Royal Bank of Canada (RBC)
Senior Manager, Digital Product Insights and Analytics
- Leading the machine learning-based marketing mix modeling for the Credit Cards marketing team and presenting insights with optimization suggestions for future marketing and advertising budgets allocation as the dedicated analytics lead for the Credit Cards LOB.
- Leading the marketing mix model development pipeline standardization initiative by developing business-agnostic python scripts to be used across different lines of businesses.
- Leading data squads consist of data engineers, analysts, and dashboard developers in analytical projects.
- Developing data assets for advanced analytical end-to-end reports using PySpark.
- Conducting digital insights analysis using analytical methods and frameworks (such as machine learning), Python, etc.
- Developing dashboards using Tableau, Amazon QuickSight, and Looker Studio.
- Utilizing Big Data ecosystem including Hive, HDFS, SQL-based and cloud-based database technologies (AWS S3, Google Cloud Platform, etc.).
- Serving as the dedicated analytics lead for several internal departments including RBC’s famous AI-driven NOMI application, Mobile Engagement pillar, and Digital Components and Platforms, to support them with ad-hoc to deep-dive data-driven analyses and solutions.
- Served as the analytics lead for Mobile Servicing pillar, overseeing access to funds and enrolment analytical and reporting projects related to HSBC's acquisition by RBC.
- Achievement: Won the RBC Amazon Web Services (AWS) data Hackathon.
Scotiabank - MD Financial Management
Data Scientist - Growth Marketing & Marketing Operations
- Led the marketing lead scoring project and developed and deployed an end-to-end supervised machine learning model that resulted in a 250% increase in the Lead
qualification and acquisition rate.
- Developed a website visitors segmentation model as part of website personalization project which resulted in identifying underlying clusters
(e.g., Loyal Visitors & New Visitors) and designing a personalized journey for them.
- Led the marketing data warehousing of large online behavioral and event data of digital resources, which resulted in a fully functioning and centralized
cross-channel marketing data warehouse.
- Led the Lead Lifecycle Improvement Program (an end-to-end lead management process and technology improvement initiative) reporting and data analysis.
- Developed marketing personas using clustering and digital lead data to support campaigns and lead nurture program.
- Developed a Newsletter subscribers segmentation model using unsupervised machine learning, which led to the design of a recommender system for Newsletter streams.
- Provided ad-hoc support for data science, data engineering, and data visualization dashboard building requests in the Marketing department.
- Achievement: Won the Scotiabank’s “Best of Best Award” for the “Top Individual Performance” category in 2021.
Klipfolio Inc.
Professional Services in Advanced Analytics
- Advised companies on their data science requests about leveraging their data to develop analytical models and drive useful insights.
- Developed data formulas, models, and impactful dashboards on complex structured and unstructured datasets for clients.
- Created data connections and wrote over 600 complex queries to collect data from multiple offline and digital services (API connection) and
databases such as SQL-based, Google Analytics, Google Ads, Facebook, Salesforce, etc.
- Successfully advised over 120 global customers including PwC, Deloitte, FC Barcelona, and LG, which resulted in an annual 10% improvement in clients’ retention rate.
Brookfield Renewable Partners - Headquarters
Enterprise Architect and Advanced Analytics, Co-Op
- Served as a member of Data Optimization Working Group, advising Brookfield’s North America, Europe, and South American businesses on
leveraging operational and business data and creating analytics solutions for them.
- Researched the capabilities of business intelligence and machine learning and their best practices in the energy sector.
- Built BI and machine learning proofs of concepts (PoC) using energy market data resulting in the implementation of the new advanced analytics architecture.
- Participated in the merger and acquisition project's report consolidation with the director of the corporate's Enterprise Architecture team.
- Evaluated vendors and technologies such as ERPs, BI and Analytics, Managed Services, Cloud, and SaaS to establish a full suite
of IT services for an acquisition Brookfield Renewable made, resulting in the selection of providers.
Telfer School of Management – University of Ottawa
Graduate Research and Teaching Assistant
- Conducted data visualization and Tableau workshops for the graduate course "BI Technologies & Big Data Analytics".
- Conducted IBM SPSS Modeler training sessions for the course "Business Data Mining".
- Conducted quantitative and data science research on “Big Data and Data Science skill requirements for the Canadian job market”
(government funded research) using 3500 job descriptions, web crawling, web mining, R, and text mining.
APPSON
Marketing Analytics & Business Intelligence Manager
- Developed behavioral clustering and segmentation models for direct marketing campaigns resulting in an overall 20% increase in annual direct revenues.
- Developed supervised machine learning models to determine customer loyalty stages for targeted up-sell campaigns resulting in a 12% increase in the up-sell response rate.
- Led a cross-functional team of analysts and data engineers to develop KPIs, data pipelines, and data warehouse to establish company’s
BI reporting and advanced analytics ecosystem.
- Developed product-oriented survival analysis models to calculate and predict the Customer Lifetime Value (CLV) and time-to-churn resulting in a 5%
annual reduction in churn rate.
