Resume
Highlights of Qualifications
Hands-on quantitative market research experience in both IT and financial sectors with a diversified background over the past 8 years. Experienced financial analysis, statistical modeling and risk management. Recognized for expert in business analytical research and statistical modeling. Master of Science degree in Applied Economics, 2005 University of Alberta’s Master Scholarship winner. Accomplished at marketing research project designs, hand-on experience in web-based survey design using mod-survey design and html; multivariate statistic analysis. Research experience in quantitative market research modeling; market segmentation, brand loyalty, advertising, commodity pricing, and elasticity analysis. Permanent resident of Canada. Excellent analytical and translating skills of charts and data-heavy studies.
Skills
¨ Discrete choice modeling and experiment design in marketing research.
¨ Multivariate analysis (ANOVA, factor, cluster, principal component, and conjoint analysis).
¨ Generated large simulation models using historical price and production data to test hedging and marketing strategies.
¨ Proficient in SPSS, SAS BASE, SAS Enterprise Miner, Office Suite (Word, Excel, Access, PowerPoint); working knowledge of SQL
Professional Experience
Telus Mobility, Calgary, Alberta June 2008 – Present
Business Analyst II, Campaign Measurement for L&R Program
¨ Developing process and measurement templates for Loyalty & Retention as well as Marketing program measurements.
¨ Assisting Program Managers in developing appropriate program measurements including controls groups.
¨ Training Program Managers on program measurement process, data sources and self serve applications.
¨ Providing project management of Loyalty & Retention and Marketing program reporting.
¨ Managing analysis or program measurements and identification of new Loyalty & Retention and Marketing program opportunities.
¨ Performing regular audits on reporting and data sources, and making recommendations regarding improving data quality and report automation.
Intuit, Edmonton, Alberta January 2007 – May 2008
Market Research Analyst
¨ Developed market mix model to evaluate market dynamics and ROI of alternative marketing campaign.
¨ Worded with Financial Analyst and Retail Manager to track tax product sales in store level across Canada to evaluate the pre-post advertising effect across Canada.
¨ Built time series general linear model to evaluate market development fund dynamic effect on sales.
¨ Involved in ad hoc research projects such as correlation analysis in CRA tax form usage, pre-post marketing campaign analysis.
¨ Provided technical expertise in experimental discrete choice modeling project for Quick Tax (Desktop & Web) new product lineup in FT07.
¨ Conducted in-depth research on Canadian small business accounting software market segmentation study in 2007.
¨ Collaborated ISLT (Information System Leadership Team) to manage the internal business intelligence, market research library, and competitive intelligence library.
¨ Monitored Intuit Canada registration database and CRA tax prep usage database to examine the consumer behavior and product life cycle.
¨ Used business intelligence tool (ProClarity) to build the churn model (retention & Attrition) for direct marketing campaign.
¨ Designed and analyzed Tax, Accounting in product survey data, providing annual summary report to SLT (senior leadership team).
¨ Consulted with Product Manager to assess merchant account service (Credit Card/Debit Card/Cash) across Canada and the United Kingdom.
¨ Produced secondary data research on accountant market size in Canada and the United Kingdom.
University of Alberta, Edmonton, Alberta 2005 - 2006
Research Assistant
¨ Applied market demand and pricing analysis and forecasting using complicated demand system.
¨ Designed an online survey using mod-survey and HTML (https://survey.re.ualberta.ca/~fok/).
¨ Conducted a stated preference experiment and conjoint analysis as tools to evaluate the producers’ willingness to pay for participating in alternative strategic alliance.
¨ Built discrete choice and simulation models to measure attributes of beef alliances that producers prefer and participate in the research of hedging; strategies and risk management of cattle industry in Western Canada.
Industrial Bank Co. Ltd., People’s Republic of China 2001 – 2004
Financial Market Research & Risk Analyst
¨ Played a key analytical role in Assets and Liability Management.
¨ Participated in database marketing in customer relationship management.
¨ Financial modeling in loan evaluation and risk management (e.g., Scorecard Development, VaR, Stress Testing, Modeling within Basel (1) framework.)
¨ Collaborated with People’s Bank of China, analyzed and forecasted the financial market date.
¨ Provided customer relationship management.
China Construction Bank, People’s Republic of China 1997 - 2000
Senior Financial Analyst
¨ Conducted statistical analysis of international business of the bank.
¨ Networked with management of trade finance division and treasury division.
Education
¨ CFA First Level Candidate - 2007
¨ Masters of Science, Resource Economics – University of Alberta – 2006. University of Alberta’s Master Scholarship, Mary Louise Imrie Graduate Student Award and Faculty of Graduate Study & Research Travel Grant.
¨ Bachelor of Science, Accounting – Zhongnan University of Economics and Finance, Wuhan, People’s Republic of China – 1996. Majored in accounting and graduate with distinction. Excellent Undergraduate Student Scholarship 1994 – 1996. Outstanding Undergraduate Thesis Project Scholarship – 1996.
Professional Development
¨ Advanced Business Analysis using EXCEL & VBA, China Construction Bank, Wuhan, China – 2002
¨ SAS Enterprise Miner, People’s Bank of China, Wuhan, China – 2003. SAS Base/Enterprise Miner.
¨ Financial Modeling & Risk Management, People’s Bank of China, Beijing/Shanghai – 2003
¨ Market Research using SPSS (Basic/Advanced), SPSS, Washing, DC – 2007
¨ Leadership and Team Building, Intuit, Edmonton – 2007
Professional Affiliations
¨ Member, Canadian Agricultural Economics & Economics Association, 2005 – 2007
¨ Member, Canadian Marketing Research Association – 2007
Public Presentation & Presentations
¨ “Formal Beef Alliances and Alignment Problems in Canada Beef Industry”. 2006 Canadian Agricultural Economics Association Annual Meeting, Montreal, May 2006
¨ “Chinese Consumers’ Willingness to Pay for Fee-Based Financial Service: A Choice Experiment in Credit Card Market of Wuhan City”. Journal of China Construction Bank, China Construction Bank, January 2003
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