• Execute, analyze and report on consumer and commercial marketing campaigns across multiple channels. Utilize SQL and Power BI to maintain detailed dashboards, contributing strategic insights including for online product strategy which has generated over $1.5B in deposits in 4 years.• Established the bank’s first successful marketing attribution capability, integrating disparate data sources such as web analytics, online applications, and core customer databases, resulting in reduced acquisition costs and enhanced post-acquisition insights.• Develop and maintain Power BI dashboards and reports to pinpoint targeted marketing and cross-selling opportunities. Regularly present findings to management and LOB stakeholders, translating complex analyses into actionable strategies.• Manage operational tasks including collaboration with vendors for bi-monthly mailing campaigns to 450k customers, creating targeted email and regulatory contact lists, and monitoring data cleanliness to reduce technical inefficiencies.• Mentored new analysts in leveraging the bank's intricate data sets and software tools, initiating collaborative projects to streamline analytical processes and enhance business intelligence operations.

• Using SQL, analyzed performance of all targeted marketing campaigns, including e-mail, direct mail, and digital campaigns, directed to audiences of up to 12M households. Constructed and evaluated A/B testing across audience sizes, content, customer segments, and promotions• Managed audience targeting strategies for direct mail program using data-driven insights to identify the most profitable customer segments. These programs generated $155M of incremental sales in 2017• Performed customer segmentation analyses to optimize targeting frequency strategies. Results led to improved ROI from seasonal direct mail and reduced e-mail saturation• Presented results and recommendations to marketing and merchant leadership. Recommendations were implemented regularly for future campaign planning including brand-specific campaigns and loyalty programs• Utilized SQL to data mine internal customer database for campaign reporting and ad-hoc projects• Collaborated with external agency to improve automated reporting tools

• Collaborated with firm’s researchers and risk modeling teams in assessing global economic data projections • Monitored global market news and data releases for centralized analysis of important insights to senior management

• Consulted with global surveillance and compliance groups on using data and metrics for risk identification; aligned reporting processes and procedures for regional partners• Established our department’s metrics report for appropriate escalation of significant issues and trends which led to a major reduction of underlying risks across the different global teams• Created and oversaw process to conduct ad-hoc analyses of employee compliance data to identify and monitor breaches of firm’s controls

• Provided analytical, planning, coordination, and implementation support to cross-functional strategic planning activities and projects, including the firm’s expansion throughout New York • Pulled data and provided insights into competitor Medicare and Medicaid activity in firm’s expansion markets

• Analyzed response data to identify top-performing direct marketing initiatives. Presented key marketing directives to sales and marketing leaders to help drive growth• Responsible for tracking of annual marketing budget in addition to invoice processing and vendor management

• Oversaw end-to-end execution of marketing program for non-profit youth travel program• Identified target market for social media and digital marketing initiatives. Successfully introduced new ideas to reach a larger share of the target audience

Prepared case studies from real-life clients to be used by financial advisers for future use.Arranged meetings with potential clients to discuss financial planning services including investments, retirement planning, and insurance.

Assessed the implementation of new technologies being used by field-based staff. Compiled, analyzed and reported results.Analyzed large referral database to identify incorrect information and create a clean and efficient system.