Implementation and Operation of a Data Governance FrameworkCo-designed the initial data governance framework including mandates and guiding principles.Identified, on boarded and supported data stewards representing all business lines. Led enterprise data table meetings, training sessions and supporting documentation.Performed Data Governance self-assessment to comply with the OSFI’s risk reporting and aggregation requirements (RDAR).Documented alignment gaps for all projects and enforced alignment on data governance and strategy guiding principles.Evolved the governance process, roles and tools to support Big Data velocity and volume.Enabling Data Centric Business StrategiesWrote concepts and definitions related to the marketing operating model to insure a common language between the business and data architecture stakeholders.Developed a strategic positioning for lead and prospect management to support the design of an enterprise data architecture.Supported the Master Client Profile project on data definitions and rules development as well as the identification of responsibilities for reviewing and approval by data stewards.Enriched the data strategy by evaluating the business impacts of data quality levels for Retail and Commercial clients processes.

Member Centric Marketing Planning and Program DevelopmentIdentification of business requirements and business lead in the development of a segmentation scheme based on members’ profitability including members’ needs, attitudes, preferences and brand perception. Leadership of all process steps, redaction and execution of the initial and subsequent segment based marketing plans including the identification of objectives, budget allocation and contact strategy.Design and deployment of new highly personalized communication vehicles (Printed Newsletter, Activation Sequence emails to new members) and triggered communication programs to support segment specific marketing objectives.Creation of a methodology for the measurement of growth potential for each member segment based on research and market data as part of an overall strategic review of development potential of the core business model.Business lead for the development of a Best Member program including the creation of the overall Aeroplan program financial model as well as partner specific business cases and research on member benefits. Measurement of Marketing ActivitiesDevelopment of pro forma financial models for analyzing major marketing investment projects impact on cash-flows and EBIDTA including Aeroplan.com 4G, Arrival magazine and Unica Campaign Management investment.Report on the marketing and financial impacts of marketing campaigns and investment in marketing vehicles.Development of the Marketing Intelligence and Operations InfrastructureIdentification of business requirements and leadership of a Customer Data Warehouse project containing transactional, socio-demographic and third party data on more than 5 million Aeroplan members.Management of a project leading to the selection of an automated Campaign Management soution (Unica) including the development of a complex business case presented to the board for approval.

Identification of analytical requirements for existing and potential clients and development of business cases demonstrating the positive impact of implementing SAS marketing solutions.Key player in the acquisition of the Aeroplan account. Selling and executing a large consulting mandate for a Canadian chartered bank to develop a data infrastructure and a predictive model for financial products.Responsible for responding to request for services or products for marketing analytical solutions.

Identification of business needs and required data for the analysis of customers using Fido.ca website and implementation of a software solution that helped improve the site’s usability.Design and implementation of a data collection, analysis, consent and transmission process as a basis for the development of a mobile customer datamart to enrich the existing customer data marts with mobile products user data.Led the development and production of personalized versions of the Fido e-newsletter in order to increase penetration rates and revenue per subscriber.

Identification of all requirements leading to the creation of the first Marketing Information System.Introduced data mining, predictive modeling and geo-marketing analysis and designed campaigns that outperformed past results up to eight times.Drawing up the initial marketing plan for the Client Strategy department including initial customer objectives and a transactional segmentation scheme.Development of a methodology to evaluate branch past performance and future potential based on customer data, primary market potential and competitive presence that was the basis of strategic network planning decisions.

Design, development and communication of marketing activities to increase cross-usage of financial products and support network executives with the plan implementation and production of marketing campaigns results reports.Production of supporting documentation for the commercial plans (commercialization guide, direct marketing support services description, executive resumes for branch and regional managers, training guides for customer facing staff).Active collaboration to the overall marketing strategy development process (market analysis, competitive monitoring, customer behavioural analysis).