Strategic Digital Analytics & Marketing Optimization

Jeorge Corotan – Resume Page * of *

Jeorge Rolando G. Corotan

** ****** ***** ****, *** Castle, DE 19720

Mobile: 302-***-****; Email: *************@*****.*** Strategic & Digital Analytics, Marketing Optimization, Risk Management PROFESSIONAL SUMARRY

Accomplished Senior Data Analytics Manager with over 20 years of experience driving analytical strategy, marketing optimization, and risk management for global financial institutions. Proven expertise in transforming complex data into actionable insights that guide business decisions, enhance profitability, and improve customer acquisition and retention. Adept at leading cross-functional teams, designing predictive models, and leveraging advanced analytics to optimize digital engagement and portfolio performance.

CORE COMPETENCIES

Data Science and Machine Learning Techniques • Marketing & Digital Analytics • Campaign Optimization • SAS, SQL, Python • Power BI • A/B Testing (Adobe Target) • Risk Management • Credit Analytics • Data Visualization (Tableau, Google Analytics)

PROFESSIONAL EXPERIENCE

Jun 2021 – Sep 2024 Mercury Financial, Wilmington, DE Campaign Strategy > Acquisition Team : Senior Manager

• Directed the end-to-end development and execution of customer acquisition strategies targeting the near-prime segment, partnering cross-functionally with Marketing, Finance, and Risk to balance growth objectives with prudent risk management.

• Collaborated with campaign execution teams to optimize prospect selection, ensuring alignment with strategic targeting criteria and campaign timelines.

• Applied advanced machine learning–driven response modeling techniques—including Logistic Regression, Random Forest, Gradient Boosting, and XGBoost to isolate key predictive drivers and identify highly responsive customer segments.

• Leveraged Marketing Mix Modeling techniques (adstock transformations, lag structures, and regression-based modelling) to quantify channel effectiveness, measure incremental impact, and guide data-driven media investment decisions.

• Utilized TransUnion data assets to uncover new predictive variables, enhancing the ability to forecast prospect responsiveness to competitive financial offers.

Sep 2019 – May 2021 Barclays, USA, Wilmington, DE

Strategic Analytics > Data Science / Retail & Airlines Partnership Analytics: Assistant Vice President

• Collaborated with the Credit Underwriting team to enhance JetBlue approval rates through reject inference analysis, uncovering predictive insights from previously declined applicants.

• Provided risk and performance analytics across Retail partnerships—including Apple, Barnes & Noble, and Luxury brands—to identify early-stage risk signals in newly acquired accounts and surface growth opportunities from high- performing customer segments.

• Oversaw the strategic relationship with Uber, validating their pre-approved model developed by Uber’s Data Science team and managing Barclays’ in-house pre-screen model to ensure alignment with credit policy and targeting objectives.

• Led the enterprise-wide implementation of the Experian Sandbox environment, enabling cross-functional teams at Barclays to test and evaluate new data attributes for credit decisioning and precision targeting. Jeorge Corotan – Resume Page 2 of 3

Mar 2015 – Sep 2019 Barclays, USA, Wilmington, DE

Strategic Analytics > Digital Analytics: Assistant Vice President

• Provided analytical support to the Digital Marketing team by building new segmentation scheme to convert non-digital customers to digital and maintain status of current digital customers.

• Built an attrition prediction model using machine learning techniques—including Logistic Regression, Random Forest, Gradient Boosting, and XGBoost—to identify customers at risk of attriting based on their credit transaction patterns.

• Utilized text analytics tools such as Quid to determine or classify topics into different themes.

• Managed the analytical aspects of the Product and Network upgrades in Barclays and worked with Marketing and Finance teams in recommending the optimal returns for the bank.

• Analyzed spend offers that stimulate accounts to spend higher than their expected spend behavior.

• Managed the analytical aspect and implementation of de-pricing an individual account by understanding balance and revenue sensitivity to pricing change.

• Managed the analytical aspect of Change In Terms (CIT) of an account to help remove complexity in building disclosure groups and forecasting the 3-year revenue impact as result of the change. May 2011 – Feb 2015 PayPal, USA, Timonium, MD

Decision Science > Funding Mix Team: Sr. Manager

Provided analytical support and business recommendations within a team that manages, monitors and analyzes key digital analytics key metrics that are critical in assisting PayPal management in making informed business decisions.

• Managed the PayPal onboarding dashboard that includes Key Performance Indicators such as financial instrument add rates, channels, payment flows, transactions, engagement and profitability.

• Analyzed results on customer experience based on login rates, click rates, conversion rates in determining the optimal returns for different banner placements, which is part of the A/B testing project conducted within the PayPal web space.

• Attended bi-annual forum or seminar conducted within PayPal to acquaint or update every one of the new technology or testing techniques being done within the company.

• Developed PayPal adoption models that encourage customers to utilize suitable financial instruments when purchasing items online, maximize customer usage of the financial instrument while in the PayPal wallet and increase business profitability by targeting the right customers.

• Managed & analyzed campaign results of customers offered Billmelater (a credit product allowing them to spread payments over 6 months) as a form of credit instrument to be used while purchasing items online. Sep 2005 – May 2011 ING Direct, USA, Wilmington, DE Customer and Product Optimization Manager

Developed and managed a product optimization tool for marketing purposes which was utilized to maximize profits and minimize total marketing cost. Regularly produced and maintained a quality lead selection process through the application of different product models by analyzing customer response propensity, balance model and identification of high-potential customers.

• Delivered 53K incremental cross-sold customers and $750M in incremental dollar in 2010 by optimizing and selecting leads generated by the optimization tool.

• Developed and improved the SAS code that processes millions of customers very efficiently through the optimization tool that has been used since 2007; results are analyzed through a careful evaluation of the targeted/optimized group versus a control group that is suppressed from receiving marketing offers.

• Maintained product inputs which use results from previous campaigns to forecast future response rates and average dollar delivered by each product cross-sold customer. May 2004 – Sep 2005 Infovision Consultants, USA, Richardson, TX SAS Programmer / Analyst Client: ING Direct USA

Main assignment was to provide SAS programming support for the generation of leads mainly for mortgage and deposit business products, and to all marketing projects related to Direct Mail and Email campaigns.

• Provided highly technical programming service in improving the code that standardizes the name and address of both existing and prospective customers.

Jeorge Corotan – Resume Page 3 of 3

Earlier Career and Other Experience

Apr 1999 – Apr 2004 Citibank, N.A., Quezon City, Philippines Credit Risk SAS Programmer/Management Score Analyst Analyst Officer – Risk – – Risk Marketing Management Management Department Group Group for Consumer for Consumer Business Business Feb Sep Apr 199*-****-**** – – – Aug Apr Jan 200*-****-**** Westpac Bank (3 Weeks) / ANZ Bank (6 Weeks), Goroka, Papua New Guinea Dec 1994 – Mar 1995 Bank Assistant (Intern)

Technical Skills

Data Science Machine Learning models. Pandas, Numpy, Scikit-learn, TensorFlow and Pytorch Languages SAS; basic knowledge of MS Visual Basic; Python Operating System Windows 2000/ME/XP, Windows NT/UNIX SAS tools/Procedures SAS reporting skills using Summary, Report and Tabulate Procedures; Experience in database management using SAS Base, SQL, Connect; Other SAS tools for program efficiency such as, Macros, IML, Stat & Graph; In most cases, enables the use of SQL procedure in retrieving, updating and processing of data with Other Statistical Tools Macro Statistical interface Analysis within (SPSS, either Statistica, SAS Connect TSP) or local run. Basic knowledge of MS Access and pivot table reporting using MS Excel TERADATA Querying large databases using Teradata SQL Assistant and/or SAS execute statements Tableau to Basic leverage knowledge SAS to of perform Tableau additional reporting; SAS Power statements BI, Google Analytics Hadoop Gain knowledge on Hadoop from a 3-day training as part of the growing business needs. Quid Text Analytics Tool

Education

University of the Philippines, School of Statistics (Diliman, Quezon City, Philippines) 1999 Bachelor of Science in Statistics

Divine Word University, Madang Province, Papua New Guinea 1994 Diploma in Business Studies – Major in Accounting

Contact this candidate