Marco Antonio Cuellar Rios Email & Phone Number

Nueva York, Estados Unidos

Responsible of Merchant Acquisition Analytics, incentives payments, goals administration, forecasting, market research, and SQP analysis and support for Latin America and Canada markets.Support to the leadership team to establish Goals for the Merchant Acquisition team, providing insightful analyses to enrich the strategies of the acquired accounts to improve market´s coverage.Responsible to implement and administrate the incentives plans across the markets, account implementation auditor.Leading the reports generation and present the same to Directors and General Managers on each market, as well as providing them forecasting information utilizing statistical and probabilistic models.

Nueva York, Estados Unidos

Analysis to measure the success of the American Express' Offers Performance

Nueva York, Estados Unidos

Responsible of the Parity Acceptance project to measure the Amex card acceptance across the US providing monthly reports to track the Franchises that have a Gap.Analyses of customer behavior at Industry level to prioritize the marketing strategies to increase both, card acquisition and customer spend.Support on the ALIF project generating databases for outbound telemarketing in order to reduce the cancelation rate in the US Merchants and lead prioritization according to industry behavior.

New York

Market advisory to transform data into executable campaigns to both acquire new customers and improve their behavior obtaining in average 8% of monthly offer redemption versus total transactions.Offers negotiation with the partners of the company to improve their investment.Cross sponsor campaigns across the different partners of the company to increase the coverage of the loyalty program across the US.Continuous communication with other team’s leaders, partners and internal customers in order to improve the budget applied to media plan.

Analista de negocios en Payback México, aplicando técnicas y modelos estadísticos para el perfilamiento y selección de clientes a través de afinidad de comportamiento. Construcción de modelos predictivos para las promociones de los socios de la compañía atrayendo nuevos clientes e incentivando la lealtad de los mismos. Manejo y auditoria de ofertas a través de cupones digitales para controlar la correcta aplicación de la bonificación de las recompensas.

Merchandise selection and ranking for the Membership Rewards e-catalog according to product demand and cost optimization.Campaign profitability analysis.Redemption strategies by the use of statistical models saving 14% of total investment in the Membership Rewards printed catalog.Campaign discrimination according to customer behavior.Campaign performance and execution analyses.Process automatization of campaign requests saving 80% of execution time.Decreasing of total communications received for customer and increasing the relevant offers for both GRCC and RCP Portfolio improving the total contacts from 60 to 20 monthly prioritizing by relevance for product.Savings of 20% in the payment methods by evaluating the cost of each channel driving payments to cheaper channels.