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William Cheng

4211 Alabama St * San Diego, California * 92104
(571) 265-7968

- Skilled professional with more than ten years of marketing and information tec
hnology experience seeks senior/manager role in the analytics or business system
s space with opportunity for performance-based advancement.
- Areas of expertise include: consumer and corporate analytics, corporate report
ing, multivariate testing, business case development, systems and process analys
is, and requirements gathering.
- Excellent oral and written communicator. Excels in building relationships and
interacting with all departments and roles.
- Bachelor of Science in Systems Engineering from the University of Virginia.

Websense, San Diego, CA
Sr. Business Systems Analyst (July 2009 - Present)
- Lead team of four business analysts. Mentor analysts on requirements gathering
techniques including the use of brainstorming, surveys, and interviews.
- Coordinate and facilitate requirements and process reviews for team members. W
ork with team on project and resource planning by identifying key tasks, spottin
g risks, and developing mitigation strategies.
- Manage IT projects and issues for the entire Marketing department, including P
roduct Development & Management, Web Marketing, Corporate Marketing and Field Ma
- Define and shape projects by managing expectations from the onset. Initiate pr
ojects by working with business stakeholders to develop a business case for each
project. Determine project scope by creating clear definitions in value versus
cost and re-evaluating less important priorities. Determine feasibility and cost
effectiveness of projects.
Business Systems Analyst II (March 2006 - July 2009)
- Modeled internal business processes using use cases and sequence diagrams. Con
ducted process analysis used within and between business units to recommend tech
nology or process changes to eliminate redundancy and improve efficiency.
- Documented, tracked and prioritized business requirements for sales, marketing
, accounting and finance projects. Negotiated with stakeholders to obtain agreem
ent on requirements. Maintained traceability of requirements to business process
es and system changes.
- Coordinated requirement reviews of proposed system solutions with architecture
, development and QA teams.
- Built working relationships with internal and external customers including IT,
marketing, sales, accounting and finance. Developed superior knowledge of compa
ny's business processes, procedures, and technologies.
Database Analyst (October 2005 - March 2006)
- Developed short-term and long-term strategies to ensure high standards of data
quality within source systems and the data warehouse.
- Managed project to identify and merge redundant data through the development o
f a matching algorithm and the use of third-party supplemental data. Modified sa
les and order management processes to ensure high levels of data quality.
- Provided data quality best practices guidance for new projects, applications a
nd systems.
CARFAX, Fairfax, VA
Marketing Analyst (August 2004 - August 2005)
- Managed reporting and analysis needs for entire dealer business unit. Interact
ed with several departments across the company in order to define, develop, and
implement business metrics. Forecasted and tracked corporate goals and metrics.
- Developed a methodology for classifying and evaluating customers based on pres
ent value and growth potential, to optimize resources among customer-facing team
s. Created customer models to identify opportunities and weaknesses in sales cam
- Measured effectiveness of a variety of advertising mediums, including Web, sea
rch, television, radio and in-market advertising. Conducted market research thro
ugh focus groups and surveys.
- Developed and executed on product tests. Performed the first product test in C
ARFAX dealer marketing resulting in a standardized approach to new product launc
Capital One, Richmond, VA
Data Analyst (July 2002 - August 2004)
- Analyzed customer segments, refined target audiences and researched the compet
itive environment in order to provide customers with the optimal product offerin
gs. Created and assisted with NPV modeling for various credit card products.
- Designed and performed multivariate tests for new products and customer segmen
ts. Measured program results and conducted post-campaign analysis of direct mail
, email and telemarketing initiatives.
- Supervised contractors and managed project capacity across the data analyst te

University of Virginia, School of Engineering and Applied Sciences, May 2002, Ch
arlottesville, Virginia
Bachelors of Science, Systems Engineering

Microsoft Office (including Access, Project and Visio), SQL, Oracle, SQL Server,
SAS, Omniture SiteCatalyst, Cognos, C#, C++, UML, XML,