Sr.Marketing Analyst

Min-Song LIU, MBA, BEng

CAREER SUMMARY

- Database marketing and Customer Insight experience in a consumer oriented direct marketing environment.

- Six year service marketing and project experience in the Telecom industry.

- Four years experience of marketing analysis in the financial service industry.

EDUCATION

- Post-MBA in Advanced Management, Schulich School of Business, York University Oct. 2006

*Specializations: Strategy & Marketing

- MBA, National Graduate School of Management, the Australian National University 1998

- Diploma in Accounting and Finance Shanghai Television University 1997

- Bachelor of Computer Engineering Shanghai University 1993

EXPERIENCE

Sr. Marketing Analyst (Contract) Customer Insight Department LoyaltyOne Group (AirMiles) Jan,2009- Mar. 2009

- Assist AirMiles sponsors in developing of marketing programs (acquisition, retention, cross-sell) through opportunity identification, client segmentation to increase sales and profitability.

- Provide quantitative/qualitative analysis and insights about various marketing campaigns and their performance against target by using marketing/statistic /GIS tools.

- Liaising with account managers and finance to prepare/review budgets and forecasts for businesses.

Database Marketing Analyst ROGERS Wireless Aug, 2007- Dec,2008

- Work with internal sales managers to develop customer profiles of responder segments for specific campaigns in conjunction with products/offers.

- Identifies opportunities or issues for marketing initiative and provide actionable recommendations by conducting post-implementation analysis on campaign performance metrics and ROI.

- Generate weekly, monthly and ad-hoc reports on customer behavior throughout the prepaid customer's lifecycle and analyze all drivers influencing trends (Seasonality, channel mix, regional mix).

- Interpret results and provide insightful analysis commentary on findings to generate the revenue, reduce the cost or improve the churn.

- Develop statistical calculations, summary tables/graphs for analytical data mining in support of prepaid marketing campaign initiatives in MS Excel/Access and sophisticated data-reporting systems (eg. Cognos, SAS).

- Host the cross function team meeting to coordinate the issues among call center, sales channel, technology etc.

- Develop SAS queries for list generation and support data mining initiatives by rescoring and validating existing models and make recommendations on model tuning and new model development.

Section Manager of Service Marketing SIEMENS Mobile 2000 – 2005

As the team leader, I managed a team of four professionals coordinating the followings,

- Prepared and present a dynamic sales/marketing strategy and an effective sales collaboration process to internal sales and management.

- Provided in-depth marketing report to track market share/trend and competitive intelligence, especially the competitor’s technology, offerings, and whole product strategies.

- Performance analysis and tracking for Siemens service products in the marketplace (P/L, sales target, margins and sales forecast update).

- Interpreted marketing survey and conducted data mining & analysis.

Service Business Administration (Assistant Project Manager) SIEMENS Mobile 1999 - 2000

- Coordinated and developed service project implementation plans including resource requirements as well as budget/cost and time schedule.

- Established appropriate Key Business Indicators (KBI) and managed trade-offs between scope, quality, time, cost and headcount by liaising with Project Managers and Resource Managers.

- Conducted post-project implementation review and prepared written/oral reports to internal and external stakeholders.

Market Analyst Xin-Tai Futures Trading Ltd. 1994 - 1997

- Conducted commodity market research and analyze economy data.

- Prepared updates and ongoing fundamental and technical analysis of investments to be presented to customers and management.

CORPORATE TRAINING

- Siemens Leadership Development Program (S4)

This 12 months program combines a series of seminars in corporate finance, marketing and business operation with the purpose of preparing the individuals for Siemens future managers.

- Consultative Selling Skills/Ensuring Customer Satisfaction

- Certificate of presentation skill

- Strategic Perspectives in Service Business

- Certificate of Accounting Commercial & Sales

- Certificate of Project Management

SKILLS

- Computer - Comprehensive knowledge of Microsoft office, Access, SAS, Microstrategy, SPSS,SQL

- Business Skills – Analytical thinking,Good teamwork sprit and communication skill; Quickly adapt to different roles; Self-starting; organizational, prioritization and project management skills.

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