Ashleigh Whiteside Email & Phone Number

Melbourne, Victoria, Australia

Melbourne, Victoria, Australia

• Led data migration stream from 19 individual data sources. This includes design of data structure, data transformations and loading to newly implemented Salesforce CRM consisting of over 750,000 contacts, $60m of donations and other associated information.• Developed and coordinated Data Migration project plan to ensure alignment of multiple vendors and tasks to successfully meet critical project deadlines. • Designed and led development of a customized SQL based ETL solution for ongoing use to restructure and import multiple complex data sets from external data sources on a daily basis including contacts, events and donations for monthly volumes in excess of 15,000 records• Collaborated with external developers and internal business users to develop system architecture and design whilst taking into account day to day business requirements, reporting and analytic requirements and front-end user requirements• Documented all data migration related activities and ongoing data management training manuals for ongoing data imports• Managed Data Governance including Data Reference Working Group throughout project phase of CRM implementation to coordinate key data related decisions involved in moving to a single source of data from separate• Created and managed Data Specification documentation covering over 30 objects and 3000 individual fields• Managed relationships with internal business units and external vendors to ensure effective communication of business and technical requirements between teams• Collaborated with Email Marketing Team to launch Salesforce Marketing Cloud with direct data integration into Salesforce Sales Cloud• Responsible for ongoing development of data integrity and reporting requirements across 8 separate business units.

• Collaborated with external data company, Lexer to combine customer data with publicly available data including social media and Experian profile data to enhance data insights and improve segmentation which led to increases in engagement rates, revenue generation and lead generation• Lead organisation implementation for the AFL Fan Data Warehouse, including data validation, data structure development and reporting creation and requirements using Tableau• Facilitated overall organisation insights regarding internal data processes, usage and strategy across all activities undertaken.• Identified requirements and developed R based analytics projects to provide specific detailed data insights, improve processes and efficiencies for regular complex reporting• Provided in-depth analysis to multiple Club departments to assist in developing and enhancing multiple Club strategies across the areas of membership, commercial revenue, fan engagement, ticketing revenue and match day attendance to ensure maximum return on investment through campaign activities• Exceeded membership targets for the years of 2014 until 2017 including 20% growth in members in 2017• Developed team practices across multiple departments that ensured an increase in data integrity and reduced error rates, resulting in better member satisfaction, reduced costs and improved insights• Assisted in the development and implementation of 5 annual membership campaigns including the main renewal campaign as well as ongoing retention and acquisition strategies

• Maintained the Archtics database for the SANFL as well as processed membership renewals, general reporting, managing of the manifest and basic card/pack fulfillment• Ensured that high levels of customer service are maintained at all times, including dealing with escalated customers• Investigated potential issues with event builds and pricing so that they were as expected/required allowing for maximum ticket sales throughout direct correspondence with national event managers• Managed a team of up to 30 staff during high impact event sales whilst also maintaing requirements of other internal Ticketmaster departments• Simultaneously managed call queues, assisted with staff queries, event manager enquiries/tasks, and liaised with external staff (outlets/venues) as required• Maintained high levels of data accuracy, in relation to EDM’s and SMS’s through Mail Manger and SMS global systems

Bachelor'S Degree, Psychology

Master'S Degree, Data Analytics

Currently Enrolled