Vera Singleton Email & Phone Number

Orlando, Florida Area

Campaign marketing, Data Analysis, Marketing Solutions and Project management for resolutions across teams providing various means of reaching and engaging internal and external target audiences.

Greater Atlanta Area

• Designed, developed & managed SAS, Informatica-based, ad-hoc & production solutions, including Delta’s first Single View of the Customer data mart used by Marketing, Loyalty, Revenue Management, Sales, Reservations for customer & program-centric reporting, analytics, profiling & segmentation•Designed & implemented integrated data architecture which leveraged composite views to deploy ad-hoc data solutions to production tables needed to support quick turn campaign segmentations or address break/fix issues• Delivered Java-based Liquor Inventory management system allowed Delta to capture liquor usage, inventory & spend by liquor type at each Sky Club location; Tableau solution centralized tracking & reporting across Clubs for Corporate team responsible for managing annual budget of $30m+ and monitoring for fraud within Clubs• Project managed delivery Campaign Performance Dashboard & served as working team lead responsible for requirements definition , design, ETL development & deployment. Solution provided standardized framework for evaluating campaign performance while in-market & also supported historical campaign analysis across 36 mths.• Evaluated platform architecture options for a real-time Campaign QA tool & delivered tool instrumental in driving significant improvement in campaign segmentation errors.•Provided program management oversight which focused on managing request queue, leading prioritization discussions, managing resource capacity, mitigating risks & creating project plans•Documented & delivered series of training sessions with business users to increase understanding & drive adoption of the Customer Intelligence Hub•Regarded as resident SAS expert & mentored junior developers & provided guidance on how to write more effective code•Successfully managed relationship with IT, resulting in IT’s agreement to provide Teradata space & CPU capacity needed to deploy critical data solutions w/o formal IT project, Op-Ex or Capital funding

Greater Atlanta Area

I directed ETL and Production Support Team of 5 plus to achieve directives, goals as well as standard and procedures to load and sustain Teradata Data Mart.• Analyzed data warehouse and data marts in response to new business requests, performing maintenance and changes on interfaces to identify and resolve data discrepancies across multiple business applications.• Created data flow diagrams and populated meta-data into repositories and data models, including robust data definitions, creating entity-relationship-attribute models, star, or dimensional models. Also employed data mining techniques achieving data synchronization, redundancy elimination, source identification, data reconciliation and problem root cause analysis.• Worked directly with client user community and business analysts to define and document data requirements for data integration and Business Intelligence applications.

I led and coached various teams on directives, goals, standard and procedures. Managed project tasks to deploy on-time data for output deliveries of reporting, data models and campaigns.• Directed Model Deployment Team for development and deployment of SAS and SQL-based wide file data management, score data file creation and Segmentation, Propensity to Churn and Propensity-to-Buy models used for customer profiling, decision support, reporting and analysis of customers.• Collaborated with multiple internal marketing teams assisting in supporting and developing functional requirements and processes, data pull lists along with data research on multiple platforms (Mainframe, UNIX and PC.)• Implemented processes, forms and documentation aiding Campaign Program managers and Call Center to manage list pulls and campaign data.• Managed and maintained Data Reporting Live system that utilizes Front-end Web, Mainframe, JCL, Teradata SQL, Perl and SAS. Also, maintained CSI Portal Web application to be used by several departments in company.

Greater Atlanta Area

• Served as Project Lead for converting the COP data set to a Database on UNIX using Visual Age for Java, Oracle, DB 2, SAS, COBOL, Dreamweaver and HTML. This project used SAS and SQL query for data mining and transforming the data from sequential data sets to Oracle databases• Also served as the Project Lead for the Number Pooling changes and major modifications to the COP Application. Software is written in JAVA, HTML, Oracle, COBOL, SAS, SQL, DB/2, VSAM using TSO/ISPF and MVS/OS390. Involved in, for all projects Designing Specs, Data Preparation, Coding, Developing, Testing, Implementation and Documentation. Also served as a Sr. Software Developer for major modifications and documentation to the TRACS Application. This software is written in COBOL using DB/2, SQL, SPUFI, QMF, Panvalet, OS390 and IMS/DC

Master, Information Systems

Bs, Computer Science