Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic

Laurynda Pasma

London,ON

Summary

Skilled Technical Business Analyst with record of success breaking down and improving business systems with a focus on CRM's. Collaborates well to test, implement, refine and enhance systems and meet current and expected business needs. Excellent research, reporting and communication strengths developed over 15+ year career.

Overview

19
19
years of professional experience
1
1
Certification

Work History

Manager, Salesforce

PSD Citywide
01.2023 - Current
  • Maximized performance by monitoring daily activities and mentoring team members.
  • Leveraged data and analytics to make informed decisions and drive business improvements.
  • Corrected, modified and upgraded software to improve performance.
  • Designed and developed forward-thinking systems that meet user needs and improve productivity.
  • Created proofs of concept for innovative new solutions.
  • Wrote and maintained technical and functional specifications to document database intentions and requirements.
  • Demonstrated respect, friendliness and willingness to help wherever needed.
  • Performed gap analysis between existing systems or processes and desired state, identifying areas for improvement or enhancement.
  • Improved business processes by analyzing current practices and recommending optimization strategies.

Senior Salesforce Administrator

Ivey Publishing, Ivey Business School
01.2021 - 12.2022
  • Gathered feedback from end-users to identify areas for system enhancements or adjustments to better align with evolving business requirements.
  • Managed stakeholder expectations by providing clear updates on project progress, risks, and mitigations.
  • Managed custom components and pages for Community Experience Site and assisted internal Marketing team members with CMS content and page layouts
  • Identified areas for improvement with Commerce integration for Promotions, Coupons and Product variations.
  • Extensive data manipulation using Data Loader, Import Wizard, Demand Tools.
  • Reviewed existing reports and enhanced, identified gaps and created lookup relationships to allow for greater reporting capabilities
  • Deployed Live Chat functionality and Service web forms while enhancing Customer Support processes within Salesforce.
  • Built custom object to allow internal users to submit requests for system enhancements, changes, and fixes which could be reviewed, prioritized and implemented while keeping users informed through the change management process
  • Planned for Knowledge rollout and integration with Community platform.
  • Modified databases to meet needs and goals determined during planning process.

Business Analyst

Sifton Properties Ltd
01.2017 - 10.2021
  • Planned and conducted elicitation meetings with multiple business units to collect functional and non-functional requirements relating to Salesforce technology enhancement and initiatives.
  • Worked closely with internal service teams (IT, Marketing, Finance) to help roll out full-bodied solutions for internal customers (Residential, Commercial, Land, Retirement).
  • Conducted ongoing analysis of data and team processes, identifying opportunities to increase user adoption through training, system enhancements or process change recommendations.
  • Participated in the development of a Salesforce Strategy/Roadmap, including identifying opportunities for improvements with a focus on long-term business goals.
  • Performed gap analysis and identified and proposed project or integration opportunities that promoted operational efficiency and improvement.
  • Applied problem-solving skills to analyze and resolve issues impacting business operations and goal achievement.
  • Developed over 100 reports across 5 business units and analyzed data to identify root causes of problems and recommend corrective actions.
  • Provided technical support for troubleshooting analytics and reporting issues.
  • Conducted interviews with key business users to collect information on business processes and user requirements.
  • Improved business processes by analyzing current practices and recommending optimization strategies.
  • Interacted with internal customers to understand business needs and translate into requirements and project scope.
  • Led cross-functional teams in development of 2 new customer relationship management systems, improving client satisfaction and engagement.

Functional Analyst and Consultant, Salesforce

Tata Consultancy Services
01.2015 - 01.2017
  • Bridged communication gaps between IT professionals and end-users by translating their unique needs into actionable technical specifications.
  • Provided expert guidance to junior team members, fostering professional growth and skill development.
  • Created data flow and process flow diagrams to facilitate better system understanding.
  • Drafted Business Requirements, User Stories, Use Cases, Functional Requirements and System Requirement documentation.
  • Took an active hands-on role in prototyping solutions based on business requirements.
  • Effectively communicated complex technical information to diverse audiences through clear writing, concise presentations, and engaging discussions.
  • Outlined the organization hierarchy and created profiles, roles accordingly in Salesforce; worked on visibility and security settings around them as required by the business
  • Assisted in transitioning client from Salesforce Classic to Salesforce Lightning for internal group of users while ensuring modifications did not impact existing users in same environment.

CRM Implementation Consultant

Freelace
01.2013 - 01.2015
  • Hands-on implementation, configuration and development of various components of CRM platforms, specializing in Salesforce and SugarCRM.
  • Provided input and advice regarding CRM capabilities and functions to 5 separate customer organizations.
  • Used industry expertise, customer service skills and analytical nature to resolve customer concerns and promote loyalty.
  • Provided onsite training and end-user documentation
  • Salesforce.com enhancements of Orders, Cases, Workflow rules and email templates including S-Doc integration. Custom formula fields using SugarLogic, customized Quotes and Contracts and Campaigns
  • Detailed best practices with creation of end user and administration user guides so customers had resource material when projects ended.
  • Collaborated with Marketing to align ActOn with business needs and integrated social media profiles and Google Analytics
  • Built marketing segmentation lists and automated nurturing campaigns used to identify sales prospects.
  • Analyzed data to identify root causes of problems and recommend corrective actions.
  • Collaborated with stakeholders to identify business needs and data sources.
  • Generated standard and custom reports to provide insights into business performance.
  • Developed intelligence-sharing dashboards, providing company-wide access to collected data.
  • Collaborated with cross-functional teams to help improve operational workflow.
  • Led operational initiatives to solve ongoing strategic operations challenges.
  • Managed product rollouts, user training, testing and internal communications.
  • Reduced operational risks while organizing data to forecast performance trends.
  • Tracked trends and suggested enhancements to both challenge and refine company product offerings.
  • Developed customized reports, summarizing and presenting data in visually appealing and easy to understand format.
  • Evaluated client needs and developed tailored solutions to increase positive outcomes aligned with customer goals.

Sales & Marketing Administrator

787 Networks Inc
01.2012 - 01.2013
  • Managed ongoing support requests and administrative needs of Salesforce users and acted as primary point of contact for end-user support
  • Created sales email templates and proposals, generated reports related to sales activities and revenue data
  • Managed and administered integrated applications which included
  • InsideSales.com and Act-ON
  • Successfully migrated data from ACT! To Salesforce, trained new Sales employees on use and best practices of Salesforce and planned, configured and initiated sales call plan using InsideSales.com PowerDialer
  • Administered company email marketing solution, Act-On, including setting up application and working alongside creative design team
  • Contributed to social media marketing via Facebook and LinkedIn
  • Initiated several automated email campaigns based on segmented lists that assisted Sales department by identifying interested prospects
  • Successfully mapped out and contracted developer for automated payment solution to integrate with Salesforce
  • Project resulted in faster customer payments for services and hardware, reducing lost or delayed revenue for company.
  • Analyzed sales and marketing data for improved strategies.
  • Directed sales support staff in administrative tasks to help sales reps close deals.
  • Collaborated with upper management to implement continuous improvements and exceed team goals.
  • Implemented systems and procedures to increase sales.
  • Compiled and analyzed data to determine approaches to improve sales and performance.

Product and Operations Manager and Salesforce.com Administrator

Voices.com
01.2006 - 01.2012
  • .Initiated and led weekly internal training sessions focused on operations, products and Salesforce.
  • Delegated training session responsibility on a 4-week rotation by department and maintained training schedule.
  • Planned and created workflow rules that enabled emails to be sent automatically through Salesforce, freeing up valuable time for support staff.
  • Designed and built over 10 custom Salesforce applications that were used daily by staff which included an Issue Tracking /Reporting system, Commissions Earned and a time-tracking application
  • Reduced time required for payroll calculations by creating an online time off submission form for staff with workflow approval, eliminating the need for spreadsheets and enabling calculation and reporting directly from Salesforce
  • Administered all Salesforce access and customization requests for a group of 27 users.
  • Completed over 200 individual requests for changes in less than 4 months with an average completion time of less than 1 hour. Admin requests were submitted through custom custom-developed object.
  • Managed product rollouts, user training, testing and internal communications.
  • Collaborated with cross-functional teams to help improve operational workflow.
  • Tracked trends and suggested enhancements to both challenge and refine the company's product offerings.
  • Trained and guided team members to maintain high productivity and performance metrics.
  • Reported issues to higher management with great detail and potential solutions.

Education

Bachelor of Arts - Psychology

King’s University College At University of Western Ontario
London, ON
05.2002

Skills

  • Requirements Gathering
  • Training and Development
  • Documentation And Reporting
  • Work Planning and Prioritization
  • Organizational Skills
  • Attention to Detail
  • Problem Resolution
  • Effective Communication
  • Decision-Making
  • Salesforce Management
  • Technical Proficiency
  • Business Analysis and Reporting

Certification

  • Professional Certificate in Project Management
  • Certified Salesforce Business Analyst
  • Certified Salesforce Platform App Builder
  • Professional Certificate in Leadership
  • Certified Salesforce Sales Cloud Consultant
  • Professional Certificate in Business Analysis
  • Certified Salesforce Administrator

Timeline

Manager, Salesforce

PSD Citywide
01.2023 - Current

Senior Salesforce Administrator

Ivey Publishing, Ivey Business School
01.2021 - 12.2022

Business Analyst

Sifton Properties Ltd
01.2017 - 10.2021

Functional Analyst and Consultant, Salesforce

Tata Consultancy Services
01.2015 - 01.2017

CRM Implementation Consultant

Freelace
01.2013 - 01.2015

Sales & Marketing Administrator

787 Networks Inc
01.2012 - 01.2013

Product and Operations Manager and Salesforce.com Administrator

Voices.com
01.2006 - 01.2012

Bachelor of Arts - Psychology

King’s University College At University of Western Ontario

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Laurynda Pasma