Oxford School Mexico City

Hult International Business School

Instituto Tecnológico Autónomo de México / ITAM

Instituto Tecnológico Autónomo de México

Client Director

Boston, Massachusetts, United States

As a Senior Success Guide focused on CRM Analytics (previously Tableau CRM) I am responsible for accelerating the adoption of CRM Analytics by providing support and guidance and sharing best practices to clients.

I assist solving problems for our customers by being solution focused. On my day to day, I deliver engagements related to CRM Analytics implementation including "CRM Analytics Platform Fast Start", "Data Prep (Recipe and Dataset creation)" , and "Advanced Customizations" as well as adhoc Success Requests to help our customers with specific use cases.

Additionally, I co-lead webinars for specific CRM features such as Templated Apps including the "Sales Analytics" and "Event Monitoring" webinars as well as Einstein Discovery and Prediction Builder.

Salesforce

Senior Success Guide CRM Analytics

Blue Cross Blue Shield of Massachusetts

Senior Salesforce Business Analyst

- Collaborated with Atrium implementing Einstein Analytics for the entire organization and created new Dashboards powered by complex dataflows and recipes.
- Took the role of the Salesforce Admin managing and implementing new Process Builders, new fields, modifying page layouts, cleaning up data with SF Data Loader, assisting with Deployments to Production leveraging Salesforce CLI, creating custom objects, implementing new enhancements and supporting the 10 different business units using Salesforce.
- Set-up new integrations between various Apps and third party systems including: Cvent – Salesforce, Outlook – SF as well as a new Integration between SF and our Accounting system by leveraging Informatica Cloud
- Produced and delivered Salesforce training tools (video, documentation, reports and dashboards) to facilitate user adoption within the organization.
- Prepared High-Level design and technical design documents involving our integrations between Salesforce and third-party systems as well as of the HV Salesforce ecosystem.

HarbourVest Partners

Salesforce Business Analyst

Responsible for defining, analyzing and documenting requirements involving our current processes and technologies including Salesforce and Marketo.

Responsibilities include:

- Implemented JIRA as our Issue & Project Tracking Software among BA’s and developers and wrote documentation including a technical training for admins.
- Captured requirements and enhancements in a Business Requirements Document for the EP2025 project focused on replacing the current admissions system that supports NEU, along with a Gap/Fit analysis to help determine if Salesforce and Marketo could fulfill the business requirements.
- Took the role as Embedded BA within Marketing Operations and Enrollment Operations understanding their processes in regards to Salesforce and Marketo and driving the technical team to implement enhancements.
- Led the Applicant Pipeline Improvement Project (APIP) focused on re-engineering the way we feed applications into SF from third party systems, modifying the use of the standard Opportunity object to track enrollment interests in programs and enabling NEU to centralize applications in one object.
- Led Salesforce QA testing during APIP project developing test plans, test cases and test scripts as well as writing user stories to review against the requirements.
- Led UAT sessions with end users and customers.

Northeastern University

As a business sales executive in Boston specializing in cloud computing, virtualization, hosted voice solutions and traditional IT, I help companies in the AEC industry utilizing CAD and BIM increase their productivity by collaborating real time in the cloud.

Successes include:

- Expanded Advace2000 presence in Boston within the AEC industry and built a sales funnel
- Consulted BIM Managers, Architects and IT Directors on cloud solutions

Advance2000

IT Business Executive

Act as the main liaison to clients for all aspects of the project and evaluate the requirements of each project with an eye towards the business goals, success metrics, target user segments and branding direction.

- Assisted with the completion of over 25 B2C and B2B ecommerce sites by gathering business requirements from customers, and translating these requirements into technical requirements for our Design and Dev teams to implement a technical solution.
- As the QA owner, I developed QA checklists for our websites and developed test plans and test cases before the launch of each website.
- Led UAT sessions with end users and customers.
- Offered daily customer support assisting with Office365, identifying and fixing bugs within the ecommerce platform, managing DNS through Rackspace, and offering support related to our third-party solutions such as Constant Contact, Mail Chimp, Send Grid, Endicia, Shipstation and <a href="http://Stamps.com">Stamps.com</a> and Square POS.
- Created SOWs for customers, defining deliverables and timelines in order to successfully complete each website on time.

DreamingCode

Ecommerce Project Manager/Business Analyst

Develop partnership strategy in Mexico, create the business plan and utilize Mixpanel Analytics to track events, test platform and offer feedback to developers for improvement.

- Led Social Network Analysis and identified trends and opportunities through social network analysis, specifically using NodeXL and Twitter advanced search.
- Re-structured website and created content in English and Spanish.
- Prepared and delivered client presentations with the objective of attracting new investment.
- Utilized Mixpanel Analytics to identify bugs and improvements on the app and offer feedback to the dev team.

Lengio Corporation

Internship- Digital Engagement Specialist

Reforma group is the biggest and most important newspaper in Mexico with over 6,000 employees and 3 newspapers: El Norte, Mural and Reforma

Events and Marketing Analyst

- Directed 350 educational tours for universities, family members, enterprises and clients.
- Wrote educational tour in English and French for foreign visitors.
- Directed more than 60 events per year, including Juicios Orales an event attended by the President of Mexico.
- Designed engagement culture and employee recognition that impacted 2,000 associates.
- Managed the benefits for 1,500 employees.
- TV hosting for the sports section in the Newspaper.

Reforma

Development and Marketing Analyst

Coordinated governmental and investor relations and built brand awareness.

- In charge of investor relations delivering Proteak’s message to potential investors, attracting them to the company and developing both financial and marketing strategies to increase stock price.
- Built relationships with industry leaders to develop opportunities for the company.
- Created a strategic alliance with ProMexico, a governmental branch, allowing Proteak’s representatives travel to India to look for business opportunities, all funded by Mexico’s government.
- Led Proteak in the 2012 Forestry Exposition, being the most visited company in the Exposition and increasing sales in 50% while creating strategic alliances with industry players.
- Formulated and updated web page content and managed press releases and Corporate Communications.

Proteak Renewable Forestry

Public Relations and Institutions Coordinator

Consolidated the Corporate Responsibility Department within the Communications department in AXA Mexico. Developed two programs: “More Nurses for Mexico” and “Hearts in Action”.

- Managed corporate image and aligned strategies with AXA France for Mexico.
- Achieved an increase in sales as a result of the positive image people had from AXA’s programs. Measured the results with surveys.
- Calculated return on investment for two programs and managed to stay within budget.
- Designed corporate social responsibility plan to grant nurses tuition and educational opportunities.
- Consolidated corporate identity within the employees by involving more than 150 employees as volunteers for the programs.

Laura Landau