Serena Madden Email & Phone Number

Key Accomplishments - Designed and implemented a predictive data model which outputs a full SaaS funnel forecast for both Users and MRR. (Upgrades, Cancels, Winbacks, Modified Upgrades, Modified Downgrades). - Developed a SaaS price increase forecasting model to predict the positive and negative impacts to the company's user funnel, cloud revenue funnel, and payments revenue funnel. - Built and managed numerous predictive data models to provide marketing teams and channel owners with performance targets based on variables such as seasonality, product enhancements, planned media campaigns, etc.Responsibilities- Build, automate, and maintain comprehensive data models, custom reports, and dashboards for predictive forecasting, business reporting and analysis.- Lead the preparation of monthly, quarterly and annual business team forecasts and budgets. - Lead cross functional projects from ideation to launch while providing complex analytical insights to key stakeholders and senior leadership to drive business recommendations and support key business decisions.- Produce and communicate monthly reports to senior leadership, comparing actual performance against forecasts, identifying key variance drivers and evaluating impacts on future performance and budgets. - Mentor and coach junior analysts, supporting professional and personal growth, development, and success.- Identify and analyze any potential risks to company health and performance while simultaneously developing mitigation plans for senior leadership.- Independently scope and perform in depth analyses on marketing campaign performance, company funnel, and KPI’s such as CAC, ARPU, and Churn to surface insights and identify areas of improvement to drive growth and operational excellence. - Creation of Looker Dashboards and Looks used for performance monitoring, model data sources, and stakeholder presentations.

Accomplishments • Simultaneously managed and successfully delivered numerous projects with budgets of ~$1MM. • Successfully delivered numerous projects under budget, via unused contingency, due to proper risk mitigation.• Successfully managed the budget and monthly financial reporting for numerous projects with budgets ranging from $1MM-$25MM. Responsibilities• Key point of contact, liaising and coordinating with the project team, and internal and external stakeholders as required to collaborate, exchange information, and provide status updates. • Proactively identify project risks and issues while simultaneously developing mitigation plans.• Accurately forecast and manage budgets in addition to providing monthly financial reporting for projects in alignment with enterprise finance standards. • Maintain standards and procedures for projects with respect to financial reporting, status reporting, and governance. • Respond to inquiries and escalate concerns from stakeholders at all levels in the organization .• Execute project management deliverables within budget and as per the approved project plan, working with business partners to develop the content of those deliverables.• Create Business Case Documentation for Approval to Proceed (ATP) and Approval to Close (ATC) Investment Decision Points (IDP).• Management of RAID Log related items (Risks, Actions, Issues, Decisions).• Develop, monitor, and track project plans and deliverables. • Support vendor relationships and ensure efficient and effective project delivery.

Accomplishments • Co-Owned financials for projects with budgets exceeding $20MM. • Supported status reporting for numerous projects deemed to be of high importance to the bank.• Developed and maintained successful communication across project teams to effectively manage project plans and deliverables. • Supported schedule management and status reporting for numerous projects with budgets exceeding $20MM. Responsibilities• Provide Project Managers and Delivery Leads with project and financial support while managing and prioritizing competing tasks with tight deadlines.• Management of financial resourcing and reporting for Canadian and American teams (Variance Analysis, Forecasting, Invoice processing, Accruals, Actuals, Database reconciliations)• Analyze data in order to create and manage documentation and reports for projects (Delivery Assurance Checks (DAC’s), Quarterly Project Reviews (QPR’s), Governance and Control, Status Reports, Clarity Updates, Meeting Minutes).• Track, forecast, and report on project progress; including metrics and challenges.• Assist Project Managers with creating SCOPE and Business Case documentation.• Audit the Project SharePoint (centralized database) site to ensure all documentation is properly stored and kept up-to-date.• Management of RAID Log related items (Risks, Actions, Issues, Decisions).