• Analytics Leader – Developed the central analytics team at Heineken USA into a mature business function by training and coaching direct reports, close partnerships with internal stakeholders, and cross-functional relationship building with GIS partners.• Commercial Effectiveness Modeling – Led a marketing mix modeling project to quantify the ROI of commercial investments (i.e. Social Media, TV, Sampling, etc.), embedded the results into the annual budget & strategic planning process, an incremental $55 million in revenue over the first two years. Built zero-based budgeting model in Anaplan to support these efforts.• Data-Driven Marketing – Spearheaded a sales uplift modeling initiative for digital media, testing the impact of HUSA digital marketing strategy across brands. Evaluated the relative accuracy of data providers (Adobe, M1, Salesforce, etc.) in order to optimize audience segmentation efficiency. Early results yielded a 30% optimization of programmatic spend (budget of $10 million).• Anaplan – Responsible for the development of internal connected planning infrastructure; linking demand planning and forecasting, annual volume and distribution planning, and financial latest estimates. Evaluated implementation partners, and managed vendor selection for initial model development, and served as lead developer during agile design, development, QA, and launch process. • Business Reporting & Performance Management – Developed key sales KPIs and reports, and partnered with sales operations to embed these tools as the single version of the truth across the organization (dashboard reporting via Power BI and QlikSense, automated scorecards via nPrinting).• Sales Support – Developed an attribution model to quantify the benefit of discount, display, and other drivers to optimize sales for two major customers across multiple brands. Embedded the model into the sales and pricing teams’ strategy to deliver a potential value of $5 million.

Outgoing assignment to apply expertise gained during tenure as manager of the RM Reporting team. Tasked with analyzing operations of the marketing teams and implementing projects to improve efficiency.• Big Data Analytics – Migrated marketing data to a new data mart, as well as email campaigns to a new marketing platform, Infogroup’s Marketzone Platinum. Created coding algorithm to ensure successful processing of distributed data, covering hundreds of millions of records.• Process Automation – Led automation effort for multiple manual processes, which preserved continuity of critical customer “first-contact” promotions and decreased process time by 90%. • Operational Improvement – Optimized campaign development and implementation process between Marketing and Revenue Management departments, eliminating operational inefficiencies.

Promoted to manager and directed an analytics team tasked with guiding data-driven decision-making for global SLT, RM, and Business Development teams.• Organizational Leadership – Transformed team from passive request takers into proactive suppliers of actionable insights. Energized the team and department through focused branding and communications effort, resulting in better customer service and awareness of team’s capabilities.• Financial Analysis – Provided guidance to SLT and department leaders relating to financial performance, new project profitability, and financial impact of what-if scenarios (risk analysis of natural disasters, currency fluctuations, unemployment, etc.). These presentations and reports served as the foundation for pricing and promotion decisions.• Operational Improvement – Created exception-based tool that alerted reporting team of errors in the automated production of over 300 reports. This decreased reporting delays due to systematic errors by 80%. In recognition of the tool’s benefits, it was presented at the global 2016 SAS conference as a best practice solution.• Data Governance – Launched and led company-wide data governance effort to build consistency between data sources and to clarify definitions of data domains. Created and distributed educational videos and branded, printed material. This initiative gave separate departments a common ground on which to base decisions.

In addition to the duties of a senior analyst, took on the additional responsibility of standardizing reporting across the globe, as well as realigning internal metrics to a new global pricing structure.• Big Data Analytics – Created global RM Dashboard, a company-wide, web-based reporting suite at no additional cost. This required learning a new programming language and bridging the gap between existing systems and the new technology. It served as a customizable, interactive, and standardized platform for reporting financial data, as well as RM and Merchandising metrics. Total value of $4 million initially and $2 million annually.• International Collaboration - Led the global pricing team, consisting of 25 analysts and managers, in coding standardization, report enhancements, and analysis of business performance after the implementation of “Program Interaction” (PI), a multi-year endeavor to revolutionize the business to fulfill customer demand for transparency and online enhancements.• Business Analysis - Redesigned the global inventory performance metric to account for changes resulting from PI. All units, worth about $520 million annually, were priced based on this metric.• Inventory Management - Priced inventory for nearly 200 South and Central American resorts across 12 countries based on supply and demand trends, local events, and currency fluctuations using a blend of experience and SAS-based analytics.

Forecasted supply and demand patterns for two-year seasonal booking window in order to appropriately price and allocate inventory to sales channels. Managed customer service issues.• International Experience – Adapted to foreign culture and learned Spanish to liaise between Latin American and US business units. • Demand Management – Forecasted demand for 15,000 SKUs within 170 Mexican resorts based on historical trends, current and upcoming events, natural disasters, and economic factors, representing $15 million annually. Developed an elasticity model that improved rental revenues by 62%.• Supply Management – Forecasted supply build-up curves for these resorts (supply for any given resort-week is based on many factors including member or developer deposit timing, quantity, and quality) and advised hotel developers about projected inventory shortages.• Customer Service – Resolved member booking issues by collaborating with the customer care center to find creative solutions to satisfy the customer (i.e. providing an alternative vacation option or making a best-judgement rules exception to ensure long-term customer loyalty).

Support function to RM, in charge of pulling data and creating analyses of supply and demand patterns in order to help pricing and inventory acquisition teams in day-to-day operations.• Business Insight – Created automated reports using SAS and other software, performed customer impact analysis on upcoming projects, and presented recommendations to project sponsors.• Cross-Functional Collaboration – Worked with IT to migrate web search logic from legacy systems to ILOG, an IBM business rules system, which saved $6 million per year. Supported Inventory Management & Pricing team by creating reports with SAS (analytics software) to show current trends and to enable quick and accurate decision making.