customer experience and analytics manager
Dubai Properties Group
Total years of experience :18 years, 7 Months
• Designed data driven Response Lead Scoring architecture and dataflow for ibm.com and eCommerce channel which is scalable and has been deployed across regions delivering value to campaign ROI.
• Developed lead scoring technique and dynamic offer presentation on digital & mobile medium using Unica Interact and Coremetric technology.
• Collaborate with IT and marketing stakeholders to design, develop, and deploy new marketing technology that delivers business value to the marketing organization
• Define and communicate marketing automation best practices that will enable marketers to fully leverage Enterprise Marketing Management capabilities
• Consult with the enablement team in the creation of education materials used to train application users and gain worldwide adoption for marketing systems technology
• Advise marketing leaders in the development of the strategic vision and roadmap for marketing systems
• Involved in the deployment of a marketing automation tool with an IBM marketing user base across 70 countries
• Provide database marketing consulting and leadership - helped MEA marketing to increase the impact of inbound marketing activities, capture and nurture 120K response 2012.
• Developed Business reports for MEA Marketing cross program plan with strategic recommendations and insights.
• Execution of Marketing Campaigns using Unica (Marketing Automation Tool) and Siebel CRM.
• Provide deep understanding of campaign process to the team with campaign planning requirements, tracking, social media and maintaining data quality.
• Created an online community to educate and share the campaign best practices.
• Working on lead scoring and nurturing project to improve lead conversion.
• Promoted Best Practice technique - A/B Testing, Campaign Optimization.
• Trained 20+ candidates’ world wise on Marketing Database with 87% review as very valuable.
AWARDED WITH “1” RATING, 2011-12 & “2+” IN 2012-13
Revamping and overhauling the marketing database to its current status that has yielded results. Responsible for Marketing Data Management and efficiently executing email marketing campaigns to deliver high volume of quality leads for the fastest growing company in Online Event Registration software.
• Campaign Program road map designing for high flow of Leads from all regions.
• Designing the Marketing Analytics dash board by mapping the marketing and financial data sources.
• Automating the marketing lead generation activity with SF and internal system (Cvent.com).
• Working on SQL Server Marketing Database for developing and maintaining and also overseeing quality control and effectiveness of campaign executions.
• Oversee & ideating E-mail & telemarketing campaign, SEO, SEM initiative with Google.
• Evolving data mining/data integration /data quality/data conversion.
• Identifying and implementing work flows for process improvement.
• SEO, Web Analytics and Managing Database Analytics for effective decision making for Campaigns Execution and data purchase.
• Manage the data vendor to grow the marketing database.
• Streamlining the data flow process and building validation rule for Marketing-Researchers by MS-Access Application Development &SQL for PIVOT SQL, Ranking SQL, Aggregate SQL, and Multiple Table join SQL with wildcards and also on T-SQL and SSRS Reporting.
• Developed List Pull and Tradeshow data management application in MS-Access.
AWARDED STAR PERFORMER FOR MARKETING DATABASE MANAGEMENT, 2010 CVENT
Successfully increased Response rate by 30%.
Re-Defined marketing strategy to market 10 contacts per Organization to decrease opt-outs.
Data cleaning and segmenting/profiling.
Database Optimization & MS-CRM 3.0 reporting/maintenance.
Worked with the Marketing and Business Intelligence team and also coordinated with offshore team of Product managers, Campaign Managers and the Solution Marketing Managers to understand their Marketing Campaign and Report requirement and provide them with necessary Report and Analysis using Marketing Database, Business Objects, Siebel & Salesforce.com.
• Worked with the Corporate Data Warehouse team on marketing universe (Business Objects) to define user requirement, ETL testing, universe designing and validate the same after development.
• Created Reports in Business Objects XI for Marketing and Senior management on marketing effectiveness measurement.
• Handled Campaign Data Management & Product Cross-Up Sell Analysis for prospective and existing customer database.
• Worked on Data validation Business Object Vs Siebel (Testing)
WON THE PEER RECOGNITION AWARD FOR OUTSTANDING DELIVERABLES, 2009 BMC SOFTWARE
I had worked in Commercial Mortgage Business department to assist Product development team for designing and for testing the loan processing system.
• Gathered End User requirements and documented workflow design and report design.
• Designed Data Mapping, End User Training & Documentation Development.
• Developed productivity reports.
• Oversaw the day-to-day operations and the maintenance of the Commercial Finance Division’s (“CFD”) end user systems & the development of end user queries and reports created in MS Access Reporting Database and Excel.
I had worked with the technology team as a Business Analyst to gather requirements, build test cases and define/design new processes for the Payroll processing system and the Policy Review System.
• Analyzed new requirements and prepared Software requirement Specification document (SRS) for developers.
• Manually tested the products to prepare Test Cases and Test Plan. (Black Box)
• Bug Testing, Analysis & Tracking.
• Documented the Product & its new requirements, Prepared Release Notes.
• Developing reports in the product.
• Running SQL queries to extract data from servers and developing reports in Excel for analysis. (Oracle, MS-Access, SQL-Server)
Statistics, Regression, Linear Programming (Optimization techniques), Modeling Analytics, Scholastic modeling, Data Mining (Association, Clustering, Classification Trees, ANN, Discriminant Analysis), AHP, DEA, Markov, CHAID, Web Mining, Pugs Matrix, TRIZ, SIPOC.
2 year residential MBA program.
