Achievements: ● Leading big data personalisation program to drive highly relevant offers through email, Facebook and other digital channels where every customer communication is unique and personalised. This capability has driven over $175m incremental revenue in 2017-18 and is forecasted to drive over $200m in 2018-19 financial year. ● Personalisation has been contributing strongly to drive Voice of Customer (VOC) score improvement by more than 10 points in the last 18 months. Members have become 24% more engaged and ROI for Personalisation was over 370% ● Integration of Rewards Personalisation capability into its Digital platform is one of the core strategic goals for Woolworths. I have successfully lead a project, which has completed phase 1 and already delivered over $10m in incremental revenue. ● Lead projects to deliver highly innovative solutions like a personalised shopping list, which is forecasted to drive c$5m in

Lead a team of senior analysts responsible for providing expert options, implement best analytics processes, executing data-driven marketing campaigns, providing insights & reporting to senior stakeholders and lead projects to develop predictive models for optimal campaign performance.Achievements:● Successfully lead the project to launch Qantas Cash in NZ delivering over 500K new members to Qantas Loyalty● Improved the performance of Qantas online store by enhancing the use of available data and insight from past campaigns to reach a target of 13 billion points redemption in a calendar year.● Lead project to optimise the overall campaign lifecycle for Qantas Cash resulting in 10% improvement in revenue

As a senior analyst and level 4 manager, my role was to utilise the business intelligence function to deliver cost reduction and process optimisation for the top projects run by the corporate finance divisionAchievements - Implemented Information Governance & DQ framework optimising business processes across corporate finance, sales & marketing- Automated manual reports and provided insights using data to deliver significant cost reduction in process and reduced risk in asset maintenance

Leading the data quality function by driving activities to support the data quality management program, ensuring data integrity across all business intelligence capabilities by regular measurement and reporting.Achievements - Implemented industry leading Data Quality framework, which has enabled BI to govern data integrity and quality of data that are flowing through from various sources into data warehouse. SAS DataFlux, a data governance tool, was implemented, making VHA an industry leader in data governance and quality assurance- Manage, govern and implemented ongoing improvement to the production support process, a BAU an end to end defect management process with an annual budget of over $1.6M. Improved the overall Data Quality of the 15 most critical and KPI’ed subject areas of VHA by 10% year on year since 2010- Designed and implemented reference data maintenance strategies and processes, which are now being used as the standards by VHA

As a result of Hutchison & Vodafone merger, 3 separate campaign tools were required to be merged into one optimised solution. I performed the role of the subject matter expert and business owner of the BI project to deliver best in business campaign & data mining capability for sales & marketing teams.Achievements - Successfully implemented the most advanced SAS BI tools for data mining i.e. Model Manager, Enterprise Miner, Enterprise Guide for marketing and sales teams, enabling VHA to be the marketing leader in data-driven and predictive campaigning - Successfully delivered the enhanced data warehouse, capable to execute data-driven targeted campaigns by leveraging the data mining platform using SAS Customer Intelligence (SAS CI) tool, subsequently making VHA the leading organisation in Australia to successfully implement SAS CI as its strategic marketing campaign tool - Provided thought leadership in establishing the functionality, where statistical predictive models, using SAS Model Manager are refreshed and automated campaigns are executed using SAS CI, targeting over 3M VHA customers every month- Implemented the end to end campaign management process where automated campaigns are executed sending marketing materials to existing and prospect VHA customers and their responses are fed back into the data warehouse, enabling capability to produce actionable insightsImplemented Next Best Activity (SAS NBA) capability, which enables VHA to execute campaign at the front end customer service level and provide marketing offers to the customers on the fly

Lead the insight and reporting function for the Campaign team in BI. Provide actionable insights to Marketing and Sales teams enabling them to effectively measure the success of the marketing offers to the existing and prospect customers. Establish business processes and cultural shift to measure all campaign effectiveness by producing Post Campaign ReportingAchievements - Led a cultural change in the marketing team to emphasise on campaign reporting and ROI calculation to learn and improve from each executed campaign- Managed relationships between Business Intelligence and the business owners by acting as an internal consultant, advising on the available data and data driven insights that have been gained from previous campaign executions and reporting- Coached the other campaign execution analysts in the team on producing post campaign reporting and how to collaborate past learning into strategic improvements- Educated various parts of the business on the best usage of available statistical models and known insights gained from other functions of the Business Intelligence team- Produced number of data driven insight packs on campaigns, driving various new initiatives and new strategies by the business

Perform proactive analysis of customer behavioural data to produce and communicate data driven insights, reports and analysis helping the business understand the existing customer base in order to drive more targeted and effective marketing initiatives, launching new products and measuring the success. Coaching the other analysts in the team on the best way to derive data from the data warehouse, SQL coding and performance tuning. Be the first point of contact for all data related queries from the wider team or the businessAchievements - Managed the data requirements for various projects run by the business intelligence team such as Customer Margin calculation, Segmentation and Customer Churn- Managed external vendor relationships while working in the Segmentation project- Performed the key role from Business Intelligence in educating and promoting the new marketing Segmentation to drive new marketing initiatives and helping business use the segments to understand the existing customer base

Generating Customer lists for the marketing team using SQL code in TERADATA or TCRM, accurately interpreting marketing requirements to produce customer lists from the Data Warehouse. Participate across all areas of campaign process, from indicative numbers through to Post Campaign Reporting. Educating the business on existing data models for effective campaign targeting. First level of people management by coaching the junior analysts in the teamAchievements - Managed the high profile campaign “Call & Walk list” targeting over 0.5M existing and over 200K prospect customers by door knocking and/or telemarketing. Made improvements in the process reducing the process time by 20% and winning appreciations and achievement awards from the business - Managed strong relationships with the business stakeholders and viewed as the “go to” man within the team- Proved sound analytical ability in deriving actionable insights from post campaign reporting- Managed the most complex and high budgeted campaigns execution and reporting- Executed over 150 campaigns on average every year which demanded complex SQL coding ability and attention to details