Marketing Analyst, Loyalty Programs

  • Marketing Analyst,
    Loyalty Programs
    Nov 1999– January 2001
    Toronto, Ontario

    Big win: Saved the company an estimated $14 million by recommending and executing a detailed strategic analysis on the viability of blending umbrella brand loyalty programs.

    • Responsible for extracting, analyzing, interpreting and communicating loyalty customer data;
    • Participated in the planning, development, execution, measurement and reporting of marketing programs;
    • Effectively extracted data from the loyalty database using SQL and translated it into directional information and knowledge;
    • Provided actionable strategic recommendations to business issues and analytic objectives;
    • Leveraged analytical best practices to prepare directional analysis, reports and presentations targeted for decision makers;
    • Provided insight into loyalty customer base through customer segmentation, value segmentation and basket analysis.


Manager, Customer Segmentation

  • Manager, Customer Segmentation
    Feb 2001– Jul 2002
    Toronto, Ontario

    Big win: Selected to work with a team of  Directors as the data and analytics expert, successfully leading the launch of the inside sales department, on time and on budget. Recipient of the 2001 Marketing Excellence Award.

    • Managed a team of two database analysts, responsible for supporting the direct marketing team in launching a loyalty program for small, medium enterprise clients;
    • Performed detailed gap analysis to identify variances in the loyalty program and adapt a standard methodology to develop and facilitate customer segments;
    • Conducted customer segment reporting, campaign measurement and customer segmentation analysis, in support of  sales, loyalty and retention programs;
    • Built relationships and bridged the gap between IT, the Business and external vendors, with regards to data requirements and business intelligence.


Strategic Marketing/Financial Analyst

  • Strategic Marketing/Financial Analyst
    December 2002 – April 2004
    Toronto, Ontario

    Big win: Generated incremental sales of over $1 million per campaign by providing analytical insight that changed the way the company executed their BOGO coupon offers.

    • Conducted financial impact analysis for Marketing promotions and new product launches;
    • Developed and automated KPI reporting for Wal-Mart partnership and 24-hour drive through initiatives;
    • Maintained and built automation for leadership KPI dashboard, highlighting the performance of marketing promotions and monthly sales, utilizing dashboard tools including Business Objects, Excel, and MS Access;
    • Devised and executed monthly/quarterly/annual program and pre/post campaign analysis, and quarterly forecasting;
    • Worked closely with the IT department to better understand how various data sources could be leveraged for the purpose of business intelligence reporting and analysis.


Associate Manager, Sales & Marketing

  • Formerly known as The Hummingbird Centre for Performing Arts
    Associate Manager, Sales & Marketing
    April 2004 – May 2005
    Toronto, Ontario

    Big win: Introduced and implemented strategic marketing tactics, in turn selling out an underdog performance.

    • Developed marketing plans and managed the execution of targeted marketing strategies, maximizing the number of seats sold;
    • Managed tight marketing budgets, allocating funds accordingly to creative, production and selected marketing channels (radio, print, direct and television);
    • Cultivated partnerships with media sponsors, suppliers and vendors, resulting in over $150,000 in promotional spend for small show budgets ;
    • Managed a team of 2 consisting of group sales and marketing associates;
    • Successfully in-sourced the group sales function, resulting in a savings of over $85,000;
    • Introduced online marketing communications, by developing a strategy to collect patron email addresses, expanding the centre’s communication reach through E-nounce, their first ever email marketing program.



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