Smita Volz Email and Phone Number

Manage user support team providing general support and communications for platform users for Hemisphere and C2T data warehouses at Wells Fargo. Hemisphere is an enterprise data resource widely used for Direct Marketing Campaign Execution, Marketing Analytics, Campaign and Strategic Reporting on customers and prospects across the US population. It includes a large Teradata data warehouse, a UNIX environment with SAS, and a SharePoint site. C2T Warehouse (Customer to Touchpoint) is a large scale analytics and marketing environment, which has at its center the ‘C2T’ database. It contains a 360 degree 13 month historical view of all Wells Customers, their products, and relationships, as well as related online event data.KEY RESPONSIBILITIES INCLUDE: Provide first level user support for 3000+ user inquiries, issues, research, and requests. Manage SharePoint based portals for Hemisphere and C2T internal sites.  Coordinate and lead training, user communications, user forums, and release notes.  Responsible for access, data governance, and compliance approvals, monitoring, and reporting functions.  Manage documentation, metadata, and metrics.  Design, develop, implement, coordinate, and report on data quality framework for the data feeds.  Coordinate, setup, and troubleshoot file transfer connections and processes for internal and external vendors.  Monitor and support business processes and provide expert knowledge on all process flow designs. Coordinate with a diverse functional team including users, system administrators, development teams and international support teams.  Document support tickets, analyze root cause, and assist in efficient resolution of all production processes according to the System Level Agreements for data availability. Adhere to data management/data governance regulations and policies.

 Responsible for the technical design of solutions using the Hemisphere data warehouse platform and for the resolution of business problems related to the usage of the platform involving analytics, ETL and campaign execution using SQL, SAS, and Unix.  Provide technical consulting to multiple lines of business on the Hemisphere platform and our external vendor (Acxiom) and bring strong solution design and business skills to bear in the translation of business requirements into successful system implementations.  Consult with internal clients and external vendors to provide insight, knowledge and understanding of business, products/services and industry best practices around direct marketing database design and championing design efficiencies by defining and maintaining common database design elements, guiding marketing database process development, documentation of standard operating procedures, as well as assisting in the re-engineering of existing practices as required to meet long-term plans and improving efficiencies through process automation.

 Application owner and manager for Aprimo Marketing Campaign Management software supporting multiple lines of business campaign list selection teams. Collaborate with internal and external business partners to research issues; and prioritize, test, and deploy enhancements, upgrades, and fixes for the data, tool and environment.  Setup and manage the quality, reliability, and availability of data utilized by the Aprimo software through periodic data management review process of over 300 tables and views and 311 MM unique consumer records. Create and manage reports, reference guides, and training documentation for the tool and data.

 Manage team supporting campaign list selection, data management, and lead distribution (eLeads) for Wells Fargo Financial and Wells Fargo Retailer Services.  Work with business partners to setup and manage processes for sharing of credit bureau account review data across WFF entities and PCM for marketing purposes.  Lead new data-mart development effort to support WFF marketing.

Manage team responsible for managing marketing database decision strategy function accountable for Database/Information Management, campaign lead/list generation and management, Capability Development, and Data Mining/Modeling/Statistical Analysis for Wells Fargo Home Mortgage Marketing. Evaluate, recommend, and implement strategies for developing and utilizing technical marketing resources to enable marketing initiatives that predict, improve and measure business success. This requires a full understanding of business objectives and underlying drivers, as well as regulatory/privacy compliance and information security, to embed them into data management processesWork with clients to define information needs and translating them into specific data requirements to support marketing related programs and projects; determining the required capabilities, tools and data, leveraging/developing multiple internal or external information sourcesManaging and prioritizing multiple complex projects and project teams.Maintaining necessary processes, controls, procedures, and metrics to insure data accuracy and business functionality and comply with privacy and security policies.Manage team of analysts and consultants.

 Lead analyst for Quality Assurance team responsible for all WFHM campaign lists.  Manage QA analysts supporting campaign waterfall review and output file validation. Develop Quality Assurance processes, training, and documentation for the list execution team.  Lead analyst for all campaigns to the mortgage portfolio Manage analysts responsible for recapture / retention campaign execution Work with business partners and senior managers to identify business requirements and translating marketing needs into moderately complex database related analyses and projects.  Responsible for performing assigned database-related analyses and projects, using database marketing tools/methods.  Campaign list generation to support retention, servicing, and cross-sell campaigns to existing mortgage portfolio, ad hoc reporting, and analysis. Identify and recommend potential data sources for campaign list selection. Consult with clients to identify and define business requirements and translate marketing needs into complex analysis designs and recommendations.  Respond to requests from partners for customer information reports, lists, and data. Ensure adherence to compliance regulations and policies.