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Ethnic Practice Area Lead
Nielsen, Markham ON

Feb 2013 - Feb 2015
  • Educated over 80 manufacturer and retailer clients on the lucrative ethnic consumer base –demographic trends, shopping behaviours, and measurement methodologies.
  • Consulted on five consulting projects worth $200k revenue to help manufacturers identify and quantify ethnic consumer opportunities, and build tactics to target these consumers.
  • Presented at nine major conferences, with exposure to over 1,000 manufacturer and retailer professionals; elicited positive coverage of Nielsen’s Ethnic Practice Area by thirteen media outlets.
  • Published 2013 Nielsen whitepaper "Ethnic Consumers: How to tap into Canada's unprecedented growth opportunity" (Case studies from Coca-Cola, Reckitt, and Unilever).
  • Recipient of "Platinum Simply Excellent Award" for Nielsen 360 Conference
Senior Consultant
Altus Strategy Group, Toronto ON

June 2012 - Feb 2013
ZS Associates, Toronto ON

Aug 2011 - June 2012
  • Worked on five consulting projects helping global healthcare clients solve their sales & marketing business problems:
    • Customer valuation – Determined the most valuable customer segment to target through analytics and workshops
    • Incentive compensation plan assessment – Assessed fairness and recommended solution for current sales rep incentive compensation plan
    • Pre-product launch forecasting – Forecasted maximum product sales of a launch to determine whether investments will yield an attractive return
    • Go-to-market Model Structure – Examined all key stakeholders and recommended most suitable organization structure for a changing industry landscape
    • Quantitative market research – Fielded 150 online surveys and analyzed results to determine uptake of product
  • Senior Product Manager - Unsecured Lending, Acquisition & Account Management
    Canadian Imperial Bank of Commerce, Toronto ON

    Jan 2009 - Apr 2010
    • Implemented four account management initiatives to mitigate loss, by working closely with internal partners to develop process, communication, and escalation flows, limiting exposure on $80 mil of available limit from 10k high risk clients. 
    • Ran six acquisition campaigns using a sophisticated risk modeling tool to target customers likely to have a need and be approved for a line or loan product, through partnerships with risk group, and achieved 60% lift in approval rates from historical levels.
    • Recipient of Fiscal ’09 Q2 Quarterly Team Award for Credit Risk Early Warning –Limit Decrease

    Senior Product Manager - Unsecured Lending, Acquisition
    Canadian Imperial Bank of Commerce, Toronto ON

    Apr 2008 - Jan 2009
    • Expanded CIBC’s capabilities to acquire prospects and customers through development of a comprehensive risk-based modeling tool, which segmented clients through analysis of risk scores and previous behaviours to simulate likelihood of approval.  Two ground-breaking outbound and inbound campaigns were launched to pilot and refine modeling criteria.
    • Created a new acquisition cross-sell channel for prospects and existing customers, which involved developing a new process from lead generation to fulfillment.  Response rates were 55% higher and active utilization rates are 67% higher than conventional method of acquisition.
    • Recipient of Fiscal ’08 Q4 Quarterly Individual Award for FirstLine Cross-sell Initiative

    Assistant Marketing Manager - Portfolio Management
    American Express, Markham ON

    • Conduct extensive 70-page quarterly competitive research into the Canadian credit card industry and provided insights across International markets, research became best practice across three key markets – Austrlia, UK, and Mexico
    • Analyze key portfolio metrics and identify opportunities for additional benefits that enhance customer experience and improve profitability. Managed end-to-end outbound telemarketing and direct mail conversion campaigns for existing card member base to a more suitable card product
    • Launched two up-sell outbound telemarketing campaigns to new customers and yielded a conversion rate of 87%. This successful campaign was essential in altering customer behaviour to increase spend

    Assistant Marketing Manager - New Product Development
    American Express, Markham ON

    • Launched the most comprehensive staff program across American Express international with a suite of eight products within six months and with limited resources. This program with reduced-rate and reduced-fee products yielded 92% positive rating in post-launch survey
    • Identified market opportunities for new product development through comprehensive market research and profitability analysis. Developed business case for American Express Platinum AIR MILES Credit Card, launched in 2007
    • Worked with key business partners to develop new technological processes, product attributes, marketing and launch materials and ensured legal and compliance requirements were met
    • Migrated accounts onto new tier structure and identified cost savings by eliminating 20% duplication in product codes

    FX Claims Coordinator
    State Street Bank and Trust, Toronto ON

    May 2003 - Aug 2004
      • Verify late payments received and determine qualification as a claim.
      • Investigate all details involving a possible claim
      • Interact with counterparty to gather information and claim good value
      • Manage all claims received and compensate counterparty accordingly
      • Strengthened decision making skills and communication skills
      • Received Super Service Award in August 2004

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