 Consolidate and report companywide revenue and profitability including e-commerce, ad solution, incubated brands, and all subsidiaries Lead companywide budget and forecast process and work closely with department heads to review monthly outcomes Redefined KPIs as business transitioned from wholesale to dropship, then to marketplace business model and created financial models for new revenue streams including ad sales and membership Established dashboards and reports for various teams to use including profit post marketing spend, contribution margin, conversion, customer retention, marketing efficiency, selection, and others Monitor profitability for newly added business streams and provide financial models to facilitate ad sales in pricing and projection Led a team to collaborate closely with CEO, CTO, and CSO to set up goals for each team, and review monthly performance, and communicate progress to board and investors Added responsibilities to oversee campaign planning, help implementing CRM strategies and manage loyalty program  Conducted comp analysis by comparing Verishop against other key competitors to identify opportunities improving profitability and path to first order breakeven Helped team members to get promoted and expanded with more responsibilities within the organization Partnered with data engineering team establishing metrics, redefining marketing attribution, and helped with business metric definition and data validation

 Expanded responsibilities and took over FP&A team, working closely with sales planning, budget and forecasting Conducted weekly meetings with key stakeholders to review performance, holding teams accountable for pacing towards targets Used data insights to identify areas of improvement to increase contribution margin Recruited new team members to support projects with data insights and measure success of each initiative

 Closely monitored and created company operational reporting on a daily, weekly, and monthly basis Reported key business insights, conducted trend analysis, and provided ongoing data insights to CEO, CTO and CSO Helped define and establish KPIs including contribution margin, site conversion funnel, customer acquisition costs, LTV, repeat rate, and refined logic for customer marketing acquisition channel Established a high-quality Business Analytics team to support business units including buying and merchandising, growth and marketing, engineering, product, content, and other teams Worked closely with data infrastructure team during Snowflake migration and data validation to ensure accuracy of reporting and dashboard migration

 Promoted to add additional role leading the Financial Planning and Analysis (FP&A) team in additional to the BI team and served the cross departmental functions between business and technical parties Oversaw team of high-caliber financial analysts supporting all departments and programs with financial modeling, financial reporting and reviews, operational reporting and ad hoc business analysis Worked closely with CFO and CIO to improve efficiency in company reporting by rationalizing redundant or overlapping reports and developing self-service dashboards for all key end user groups Partnered with CRO and COO to drive improvement in both top and bottom-line results by focusing attention on sales funnel conversion, productivity, sales quality and other key business drivers Created financial models to predict profitability impact and guide negotiation of contract reviews for major clients including AT&T, Amazon, T-Mobile and others Led the first AI project for company among territory optimization by analyzing demographic information along with market data Further improved key dashboards in Salesforce based on evolving business requirements and supported reportings for newly established inside sales functionality Managed annual budget and reforecast process, serving as central point of contact for department heads, HR, accounting and executive teams

 Promoted and given responsibility to manage team within IT department, Business Intelligence Analytics (BI) Managed internal and external resources including BI Developers, ETL developers, SQL developers, dashboard/reporting developers and BI analysts, using tools including JIRA and Asana Led the company’s initial and ongoing implementation of Salesforce Analytics, overseeing design of Redshift data warehouse, Informatica ETL processes, Salesforce Analytics datasets and dashboards Partnered with business users to understand key metrics and refine operational KPIs to more accurately track and improve results Developed innovative operational dashboards illuminating KPI trends in headcount, productivity, work habits, compensation and more

 Personally managed company annual budget process (~$250 million of revenue) by creating financial models and standardizing P&Ls for all departments and programs, working closely with COO, CFO and managers Analyzed and explained re-forecast cause of change to both executive team and lenders Managed financial models for monthly and quarterly financial reviews with executives Led month-end P&L review with analysis on gross margin, bonus effectiveness and other KPIs Conducted trend and variance analysis on KPIs including headcount and retention, revenue per order and sales quality to identify opportunities to improve sales and profitability

 Created performance reports to assist with budget/forecast and driving improvements and changes Prepared models and templates to support sales management decision making Supported monthly P&L review, revenue reconciliation, and financial statement reporting Reviewed and coordinated data sources from external sales teams and clients and performed data manipulation using Excel and internal system

• Analyzed product suitability for potential and existing clients by comparing various financial products and plans• Assessed client risk tolerance and financial preference by conducting financial product related questionnaire in order to assist asset allocation and manage financial portfolio• Executed administrative and marketing duties which include preparing reports, collecting data, and organizing files, etc• Processed financial product applications and initiated follow-ups with underwriting groups and head quarter in New York• Scheduled appointments with clients and prepared necessary meeting materials for financial professionals• Assisted financial professional during client meetings by participating in plan discussions and product clarifications• Communicated with financial professionals on a daily bases to improve work efficiency and eliminate miscommunication• Conducted client products queries and household checks by using Web-Station program