Sara Motalebi
Toronto,Canada
Summary
Goal-oriented and driven data analyst with more than a decade of experience in data analysis, business insight management and strategy development across a wide range of industries. Specialized in customer loyalty and retention strategy development based on behavioral and transactional data.
top-notch skills in applying qualitative and quantitative research methodologies to gather consumer and audience insights that optimize marketing initiatives and increase profitability
Proven track record in the creation of customized databases that match business requirements and deliver maximum insights.
personable communicator with outstanding presentation abilities
Overview
15
15
years of professional experience
Work History
Data Analyst
The National Ballet of Canada
03.2020 - Current
- Converting raw datasets into structured databases and building reports that tell stories and facilitate strategic decision making
- Delivering business insights to various business units and gauging the effectiveness of various fundraising and marketing initiatives on business performance
- Proposing and implementing multiphase and multifaceted studies based on internal data sources as well as customer surveys and in-depth qualitative research projects that deliver high-level strategic foundation for decision making
- Working across a wide variety of business divisions including marketing and communications, In studio, finance and development
- Synthesizing data from various business divisions and data sources and delivering holistic bird eye view of the company's financial performance and customer patronage across various touchpoints.
Sales Analyst
National Food Products Company | NFPC Group
10.2015 - 10.2018
- Preparing the weekly & monthly sales performance report for all major product categories and business units
- Tracking ongoing sales performance against historical trends and goal amounts for multiple product categories and business divisions
- Annual sales budget planning based on overall business drivers set in the beginning of each fiscal
- Tracking and measuring the effectiveness of in-store promotions and trade offers on sales volume and revenue
- Analysis and tracking of pricing strategies and their impact on overall revenue and volume generation
- Managing sales volume forecast by consolidating forecast figures from individual business units and ensuring short term fluctuations in demand are accounted for.
Corporate Communications Analyst (Executive)
Panasonic MEA
06.2010 - 10.2012
- Liaising with research agencies for conducting brand health trackers to measuring the impact of marketing initiatives on the brand's overall performance
- Customizing research findings as per information needs for various divisions and measuring KPIs
- Tracking advertising and marketing spends to ensure spends are in line with the approved annual budget and the global corporate strategy
- Preparing monthly activity reports and circulating the report to all internal stakeholders keeping them up-to-date on the status of campaigns and marketing initiatives
- Managing vendor payment processing and timely invoice settlement to ensure supplier satisfaction
- Supporting in the planning and organization of large-scale corporate and marketing events such as conferences & exhibitions and conducting postmortem analyses to gauge the effectiveness of the event in creating new business opportunities.
Advertising Research Analyst
11.2008 - 01.2010
- Managing and coordinating all aspects of running a research project from preparing proposal, cost estimation, fieldwork, data processing and data checking based on module specific guidelines, ensuring the project delivers findings in accordance with the client's business objectives
- Producing the final report by converting numbers into visual insights that tell a story and deliver maximum value to the client
- Reporting among others on brand awareness, brand perception, as well as future purchase intent
- Measuring brand equity based on Ipsos specific module for brand equity and integrating those metrics into the overall brand health module
- Research methodologies implemented: Ad Pre and Post testing, Brand Equity Research, Brand and Ad Tracking (Sectors worked on: CPG, Banking and real estate).
Education
International Media Studies - Media And Communications
University of Bonn - Germany
01.2014
Master of Arts - Marketing And Consumer Studies
University of Wollongong in Dubai
United Arab Emirates01.2011
Skills
- Database development and maintenance
- Data Analysis
- Data visualization and Dashboard Creation
- Presentation
- Budget Development and Management
- Qualitative and quantitative market Research
- Market Segmentation
- Customer Relationship Management (CRM)
- Microsoft Excel
- Expert User of Power BI
- Expert User of Microsoft office tools
Languages
English
Professional
German
Professional
Timeline
Data Analyst
The National Ballet of Canada
03.2020 - Current
Sales Analyst
National Food Products Company | NFPC Group
10.2015 - 10.2018
Corporate Communications Analyst (Executive)
Panasonic MEA
06.2010 - 10.2012
Advertising Research Analyst
11.2008 - 01.2010
International Media Studies - Media And Communications
University of Bonn - Germany
Master of Arts - Marketing And Consumer Studies
University of Wollongong in Dubai
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