• Leading Pricing Analytics mandate for $350B retail Canadian Banking book across Deposits, RESL, Cards and unsecured lending products, generating $50MM of verified incremental revenue annually• Led implementation of PriceTek software, partnering with industry-leaders Curinos, to gamify Deposit pricing, inform strategic revenue-volume trade-offs, and generate 5-10X revenue impact over 4 years• Leading a x-functional initiative to enable Customer-level Pricing, by quantifying pricing’s… Show more • Leading Pricing Analytics mandate for $350B retail Canadian Banking book across Deposits, RESL, Cards and unsecured lending products, generating $50MM of verified incremental revenue annually• Led implementation of PriceTek software, partnering with industry-leaders Curinos, to gamify Deposit pricing, inform strategic revenue-volume trade-offs, and generate 5-10X revenue impact over 4 years• Leading a x-functional initiative to enable Customer-level Pricing, by quantifying pricing’s impact on customers’ engagement, future x-sells & consequently on their overall lifetime value Show less

• Led pricing optimization & customer centric pricing engagements in Canada, enabling clients to quantify impacts of market changes & meet portfolio goals with informed revenue-volume trade-offs• Led the engagement with one of the top Canadian banks to modernize pricing optimization & execution capabilities in their $200B deposits & lending book, using proprietary analytics & software

• Led Nomis Solutions’ Deposits consulting engagements in US, Canada and APAC regions helping client banks optimize their product & pricing strategies

Responsible for providing analytical support to Consumer Deposits team in effectively developing, implementing and measuring strategies that maximize profitability, enhance value proposition and improve client experience. Led a cross-business initiative, working with heads of CIBC Product groups, to draw a roadmap of advanced-analytics investments required to achieve our vision to be the leader in client relationships Led analytics of CIBC’s market-leading SMART account… Show more Responsible for providing analytical support to Consumer Deposits team in effectively developing, implementing and measuring strategies that maximize profitability, enhance value proposition and improve client experience. Led a cross-business initiative, working with heads of CIBC Product groups, to draw a roadmap of advanced-analytics investments required to achieve our vision to be the leader in client relationships Led analytics of CIBC’s market-leading SMART account, optimizing product-features, identifying sources of client & revenue impact, and building the business-case to rally organization support Quantified Price-volume elasticity for CIBC’s deposit products, helping estimate revenue-growth trade-off under different pricing scenarios & enabling optimization of mass marketing offers Partnered with Treasury in establishing Funds Transfer Pricing for Deposits, based on modelling of price sensitivities & retention probabilities of balances acquired with special offers Launched self-serve dashboards that give product-managers direct access to visualized portfolio data, helping increase analytics team’s efforts on detailed analysis of portfolio P&L opportunities Show less

Responsible for analyzing all Mass, Direct and Sponsorship Marketing Campaigns for CIBC, generating learnings that can improve our campaigns and enable optimization of marketing mix & marketing return on Investment. Led the client & ROI impact analysis of all Mass, Direct & Sponsorship campaigns for CIBC to enable optimization of offers & allocation of Marketing dollars Automated measurement of targeted campaigns, retrained team in advanced analytics, and refocused resources… Show more Responsible for analyzing all Mass, Direct and Sponsorship Marketing Campaigns for CIBC, generating learnings that can improve our campaigns and enable optimization of marketing mix & marketing return on Investment. Led the client & ROI impact analysis of all Mass, Direct & Sponsorship campaigns for CIBC to enable optimization of offers & allocation of Marketing dollars Automated measurement of targeted campaigns, retrained team in advanced analytics, and refocused resources on modelling campaign-response to identify the true drivers of sales results Introduced Market Mix Modelling & Design-Of-Experiment approaches in order to modernize our measurement, and optimize the designs of our mass marketing campaigns Innovated automated & contextually-relevant tweets that deliver a summary of client’s financial context at the point-of-sale, resulting in significant improvement in client experience & sales Show less

Responsible for analyzing all Mass, Direct and Sponsorship Marketing Campaigns for CIBC, generating learnings that can improve our campaigns and enable optimization of marketing mix & marketing return on Investment.NOTE: This team was led by Director when I started in the role, and was later upgraded to Sr. Director

Responsible for acquiring profitable Credit Card clients through Branch network, Automated Banking Machines, Telephone Banking and CIBC.com Led a team of three acquisition managers responsible for delivering Card Product Division’s new account volume & profitability targets through Branch Network, Telephone Banking & cibc.com Analyzed the online sales funnel to identify the areas of application drop-offs & implemented a combination of optimized web-application & offer… Show more Responsible for acquiring profitable Credit Card clients through Branch network, Automated Banking Machines, Telephone Banking and CIBC.com Led a team of three acquisition managers responsible for delivering Card Product Division’s new account volume & profitability targets through Branch Network, Telephone Banking & cibc.com Analyzed the online sales funnel to identify the areas of application drop-offs & implemented a combination of optimized web-application & offer incentives to improve conversion rates for premium cards. Increased Premium cards sales-mix from 18% of all new card sales in 2008 to 23% in 2010 through effective leads management, competitive offers & comprehensive frontline communication Increased card acquisition in internal channels by 20% by identifying and addressing specific geographical, channel & client segment opportunities Show less

Responsible for designing effective and profitable targeting strategies for marketing Credit Cards to external and internal prospects. Led a team of four database marketing analysts to deliver profitable targeting strategies for Cards acquisition and retention campaigns Leveraged several external data sources and processes to optimize existing targeting rules, resulting in significant increase in marketable universe of acquisition & stimulation campaigns Led several… Show more Responsible for designing effective and profitable targeting strategies for marketing Credit Cards to external and internal prospects. Led a team of four database marketing analysts to deliver profitable targeting strategies for Cards acquisition and retention campaigns Leveraged several external data sources and processes to optimize existing targeting rules, resulting in significant increase in marketable universe of acquisition & stimulation campaigns Led several pre-analysis and opportunity sizing projects to improve the profitability of existing campaigns and assess viability of new ideas – e.g. improving performance of unaddressed Mails Show less

Responsible for Business Intelligence and Insights support for all Retail Banking Products across the bank. Led a team of five Analysts to support all product groups within CIBC Retail Markets with insights on emerging customer trends and opportunities Led the annual review of Marketing activities undertaken to support the Consumer Deposits business and recommended action plan to improve the effectiveness of the marketing campaigns

Responsible for designing and launching new mortgage products to enhance Mortgage profitability and market share.  Led the product design, and the business case for CIBC’s new Variable Flex Mortgage product Designed & launched CIBC’s Quick-Close mortgage transfer-in offer, that packages hedge-cost savings from a shorter rate guarantee period into a rich offer, driving over $1billion in incremental sales annually Recommended the sales commissions for CIBC Lending… Show more Responsible for designing and launching new mortgage products to enhance Mortgage profitability and market share.  Led the product design, and the business case for CIBC’s new Variable Flex Mortgage product Designed & launched CIBC’s Quick-Close mortgage transfer-in offer, that packages hedge-cost savings from a shorter rate guarantee period into a rich offer, driving over $1billion in incremental sales annually Recommended the sales commissions for CIBC Lending products to create an incentive structure that aligned sales motivations with the strategic objective of profitable revenue growth Show less

 Part of CP Intermodal’s internal-consulting team that supports decision making across all lines of business including pricing optimization, network optimization & business cases for major investments Built the Pricing-Optimizer for Canadian Pacific Railway’s Intermodal line of business, which helped CPR improve yield & capacity utilization in their $600 Million Intermodal network Modelled the strategic alternatives for a $50 million line-of-business and recommended a pricing… Show more  Part of CP Intermodal’s internal-consulting team that supports decision making across all lines of business including pricing optimization, network optimization & business cases for major investments Built the Pricing-Optimizer for Canadian Pacific Railway’s Intermodal line of business, which helped CPR improve yield & capacity utilization in their $600 Million Intermodal network Modelled the strategic alternatives for a $50 million line-of-business and recommended a pricing and positioning strategy for maximizing profitability and growing market share Show less

Managed a new Electric Locomotive Shed, which involved leading multi-functional teams for maintenance and operation of 90 locomotives and Introducing safe, reliable and efficient electric train services in the division. Initiated several innovative work reforms and implemented out sourcing arrangements, that reduced the FTE requirement by 30%.