Data Culture

Chief Executive Officer

TULA Skincare

- Acquired by Procter & Gamble 
- Data hire #1; built data strategy, team and modern data tech stack
- Built a rockstar data team across the entire organization from ecommerce, retail to finance/ops
- Established award winning data strategy and use of modern data tech stack 
- TULA's M&A deal team that led to P&G acquisition
- Promoted data literacy and data empathy to make data approachable and actionable

Sr. Director of Analytics and Strategic Insights

Director Of Analytics and Strategic Insights

Simon Data

- Data hire #1
- Established Analytics Roadmap and Priorities with leadership team
- Promoted data literacy and Looker training company wide
- Established company wide and departmental KPI's via goal setting, feedback and collaboration with department heads

Director Of Analytics

Poppin

- Acquired by Kimball International
- Build the Analytics function from scratch as data hire #1; hired and managed a team of 2
-Established data pipelines, Snowflake warehouse architecture and Looker to automate reporting to elevate insights
-Created B2B Sales Analytics Reporting and Insights to drive sales strategy and AE performance optimization
-Managed CRM database for B2B Sales leads and clients
-Built Marketing Campaign and Events Tracking to support marketing performance and creative optimization

Director of Strategic Analytics

Manager, Strategic Analytics

American Express

- Marketing analytics on customer behaviors to drive prospect acquisition marketing strategy using SQL and SAS for data mining
- Support 12+ marketing channels including Site, Paid Search, Display, Affiliate Partnerships, Co-Brand Partnerships, Telesales, Tradeshows, etc. to acquire new customers
- Optimize marketing investments to drive efficiency and revenue growth in the Small Business and Corporate space
- Scale marketing programs to gain market share and drive halo impact and conversion
- Owner of customer valuation model to assess profitability and Marketing ROI

Finance Manager

Bank of America Merrill Lynch

Merrill Lynch Wealth Management Advisory Group

- Finance Business Support for 4 out of 11 markets including New England, Greater Mid West, Mid America, and Southeast
- Communicated with Senior Executives and wealth management branch admin team to address revenue growth and expense control progress
- Identified areas of opportunity and concern for revenue growth and budget control by building forecast models
- Forecasted yearly advisor salesforce compensation and benefits for 14,000 financial advisors
- Built framework and tracking for standardizing financial advisors with professional certifications to give clients a uniform experience

AVP, Senior Financial Analyst

Global Wealth Investment Management Banking - Credit Solutions

- Month-end financial management reporting related to client loan flows, P&L, balance and NII analysis
- Forecast and plan process for Global Wealth Investment Management credit products such as Structured Lending and Securities Based Lending; Credit portfolio analysis of client/product segmentation and product pricing
- Credit client segmentation analysis on pricing restructuring, which identified clients Merrill could offer pricing discount and clients where pricing was not profitable

Global Wealth Management Strategic Planning & Analysis

Responsible for financial advisor production credit reporting, P&L expense analysis, forecasting, plan, cost allocations, and metrics.

Wealth Management Strategic Planning & Analysis Financial Analyst

Local Currency Trading Finance

Liaison between traders, middle office, and finance groups in US, Mexico, Argentina, etc.  Managed daily P&L process.

Local Currencies Trading Financial Analyst

Global Rates and Currencies Management Reporting

Responsible for balance sheet management and North America Rates P&L.  Coordinated monthly admin reserves and assisted with Credit Valuation Adjustment (CVA) daily/monthly finance.

Rates and Currencies Financial Analyst

Bank of America

Finance Management Associate Program Intern

Intercompany Accounting Group

Completed documentation project of Intercompany Usage Matrix for risk and auditing purposes.  Improved Usage Matrix to minimize errors and ease of use for business partners accounting for time deposits.

Finance Intern

The Advertising Council

Assisted with third quarter financial review of 50 non-profit campaigns for sponsors.  Researched and produced statistics reports for 50 cities to spark campaigns and raise awareness for community specific issues/concerns including teen pregnancy, autism, obesity, etc.

Research & Media Measurement Intern

FactSet CallStreet LLC

Cold called Fortune 500 investor relations directors and CFOs to gather Earnings Call Conference event information to expand company's database of client use.  Expansion helped company gain more coverage over shareholder event versus competitors.

Taplio

Celina Wong's Linkedin Analytics

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