Marcella James
Annerley
Summary
Strategic professional in business operations known for high productivity and efficiency in task completion. Specialize in process optimization, project management, and data analysis, ensuring streamlined workflows and enhanced operational efficacy. Excel in communication, problem-solving, and leadership, leveraging these soft skills to drive team success and achieve organizational goals.
Overview
23
23
years of professional experience
Work History
Insights Analyst (Consultant)
Visa
12.2021 - Current
- Card Migration Project: Collaborated with a squad to support the Bank of Queensland in migrating customers from EFTPOS to Visa cards. Managed a multi-channel campaign using emails, SMS, Internet banners, and call lists. Developed a dashboard to track weekly performance, with a particular focus on card activation rates.
- Early Month On Book Projects: Delivered actionable insights for Virgin Money and MyBOQ digital banking brands. Analyzed customer deposit and spend behavior to enhance retention and engagement. Designed a Power BI dashboard to monitor customer behavior during the first three months of onboarding.
- Digital Transformation Migration Project: Collaborated in a communication delivery squad to support the migration of over 100,000 customers from a legacy system to a new digital banking platform. Responsibilities included customer analysis to assist with the scope of work, data cleansing to enhance customer contact details, and managing the data delivery of communications to a schedule, ensuring deadlines were met.
Marketing Data Co-ordinator
Glencore Technology
05.2021 - 12.2021
- Developing a marketing database by gathering various sources of data from different and separate systems to enable CRM activities to customers and prospects
- Build a marketing dashboard to track website performance, social media performance, event and conferences, webinar attendance, and other B2B activities
- Conduct data analysis and provide recommendations to the business development & marketing team to improve ways to generate leads and increase conversions
Campaign Analyst
Tabcorp (before acquisition was Tatts Group)
04.2014 - 01.2020
- Undertaking the data preparation work for campaigning, originally utilising SAS Campaign and then migrating to Adobe Campaign
- Setting up the campaign data for multi-channel campaigns as well as multi-wave campaigns using email, SMS, mobile push, web push, outbound calling and direct mail channels
- As well as utilising the vouchering platform to generate offers to target customers for onboarding / loyalty / reactivation
- Working in a fast pace environment with the CRM team and meeting deadlines for all the Lottery campaigns
- Extensive experience in analysing complex and large datasets such as looking at transactional data for over 3 million customers
- Experience in segmentation and personalisation
- Working on tactical campaigning as well as automating lifecycle campaigns and reviewing the results to generate greater uplift
- Examples include the onboarding series, Superdraw campaign and inactive campaigns
- Providing insights and recommendations to different stakeholders on customer analysis and product analysis
- Building campaign results dashboard using Tableau for the CX team to track campaign performance
Assistant Manager – Retention and Profitability
Bank of Queensland
09.2008 - 03.2014
- Supporting the product team in terms of data analytics and reporting to help the team meet budget in terms of growth, margins and net interest income
- For example, producing a home loan weekly performance report detailing growth, approvals, settlements, drawdowns, paydowns, and product switching to assist in portfolio management
- Tracking customer growth, analysing customer data for opportunities and understanding the bank’s customer groups for retail and business segments
- Responsible for producing the customer insights pack to management to understand the bank’s customer base including measuring products per customer
- Increasing revenue and retention, by identifying cross-sell opportunities and preparing data extracts for direct marketing campaigns
- Also conducting a post-analysis of the campaign to measure the response rate by different segments
- Frequent user of SAS to generate standard reports as well as answering adhoc data queries which usually involve investigating the data at either the customer, account and/or transaction level
- Creating exception reports for the product managers to monitor their portfolio such as number of discounts applied and incorrect settings on deposit accounts
- Assisting with business cases, in terms of modelling financial benefits of the proposed initiative
- Secretary to the bank’s Product and Pricing Committee
Business & Research Analyst
RACQ Insurance
Eight Mile Plains
06.2006 - 08.2008
Project Manager
Roy Morgan Research Pty Ltd
Brisbane
10.2004 - 06.2006
Account Executive
Mitchell & Partners Pty Ltd
Brisbane
03.2004 - 10.2004
Account Manager – Media
Roy Morgan Research Pty Ltd
Sydney
11.2001 - 03.2004
Education
Bachelor of Business - Marketing
Queensland University of Technology
Brisbane, QLD01.2000
Skills
- Experience in data and insights
- Data analysis and reporting
- Stakeholder communication
- Team player
- Project management
- Programming and Data Tools: SQL, SAS
- Data Visualization and Reporting: Power BI, TM1, COGNOS
- Office Software: Microsoft Excel, Word, PowerPoint, and Teams
- CRM Systems: Experience with various CRM platforms
- Marketing Tools: Adobe Campaign, SAS Campaign
Hobbies and Interests
Interests include yoga, cooking, nature walk/cycling
References
- Augustin Suarez, Visa
- Stephen Johnson, Glencore Technology
Timeline
Insights Analyst (Consultant)
Visa
12.2021 - Current
Marketing Data Co-ordinator
Glencore Technology
05.2021 - 12.2021
Campaign Analyst
Tabcorp (before acquisition was Tatts Group)
04.2014 - 01.2020
Assistant Manager – Retention and Profitability
Bank of Queensland
09.2008 - 03.2014
Business & Research Analyst
RACQ Insurance
06.2006 - 08.2008
Project Manager
Roy Morgan Research Pty Ltd
10.2004 - 06.2006
Account Executive
Mitchell & Partners Pty Ltd
03.2004 - 10.2004
Account Manager – Media
Roy Morgan Research Pty Ltd
11.2001 - 03.2004
Bachelor of Business - Marketing
Queensland University of Technology
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