The key liaison between high profile clients and the Merkle Technology Teams. This is an extremely visible position,as it elicits and drives requirements at multiple levels of detail for Merkle clients primarily centered on creating large scale solutions (CRM data warehouse Cloud Solutions using the software development lifecycle.• Interact with the client and coordinate with 3rd party vendors,cross-functional global teams within Merkle (Developers,PMs,QA,BI,Campaign Management,IT) to support the solution delivery process for large scale software development projects• Lead solution requirement sessions with the client as a means to illicit both business and functional solution requirements. Translate these into detailed written specifications and present them to stakeholders for sign-off• Profile and understand various client data as it relates to solution design. Data analysis performed using SQL to call out data gaps/patterns• As a Certified Scrum Master use technical knowledge to plan and manage-backlog,dependencies,priorities,releases and sprints. Additionally lead team,delegate and manage their work queues• Provide input to Project Management to define and manage milestones,required allocation,schedule,scope and cost trade-offs• Serve as the functional point of contact for the solution during Design and Development,working through data and design questions/issues as they arise. Inherently also managing project scope and critical path through these phases• Lead UAT,manage defect/ bug triaging using tools like JIRA.• Lead the delivery of the Solution into production by define success criteria and designing and supporting the formal client acceptance process • Strong understanding of relational database concepts , GDPR , CCPA• As a Retail SME,part of the product ideation team at Merkle,present -best practices and solution design recommendations to higher management• Conduct training for peers related to a vertical or product,adapting Agile Methodology

- Sprint planning, design and backlog prioritization as a SCRUM Master -Use business understanding and technical expertise to lead the Discovery and Design sessions required for new implementations of CRM Solutions to translate high-level business goals/gaps into technical requirements. - CRM Solutions experience includes :Database builds,Google/Adobe Analytics Data Integration (360 degree journey mapping),Campaign Management and driving the design for BI dashboards.- Verticals involved in:Retail (Offline and Online),Non Profit, Travel and Entertainment to name a few.- Analyze large data sets (flat files/XML's/full loads) for inclusion in a marketing database, and perform ad-hoc analysis of data in the database to a)support the requirements process using SQL / Hadoop and b)do frequent root cause analysis to answer questions/identify patterns and provide data-driven recommendations.-The primary liaison between the client, the vendors and the multi-disciplinary teams within Merkle (Business Intelligence, Information Technology, Database and Data Warehouse Developers, Project Managers) - Primarily own the synthesizing of complex and contradictory information into concise, readable, unambiguous written requirements at multiple levels of detail,from initial creation, through change management and solution delivery-Work closely with Project Management regarding schedule, scope, and cost tradeoffs-Accountable for the delivery of the system into production by designing and supporting the formal client acceptance process-Manage complex and multiple projects to completion within challenging timelines.-Tools used:-- ETL/ Analytics- SQL, Hadoop-- Web analytics - Adobe Analytics,Tealium and Google Analytics (Integrated/analyzed the clickstream data from these sources)-- Documentation/ Presentation: Microsoft Office Suite, JAMA-- Reporting (user) - Tableau, Business Objects-- Campaign Management (user)- Unica, Adobe-- JIRA- Change Management

Closely interact with business and provide subject matter expert input to various project teams as it relates to data management and governance (offline and online/digital). Evaluate customer data (mined using BIG data platforms like Hadoop or databases like SQL/ORACLE) in order to recommend digital touch points that marry brand goals with consumer needs. Provide actionable insights with respect to customer behavior. Create presentations to provide insights on website behavior.Using online customer behavior data from tools like Site Catalyst, ideate marketing campaigns, like user acquisition and re-engagement and events like cart- abandonment. These further help identify customer segments, measure ROI, identify Cause and effect relationships, develop sales strategies in tandem with the marketing department and offer insights about product potentials. Identify key behavioral customer segments and develop content personalization strategies to effectively market to these segmentsWork with cross-functional teams (digital and non-digital) to develop “big ideas” driven by value exchanges between consumers/users and brands/businesses. Guide these multi-disciplinary teams through project ideation and scoping, establishing and keeping the thought leadership that will guide the outcome. Define success KPIs and present results towards those metrics. Provide extensive knowledge and experience with data mining by balancing technical skills with marketing agency experience and a general enthusiasm for relationship marketingDeep understanding of database and direct marketing techniques to interpret business needs and translate them into actionable information.

• Interface with the client and multi-disciplinary teams within Merkle (Business Intelligence, Information Technology, Database and Data Warehouse Developers) to support the solution delivery process • Work closely with clients to understand their marketing goals, design their marketing databases, facilitate optimum segmentation and provide platforms and reports to measure their marketing ROI.• Involved in designing and rolling out global marketing databases (North America, Europe and Middle East, Latin America) and thus well versed with Customer Data Integration and international data hygiene and standardization concepts.• Synthesize complex and contradictory information into concise, readable, unambiguous written requirements at multiple levels of detail • Take primary ownership for client requirements specifications, from initial creation, through change management and solution delivery • Manage project schedule, scope, and cost tradeoffs • Assist with the delivery of the system into production by designing and supporting the formal client acceptance process, according to Merkle’s defined standards • Perform analysis of new data for inclusion in a marketing database, and ad-hoc analysis of data in the database to support the requirements process• Enable the client to generate reports for Measuring ROI, effective channels , successful campaigns and optimum segments , trend analysis etc using tools like Business Objects• Assist the client to create catalogs in UNICA that consequently will aid campaign generation.

Responsibilities-Contribute to, produce and manage client deliverables relative to our multi-channel marketing engagements, serving as a liaison between client staff and internal Epsilon technology delivery teams. -Work closely with account team to ensure accurate and timely delivery of account deliverables, with a focus on leading business/systems analysis tasks across the full SDLC lifecycle of a client implementation, to include requirements, functional specifications, SIT and UAT.-Translate client's marketing business rules into functional/business specifications; create test plans; develop quality assurance methodologies; lead the client in user acceptance testing; and identify, manage, escalate and mitigate risks for a timely project delivery.-Collect and maintain project documentation; lead internal and client-facing meetings; be able to summarize technical design to a non-technical audience; provide direction to the delivery team; and ensure delivery best practices for marketing processes and operational efficiency.-Adapt to a constantly changing environment , effectively multitask, learn the business (marketing programs, tactics and business rules) quickly, and be proactive with the client and internal business partners driving toward decision/resolution on open items.-Implementing, test and support solutions across the full software development lifecycle in a direct marketing environment. Special emphasis is on gathering requirements, analysis, ability to translate business requirements into functional/business specifications in granular detail, creating test plans, and developing quality assurance methodologies.

Business Development:-Created sales pitches, proof of concepts and worked with the the business development team to draft proposals. - Presented recommendations for web solutions for clients by researching industry best practices using resources like Forrester and Gartner. -Enabled clients to define competitive positioning by recommending SEO tips, recognizing customer trends and decision making factors. Highlighted these in sales pitches, thus show-casing a core understanding of the client’s business and their stakeholders.Strategy- Analyzed the client’s online sales channel and third party relationships and redesigned their e-tailing interface.- Was part of the creative team which devised plans for brand extension, viral marketing and generation of UGC by increasing interaction between the client’s user-base.Social Media: -Was part of the team that devised the “Social Media Engagement Model” as an additional service offering for the firm. This included cost-benefit analysis of ‘User Generated Content (UGC)‘ and cases advocating tools that measure and monitor social activity and sentiment.Data Analytics: -Analyzed survey results or social behaviour to present to our clients the user behavior of their customer base.Marketing: -Performed competitive analysis of Molecular’s interactive digital service offerings using resources such as Forrester, OneSource and Hoovers. -Prepared a Change Management and Employee Incentive program to assist the senior management to drive organization-wide restructuring.

Assistant to Dr.Gerald Smith, Chair of the Marketing Department. Roles and responsibilities included grading assignments, managing academic material for the class and assisting him with research.

Business Development-Responsible for converting sales leads. Formulated project proposals, product design, cost and time estimates. Built prototypes and proof of concepts to facilitate lead conversion. Received the KUDOS award for contributing towards the company’s sales efforts.-Account manager for the design and implementation of a pilot project with the customer’s team at Charlotte. This pilot project was showcased and well received at a international user conference targeted at Manufacturing IT customers. The new feature was integrated to the existing product line and the customer extended the contract for further business. -The point of contact, for communication regarding project status and project plan decisions for a global clientele`. Received appreciation from customers for efficient project co-ordination.Analytical-Designed and implemented business logic for products. -Pioneered projects in domains like SCM, Manufacturing and B2B web solutions. Led these pilot projects with extensiveresearch and development efforts. Awarded the CHAMP award for the successful implementation of such projects.-Conducted technology and domain specific training as a part of a Competency Building Program Project Management/Business Analysis-Led a team of 5 software engineers, the role had cross-functional responsibilities such as gathering business requirements, reviewing business logic, converting them into technical specifications drafting time and cost estimates for the project, and managed the implementation and delivery of the project.-Spearheaded an internal process audit team called Inside Sprint, to correct the instability in process conformance among projects.Performed pre-audits of all the projects, increasing organization wide project quality rating by 100% in one quarter. The team won the “SAATH SAATH” award.Technical-SAP Business Objects, Business Intelligence, ASP.Net,C#.Net, VB,ASP, MS SQL Server 2005, Dream Weaver, MS Office

Designed and developed website solutions for customers in the retail, banking and entertainment industries.Key Skills developed:SQL ServerHTMLJavaScriptCSSASP.NetC#.Net