Amir A. Darbani

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EDUCATION:

Master of Electronic Business Technologies (Digital Transformation & Innovation)

University of Ottawa

School of Electrical Engineering and Computer Science

Ottawa, Canada

2016 - 2018

MSc International Marketing Management

University of Leeds

Leeds University Business School

Leeds, United Kingdom

2011 - 2012

BSc Industrial Engineering (Operations Research & System Analysis)

Azad University - Tehran South

Tehran, IR

2006 - 2011

SKILLS:

Python

scikit-learn

Pandas, NumPy, SciPy, Matplotlib, Plotly

SQL

PostgreSQL

R

API

JSON

Tableau, Power BI, Google Data Studio

HTML, CSS, JavaScript

D3.js

Django web framework

AWS Elastic Beanstalk

shell scripts

Adobe Marketo Engage

BigQuery

Google Analytics

TensorFlow, Databricks, Spark, Hadoop, Hive

Alteryx

Advanced MS Excel

Microsoft Office

PROFESSIONAL EXPERIENCE:

Royal Bank of Canada (RBC)

Senior Manager, Digital Product Insights and Analytics

Toronto, Canada

2022 - Present

Scotiabank - MD Financial Management

Data Scientist - Growth Marketing & Marketing Operations

Toronto, Canada

2019 - 2022

  • 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

Ottawa, Canada

2018 - 2019

  • 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

Ottawa, Canada

2017 - 2018

  • 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

Ottawa, Canada

2017 - 2018

  • 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

2015 - 2017

  • 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.

More...

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