Welcome to Brazen Careerist!

About Me

I left my 9-5 (more like 7-7) job at Microsoft for a mobile desk on the beach. When I entered this new oasis I also opened the doors of my company, the Insight Effect Group Inc. I'm still learning the best way to sell a service and how to attract new clients, but it has been a fun and rewarding experience. I've also recently entered the world of blogging with: http://theinsighteffect.wordpress.com.

If you had to know one thing about me, I'd tell you that I'm passionate about numbers in the way most women are passionate about shoes. I like to dig into data to extract insight that drives bottom-line outcomes, but don't get me wrong I still really enjoy shoes!

Work History

• the Insight Effect Group Inc.
• Director Business Intelligence
• March 2010 to Present

• - Perform statistical data analysis; including identifying revenue and segmentation opportunities, life time value, customer loyalty and customer retention
  - Developing cost effective shipping models to save over $100,000 per year in shipping insurance
  - Developing algorithm models including cluster analysis, decision trees, memory based reasoning, regression and neural networks
  - Developing integrated Marketing Plans
  - Preparing reports on the strategic feasibility of projects and international expansion
  - Designing and implementing business intelligent dashboards to demystify trends and KPI’s in company data
  - Developing, designing, maintaining and optimizing marketing investments, advertising campaigns, SEO, websites and social media strategies

• Microsoft Canada
• CRM Marketing Manager / Manager Data Strategy
• Febuary 2008 to March 2010

• - Managed a team of six analysts and strategists
  - Lead a multi-million dollar migration to a SQL Server data infrastructure to support campaign execution in Canada
  - Developed a user-friendly dashboard to demystify trends on email performance, segmentation, demographics, psychographics, external list performance and analytic models
  - Managed and automated the execution of all marketing relationship programs in Canada including: Prospect nurturing engine and mid-market licensing renewal program
  - Developed data driven campaign strategies within the Canadian subsidiary and shared best practices with world-wide counterparts
  - Drove a successful reclamation campaign to opt-in senior level BDM’s that were previously on the DNC list (cost per reclaimed executive $2.55)
  - Received various awards for accomplishments and achievements

• Rogers Communications
• Senior Campaign Management Analyst
• August 2007 to Febuary 2008

• - Provided analytical expertise including: teaching and monitoring a team of analysts, campaign execution, developing and summarizing campaign results for Executives, managing and improving SAS Campaign Management Studio and developing and maintaining internal databases
  - Developed a targeted segmentation model to reach over three million customers and prospects with over 45 data splits, which resulted in 2-9% increases in response over the previous year

• Precision BioLogic
• Data Guru
• January 2005 to Febuary 2008

• - Provided analytical expertise including: identifying cross-selling and lost sales opportunities, forecasting company sales and setting account manager sales targets
  - Managed campaign execution, monitored and presented product launch results to executives, maintained and modified the content management system
  - Lead the company CRM initiative and worked with consultants to align the software with business objectives
  - Developed and maintained internal databases, a framework of metrics to monitor the sales environment, and created companywide reports

• Dalhousie University
• Teaching Assistant
• January 2003 to July 2007

• - Provided teaching assistance for Graduate courses in Data Mining and Marketing Informatics
  - Teaching software: SAS Enterprise Miner, Cognos, Microsoft Access and Excel

• Butterfield & Robinson
• Marketing Analyst (Co-op)
• May 2004 to August 2004

• - Provided statistical analysis using Microsoft Excel and SPSS
  - Provided query results using Microsoft Access
  - Determined customer loyalty drivers and retention rates

Education

• Dalhousie University
• Bachelor of Commerce, Marketing Informatics & Data Mining
• 1999 - 2004

• Graduated with Distinction