Will Sanford Email and Phone Number

• Establishing Analytic Platforms: Design, development, implementation and maintenance of analytic products using Tableau and PowerBI to create KPIs and present data visualizations to deliver actionable insights for new sectors (self-storage and short-term rentals). Products include reports to understand local supply trends, performance benchmarking and modeling demographic / demand trends• Revenue Projections: Development of revenue modeling using a product penetration method to more accurately budget revenue potential• Process Development: Leveraging of data to identify areas for improving internal business processes and developing best practices to drive continuous improvement. Examples include development of data architecture and documentation of processes needed to manage reporting platform• Marketing Automation: Development and management of process to proactively identify key insights and automate delivery of those insights to customers in order to generate incremental revenue• Advanced Analytics: Conduct (ideate, data staging, execution) complex analyses using GIS, BI, Tableau and Excel with methods such as regression modeling, bivariate correlation, spatial analytics and other descriptive / predictive data modeling techniques• Market Research: Completion of several market research projects to model demand for a local area based on demographic, supply and demand trends

• Experience in delivering custom analytic solutions with advanced knowledge of ArcGIS, Excel, and intermediate knowledge of OBIEE, and other BI platforms.• Product and Performance Reporting: development and maintenance of various product reports that summarize resident level health care needs and pricing trends and collaboration with management teams to interpret insights into product expansion strategies or pricing adjustments• Marketing and Sales Analytics: Supported $23m marketing organization with ROI analysis on marketing expenditures to optimize market-level media mix, measure conversion rates and focus marketing efforts on profitable marketing channels (i.e. lead sources that produce residents with longer average length of stay)• Customer Segmentation: Conceptualization and development of segmentation profiles used in various analytical models to provide deeper insights into operational and revenue trends and understand ‘why’ certain territories and markets perform differently than others as well as to define new opportunity areas• Risk Analytics / Predictive Modeling: Development of Competitive Vulnerability Index using statistical modeling to establish a profile for communities most vulnerable to the entrant of a new competitor. Index used to spotlight at-risk communities to mitigate impact of new competitors

• Human Resource Analytics: Development and production of monthly reporting for C-suite on community HR turnover for key and non-key positions and integration of data with key community-level KPIs to provide a quick insights of potential collateral impact of turnover on community performance• Project Management: Design, development, implementation and maintenance of project / performance reporting for use in analyzing sales and marketing performance. Involvement included working across departments to define project requirements and then mobilizing resources to achieve goals. Reporting allowed end user (ranging from senior leadership to field sales & marketing personnel), to quickly evaluate market performance in relation to their sales targets

• Revenue Management (FP&A): Development and management of process to track and account for pricing discounts and incentives, as well as, integrating discount and incentive projections into community level revenue projections for more accurate budget forecasting• Revenue Analytics: Development and management of monthly pricing reporting that summarized and trends all rates, discounts and incentives during a given month and benchmarks those with previous months• Pricing: Collaboration with pricing team to identify optimal rate for community given historical pricing trends, budget needs and competitor pricing trends

• Marketing Strategy: Working with Market Research department and Acquisitions department to develop market strategies for all major markets. This involves gathering, analyzing and synthesizing information to identify strategies to improve the resident's experience, marketing effectiveness, product positioning and profitability within those markets.• Marketing Strategy: Design and implementation of quantitative research to profile how well marketing efforts are reaching our target population and how we can better reach potential consumers with the appropriate mix of senior housing products and services• Advanced Analytics: Methods of analysis include quantitative and qualitative research design, regression modeling, distance decay modeling, cluster analysis, market saturation analysis, pivot tables, basic descriptive statistics, market rankings (based on z-score indices of various indicators) and others.

• Research Management: Research methodology design and implementation of numerous projects which received more than $250,000 in local and federal funding which required adherence to regulatory and grant reporting guidelines• Budgeting and Project Management: Hiring, training and management of research staff to ensure appropriate implementation of research plans. Overseeing research that involved the analysis of both primary and secondary data using various methods including focus groups, statistical modeling and other qualitative / quantitative methods.• Advanced Analytics: Development and reporting on Richmond Area Opportunity Index, which used GIS and complex quantitative analyses to summarize the intersection of opportunity, housing, transportation, healthcare, financial access and education.• Thought Leadership: Analytical resource to various universities, community groups and national organizations to provide research assistance using GIS and other methods. • Process Development: Numerous data management processes established, including working with social service workers to translate paper based records into digital records using OCR and other technology, as well as, working with the same group to establish databases and processes needed more efficient recordation process moving forward• Public Policy Development: Working in conjunction with public officials, research was often used to support the creation of actionable insights leading to targeted social service programs and public policy changes. These included the development of a state tax credit program intended to improve economic opportunity in low-to-moderate income neighborhoods andthe funding of foreclosure prevention clinics in targeted neighborhoods