HEB-Central Market Division (CM)Responsible for leading analysis of behavioral data and delivering actionable analytics to support operational and procurement teams as well as supporting customer loyalty programs and targeted marketing initiatives. • Strategically targeted current and prospective customers based on strategic objectives through Catalina, Direct Mail, and digital channels for over 30 campaigns with a total $1 million budget• Developed and implemented the first quarterly CM loyalty program with over 10,000 unique offer combinations personalized to the customer level• Designed over 5 customer spotting maps in Tableau and MicroStrategy Dossier to understand customer behavior related to geography, enabling strategic targeting for competitor blunting campaigns• Measured intra and post campaign analytics through SQL and R to determine overall performance and evaluate changes in customer behavior to recommend modifications and drive improved campaign ROI• Updated and maintained existing campaign reporting for both HEB and CM• Developed CM Customer Curbside Report and delivered insights weekly to CM Leadership• Completed over 10 custom projects on customer level shopping behavior/trends and customer profiling to support HEB and CM Leaders with actionable customer analytics to help grow the business and identify emerging opportunities or threats• Updated and implemented 5 CM scripts and data tables with continuous ownership of quality assurance• Developed and presented on marketing and data analytics to teach CM President and leadership about the industry

Industries: Retail, Healthcare, Oil & Gas •Performed data discovery, building, validation, and quality assurance for 3 business intelligence dashboards from inception to production•Improved and streamlined a customer accessories attachment model and scoring process for monthly retail marketing campaigns•Built collaborative filtering and recommendation engine model using SQL-MR functions for investor target marketing efforts•Developed a resume scoring tool using text analytics SQL-MR functions and presented to senior management•Built and documented 3 big data exploratory apps in Aster AppCenter to trace marketing touch points to determine campaign effectiveness•Analyzed the data quality of 15 marketing tables and advised the client in order to improve data collection and analytics

•Collected internal data from over 500 banks and credit unions in order to provide branch-specific analysis•Imported and exported data tables in Microsoft SQL Server•Developed an initial framework for using statistical analysis to determine the effectiveness of BancVue products based on geographic location

USAA Limited Risk Identification and Prioritization Exercise•Developed approach and timeline•Created an External Environment Analysis across 6 different categories on factors that could influence USAA Limited’s international operations for its 56K members in order to identify opportunities and emerging risks•Developed a qualitative risk assessment using the risk likelihood and financial impact for 22 risks to determine significant risks and to identify USAA Limited’s top 10 risks•Presented assessment of top risks to senior managementUSAA Limited’s Risk Appetite Statements•Formalized approach for assessment of the risk appetite statementsModel Risk Management•Created executive summaries for P&C Models for the Senior Risk Officer

•Used Splunk to mine a central database of system security events from Windows 7, Windows XP, and Linux machines•Transformed mined data into graphical summary reports, such as failed logins per machine•Wrote the requirements list, created multiple use cases, and designed mock GUI’s for a text pre-processing program for Natural Language Processing (NLP)•Wrote over 15 user stories and their paired use case for a document content analysis tool•Learned Agile methodology for software development and participated in Sprint status meetings

•Researched methods to enhance the performance of NLP text processing by using an ontology-based knowledge representation•Created and presented a poster on “Ontology Based Text Processing” to 3 judges and the staff at Applied Research Laboratories