Nicolás Esteban Rey Vela Email & Phone Number

Austin, Texas, United States

Austin, Texas, United States

Engaged in a multichannel marketing project. I was actively extracting analytics from our clients' campaigns. The objective was to utilize this data to deepen our comprehension of campaign performance, enhance customer engagement, and optimize overall marketing effectiveness.Key results:- Optimized the efficacy of +300 marketing campaigns across 4 channels with a conversion model, using Python and GCP- Designed a Looker dashboard to monitor churn prevention, marketing campaign performance, and user journey analysis

In Rappi I led a dynamic team of three data analysts in the Retail (CPGs + E-commerce) vertical. handling stakeholder requests in an agile environment. I orchestrated and executed impactful cross-vertical projects over 9 countries in Latam, directly influencing revenue and order outcomes. I strategized quarterly objectives for the data conversions team, measuring the KPIs, and designed the data structure for precise conversions measurement. Additionally, I implemented A/B testing for new product features and Marketing Campaigns, ensuring effective communication of results to leadership, while also providing mentorship to data analysts and data scientists on various projects.Key results:- Increased revenue by $100k and order volume by 12,000 each month using Machine Learning and Dynamic Opti. techniques- Improved user experience by 3% in full funnel conversion rate (5M sessions) implementing ETL and user journey analysis- Managed a team of three analysts, leading meetings with C-Level executives and dealing stakeholders in an agile environment

In Shoppe, a marketplace and e-commerce platform, I served as the lead of the Business Intelligence Engineering team, I spearheaded the development and implementation of an automated process, streamlining ETLs, reports, and models. Additionally, I played a pivotal role in leading the New Product development initiative, from successfully transforming over 40,000 leads from web scraping to comprehensive KPI dashboards. Innovatively, I engineered a tool facilitating the seamless upload of products and SKUs to Shopee's marketplace, resulting in a remarkable 10% increase in product assortment. Served as the spokesperson, fostering effective communication and collaboration with global engineering teams.Key results:- Led 10% boost in product assortment, building and automating a Python tool to upload 800 products/W to the marketplace- Generated +40,000 leads to raise the company’s market share (+15%) by scraping websites and database management- Automated 5 processes including Python codes and SQL ETLs to update KPI dashboards by developing the automation pipeline

In the Strategy & Planning team at a SaaS Startup in the Food and Delivery industry, I successfully planned and executed the groundbreaking "Boost Project" leveraging Machine Learning and optimization techniques. This initiative resulted in a remarkable 90% increase in revenue by strategically markdowns deployment. Additionally, I played a crucial role in financial management, measuring the company's monthly collections and payments through the implementation of an ETL process. In parallel, I took charge of training and mentoring new analysts, fostering a collaborative and skilled team. Utilizing tools such as Python, Tableau, DataStudio, and Excel, I created and maintained KPI dashboards to measure the impact of new strategies, exploring relationships between variables and identifying potential causes and effects to drive informed decision-making.Key results:- Increased 90% in revenue for our clients while optimizing campaigns and markdowns using ML and budget optimization- Deployed over 8 dashboards enabling measurement of KPIs with Tableau, facilitating informed managerial decisions- Coordinated and measured company's budget of $100,000 to report C-Levels payments and collections through ETLs

Worked in a fast growth startup (Food & Delivery) in the Value Proposition & Conversions area, I utilized my expertise in Machine Learning to leverage the LeadGeneration to a 30% increase in market share across Latin America. I played a pivotal role in constructing Power BI dashboards to measure team effectiveness and KPIs. Additionally, I generated critical inputs for the commercial area, supporting a team of over 100 people, and implemented efficient microservices (APIs) and automation processes for algorithms and machine learning models. Built and automated RFM Marketing models to send markdowns for the activation and retention of users. Proficiently utilized Python for algorithm automation and databases for comprehensive statistics and results measurement.Key results:- Grew the AOV in 20% by maximizing the purchase probability using optimization techniques in the marketing budget- Prioritized 2,000 high-quality restaurants with Big Data to process leads, employing predictive algorithms and ML- Predicted the revenue for the top 10% new restaurants by building and automating Advanced Machine Learning models

Bogota,D.C., Capital District, Colombia

Worked in a high growth startup in the Growth area. Responsible for User Segmentation and build RFM models to qualify new customers. Algorithm automation in Python. Used Data Bases for getting statistics and for results measurement.• Built a model that classify more than 200 new clients per day in more than 130 cities in LATAM.• Created Dashboards using Business intelligence strategies to show the information clearly tothe business managers.

Bogotá D.C., Colombia

Functions:-Build dashboards for business decision with tools like Tableau and SQL.-Use the information to generate insights and track goals and objectives.

Bogotá D.C., Colombia

Functions:-Teach students to use tools for data analysis like Microsoft Excel, Visual Basic and SQL.-Assessment and homework grading.

Master In Business Analytics - Msba, Business Analytics, Msba

Relevant Courses: Optimization, Advanced Analytics, Machine Learning, Marketing Analytics

Bachelor Of Science - Bs, Industrial Engineering

Scholarship winner Ser Pilo Paga by the Colombian government. Revelant courses: Decision Support Systems, Advanced Optimization.