Documenting gaps between the proposed solution and business/organizational needs.

Determining areas of opportunity within the existing and future business processes to optimize organizational efficiency and effectiveness.

Continuously monitoring and analyzing potential impacts to requirements and project scope.

Assisting in the development and validation of test plans.

Contributing to the post-project assessment process.

Neighborhood Health Plan of Rhode Island, Smithfield, Rhode Island

2/2019 - 8/2019

Senior Business Systems Analyst – Consultant

Information Technology, Strategic Services - Engaged with IT, business leaders and users to understand how changes to process can improve efficiencies and add value. Analyzed current processes and identified opportunities for improvement and optimization that helped Neighborhood meet its goals for increasing profits, reducing costs, and accelerating innovation.

Provided data analyses and analytical support to align business partners.

Collaborated with IT departments to assess existing processes, identify opportunities, and develop solutions for business optimization.

Gathered and documented requirements.

Identified and modeled current state processes.

Analyzed and delivered recommendations to multiple stakeholders.

Defined and mapped data flows and business processes.

Automated and streamlined existing processes.

CVS Health, Cumberland, Rhode Island

5/2018 - 11/2018

Senior Business Analyst – Consultant

Digital Analytics - Provided the Digital Enterprise Initiative team with analyses of data driven insights and direction to enhance customer experience and drive revenue growth. Primary point of contact for MinuteClinic digital analytics reporting solutions.

•Developed, managed and analyzed key performance indicator (KPI) dashboards that provided insights to navigation behaviors, website and mobile app usability, data traffic patterns, traffic funnels, conversion funnel and product selection, to improve site navigation, increase customer satisfaction, optimize conversions, and reduce transaction abandonment.

•Built and delivered digital measurement solutions for mobile and web solutions and enhancements, working closely with stakeholders in an agile development practice.

•Participated in projects as analytics measurement expert, identifying reporting requirements, monitoring the reporting implementation of evaluating pre and post launch metrics.

•Partnered with IT and Telehealth to ensure proper tagging of data for KPI measurement.

•Leveraged technologies to improve understanding of client’s digital business and customers.

•Delivered weekly reporting and ad hoc analytics.

•Produced analyses that augmented reporting and explained trends and anomalies.

•Communicated with stakeholders, business owners and engineers on business impact, technology requirements, and results.

•Developed strong cross-functional relationships with MinuteClinic, Enterprise Initiative, Customer Experience, Digital Marketing, IT, and 3rd party vendors.

TJX, Framingham, Massachusetts

9/2016 - 5/2018

Senior Business Analyst

Digital Solution Delivery - Provided digital innovation to TJ Maxx, HomeGoods, Marshalls, Sierra Trading Post and Homesense. Collaborated with teams to enhance the Digital customer experience for the mobile apps and eCommerce websites.

•Elicited and defined requirements for the design and development of Mobile applications.

•Partnered with Marketing’s mobile applications team by recommending and implementing system enhancements that promoted efficiency, compliance, and growth.

•Incorporated product copy, video, and photo to maximize mobile applications functionality.

•Demonstrated application features and functions.

•Designed wire frames, screen mock-ups and participate in usability evaluations and Proof of Concept.

•Triaged, documented, and prioritized the resolution of defects, service requests and enhancements of mobile applications.

Fidelity Investments, Smithfield, Rhode Island

8/2009 - 6/2016

Senior Systems Analyst

Personal Workplace Investing, Digital Marketing Technology - Provided digital marketing data solutions to drive better decision making and optimized customer experience by delivering multichannel digital and web measurement.

•Collaborated with business and technology partners on strategy, prioritization, project management, requirements, design, testing, and implementation of digital marketing data solutions.

•Performed analyses on divisional initiatives, lining up business priorities and technology capacities.

•Interpreted questions and identified appropriate measurement for business dashboards and analyses.

•Subject matter expert on digital analytics conversion funnel, multi channel, data collection, segmentation, campaign content personalization, KPI, and landing page optimization.

•Cultivated domestic and offshore team relationships.

•System Administrator of Site Catalyst, JIRA, Confluence reporting release management tools.

Citizens Bank, Cranston, Rhode Island

1/2009 - 8/2009

Senior Business Analyst – Consultant

Commercial Loan Servicing and Origination - Implemented the Commercial Loan Servicing and Origination software on schedule.

•Documented project cost and resource estimates, RAID log, status reports, project plans, business and system requirements, design and analyses, traceability matrix, and data mapping.

•Conducted requirements gathering sessions with business and technology partners.

•Created test plans, test scripts, traceability matrixes, and tracked defects in Quality Center.

Blue Cross and Blue Shield of Rhode Island, Providence, Rhode Island

11/2008 - 1/2009

Senior Business Systems Analyst – Consultant

Web Channel Technology - Elicited requirements and prepared Request for Proposals to solicit bids for customer experience analytics solution to enhance the e-commerce multichannel business, including website design, navigation, search engine marketing and optimization, e-mail, affiliate marketing, and online advertising.

Fidelity Investments, Smithfield, Rhode Island

5/2008 - 11/2008

Senior Business Analyst – Consultant

Personal Workplace Investing, Marketing - Identified and presented opportunities to improve sales force effectiveness and yield greater business results related to outbound sales leads.

UMass Medical Center, Public Sector Partners, Worcester, Massachusetts

10/2007 - 5/2008

Senior Business Systems Analyst – Consultant

Implemented Medicare Advantage and Medicaid Advantage state sponsored prescription drug insurance plan eligibility and enrollment process.

MAPFRE/Commerce Insurance, Webster, Massachusetts

2/2004 - 10/2007

Business Analyst/Project Manager

Technology, Application Services - Provided analyses and support of over fifty software applications used by Finance, Human Resources, Purchasing, Corporate Tax, and Bay Finance Mortgage and Loan Servicing Company.

TECHNICAL SKILLS

Software:

Adobe Experience Cloud Analytics and Marketing, Confluence, Clarity, CMS, DAM, Ensighten Manage TMS, HealthRules, JIRA, Microsoft (Office Excel, OneNote, Outlook, PowerPoint, Project, SharePoint, Visio, Word), InVision, Localytics, Omniture, Oracle, Photoshop, SalesForce, ServiceNow (ITBM, ITSM), SiteCatalyst, Sketch, Solid ART, Snagit, Tableau, Virtual Cactus

Technologies:

AJAX, Android, ASP.Net, CSS, HTML, iOS, Java, JavaScript, JSON, Perl, SDK, SQL, UI Design, Visual Basic, VBA, XML

Testing:

Quality Center, Quality Manager, ServiceNow, Test Manager, TestRail

Databases:

Access, SQL, Toad, Workbench

Methodologies:

Agile Scrum, Lean, Kanban, Waterfall, Software Development Life Cycle (SDLC, FSDM)

EDUCATION

Master of Business Administration (MBA) in Business Management,

Bachelor of Science (BS) in Business Administration/Finance

Johnson and Wales University, Providence, Rhode Island

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