Toronto, ON M3A 2R7 416 -449-9306 vicki.cal@sympatico.

ca

Vicki Cal
Profile
A high performing technology and marketing professional with a passion for delivering database marketing and customer relationship management solutions. An excellent strategic planner, skilled at managing both internal and external relationships using well-developed organizational, communication, project and time management skills. A versatile team leader with strong analytical, interpersonal and problem-solving skills.

Core Competencies
Business relationships and project management Customer relationship and data management Database marketing, analytics and compliance Effective problem solver and decision maker Strategic and innovative thinker Strong technical and business acumen

Professional Experience
April 2010 July 2011 CVM Marketing Toronto, ON Senior Manager: Analytics & Database Solutions (contract position) Accountable for designing and implementing database and reporting solutions to support CVM's clients' business objectives. Recommend and design appropriate approaches, manage and execute the development of these solutions, identify key insights and present the results/recommendations to the client. Utilized my expertise in data management to review clients existing key datasets for quality, adherence to corporate standards, data structures. Provided scorecards on the fit to the clients corporate vision. Determined feasibility of integrating key datasets into one relational data warehouse where individual customer records can be linked, householded and tracked with their behaviors across the various programs that are administrated by the organization and keeping to the corporate vision. Implemented and managed the solutions based on CVM's recommendations and the clients' final specifications. July 2006 April 2010 Senior Manager: Marketing Analytics Responsible for the review, improvement and documentation of current business & analytical practices. Monitor data and methodologies to identify areas for improvement to optimize program successes. Design, document and implement processes to increase quality, productivity, efficiency and consistency of deliverables. Mentor analysts to deliver sound business insights and relevant recommendations through consumer level and transaction level data analysis. Design & develop dashboard metric reports for various clients to track success of their flyer programs. Developed standard analytical methodologies & reporting procedures to ensure client deliverables were presented accurately in consistent formats, resulting in reduction of reruns by 50% and increasing client satisfaction. Designed and implemented a corporate file & DB archiving system to provide easy access to key documents for all employees. Improved efficiencies by 200% and reduced dependencies on others to find necessary documents. Reviewed logic of the GeoSuite system for flyer distribution analytics, determined key areas for improvement and designed process flow maps for systems programmer. New system is currently in beta testing showing strong positive results. Managed all incoming client data to ensure integrity & completeness to support flyer distribution analytics. Continued... Geomedia Inc. Toronto, ON

Vicki Cal
1998 2005 Hudson's Bay Company Toronto, ON

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Senior Manager: Marketing Technology Solutions (2003 2005) Senior Manager: Analytics, CRM (2001 2003) Senior Manager: Customer Database Services, Credit (1998 2001) Responsible for the business relationships (internal Hbc clients & external vendors) and project management on various marketing technology initiatives. These included strategic planning, business requirements gathering, functional & process specifications, RFPs, RFIs, vendor & solution evaluations, recommendations, design review, implementation, use case scenario design, end user testing and training. Individual project budgets varied between $0.5 $3 M. Accountable for the development of a 12 million customer information data mart, CRM 5 year technical blueprint, customer profitability, data quality initiatives (including recommendations and ROI implications for the company) and Service Level Agreements with internal and external partners. Delivered key strategic analyses and recommendations on customer segmentation, cross shopping, customer loyalty, acquisition, retention, etc. resulting in effective multi-channel direct marketing with an average of 200% incremental gross margin ROI for direct mail campaigns. Developed strategy for the integration of customer data from credit and loyalty systems for Zellers, The Bay, Home Outfitters & Gift Registry to provide a single view of the Hbc customer and household within the CRM data mart. Ensured collection of all customer data was compliant with all government privacy laws (PIPEDA - Jan 2001). Managed a department of 12 within a SAS environment & maintained $1 - $2 M annual budgets. CRM representative on the credit, loyalty, CRM & e-commerce technology steering committee. 1996 1998 IBM Canada Markham, ON

Database Marketing Strategist: Architecture and Infrastructure Managed the architecture and infrastructure of the marketing data mart including the logical data schema, business rules, key performance indicators, annual fact book, and data sources with an annual budget of $500K. Received a Team Success award for work on IBMs direct marketing compliance audit for database legacy systems covering data completeness, accuracy, legacy system relationships, ETL processes, updates, Service Level Agreements, tools and data usage. System resulted in greater efficiency and mitigation of losses. Designed a procedures DB resulting in centralization of departmental information improving overall efficiencies. Developed an education curriculum for database marketing resulting in increased consistency and accuracy. Created a new employee manual for the database marketing group within first two months at IBM, which evolved to a wider departmental manual that included operations and the call centre. Managed relationships with various internal business and IT departments within IBM as well as external vendors. Additional experience as a CENTRAL DATABASE M ANAGER & SENIOR RESEARCH M ANAGER for Compusearch, and as a DATABASE ADMINISTRATOR for the Institute for Market and Social Analysis, both in Toronto, ON.

Skills
MS Access, SQL, Excel, SPSS, MicroStrategy, SAS, PowerPoint & Word

Education
Honors B.A. in Psychology, University of Western Ontario / Deans Honor List, University of Western Ontario Business Administration Diploma in Marketing, Fanshawe College