Gerry De La Cruz
Bentleigh East,VIC
Summary
Results-driven Analyst offering many years of experience analyzing and reporting on sales data. Well-organized and systematic professional well-versed in creating forecasts for future sales trends and informing and suggesting ways to improve profitability. Proven abilities in developing analytical tools and applications to support sales activities. Collaborative and hardworking team player with good understanding forecasting and business processes.
Overview
22
22
years of professional experience
Work History
Category Manager
Hallmark Cards Australia
01.2021 - 10.2021
- Monitored market to capitalize on latest trends.
- Maximized category turnover through proactive management strategies.
- Identified and reported key performance indicators to define successful category management.
- Partnered with buyers to develop category-appropriate order frequency for spend under management.
- Incorporated suggested changes to layouts and promotions to drive sales.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
Demand Planner
Hallmark Cards Australia
01.2020 - 12.2020
- Reviewed historical sales trends and researched demand drivers to prepare forecast data and develop statistical forecast models.
- Improved demand forecast for multiple distribution channels based on previous sales and consumption.
- Utilized historical data and modelling tools to develop and maintain forecast for Product lines.
- Provided ad-hoc analytics and operational expertise to drive fact-based inputs into forecasting.
- Tracked key metrics and developed spreadsheets and data models.
Category Planner
Hallmark Cards Australia
09.2018 - 01.2020
- Formulated business recommendations and alternative solutions based on statistical data.
- Built partnerships with assigned retailers and buyers through presentation of market trends and shopper data.
- Provided strategic guidance by delivering data-driven, actionable category-level insights.
- Supported business partners in vendor negotiations and cost increase justifications.
Category Analyst
Hallmark Cards Australia
07.2016 - 08.2018
- Formulated business recommendations and alternative solutions based on statistical data.
- Provided strategic guidance by delivering data-driven, actionable category-level insights.
- Developed tools and processes to help improve operational efficiency and enhance sales team productivity.
- Produced scheduled and ad hoc reports.
- Tracked key performance indicators to measure success of campaigns.
Sales Productivity Analyst
Hallmark Cards Australia
04.2014 - 06.2016
- Analyzed data to identify root causes of problems and recommend corrective actions.
- Collaborated with stakeholders to identify business needs and data sources.
- Developed customized reports, summarizing and presenting data in visually appealing format.
- Provided technical support for troubleshooting analytics and reporting issues.
- Identified patterns and trends in large data sets and provided actionable insights.
- Created data models to support decision-making processes.
Sales Analyst - Independent Channel
Hallmark Cards Australia
01.2013 - 03.2014
- Developed accurate sales forecasts by analyzing sales feedback and wrote reports for senior leadership.
- Gathered, organized and analyzed data, resolved discrepancies and modeled information.
- Developed tools and processes to help improve operational efficiency and enhance sales team productivity.
- Automated data reporting.
- Set and achieved company defined sales goals.
Senior Business Analyst
Hallmark Cards Australia
07.2006 - 12.2012
- Supported leadership team with reporting, analysis, and business presentations to inform divisional strategies.
- Managed team performance by implementing measurable metrics to track delivery of supporting requirement artifacts.
- Worked with team leads and managing leadership, establishing robust talent pool with focus on people and continuous improvement.
- Analyzed performance metrics to identify opportunities to increase sales.
- Developed diverse reporting packages to meet individual needs of sales, marketing, product management and senior leadership.
- Generated business intelligence reports to inform strategic decision-making.
- Created dashboards to monitor and track key performance indicators.
Business Analyst
Hallmark Cards Australia
01.2003 - 06.2006
- Improved business direction by prioritizing customers and implementing changes based on collected feedback.
- Generated business intelligence reports to inform strategic decision-making.
- Created dashboards to monitor and track key performance indicators.
- Generated standard and custom reports to provide insights into business performance.
- Implemented business intelligence solutions to increase operational efficiency.
- Identified patterns and trends in large data sets and provided actionable insights.
Sales Analyst
Hallmark Cards Australia
06.1999 - 12.2002
- Applied sales forecasting techniques and strategic planning to verify sales and profitability of products, lines and services.
- Gathered, organized and analyzed data, resolved discrepancies and modeled information.
- Developed tools and processes to help improve operational efficiency and enhance sales team productivity.
- Automated data reporting.
- Set and allocate Territory and Product sales goals.
Education
Bachelor of Business - Marketing
Monash University
Associate Diploma - Marketing
Holmesglen Tafe
Skills
- Performance Optimization
- Data Analysis
- Sales Tracking
- Sales Target Oversight
- Performance Metric
- Microsoft Office
- Budgeting and Allocation
Timeline
Category Manager
Hallmark Cards Australia
01.2021 - 10.2021
Demand Planner
Hallmark Cards Australia
01.2020 - 12.2020
Category Planner
Hallmark Cards Australia
09.2018 - 01.2020
Category Analyst
Hallmark Cards Australia
07.2016 - 08.2018
Sales Productivity Analyst
Hallmark Cards Australia
04.2014 - 06.2016
Sales Analyst - Independent Channel
Hallmark Cards Australia
01.2013 - 03.2014
Senior Business Analyst
Hallmark Cards Australia
07.2006 - 12.2012
Business Analyst
Hallmark Cards Australia
01.2003 - 06.2006
Sales Analyst
Hallmark Cards Australia
06.1999 - 12.2002
Bachelor of Business - Marketing
Monash University
Associate Diploma - Marketing
Holmesglen Tafe
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