I have led the design, implementation and maintenance of predictive analytics models to boost Direct Mail (DM) and Outbound Dial (OB) tele-sales efforts. A total of 26 marketing campaigns delivered $50M in bookings with double-digit conversion rates thanks to these models. More recently, leveraged advanced large language models (LLM) and cloud technologies (Snowflake, AWS and ElasticSearch) to achieve 7-10% gain in efficiency by optimizing the copywriting process.

Nando's PERi-PERi USA | Sep 2019 - Mar 2020

Director of Data Science + Analytics

Responsible for vision, strategy, roadmap and implementation of Nando's USA enterprise analytics platform to support the company's growth and operations. Built sales forecast tool and automated data management processes to support daily and weekly operational reports. Also performed a store capacity analysis to optimize size of restaurants and reduce cost of operations.

Laureate International Universities | Jun 2013 - Jun 2019

Director of Analytics

Laureate’s network of nearly 70 campus-based and online universities in 23 countries offers undergraduate and graduate degree programs to over one million students worldwide. Led the design and implementation of learner analytics products that armed student success teams with actionable insights to improve student retention and overall student experience. These analytic products contributed to a 5.5% improvement in first year retention, better design of intervention strategies and annual revenue impact of USD $36M. Lead a team of data scientists, data engineers and business intelligence analysts, set goals and priorities using scrum agile development principles.

Laureate International Universities | Jun 2009 - May 2013

Director, Business Innovation and Transformation

By leveraging my MBA and solid management consulting background successfully drove a business transformation effort by designing strategy maps and key performance indicators on Cost, Service, Quality and Regulatory Compliance. The outcome of this effort were 25 recommendations to cut turnaround times, improve SLAs and achieve higher operational efficiency with an ROI of 83%.

DecisonPath Consulting | Dec 2007 - Jun 2009

Senior Consultant

Responsible for building relationships with clients, understanding their business needs and delivering portfolio of business intelligence (BI) strategies to improve business performance. Worked with clients in higher ed and food industry. Delivered BI roadmap for a large education services company with the goal of achieving a 40% increase in enrollment and double digit revenue growth over three years. Wrote playbook of best practices for supply chain analytics in the food and beverage industry.

Stream Nova - Microsoft Gold Certified Partner | May 2003 - Nov 2007

Founder and Managing Director

Started new business venture focused on collaboration and digital content management solutions. Led business development efforts, engaged with executives at prospect companies (Pfizer, Walmart, Microsoft) and presented proposals in competitive evaluations. Earned performance award as Microsoft Certified Gold Partner of the year.

McKinsey & Company | Sep 2001 - Sep 2002

Consultant

Conducted financial performance analysis for clients in energy and manufacturing sectors, using a variety of analytical frameworks (industry financial ratio comp analysis, contribution margin by business unit, supply cost curve analysis and profitability / ROIC) to provide strategic insight to business leaders. Drafted industry roadmap for the Wireless Communications Technology Industry in Mexico including user growth projections and technology standard adoption.

My Education

Take a look at my formal education

MBA, General ManagementUniversity of Virginia Darden School of Business | 2001

BS, Industrial and Systems EngineeringTecnológico de Monterrey | 1994

About Me

Seasoned data scientist dedicated to empowering business leaders in making informed decisions and enhancing customer value. Solid track record in machine learning, quantitative modeling, NLP and LLM solutions that drive growth and engagement.

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