David Lavallee Email and Phone Number

Transitioned from a series of successful roles with Westjet to a career intermission focused on professional development, strategic exploration, and finding the right fit moving forward.Enhancing skills through targeted online courses in Leadership, Python, Workforce Management (WFM), Communication, emerging technologies, and more.Conducting in-depth industry research to identify trends and opportunities, aligning future career objectives with emerging market needs.Developing a networking strategy to reconnect with industry peers and participate in professional forums and virtual events.

Developed SQL scripts and ELT processes, resolving critical CRM reporting gaps for over 5M members, achieving 200% faster reporting times, and becoming the enterprise standard for member tier reporting.Shaped RBC World Elite Credit Card data contract negotiations, doubling participation rates, and integrated billions of transactional data points for enhanced segmentation, product improvements, and insights.Played key role in extensive data integration project, laying the foundation for a complete customer 360 view and personalized marketing efforts.Generated over $1M in revenue through data-driven sales and acquisition campaigns, utilizing control groups, A/B test segments, and confidence intervals to drive strategic plans.Expedited analyst onboarding by 75% and halved query building time by spearheading and architecting loyalty analytics data structures in Snowflake.Optimized processes, cutting Power BI dashboarding time by 20% and enhancing data accuracy.Elevated alternate source data integration match rate from 70% to over 96% by crafting custom keys and meticulous data mining.Solved critical challenge around customer intent, orchestrated development of advanced traveler identification methods for targeted marketing campaigns and organizational insight.Created key financial reports to deepen insights into Loyalty members' CLV, ROI, and yield, to refine product offerings and budget strategies.Enhanced member profiles by integrating online data sources, more than doubling behavioral insight accuracy in addition to correcting a 10% profile data gap.Recognized as team leader for majority time in role, collaborated with senior leadership on strategic decisions, including initiating report automation in PowerBI, data roadmap planning, and leading analytical discussions in corporate projects and team initiatives.Revolutionized data management processes, optimizing stored procedures, slashing load times by over 50%, and enhancing audit capabilities.

Collaborated on acquisition strategies and product offerings, resulting in rapid adoption of new products and 20% growth in high-value segments, contributing to WestJet's recognition as #1 Canadian Airline for Loyalty Member Engagement.Strategically designed and managed dynamic annual budgets, aligning financial planning with loyalty sales exceeding $1B. Implemented data-driven forecasting improvements, reducing budget variance to less than 5% and guiding strategic decisions.Spearheaded data-driven marketing campaigns as Loyalty Lead for the cobrand product, increasing new credit card applications and reducing attrition at a rate of 4:1. Contributed to WestJet being named the #1 Airline Credit Card in Canada for two consecutive years.Directed the rollout of automated reporting for key recurring campaigns, increasing revenue and reducing FTE manual hours by 6%, streamlining operations and enhancing profitability.Formulated a comprehensive five-year Loyalty Data Roadmap, guiding senior leadership through strategic planning and outlining data sources, capabilities, and future opportunities.Led quantitative and qualitative analysis of over 150 KPI dimensions, providing critical insights to a cross-functional audience and guiding key strategic initiatives and decisions.Simultaneously led the database marketing team and served as the hands-on loyalty data analytics lead and database architect, driving the development and execution of comprehensive reporting strategies.Pioneered a partnership with IT to automate the delivery process for top-tier welcome kits, reducing manual labor by 14% in FTE hours monthly and doubling the rate of guest deliveries, enhancing the customer experience.Negotiated enhanced administrator privileges and SQL access for the analytics team, empowering enhanced data analysis capabilities and supporting data-driven decisions that generated millions in revenue.

Devised strategic solution to mitigate negative guest experiences due to vendor errors, collaborating to establish a sustainable process for seven years and counting.Established loyalty reporting and analytics infrastructure, introducing automation and revolutionizing insights generation.Created advanced Excel dashboard for efficient leadership review, encompassing over 150 data elements.

Provided pivotal data analysis and econometric modeling support for key contract negotiations and projects, driving informed decision-making and strategic outcomes.Pioneered creation of WestJet's first ancillary data infrastructure, transforming ancillary data analytics and laying foundation for revenue optimization efforts.Led analytical direction for contractor and partner data engagements, supplying essential data for financial audits, program evaluations, and revenue-generating campaigns.Effectively managed team recruitment, development, and mentoring in a fast-paced, dynamic environment, fostering a supportive workplace while successfully navigating multiple organizational transformations.Facilitated smooth transition to flexible benefits program by developing intuitive Excel model, aiding informed benefit selections efficiently.Devised comprehensive tracking system for complimentary upgrades, boosting guest satisfaction through detailed analysis of trends and patterns.Played key role in evaluating data solutions, contributing to RFP process and recommending cost-effective options.Researched and contracted department-wide proof of concept to increase employee satisfaction scores, subsequently adopted on a wider basis by the organization.

Orchestrated negotiations leveraging Azure cloud, SQL, and ELT technologies, to establish a premier data source for precise credit card cost analysis. Secured critical data with Treasury and credit card partners, fueling COS insights and facilitating significant cobrand interchange discounts, yielding millions in savings.Led development of data-driven models using regression analysis to optimize GDS costs, resulting in 6% to 10% reduction in distribution expense and enhancing competitive edge in travel industry.Generated comprehensive channel reports, identifying opportunities to reduce sales costs across various platforms. Guided pivotal decisions to optimize traffic redirection, enhancing overall sales efficiency.Collaborated with IT and Business Intelligence to design Cognos self-service reporting for multiple business purposes. Communicated requirements, aligned expectations with technical capabilities, and managed project timelines.

Innovated and deployed forensic reporting techniques to identify high-value fraud incidents, reducing future financial risks.Introduced granular all-inclusive sales reports and budgets, driving decisions to reduce COS significantly and becoming critical for analytics and reporting.Implemented ELT pipeline to consolidate vendor data, enhancing reporting capabilities for sales agency performance and partnerships.Negotiated favorable contract with SAP Business Objects for incentive program, enhancing effectiveness and efficiency.

Conducted in-depth analysis and data mining of CRS to fuel compensation incentive program, generating over $100M in annual sales.Led internal audit for pivotal vendor selection, delivering unbiased research informing strategic decisions on multimillion-dollar initiative.Utilized Kronos workforce HR system data to optimize staffing solutions for over 500 contact center agents, enhancing workforce analytics metrics.Collaborated with contractors to implement Omniture tagging, significantly improving digital analytics and website optimizations.

Engaged in cross-functional projects to enhance guest satisfaction, boost sales performance, and optimize operational processes.Built complex SQL scripts to develop robust reporting structure for agent sales incentives and KPI measurements, resulting in higher sales conversions and improved customer satisfaction.Collaborated across departments to enhance process automation through advanced spreadsheet models, formulas, and scripting.Generated comprehensive reports, analyzing contact center sales, incentives, and performance metrics, delivering actionable insights across organizational levels.

Engineered innovative tools to enhance data insight acquisition, achieving a 25-75% increase in task efficiency and paving the way for advanced reporting and analytics.Generated tailored ad-hoc reports and analytical reviews to improve contact center operations, assisting agents and team leads across various projects.

Crafted intricate SQL queries and designed comprehensive SSRS reports to track key performance indicators, yielding critical insights for sales enhancement, contact center operational efficiency and workforce analytics.Developed a user-friendly web application to streamline contact agent vacation requests, enhancing process efficiency and accuracy with a self-serve option.Provided analytical support for diverse projects, informing strategic decisions in contact center operations, workforce scheduling, telecom, and marketing campaigns.