AI-Driven Data Strategy & Operational Excellence Leader

Ana-Maria Geambasu

Data Leader AI-Driven Business Strategy & Operational Excellence

Scaling high-impact teams Ethical AI adoption Championing data-driven decision-making across public and private sectors Toronto, ON 416-***-**** **********@*****.*** www.linkedin.com/in/anamariageambasu LEADERSHIP PROFILE

15+ years advising enterprises, across multiple verticals, both B2B and B2C, on data strategy, AI adoption, and MarTech modernization. Proven ability to lead cross-functional teams, and translate technical solutions (CDP, Data Clean Rooms, DMP, CRMs, ERPs) into boardroom-ready growth strategies. Trusted by C-suite stakeholders to align data initiatives with revenue, compliance, and customer experience goals. CORE IMPACT

Client Growth via Data Strategy: Scaled CBC’s Data & Audience Activation practice into a $2.3M revenue driver, leveraging workshops and executive storytelling to secure successful implementation and adoption for CDP (BlueConic) and Data Clean Room (Optable).

MarTech & AI Innovation: Architected privacy-safe personalization for CBC using CDP and DCR, reducing third-party reliance by 20% while enabling real-time audience activation. Cross-Functional Leadership & Stakeholder Alignment: Spearheaded a data-driven merchandising revolution at Cana- dian Tire, uniting Category Management, and Store Opp to optimize POGs and online placements using ML-powered cus- tomer behavior insights, boosting in-store conversion by 12%. Thought Leadership: Spearheaded CBC’s shift to predictive analytics (ML-driven user targeting), later evangelizing the approach via CoPs. Architected micro-segmentation and A/B testing frameworks at Indigo Books & Music, to systemati- cally optimized campaigns, achieving ROIs of 40-160% and increasing redemption rates by 30%. Governance & Compliance: Implemented PIPEDA-aligned data frameworks at Indigo Books&Music, improving 1:1 marketing programs accuracy, leading to increases between 40% and 160%. Data Governance & SaaS Analytics: Established enterprise-wide data governance frameworks during QuadReal’s ERP migration (JD Edwards Yardi), ensuring strict compliance with quality standards while enabling secure, self-service analytics via Power BI - reducing reporting errors by 40% and aligning BI strategy with C-suite priorities. Architected micro-segmentation and A/B testing frameworks that systematically optimized campaigns, achieving ROIs of 40-160% and increasing redemption rates by 30%.

TECHNICAL LEADERSHIP

Data Strategy & Consulting Tools

• MarTech: CDP (BlueConic), Data Clean Room (Optable), Marketing Automation

• AI/ML: SQL, Generative AI Use Cases, Personalization Engines

• Analytics: Power BI, Tableau, Google Analytics, A/B Testing

• Governance: CASL, PIPEDA, PII Masking, Data Quality Audits, Privacy Policy Design and Implementation

• Cloud/DataOps: Azure, Databricks, SQL, JD Edwards Yardi Migration Leadership Competencies

• Executive Workshops & Roadmapping Stakeholder Alignment RFP/Vendor Evaluation

• Compliance-Driven Innovation Client Advisory GenAI Opportunity Sizing

• Project Delivery: Miro, Mural, JIRA, Microsoft Teams, Google Suite, Agile BUSINESS EXPERIENCE

Project Lead, CareMed Consulting, 2025 – present

CareMed Consulting provides medical products and services Profitability Analysis & Facility Launch Study

Ana-Maria Geambasu

Page 2

• Led the strategic feasibility and profitability analysis for a comprehensive medical clinic offering general prac- titioner services and specialized day surgeries.

• Calculated the overall startup and operational budget size, factoring in specialized surgical equipment, facility leasing, compliance overhead, and clinical staffing, and developed a high-level 5-year financial model that pro- jected a 10% return on investment (ROI) by optimizing service line mix and patient volume assumptions.

• Synthesized market demand and healthcare capacity data to deliver executive recommendations on pricing models, asset utilization, and financial risk mitigation. Senior Manager, Data & Audience Activation, CBC, 2021 – 2025 CBC is Canada’s Public Broadcaster

Data Strategy & MarTech Innovation

• Launched CBC’s first privacy-compliant Data Clean Room (Optable), reducing third-party data reliance by 20% while unlocking $2.3M in new revenue through secure audience monetization.

• Led BlueConic CDP implementation, enabling real-time customer segmentation and boosting personalized en- gagement by 30% via cross-functional alignment with Product and Marketing teams.

• Spearheaded a cross-departmental user retention strategy post-2024 Paris Olympics, achieving 10% new-user retention through behavioral and demographic segmentation models that aligned Marketing, Customer Experi- ence and Content teams on targeted initiatives, directly informing C-suite content and engagement strategies. Advanced Analytics & Reporting

• Architected the first ML-driven decisioning model, enabling optimization strategy to drive user loyalty and con- tent discoverability

• Developed KPIs and dynamic dashboards to track customer engagement, content consumption, and churn risk, reducing time-to-insight by 75% and enabling data-driven content and marketing strategies. Data Governance & Privacy

• Established audience data governance frameworks with a privacy-first approach, ensuring compliance with regu- lations while enabling high-quality customer analytics.

• Led data quality initiatives to improve accuracy and reliability of customer insights, directly supporting personal- ized engagement strategies.

Team Leadership

• Founded CBC’s Data & Audience Activation practice, hiring and mentoring an 8-person team that delivered 5+ enterprise data products adopted by C-suite stakeholders. Manager, Enterprise Data Analytics, QuadReal, 2018 – 2020 QuadReal Property Group is a global real estate investment, development and operating company with AUM of $94B. QuadReal’s headquarters are in Vancouver.

Data Governance & SaaS Strategy

• Led the reporting modernization during the JD Edwards Yardi migration, implementing data quality controls. Cross-Functional Leadership

• Led the global analytics team, overseeing the delivery of data and reporting solutions across business units, while fostering a culture of collaboration, innovation, and continuous improvement.

• Partnered with Leasing and Finance teams to deploy Microsoft Dynamics CRM, streamlining data flows for ten- ant lifecycle management.

Manager, Customer Insights, Canadian Tire, 2017 – 2018 Canadian Tire Corporation is a Canadian retailer, with 1,700 brick and mortar locations, and a strong digital presence. It operates in a number of consumer goods categories and includes 5 banners. Ana-Maria Geambasu

Page 3

AI-Powered Merchandising

• Pioneered a predictive planogram model (customer decision trees) that increased in-store conversion by 12%, bridging Category Management and Store Operations teams. Stakeholder Adoption

• Trained 50+ Category Managers on self-service analytics tools (category assortment optimization), reducing manual planning time by 30%.

Customer Experience Strategy

• Championed enterprise-wide adoption of Net Promoter Score (NPS) as a leading KPI across 10+ Canadian Tire business units, aligning customer touchpoint surveys with retention strategies to elevate CX metrics by 15% and inform boardroom decisions.

Strategic Influence

• Established the Customer Insights team as a trusted strategic partner, consistently delivering data-driven recom- mendations that influenced company-wide decisions on customer experience, engagement, and growth. Manager, Customer Intelligence, Indigo Books & Music, 2013 - 2016 Indigo Books & Music Inc. is a Canada-based book, gift, and toy retailer. It operates a chain of 167 retail bookstores across Canada, under 5 banners.

Customer-Centric Analytics & Segmentation

• Spearheaded predictive modeling and data integration from 10+ internal/external sources, enabling hyper-tar- geted promotions and product recommendations that boosted customer lifetime value by 25%.

• Designed a customer segmentation framework adopted company-wide, unlocking cross-departmental synergies and fueling a 40–160% ROI on targeted marketing programs. CRM Optimization & Compliance

• Revolutionized email marketing by deploying micro segmentation (transactional + behavioral data), increasing CRM team productivity by 80% and enhancing campaign agility.

• Advised on CASL (Canada Anti-Spam Legislation) compliance, implementing email governance protocols that ensured 100% regulatory adherence.

Data Governance & Team Leadership

• Oversaw loyalty data warehouse management, ensuring stability for 50+ cross-functional stakeholders in Ana- lytics, Marketing, Loyalty, Real Estate and Social Media.

• Mentored and scaled a high-performing team of 8+ analysts and coordinators, fostering a culture of customer- centric decision-making across Marketing, IT, Customer Care and Product teams. Cross-functional roles within Customer Intelligence & Analytics (2007 – 2013)

• B2C: Nissan, Esso Loyalty Program, TD Loyalty Program

• B2B: ACNielsen Company of Canada, BASF

EDUCATIONAL & PROFESSIONAL DEVELOPMENT

Leadership Agility, Leadership Coaching Program authored by Bill Joiner and delivered by Dorothy Hutt Certificate in Customer Insights through Research and Analytics, Canadian Marketing Association Statistics and Modeling, Canadian Marketing Association BA in Mathematics for Commerce, York University, Toronto, ON Textile Engineering, Technical University of Iasi, Romania Diploma in Digital Media Technical Production, Seneca College, Toronto, ON

Contact this candidate